Expo West 2018 Trend Presentation. Emily Darchuk Oregon State University Extension

Transcription

1 Expo West 2018 Trend Presentation Emily Darchuk Oregon State University Extension

2 Background

3 Goal of this Presentation: Holistic View to Innovation Presentation covers: - Product, Communication and Positioning Trends - How can the dairy industry incorporate these trends to connect with the Natural Consumer But none of these trends are a one size fits all solution for every company!

4 Innovation Process Innovation involves intentional development designed around meeting a need Identify problem Consumer, Customer, Industry Brainstorm a solution Determine if you equipped to solve it Is there a reason for consumers to believe that you are the solution? It is easier to sell someone an Aspirin versus a Vitamin

5 About Expo

6 Dairy Product Trends

7 Fat Inversions

8 Dairy Fat is Good!

9 Increased fat level products are now emerging; Grass fed is key value statement for health perception

10 Grass-fed- The Original Plant Based Milk

11 Grass-fed is the Grain Free Trend for Dairy

12 Consumers are starting to see full fat dairy as a healthy snack option; Grass-fed is seen as healthiest Organic (Grass-fed) dairy products have been shown to have 50% more beneficial omega-3 fatty acids than conventional dairy products 1 Full fat Grass-fed dairy has the largest benefit Some consumers may seek out grass-fed over organic to ensure the health benefits and are willing to pay a % premium over conventional products 2 Some consumer perceived benefits 3 : - Protects from diabetes ( in low sugar products) - Satiety/Weight loss - More natural, flavorful and less processed - Better for the animals

13 In 2017, Grass-fed yogurt and kefir sales have increased by over 38%, where traditional products have seen ~1% decline 1 Grass-fed fluid milk and dairy products produced $75 million in revenue in

14 Probiotic as a Platform

15 Other Product Trends

16 Snacks Reinvented

17 Wholesome Snacks for Kids

18 Traditional Flavors Elevated

19 Yerba Mate Is the Trending Source of Energy

20 Beyond Gluten Free to Grain Free

21 Water Water Everywhere!

22 Plant Based is Now Gourmet

23 Positioning Trends

24 Focus on Babies

25 HEMP and CBD as a Nutraceutical Solution to Pain One of the largest trends of the year One day industry workshop for CBD Business Development Market expected to sell $646 million by 2022 Functional products to replace Opioids: - Sleep aid - Inflammation reduction - Anti-anxiety

26 Celebrity Partnership is New Influencer Marketing

27 Mainstream Dairy Looks to Non-GMO

28 More active communication Transparency in sourcing Brands Look Beyond Non-GMO Greening effort is gaining authenticity and engagement from many companies Partnerships and sponsoring of environmental cause companies Holistic approach to food manufacturing More Organic vs just Non-GMO

29 Regenerative Agriculture is the New Sustainability - Focus on soil health versus certification - More holistic and situational based approach to farming best practices - Connection between animals and agriculture - Provides value to those farmers in transition to organic - Differentiation to other competitors - Removes stigma of sustainable or Organic from skeptical consumers

30 Sustainable Animal Products

31 Back to the Farm

32 Triple Bottom Line in Action

33 Messaging Trends

34 It isn t the product you sell but the story you tell

35

36 What does your packaging say about you?

37 Nancy s Packaging Refresh

38 Dairy Innovation Opportunities

39 Permissible Indulgence- Taste is Key Differentiation

40 Connect to the farm and celebrate giving back

41 How can innovation can be good for bottom line? Increasing yield = Increasing value for consumers

42 Offer Convenience for those who Resonate with Dairy Keto Diets Moms on the Go Energy on the Go Protein on the Go

43 Conclusion

44 Intentional Innovation

45 Thank you! Any Questions? You can find me at: