The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreNov 2018
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As the organic space is maturing, companies are looking for new ways to leverage consumers’ ethical concerns and add value. Although the dairy industry has positioned itself as responsible and sustainable, it has recently been challenged by milk alternatives, and criticised for the climate impact of dairy farming. This report highlights efforts in sustainable dairy, a term encompassing organic, local production, free range, non-GMO, sustainable packaging, farmer support and other similar efforts
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Over 10% of consumers across the world actively try to limit dairy intake, and this trend is gaining strength each year. While dairies are experimenting with ways to deal with the competition from substitutes, matching the health, ethical and sustainability credentials is a key challenge.
Consumers increasingly demand food that brings welfare for animals, farmers, societies and employees. The ethical living trend was introduced by generation X, lived by millennials, and is set to be furthered by generation Z as they grow into the purchasing power of adulthood. In food, the impact of ethical living can most notably be seen in dairy.
In order to reinvigorate sales of dairy products, manufacturers are using six key approaches and labelling their brands with several ethical claims, including non-GMO, sustainable packaging, local production, farmer support, free range and organic.
It is important to ensure that approaches to sustainable dairy connect to the concerns of consumers locally. Although different approaches can be combined in a product, they are not effective in themselves, but only through their interaction with public discourse and consumer expectations in the market.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.