Take a stroll alongside the refrigerated aisle and also you’ll discover a dairy part spanning milks, yogurts, cheeses and lotions. Most likely not too distant, you’ll additionally discover the plant-based dairy part displaying related merchandise, dairy-free.
However what you’ll wrestle to search out is one thing within the center: merchandise that mix plant-based substances with dairy to create a brand new class, hybrid dairy. Whereas that is actually reflective of an absence of innovation, it doesn’t recommend the class lacks attraction, based on market analysis agency Mintel.
How can innovators rethink the class, and specifically its messaging, to onboard new shoppers?
Are shoppers fascinated with hybrid dairy as a class?
It’s not typically one comes throughout a dairy product explicitly marketed as a hybrid. Essentially the most notable, but discontinued, was launched by French firm Triballat Noyal beneath its Pâquerette & Compagnie model in late 2021. The product blended 50% cow’s milk with 50% plant-based substances. On the time, Triballat Noyal stated it needed to supply shoppers ‘new selection, nice style, and wholesome diet’.
Though the product is not on cabinets, shopper analysis suggests there may be appreciable curiosity within the blended dairy and plant-based class. In a handful of surveys carried out by Mintel along side both Kantar or Dynata over 2022-23, merchandise appeared interesting to many.
In France, 42% of respondents agreed merchandise that mix a dairy different important ingredient with dairy can be interesting; within the Republic of Eire 56% of cheese customers stated they’d be fascinated with attempting hybrid cheese; and in Thailand 26% stated they’d be fascinated with attempting hybrid yoghurt.
Responding to shopper calls for for flexitarianism (or flexi-dairy-anism)
The chance exists as a result of shoppers are more and more figuring out as flexitarians, which means they want to improve the quantity of plant-based meals – whereas lowering animal derived merchandise – of their diets. Within the dairy world, Mintel is asking this ‘flexi-dairy-anism’.
“In contract to the media protection surrounding the plant-based pattern in recent times, the vast majority of shoppers who’re re-examining their relationship with dairy are pursuing flexi-dairy-anism, i.e. consuming each dairy and plant-based milk,” defined Alice Pilkington, senior world foods and drinks analyst at Mintel.
In response to Kantar and Mintel 2023 analysis, many shoppers haven’t but tried non-dairy milk: within the US, the determine was as many as 47% of survey members. Within the UK, analysis suggests plant-based milk shoppers are additionally ingesting dairy, with 80% of respondents saying they drank each plant-based and dairy milk within the final three months to April 2023.
So why aren’t shoppers keen to surrender dairy fully? Mintel’s Pilkington stated the choice to eat each plant-based and animal-based dairy may lie in shoppers persevering with to benefit from the robust ‘style credentials’ of dairy and a reluctance to fully surrender typical milk, yoghurt and cream.
As to the the reason why shoppers are unwilling to rely solely on animal-based dairy, the explanations are ‘quite a few’, together with intolerance, a willingness to eat and drink more healthy merchandise, a perception that non-dairy is healthier for the atmosphere, and a need to eat extra plant-based meals.
How can manufacturers greatest attraction to flexitarian dairy shoppers?
If dairy hybrids are thought of a ‘whitespace’ alternative inside the market, then how can manufacturers greatest hit the mark with shoppers?
Mintel recommends making current hybrid merchandise extra ‘actively related’ to flexi-dairy-an shoppers by emphasising each dairy and plant-based substances. For instance, a model making a dairy yoghurt that accommodates oat flakes may higher promote the inclusion of each substances, to attraction to dairy followers and flexi-dairy-ans on the similar time.
The market analysis agency additionally means that hybrids be positioned as an inexpensive different to plant-based milk for a class of shoppers it describes as ‘reluctant dairy lovers’. In response to Kantar and Mintel analysis, 32% of individuals in Canada who don’t eat non-dairy milk accomplish that as a result of they think about it too costly.
From a diet perspective, including plant-based substances to dairy merchandise may additionally assist preserve fibre-conscious shoppers engaged. “Added fibre holds broad attraction throughout dairy. For instance, 65% of Polish shoppers agree yoghurts and yoghurt drinks with added fibre can be interesting,” stated Mintel’s Pilkington.
And eventually, manufacturers ought to talk the style and indulgence that plant-based substances can carry. “While many shoppers present future intentions to change to extra non-dairy choices, style considerations stay,” we have been informed.
“Consequently, hybrid dairy is better off over non-dairy alternate options, given these merchandise nonetheless comprise a number of the dairy style that buyers get pleasure from.”
