A more diverse dairy
Image: Milk & More
IFE 2022, the International Food & Drink Event held last week in London, reminded those of us in the dairy industry that while animal milks continue to predominate in the market, the rise of dairy alternatives is a firm factor in today’s shopping trolley.
It remains to be seen how the alternatives will fare in the new era of increased costs across the board for consumers, but it will also probably be incumbent on the processor to get across how the dairy aisle offers nutrition and protein bang for one’s buck, as they say. Which is basically what IFE told us, with aisles of companies promoting non-dairy products that mimic the dairy flavour and mouthfeels, with varying degrees of success.
The money being poured into this sector is fairly significant globally, ranging from Oatly, derived from oats, to Dug Drink, a potato-based drink. Marketing and social media campaigns for all are ongoing, and at this point, one can grab a pea-based protein drink (Wunda) and various barista-style products for one’s coffee. Spreads based on nuts, and the endless myriad of coconut-based products are on offer.
It’s an exciting opportunity and some dairy processors have taken it that way, with additions to their portfolios. In the UK, Müller’s kerbside delivery offers #milkdiversity, with a selection of drinks and non-dairy derived products (chocolate being one). You can buy your Oatly and almond drinks alongside your organic dairy milk and butter and they will all be delivered to your door.
One of the key things for all marketers to remember about consumers now is they have individual needs. People move to alternatives for so many reasons, ranging from health issues (lactose intolerance and thyroid problems) to concerns over animal welfare. Getting the right product to the right consumer is a key skill for today’s processors, and well, I’m all for diversity.
- Suzanne Christiansen, editor, Dairy Industries International.
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