Dairy: Quarter of new Launches
In 2006, a record-breaking barrage of new products flooded store shelves, according to the Mintel Global New Products Database (GNPD). Close to 182,000 new products were introduced globally, with key overarching areas focusing on mind, body and general good health.
Almost 105,000 food and drink products were launched
last year alone — around 300 for every day of the year. Of those food
and drink introductions, close to a quarter of the new launches were in the
dairy category. According to the Mintel GNPD, European launches — in
excess of 4,700 — were more than four times those of North America
(reaching 1,074 new launches). However, all regions showed significant
growth overall in the global dairy category.
“The significant shift to more products with
better-for-you positioning helped boost new product launches in
2006,” said David Jago, director of Mintel Custom Solutions.
“The strong focus in many categories is on promoting good health,
which can be seen in the most popular product claims.”
Across dairy categories, low/no/reduced fat clearly
had the edge in overall product claims. With increasing importance placed
overall on good health and wellness, dairy manufacturers globally looked
for ways to modify their products. More than 1,900 new products were
released globally featuring the low/no/reduced fat claim.
In line with this healthy trend, other food minus
trends — products that highlight a reduced content of additives,
preservatives, sugar and cholesterol — continue to rise. The sharpest
mover is the no additives/preservatives category, posting a jump of more
than 250 new products from 2005 to 2006. It is the fastest rising claim,
particularly due to the shift to more allergy-friendly foods.
Organic has also been another key claim that has
gained substantial ground. However, “all natural” has increased
its profile significantly in North American markets. As consumers in the
region continue to sort out the differences between the two, all-natural
products have doubled their product introductions over the last year.
Three of the dairy subcategories that experienced the
greatest launches last year were cheese, flavored milk and drinking
yogurts. Cheese was up close to 400 new products, drinking yogurts rose
close to 200 and flavored milk increased by more than 200. Positioning in
all categories continues to move in the direction of functional, organic
and “minus” claim products.
Cheese is truly receiving a makeover, as manufacturers
try to push the healthier properties of the subcategory. Citing added
minerals and premium offerings as key additions to the category, new
product launches reached more than 3,200 globally. Targeting
children’s snacking should help with further positioning positive
attributes of cheese — it can remind parents about the
subcategory’s important value to personal health, helping to continue
elevating opportunities for this sector.
The drinking yogurts segment continues to be strongly
driven by new launches. According to a recent U.S. Mintel report, these
beverages experienced a 20 percent jump in sales in adult-focused beverages
alone. Younger consumers still provide a strong market for the products as
well, but the growth in that area is not as strong as its adult
counterpart. Functional claims are expected to have more to do with shaping
the category in the upcoming year.
The final key launch-gainer was flavored milk. Even
though the category posted a product introduction gain, in the United
States the flavored milk sector overall does not shows impressive signs of
growth. Key products that combine healthy messaging with flavor properties
have the best chance for expansion. Both PepsiCo and Coca-Cola have
launched products here, looking for ways to fill the holes of a declining
carbonated beverage market. Standard flavors such as chocolate, vanilla and
strawberry continue to rule.
For more information, visit www.mintel.com.
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