Amidst rising unit prices and declining milk consumption, dairy brands are tapping into several key trends — natural, wellness, protein-forward diets, and sustainability — to captivate price-sensitive, health-conscious, and environmentally aware shoppers, reports an article in Packaging Technology Today magazine, authored by Moira Stein, Insights & Strategy Specialist at Berlin Packaging.​
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Natural Appeal. Consumers are increasingly scrutinizing their food choices, favoring natural, unprocessed, and organic dairy products, notes Stein. This shift has led to a decline in processed cheese sales and a surge in demand for premium artisanal and soft cheeses. Full-fat milk and cream are gaining popularity due to their perceived naturalness and health benefits. Traditional butter has also experienced a resurgence, celebrated for its minimal processing and simple ingredient profile. To align with this preference, brands adopt minimalist packaging designs that convey purity and simplicity, reinforcing the product's natural attributes.
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Functional Health Benefits. The health and wellness movement has opened avenues for dairy products enriched with functional benefits, declares Stein. Probiotics for gut health, high-protein content for satiety, and formulations supporting mental well-being are becoming prevalent. Kefir beverages and protein-rich options like Greek yogurt and cottage cheese exemplify this trend. Packaging plays a crucial role in highlighting these health benefits, with custom structures and aesthetic brand designs supporting premium positioning.
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Protein Power. Protein's prominence in diets has sparked increased demand for dairy products naturally rich in this macronutrient, observes Stein. Cottage cheese and Greek yogurt have seen sales grow due to their high protein content and versatility. Brands emphasize protein content on packaging to attract consumers seeking nutritious and filling options.
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Sustainability Savvy. Environmental concerns are driving the dairy industry toward more sustainable practices. Consumers are attentive to the carbon footprint of dairy farming and the ethical treatment of animals, says Stein. Brands are responding by sourcing ingredients sustainably and adopting eco-friendly packaging solutions, such as post-consumer recycled content and recyclable designs. Transparent on-pack communication about these efforts appeals to eco-conscious buyers and aligns with global sustainability goals.