Dairy products go high in fibre

In recent years, the high protein trend has led innovation in the dairy category. Containing casein and whey, dairy products are considered a source of high-in-quality proteins. Furthermore, being extremely versatile as an ingredient, dairy manufacturers have explored the numerous opportunities in terms of both texture and formulation to target different consumer segments.

The launch of Yakult Plus’s in the last month in Italy has confirmed the entrance of a new ingredient into the dairy category: fibre. Besides the addition of natural components, such as plant-based sweetener – stevia – and vitamin c; the new beverage contains the addition of fibre to regulate the digestive system.

This trend for dairy with added fibre has global relevance as shown by several releases occurring in the dairy industry recently.

Earlier this year, Arla, a brand which has heavily capitalized on the popularity of protein, released Arla Fibre yoghurt in the UK; a range featuring 4.7g of fibre per serving. According to Arla’s brand manager, the new line-up supports consumers in reaching the recommended 30g daily fibre intake.

Furthermore, in China, the chilled shelves have been populated by dairy products, such as butter and yoghurt, featuring high in fibre claims on their packaging. For example, dairy manufactures have included more fibre content by adding durian, an exotic fruit well-known for being high in carbohydrate and fibre, such as Regalion branded durian butter spread in Malaysia.

The reason behind the fibre trend is potentially a reaction to the high in protein and low carbs trends, to counteract the impact of eating less fibre in the diets generally. Consumers seem to be aware about it, which aligns with demand for more functional properties, for example, when choosing dairy items. Indeed, according to GlobalData’s Q4 2016 consumer survey, dairy consumers are more likely to find high-in-fibre claims appealing than the global average (79% vs 75% respectively).

The finding highlights the demand for more nutritional credentials when purchasing dairy products, and it will be interesting to see how other dairy brands will address the needs of these mainstream consumers.

Related links

https://www.globaldata.com/store/report/cs1706ct–top-trends-in-dairy-2017-exploring-the-milk-cheese-and-yogurt-categories/