Tetra Pak Dairy Index 2015: innovate and communicate to revitalise milk
Busy, health-conscious generation reaffirms strong belief in milk’s goodness, providing opportunities to grow consumption
LAUSANNE, Switzerland (17 June 2015) - Consumers worldwide remain overwhelmingly positive about the goodness of milk, understand its nutritional value, but feel variety and convenience are not keeping pace with modern lifestyles and expectations.
That is the conclusion of an international consumer study commissioned by Tetra Pak and published today in the company’s 8th Dairy Index. The study, undertaken earlier this year, highlights the need for dairy companies to revitalise the relevance of milk among consumers of all ages, through the introduction of innovative products and a fresh approach to marketing and communication.
For several years, the food industry has reported rising demand for nutritious but convenient products, fuelled by the new generation of health-conscious consumers leading ever-more active lives. Peoplealready regard milk as ‘nutritious’; ‘healthy’; ‘a good source of calcium’; and ‘tasty’,but to maintain its relevance in the modernworld, producers need to innovate and develop drinks thatreflect changing lifestyles.
Dennis Jönsson, President and CEO of Tetra Pak Group, commented:“The key to energising dairy in all geographies is to make people excited about drinking milk; creating new products and developing communication campaigns to show that it is convenient, pleasurable, a special treat even, and relevant to all.”
The report explores instances where dairy companies have successfully brought new drinksto market, identifyingfour global product trends. These trends include indulgent yet permissible treats; customized products that make milk easier to digest or provide added health benefits; drinks made for on-the-go consumption or snacking, and “pure” milk with organic or “natural” values.
In addition, the report reveals how new communication channels can be used to create successful marketing campaigns that raise awareness of the nutritional benefits of milk, whilst forging an emotional connection with peopleto drive consumption.
Read more about it at:
www.tetrapak.com/dairyindex ABOUT TETRA PAK
Tetra Pak is the world's leading food processing and packaging solutions company. Working closely with our customers and suppliers, we provide safe, innovative and environmentally sound products that each day meet the needs of hundreds of millions of people in more than 170 countries around the world. Withmore than 23,000 employees based in over 80 countries, we believe in responsible industry leadership and a sustainable approach to business. Our motto, “PROTECTS WHAT’S GOOD™," reflects our vision to make food safe and available, everywhere.More information about Tetra Pak is available at
www.tetrapak.comTetra Pak and PROTECTS WHAT’S GOOD are trademarks belonging to the Tetra Pak Group.
