The new mood
Photo: Suzanne Christiansen
A top trend in dairy, according to Innova Market Insights in its new report on the top trends in dairy 2021, is “mood.” Making a way for consumers to get a decent night’s sleep, calming and relaxing drinks, and conversely, energy boosting dairy products, are what people are after.
Another issue is “nutrition hacking”, which is also something I’ve seen, with people asking if they have a product that they can just drink and go with. This was from someone who works in the UK’s National Health Service, so you can understand why they asked in the first place.
Around 54 per cent of the global consumers surveyed said they had spent time educating themselves on ingredients that could boost their immune health. Again, this is something people have asked about. I suggested yogurt, kefir and anything else that has added lactic bacteria, plus getting their regular dose of milk.
In the background of all this is the pandemic. In vital services such as food production, the NHS, the police, cleaners and so forth, people are thinking of how to protect ourselves until the vaccines kick in. Danone’s Actimel has seen a jump in sales and I am sure others have also seen it. Getting a good night’s sleep has never been so important to so many people.
Plus, as we leave another lockdown, keeping the immunity up is key and dairy can help with that. Personally, we’re topped up regularly with Actimel, kefir and of course, yogurt, in addition to the large amounts of milk my child consumes.
The good news is, rates appear to be dropping globally and the vaccine is being rolled out. I myself am getting the jab this week, which I am grateful for. I am looking forward to the day when we discuss coronavirus the way we discuss polio. It may wind up being like the flu, but still, we humans are a clever bunch, to get a vaccination for this dreadful disease so quickly. Stay safe, everyone.
- Suzanne Christiansen, editor, Dairy Industries International.
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