8. Yogurt’s “health halo” due in part to probiotics

Yogurt sales continue to be strong, driven by innovation of new products, packaging and the perceived “health halo.” Three-quarters of yogurt consumption is reported to be in the home, and it is no longer being eating just at breakfast but rather at all meals and snack times. The biggest consumers are the 18- to 34-year age group as well as the 45- to 64-year group, but yogurt appeals to people across all age ranges from children to seniors. Due to its extra creaminess and protein, Greek yogurt is also contributing to the strong sales.

The health benefits of yogurt may be due in part to its probiotics. Studies are looking beyond immune and intestinal benefits of probiotics to their role in managing weight, lowering cholesterol levels, improving insulin resistance and even reducing colic in infants. While the research is provocative, the range in types and levels of probiotics investigated makes it difficult to develop sound communication strategies about benefits for consumer audiences. In addition, supplements and other foods containing probiotics will continue to undermine dairy’s ownership of these “healthy bugs” in the future.

9. Transparency is key to trust in food choices

As with any relationship, consumers must trust their food—and the manufacturers of their food—to form a long-term purchasing and consuming commitment. Trust is built through consistency and transparency: knowing where food comes from, the people who make it, how animals were treated, the origin of recipes and the impact on the environment. Claims made about food products must stand up to consumer scrutiny. If food producers and manufacturers fall short, either by lack of transparency or by providing inaccurate or misleading information, they could lose customers forever.

Farmers’ markets are popular, increasing in number by 17 percent in the past year as consumers yearn to feel closer to the foods that nourish them and their families. Market research shows that consumers, especially Millenials, are willing to pay more for foods that are natural, organic, whole wheat, free range, locally produced, artisanal, with no antibiotics or growth hormones … and that still taste good. 

10. Social marketing and networking increasingly influence shoppers

The internet and social media continue to be strong influences in the shopping habits of consumers. With both their pocketbook and health top of mind, consumers are looking to compare prices, prepare shopping lists, find recipes and collect information on food products such as country of origin and nutritional benefits. Others look to retailers for online coupons and help with planning and preparing healthy meals. Retailers are responding by offering digital platforms that build relationships with shoppers; they collect personal data and identify areas of concern such as health issues, the environment, the economy and time-saving strategies with which they can help consumers. Many have developed supermarket loyalty programs and apps that reward their shoppers with personalized discounts and other services. Dairy products are positioned strongly, with their healthful array of nutrients, modest contribution to carbon footprint, affordability and versatility of products.