Culinology - June 2016 - (Page 48)
Dairy alternative drinks are differentiating themselves in the health category, calling out
claims that correspond with current consumer trends.
Over 90% of dairy alternative drinks launched in 2015 - which represented 6% of total
global dairy launches recorded by Innova Market Insights - were marketed on a health
platform of some kind. The most popular claim caters to consumers seeking free-from
foods. "Lactose free," which appeared on more than 47% of introductions, was up from
about one-third in 2011. This stems from improved allergen labeling, Innova said, as well as
an increasing awareness of lactose intolerance and desire for free-from foods in general.
"The dairy alternative drinks market is booming, and further growth is expected with
growing interest in dairy-free and lactose-free products as a lifestyle choice, rather than
simply an option for those with allergies and intolerances," said Lu Ann Williams, director
of innovation at Innova.
The need for contrast within the category has grown along with the popularity of dairy
alternative drinks and the sheer amount of them in the market, Innova said.
Soy milk started the trend of health claim marketing in the non-dairy milk segment,
Innova said, but its place as the common category mainstay has been waning as more
companies seek to differentiate through ingredients as well as health claims. Sixty per cent
of launches in 2015 featured soy milk as the main or secondary ingredient, according to
Innova, but that number has plummeted nearly 15% since 2011. Several brands instead opted for almond, as Innova reported that almond milk starred in more than 28% of launches in
recent years, ahead of rice, coconut and oat milks.
Along with the shift away from soy, Innova said the market has seen a stronger move of
dairy alternative drinks out of the white milks sub-category and into flavored varieties, with
complex flavors and blends increasing on the shelves.
"In the move to offer something new, we are also starting to see not only a wide variety
of increasingly sophisticated flavor options, but also blends of milks from different sources," Ms. Williams said.
Culinology | JUNE 2016
Table of Contents for the Digital Edition of Culinology - June 2016
Culinology - June 2016
Table of Contents
President's Letter - Best job competition
Emerging Trends - Five millenial-fueled food trends
The sun is rising on Japanese small plates
Flavor Trends - Seeing innovation through the smoke
Ingredient Trends - Adventures in ancient grains
Member Profile - Research chef extraordinaire
Expert Voices - Gas vs. electric
Industry News from the Research Chefs Association
Culinology Book - New book digs deep into Culinology
Petits Fours - Hormel launches product line for cancer patients
Vermont indicates enforcement priorities for GMO labeling law
Feeding Hispanic millennials’ craving for culture
Combo meals regaining appeal
Dairy alternatives straying from soy
News Bites - Trendspotting at the Culinology Expo
Culinology - June 2016