Powered by dairy: Opportunities for growth

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Future of Dairy:

Powered by Dairy” - Opportunities for Growth

Please note: the products shown in the presentation deck are included solely for the purposes of illustration.

September 2014

Trends and Needs Converge

Overarching Themes Set the Stage for Identification of 20 Potential Growth Areas

• The US market will be marked by increasing rates of change driven by key macro forces in the market

• In this environment, the US dairy industry has significant opportunities to innovate overall and within individual categories

• Dairy’s future will require more multi-faceted segmentation and personalization to keep pace with these significant changes

• In the future, dairy needs to move beyond core messaging and core benefits towards fusion of benefits that address emerging consumer needs more effectively

2

Future of Dairy – Key Opportunity Area Identification

Dairy Beverage

Reinvented

Powered by Dairy

Fit for Life with Dairy

Future of Dairy initial project:

20 opportunity areas

Five areas chosen for precompetitive exploration

Continuously Delight Kids

Grazing on Dairy

3

Powered By Dairy” Identified as Potential Area for Growth in

Comprehensive Future of Dairy Research Study

Making dairy the go-to food/beverage for people who want more physical or mental energy

Basis of Interest

• Energy drink market in US was $4.8BN in 2008

• Functional drinks estimated to grow to $19BN by 2013 (160% growth from 2008)

• 63% of Americans are concerned about lack of energy

• 69% say ‘provides energy’ is important in determining products to buy

• Chocolate milk proven to be a good recovery drink

• 21% are regular energy drink users, including 43% of those ages 18–24

• Only 29% of consumers strongly agree protein is naturally found in milk; only 25% familiar to whey protein

Innovation Center research compiled by GfK identified 3 dairy categories that have possible opportunities within the energy space: MILK YOGURT

DAIRY

INGREDIENT

4

Question #1: Can products within the dairy category play in the consumer-defined “energy space?”

YES NO

5

Using The TNS Landis Database, Consumers Define “Energy” In

Many Ways …

• Helps manage my blood sugar

• Helps me get through my day

• Provides lasting energy

Sustained energy…

Mental energy…

• Enhances mental performance

• Helps me stay sharp and alert

• Is a good way to start the day

• Helps me stay on track

• Helps me concentrate

• Helps wake me up

• Boosts of energy naturally

Natural energy…

Energy

Quick energy…

• Provides quick energy

• Picks me up/gets me going

• Is a supercharged energy source

• Won't impair performance

• Helps me lead active lifestyle

• Is good after physical exercise

• Enhances physical performance

• Energy w/o making me crash later

• Will not slow me down/feel sluggish

Physical Energy

(Exercise)

Protein Based

Other

Energy

• Gives me energy w/o the calories

• Boosts my metabolism

• Rejuvenates me

• Revitalizes me

Note: Energy is defined as a need within food and beverage

• Is a good source of protein

• Is a good source of soy/ soy protein

6

Executive Summary

Regular yogurt, greek yogurt, smoothies, drinkable yogurt & low fat/skim milk show most potential to compete within energy space

Energy-related

Snack Occasions

• Snacking is a $90+ billion industry 1

• 21% of snacking occasions are energy-related, which creates a:

$18.9 Billion

Energy-related

Beverage Occasions

• Beverage a 53 billion gallon industry 2

• 30% of beverage occasions are energy-related, which creates a:

15.9 Billion

Gallon

Opportunity Opportunity

1: Innovation Center of U.S. Dairy, Snacking white paper (2009)

2: Innovation Center of U.S. Dairy, Dairy Beverage Reinvented (2012)

7

Here is a Roadmap of Where Dairy Can Play within the Energy

Space

1

Regular

Yogurt

2

Greek

Yogurt

3

Yogurt

Smoothies

4

Drinkable

Yogurt

5

Low Fat/

Skim Milk

Additionally, these dairy categories below have similar traits to innovate against:

• Yogurt- Dessert

• Yogurt- Probiotic

• Packaged Frozen

Yogurt

• Yogurt- Dessert

• Yogurt- Probiotic

• Packaged Frozen

Yogurt

• Reduced Fat/

Calorie

Milkshakes

• Lactose Free

Milk

• Organic Milk

Lower Priority

Dairy Categories

(Don’t meet energy needs or other categories meet the needs)

Snack opportunities

 String Cheese

 Individually Wrapped Cheese Slices

 Premium Ice Cream

 Non Premium Ice Cream

 Soft/ Spreadable Cheeses

 Cottage Cheese

Beverage opportunities

 Chocolate Milk

 RTD Refrigerated Milkshakes

 Whole Milk

Note: Reduced fat/calorie milkshake category are products that require “adding milk and stirring”

8

Where

Does Regular Yogurt Currently Play?

Need State: Enhance My Health

(Accounts for 14% of Energy–related Snack Occasions )

Defining … Enhance My Health

 Health functions

 Fresh/natural ingredients

 Sound nutrition

 Better performance

 Natural lift

Categories Competing Within Enhance My Health Need State

Fresh fruit-whole or precut

 100% RTD fruit smoothies

 Greek yogurt

 Dairy-based vegetable dips

 Cottage cheese

 Fruit cups

 Fruit Crisp Bars

 Cereal naturally sweetened

 Peanut butter in on-the-go cups

Who

Is My Target Consumer …?

Disciplined Eaters: Eat To Live

 Older consumers

 Proactive and disciplined

 Love food and are adventurous eaters

 Managing their food and nutrition choices

 Freshness and sources of the foods important

9

How

To Innovate …?

Communicate Regular Yogurt Benefits*:

1 Needs Not Met By Energy Categories: 2 Yogurt Outperforms Energy Categories:

Helps digestive system work at its best

Helps maintain teeth/bone strength

Closer-In Innovation

Enhances daily health

Helps ensure long-term health

Has redeeming nutritional value

Helps me feel good about self

Further-Out Innovation

* Must communicate all the regular yogurt benefits (above) to innovate far-out: Innovate Against Energy

Competitive Set

:

Important energy attributes needed to innovate

:

 Develop regular yogurt positioning that optimizes above communication/benefits

Is naturally sweetened

Use high quality ingredients

Naturally rich in vitamins

Build new dairy/energy product:

 Expand regular yogurt into energy space by leveraging above benefits along with energy attributes to create breakthrough innovation fusion categories/products

10

Note: *Must meet both criteria (1 and 2) before innovation

Where

Does Greek Yogurt Currently Play?

Need State: Energize Me

(Accounts for 6% of Energy-related Snack Occasions )

Defining … Energize Me

 Gets me going, keeps me going

 Has sound nutrition

 Is a natural lift

 Has fresh/natural ingredients

 Supports body functions

Categories Competing Within The “Energize Me” Need State

Peanut butter

 Packaged frozen yogurt

 Regular Yogurt

 Fresh fruit – precut or whole

 Fruit cups

 Cereal – 100% nutritionally complete, 100% wholegrain

 Fresh, cooked or raw vegetables

 Heart-healthy spreads

Who

Is My Target Consumer …?

Life-Balancing Weight Manager

 Image is important for these consumers

 “Live to eat” as mindful of health & nutrition

 Yet struggle with weight/guilt of eating

 Take time to exercise and look attractive

 Yet not truly satisfied w/how they look

11

How

To Innovate …?

Communicate Greek Yogurt Benefits*:

2 1 Needs Not Met By Energy Categories:

Helps build muscle

Boost immune system

Helps digestive system work at its best

Greek Yogurt Outperforms Energy Categories:

Good source of calcium

Closer-In Innovation

Innovate Against Energy

Competitive Set:

 Develop Greek yogurt positioning that optimizes above communication/benefits

Further-Out Innovation

* Must communicate all the Greek yogurt benefits (above) to innovate far-out:

Important energy attributes needed to innovate:

Enhance physical/ mental performance

Good source of

Fortified w/ vitamins

Is made with antioxidants and/or fresh/real

Build new dairy/energy product:

Promotes healthy skin

Build new dairy/energy product:

 Expand Greek yogurt into energy space by leveraging above benefits along with energy attributes to create breakthrough innovation fusion categories/products

Note: *Must meet both criteria (1 and 2) before innovation 12

Where

Does Fruit/ Yogurt Smoothies Currently Play?

Need State: Fruity Goodness

(Accounts for 9% of Energy-related Beverage Occasions )

Defining … Fruity Goodness

 Good for body

 Fruit-flavored

 Natural energy boost

 Kid-friendly

Partner with exercising

Complex taste

Good for lunch/ as a snack

Categories Competing Within Fruity Goodness Need State

 Bottle tea blend w/fruit juice

 Fruit juice drinks/blends

 Sparking fruit juices

 Soft drinks fortified with vitamins and/or minerals

Fortified fruit juice

 Regular RTD sports drinks

 Pre-game fuel drinks

 Post-game drinks

Herbally enhanced drinks

Who

Is My Target Consumer …?

Social Indulger: Live to Eat

 Eating is important to younger single men

 Rely on other to prepare food (at home & away)

 On-the-go consumers w/active, busy lifestyle

 Don’t worry about weight or health issues

13

How

To Innovate …?

Communicate Fruit/Yogurt Smoothie Benefits*:

2 1 Needs Not Met By Energy Categories:

Good mixture of tastes

Variety of tastes in every bite

Good as a snack

Smoothies Outperforms Energy Categories:

Fruit flavored, sweet

Kids can prepared/serve themselves

Kids like/parents approve of…

Closer-In Innovation

Innovate Against Energy

Competitive Set:

Further-Out Innovation

* Must communicate all the smoothie benefits (above) to innovate far-out:

Important energy attributes needed to innovate:

 Develop fruit/yogurt smoothie positioning that optimizes above communication

Good for fast paced lifestyle

Easy to prepare

Doesn’t drip when I drink it

Provides quick energy

Good for when I am surfing the web, blogging or texting

Build new dairy/energy product

:

 Expand smoothies into energy space by leveraging above benefits along with energy attributes to create breakthrough innovation fusion categories/products

Note: *Must meet both criteria (1 and 2) before innovation 14

Where

Does Drinkable Yogurt Currently Play?

Need State: Proper Health Management

(Accounts for 11% of Energy-related Beverage Occasions )

Defining Proper Health Management

 Feel and look my best

 Promotes healthier lifestyle

 Promotes brain function

 Better bodily function

Categories Competing Within Proper Health Management Need State

Soy milk

 Bottle water fortified w/vitamins

 Vegetable juices

Weight-loss beverages

 Low-fat/skim milk

 Protein-enhanced water

 Unflavored fitness water

 Nutritionally complete drinks

 Calorie-burning beverages

Who

Is My Target Consumer …?

Disciplined Eaters: Eat To Live

 Older consumers

 Proactive and disciplined

 Love food and are adventurous eaters

 Managing their food and nutrition choices

 Freshness and sources of the foods important

15

How

To Innovate …?

Communicate Drinkable Yogurt Benefits*:

1 Needs Not Met By Energy Categories:

Helps me look my best

2 Drinkable Yogurt Outperforms Energy Cat.:

Helps me feel good

Helps maintain family health

Give my body what it needs to feel good

Closer-In Innovation

Innovate Against Energy

Competitive Set

:

 Develop drinkable yogurt positioning that optimizes above communication/benefits

Further-Out Innovation

* Must communicate all drinkable yogurt benefits (above) to innovate far-out:

Important energy attributes needed to innovate

:

Helps me feel fit/ healthier

Helps make up for less sensible choices

Build new dairy/energy product

:

 Expand drinkable yogurt into energy space by leveraging above benefits along with energy attributes to create breakthrough innovation fusion categories/products

Note: *Must meet both criteria (1 and 2) before innovation 16

Where

Does Low Fat/Skim Milk Currently Play?

Need State: Healthy Weight Management

(Accounts for 9% of Energy-related Beverage Occasions )

Defining Healthy Weight Management

 Weight control/Better for me

 No-regret consumption

 Healthy ingredients

 Low/no sugar and Light/not too filling

 Better health management

Categories Competing In Healthy Weight Management Need State

 Unflavored fitness water

 Bottled spring water

 Bottled purified water – plain

 Low-cal. fruit-flavored drink mix

 Sparkling water – unflavored

 Unflavored bottled teas

 Soy milk

 Low-cal. RTD sports drinks

Who

Is My Target Consumer …?

Disciplined Eaters: Eat To Live

 Older consumers

 Proactive and disciplined

 Love food and are adventurous eaters

 Managing their food and nutrition choices

 Freshness and sources of the foods important

17

How

To Innovate …?

Communicate Low Fat/Skim Milk Benefits*:

1 Needs Not Met By Energy Categories:

No added sugar

Helps lower cholesterol

2 Low Fat/Skim Milk Outperforms Energy Cat.:

Low fat/low calories

Can have every day

Does not contribute to childhood obesity

Closer-In Innovation

Innovate Against Energy

Competitive Set:

Further-Out Innovation

* Must communicate all low fat/skim milk benefits (above) to innovate far-out:

Important energy attributes needed to innovate:

Is low in salt/ sodium

Is sugar free

 Develop low fat/skim milk positioning that optimizes above communication

Build new dairy/energy product: Low to high innovation/risk factor:

 Expand low fat/skim milk into energy space by leveraging above benefits along with energy attributes to create breakthrough innovation fusion categories/products

Note: *Must meet both criteria (1 and 2) before innovation

18

Question #2: How might Dairy Play within the Energy

Space?

Research Methodology

Get Smart

• Synthesize existing background information & consumer knowledge

Smart Discovery

• Consumer online immersive blog

• In-home ethnographies

• In-depth web-mining to explore

“chatter” around energy as it relates to food and beverage products (including dairy)

Future Path

• Global scan of new product introductions/market activity in ~12 core and ancillary categories

• Interviews with professional and industry experts in nutrition and medical-related fields

19

Executive Summary

Energy needs are distinct & most are currently being met through specific solutions, but there are clear opportunities for dairy

SO WHAT?

• Not all needs are being met … energy solutions for late afternoon and evening needs are lacking

• And, since many consumers are habitual with their energy solutions, not often looking for new solutions—it’s tough for new solutions to get noticed

• Consumers seek specific messaging cues to help determine which products are best for specific needs

Since most consumers do not readily think of dairy as a source of energy there is a need to educate them

SO WHAT?

• To date, consumers have not been educated to view dairy as an energy source

• Generally, dairy is not seen as having enough protein to have a positive impact on energy

• Some consumers are looking to reduce dairy usage because of a perception that it, in fact, negatively impacts their energy levels

Consumers are looking for more natural, complete solutions for their energy needs; how can dairy leverage its inherent goodness?

SO WHAT?

• Consumers will look for future solutions that are natural, less artificial

• Actively considering ways to increase energy through modifying their overall health habits/practices rather than just depending on traditional energy solutions, e.g., soda, energy drinks

20

Key Overall Findings

1 Consumers view seven unique energy needs throughout the day that manifest differently

• Consumers are keenly aware of a connection between mental and physical energy

2

3

4

5

6

7

Energy solutions are part of a multifaceted mind-body approach to wellness

• Consumers want to use more natural energy solutions but struggle with changing familiar habits

Energy solutions are driven by specific energy needs with some solutions being tied to multiple needs

• There are significant gaps in delivering good solutions in late afternoon and evening

However, dairy is not typically top-of-mind to many consumers as an energy source

• Most do not view the protein content in dairy as a significant source of energy

• Consumers would need significant education to view dairy as a positive energy source

Dairy is increasingly considered by some as a food to avoid or limit

• Consumers who have cut back are not missing dairy due to good alternative solutions

• Alternative “milk” products are gaining popularity, sometimes seen as more beneficial than cow’s milk

Consumers are looking for energy products that will bring them greater convenience or a boost to wellbeing

Messaging to consumers (e.g., packaging, advertising) needs to communicate energy in a believable way

21

Consumers Identify 7 Varying Energy Needs throughout the Day that Manifest Differently

Immediate and noticeable increase in physical energy, typically short lasting

Spike/Boost

Physical + Emotional energy required after energy is drained, typically afternoon/evening need

Recharge

Mental awareness, calm and focused energy, typically long term sustained need

Alert

Strength

Physical energy to complete activities, get through the day

Ready for

What’s Next

Physical + Mental boost before specific activity

Energy

Focus or

Concentration

Mental energy, typically before a certain activity ie short term need

Sustained

Energy

Physical energy that is long lasting, not overly hyperactive

22

Consumer energy solutions are evolving to deliver on a growing desire for a multifaceted “mind-body” approach to overall wellbeing

Current solutions have widely increased beyond “traditional” energy sources to include a more holistic approach to overall diet and lifestyle habits

Consistent

Diet

Physical

Activity

Sleep

Store Bought

Solutions

Feel steadily energized

Avoid extreme highs and lows

Helps promote mentalphysical energy connection

• Feel in control of overall health and energy levels

• Non food/bev related energy source

• Keeps physical energy up and body feeling fluid

Helps restore mental energy and rejuvenation

• Imperative to health of body and mind

• Consistent patterns help prevent extreme lows

• Can reduce the use of store bought solutions

• Used for specific occasions

• Used in moderation, as part of an overall lifestyle

• Intended for more immediate results

23

23

Consumers express a desire to make more natural choices in their diet and energy solutions but struggle with changing familiar habits

• “Going natural” often requires spending more $ or forcing family members to change diets

• Eliminating artificial energy sources (soda, energy drinks, shots) can be an easy first step

Organic Food

Cage Free

Chickens

Concern for

Animal Welfare

Grass Fed

Beef/Whey

Protein

I feel so much better seeing this signage and knowing that I am picking protein that is treated in a humane way. – Nick P

My mother only eats organic eggs. She is really dedicated and I admire that in her but I am not there yet” – Tamara C

24

Energy solutions are driven by specific energy needs but are often linked to multiple needs

Habits, lifestyles and overall approach to eating/wellness strongly dictate which solutions align across needs

• Most consumers are satisfied with their current solutions -- no major gaps identified

• Still room for improvement to better deliver solutions in single-serve, convenient and shelfstable formats

• Looking for more satiating, flavorful and exciting solutions

Spike/Boost

After lunch I like to have a candy bar as a pick me up and in the morning I will have water with protein powder to get me focused on the day. –

Gregory N.

Strength

Energy

Ready for

What’s Next

Recharge

Focus or

Concentration Strong coffee acts as a fuel in the morning but if I’m feeling sleepy during the day I will have nuts at my desk to keep me going at work. – Tina S.

Alert

Sustained

Energy

25

With eating habits now including more frequent smaller meals, energy occasions are also on the rise

Focus

Alert

Ready for What’s Next

Sustained Energy

Spike/Boost

Concentration

Focus

Recharge

Wake Up

Get Ready for the

Day

Busy

Morning

Afternoon Slump

Get Through to

Dinner

Post Dinner Lull Ready for Bed

– Late afternoon is critical for providing focus & recharge without creating negative sleep cycles, yet energy solutions are lacking

26

Most consumers do not associate dairy as a top-of-mind energy source despite its protein content

Consumers have not been educated to view protein from dairy as being on par with proteinbased energy from other sources

I think the protein content [in dairy] is the most important for energy, but the sugar content is so high it makes me crash after a short period of time! – Mark E

Dairy products generally decrease my energy. They make me feel full, slow and sleepy. – Natallie S

Dairy is a seen as a natural food that is widely known to contain:

• Protein

• Vitamin D

• Calcium

• Probiotics

• Perceived as lower quality protein source

• High sugar content leads to crash, weighted down feeling

27

Current energy solutions (products) have multiple benefits and few drawbacks

Coffee

• Convenient

• Can be made at home

• Variety of options

• Consistent energy from caffeine

Energy Drinks

• Fun flavors

• Specific energy benefits

• Strong energy impact

• Convenient

• Negative physical effects (heart racing)

• Cannot consume late in the day

• Artificial ingredients

• Tied to energy

“crash”

Healthy Diet

• Sustained energy

• Strong tie between mental and physical energy

• Variety of solutions throughout the day

• Not a source for immediate needs

• Total consistent lifestyle needed

Nuts/Seeds

• Satiating solution

• Variety available throughout the day

• Convenient on-the-go

• Fattening solution

Smoothies

• Part of a healthy diet

• Highly customizable

• Total control of ingredients

• On-the-go solution

• Sustained energy

• Must be refrigerated

• Requires frequent shopping trips, tools

• Requires creativity

28

Many occasion specific solutions are already available & existing dairy offerings (benefits) are perceived as limited … where are the

“open” occasions?

Consumers choose from an arsenal of solutions for specific occasions, but late afternoon or evening occasion energy solutions are lacking; new solutions could even springboard from evening need fulfillment into better (fewer) morning ‘wake-up’ energy rituals

Wake Up

Get Ready for the Day

Busy Morning

Afternoon

Slump

Get Through to Dinner

Post Dinner

Lull

Ready for

Bed

Physical

Movement

Coffee

Vitamins/

Supplements

Smoothie

Energy Drink

Soda

Nuts/Seeds

Dairy

Beyond frozen yogurt treats, Dairy could offer more solutions to fulfill gaps in evening to morning energy needs without interrupting sleep

29

Consumers also admit there’s room for more readily available convenient solutions to address specific needs; this is where Dairy could step in

Wake Up

Get Ready for the Day

Busy Morning

Afternoon

Slump

Get Through to Dinner

Post

Dinner

Lull

Ready for

Bed

Spike/Boost

Strength

Ready for What’s

Next

Focus or

Concentration

Sustained Energy

DAIRY

DAIRY DAIRY

DAIRY

Alert

Recharge

30

Thought Starters for How Dairy Might Play in

Energy Space

31

Get Ready for the Day – Strength

Main Idea:

Utilizes the basic positive nutrition of dairy as a source of calcium and protein that is beneficial to start the day off feeling physically powerful

Potential Plays for Dairy:

• Chocolate milk with electrolytes or CoQ10

• Milk with magnesium for post-exercise

• Combining dairy with other “strength” ingredients – B Vitamins, protein sources such as peanut butter

• Greek yogurt with added calcium, protein or other vitamins for enhanced performance

Global Inspiration

Fluid

Replacement/Aiding

Nutrient Absorption

Restocking

Minerals: magnesium

Extra calcium from

Sheep’s milk

Milk with B Vitamins for strength and energy

32

32

Post Dinner Lull – Focus/Concentration

Main Idea:

Using dairy as an effective energy source to provide enough of a boost to get through and enjoy the evening without creating an excess of energy and negatively impacting the late evening

Potential Plays for Dairy:

• Post-dinner dairy drink with soothing flavors and ingredients (tea inspired)

• Dairy drinks meant to be consumed hot for added calming benefits

• Tea-infused cheese snacks to create a relaxing snacking experience

• Avocado-infused ice cream to provide a dose of soothing healthy fats into a night time snacking ritual, reduce sugar intake and still maintain full flavor

Global Inspiration

Chamomile and melatonin Anxiety Reducing

Gum (w/ Green Tea)

Serotonin

Boosting Tea

Uplifting and

Refreshing Ginger

Tea

33

33

Ready for Bed – Focus/Concentration & For Next Day

Main Idea:

Using dairy products as a way to refocus and calm down before bed as part of a ritual to ensure restful sleep and better energy tomorrow

• Making sleep time efficient, successful

• Making sleep time “work” as sustained energy into next morning

Potential Plays for Dairy:

• Milk or yogurt with tea flavors or ingredients (chamomile, lavender)

• Melatonin infused dairy to begin the sleep process

• Aromatherapy inspired flavors

• Promoting dairy as part of a consistent regimen for beneficial sleep cycles – explaining how dairy helps aid digestion and encourage restfulness

Global Inspiration

Concentration Tea with Taurine

Chocolates with pyridoxine for psychological balance

Grass fed whey mixed with alternative “dairy”

34

34

Get Ready for the Day – Sustained Energy

Main Idea:

Leveraging dairy’s pre-existing connection to mornings and natural source of protein to position it as a positive source of natural sustained energy

Potential Plays for Dairy:

• Dairy based smoothies for convenient sustained energy

• Dairy based smoothies with energy sustaining ingredients mixed in

• Dairy/yogurt based energy bars – highlighting protein and calcium benefits

• Greek yogurt with energy sustaining ingredients blended in or as toppers – oats, granola, peanut butter to enhance long term effects

Global Inspiration

Matcha + Whey Drink Whey Protein Bar Yogurt with love GI

Smoothies w/ Oats

35

35

Powered by Dairy:

APPENDIX

36

Dairy Opportunity Across Snack/Energy Need States

(Relative Size of Prize)

Individually

Wrapped

Cheese

Slices

Regular

Yogurt

Soft/Spreada ble Cheeses

Cottage

Cheese

Need State/Consumer Segment

Dairy

Category

String

Cheese

Premium Ice

Cream

Non-

Premium Ice

Cream

Greek Yogurt

Target Need State

Speedy,

Sweet &

Portioned

Need State Definition

Portable, single-serve, sweet, flavorful treats for any time of the day, that provide quick energy to keep going, whether working at a desk or driving in the car

Speedy,

Sweet &

Portioned

Portable, single-serve, sweet, flavorful treats for any time of the day, that provide quick energy to keep going, whether working at a desk or driving in the car

Enhance My

Health

Nutritionally complete options for every day, made with the goodness of real fruit, that rehydrate and rejuvenate the body, enhancing health over the longer term

Sharpen My

Mind & Body

Vitamin-fortified, energy- and metabolism-boosting snacks that help you stay focused, physically active, and looking your best

Sharpen My

Mind & Body

Vitamin-fortified, energy- and metabolism-boosting snacks that help you stay focused, physically active, and looking your best

Healthy Meal

Replacement

Energize Me

Energize Me

A heart-healthy meal replacement with nutritional value that boosts bodily function and gives the body what it needs to feel good

A natural energy source that revitalizes and sustains throughout the day, with built-in benefits (like antioxidants or calcium) to help improve the body’s function and endurance

A natural energy source that revitalizes and sustains throughout the day, with built-in benefits (like antioxidants or calcium) to help improve the body’s function and endurance

% of Snack

Universe

13%

14%

13%

7%

7%

Dairy's share of the energy related snack occasions is…

54%

However, regular and greek yogurt occasions have opportunity to move into the energy space which encompasses…

21%

37

Dairy Opportunity Across Beverage/Energy Need States

(Relative Size of Prize)

Dairy

Category

Fruit or Yogurt

Smoothies From a Restaurant/

Smoothie Shop

Need State/Consumer Segment (Beverage Universe)

Target Need State Need State Definition

% of Beverage

Universe

Fruity

Goodness

Fruit-flavored, vitamin and mineralfortified beverages with a mix of tastes that boost your energy naturally

9%

Chocolate Milk in

Bottles/Cartons

 Easy, Quick,

Convenient

An on-the-go beverage that gives you quick energy so that you can keep going while you’re doing other things

9%

RTD

Refrigerated

Milkshakes

Satisfying

Energy

Enhanceme nt

Filling, energizing beverages that tide you over until your next meal and make you feel adventurous

5%

Drinkable Yogurt

 Proper Health

Management

Beverages that make you feel fit/healthier, enhance your mental focus, aid your digestive system, and make you feel that your are taking care of yourself

11%

Whole Milk

 Proper Health

Management

Beverages that make you feel fit/healthier, enhance your mental focus, aid your digestive system, and make you feel that your are taking care of yourself

Low-Fat/Skim

Milk

 Healthy

Weight

Management

Daily guilt-free beverages, lower in sugar and calories, that are not too filling and help you manage your weight

10%

Dairy’s share of the energy related beverage occasions is…

44%

However, smoothies, drinkable yogurt and low fat/ skim milk occasions have opportunity to move into the energy space which encompasses…

30%

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Global Inspiration

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Inspiration is an ‘outside-in’ phenomenon

To determine how to meet these evolving needs, other “areas of influence” are tracked to uncover innovation that is being seeded with consumers

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Nine opportunities were identified where solutions will deliver against evolving needs 1-5 years out

How to read …

Relevant news from various marketplace influencers, including examples

Telegraphic name of the FUTURE benefit space

Brief description of the main idea for the opportunity

Opportunities are frequently used for brainstorming, strategic planning, platform development purposes.

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Products

Energize Your Life Drink

MatchaMagic is an energy drink based on matcha tea, and also contains whey. Matcha is easier to digest and the body feels its energy effects longer than other natural products such as coffee

Alternative to Energy Drinks

Cu'i Watermelon Drink is a new, healthy alternative to "energy drinks" and "sugarloaded” drinks. Cu'i (pronounced "swee") is a 100% all-natural Watermelon drink

Mumijo

Carbonate from Russia contains mumijo, a natural ingredient that energizes, restores strength, and aids the immune system

Cricket Flour Bar

This energy bar derives its protein content from cricket flour, an environmentally-friendly product

Baobab Energy Juice

Plant-based drink made from the baobab tree

Alternative Energy

Redefining traditional energy drinks with natural ingredients and advanced energy benefits

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Products

Memory Shot

This liquid supplement shot contains DHA

Omega 3’s and Gingko Biloba to improve cognitive, behavioral, and brain functions

Concentration Tea

This iced tea mix is formulated with taurine and increases concentration

Memory/Cognitive Enhancing

Housed fresh and potent in the cap, the proprietary nootropics blend of cognitive enhancers assist in improving memory, cognition, and alertness without adverse side effects

L-theanine for Alertness

The subtle caffeine hit of this ready-to-drink tea combines with L-theanine for a prolonged, relaxed alertness

Mental Candy

This medicated candy contains a mixture of ginseng and B vitamins to enhance mental function and physical energy

Children’s Brain Boost

This flavored milk contains iron, iodine, and vitamin B to support learning ability and alertness

Sharper Mind

Foods that promote positive brain function to enhance mental energy

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Products

No Adverse Effects

This gum contains 65 mg of caffeine per piece, but is claimed not to cause associated shakes, nervousness, or crash

Caffeine Capsules

V12 Energy Balls drink features floating

'capsules'('energy balls'); both the drink and the

'balls' contain caffeine and taurine, and the drink also contains vitamins

Benefits of Antioxidants

KonaRed™ contains coffee fruit which is high in antioxidants and highly bioavailable

Assisting Concentration

Clicks Energy Syrup provides a physical and mental boost with B vitamins for healthy nerve function and caffeine for increased concentration

Revive & Replenish

Effervescent antacids with Caffeine to relieve headache, upset stomach, and fatigue, said to

“help revive and replenish your body”

Positive Caffeine

Movement away from the adverse effects of caffeine with new twists on energy

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Products

Ion Supply Drink

Health beverage that replenishes water and electrolytes lost through perspiration

Fluid Replacement

Rescue Water is claimed to help increase the rate of fluid replacement, and help balance nutrient absorption

Replenishing Youth

Farm milk combined with lycopene to stimulate youth and vitality

Restocking Minerals

Sports drink resupplies lost calcium, magnesium, sodium, and potassium

Post-Sport Recovery

The packaging of this electrolyte replenisher claims “what sport and blistering heat takes out, we put right back in – and then some more”

Spark Plugs

Ensures efficient, consistent energy by replenishing

CoQ10 and idebenone, important substrates

(“spark plugs”) that are depleted by exercise

Magnificent Magnesium

After exercise, one should replenish magnesium, a critical micronutrient that allows for the absorption of potassium

Replenish Me

Holistically energizing by renewing essential depleted nutrients

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Whey Protein Bar

Oatmega Bars contain all-natural whey protein from grass-fed cattle

Lentil Energy Bar

Genki Bars are made with organic lentils which are high in protein and fiber, rich in folate, B vitamins, iron, zinc and selenium

Mung Bean Snacks

Mung Beans, originating from India and cultivated throughout Asia, are lowglycemic and high in soluble dietary fibers that can aid in supporting essential bodily functions

Protein Chips

Chips made with soy protein and whey protein are an easy way to increase protein intake, regardless of fitness goals

Dairy-Free

Yogurt made from “tiger nuts”

Benefits of Grass-Fed Whey

Many professional athletes consume grass-fed whey as it is a good source of beneficial omega-3 fatty acids

Legum-alicious

Boost of protein goodness from grains provides physical energy

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Products

Chamomile and melatonin

Chamomile and melatonin help aid in the ‘relaxing’ effect of this beverage

Stress Less

The wellness variety of this ready-todrink tea contains elderberry and lemon to help alleviate the effects of stress and tension

Calming Coffee

Naturally-calming herbs in this iced coffee soothe feelings of nervousness caused by everyday stresses

Anxiety-Reducing Gum

Green tea and apple extract in this chewing gum help to reduce anxiety and activate metabolism

Serotonin-Boosting Iced Tea

Contains several B vitamins that participate in the synthesis of serotonin, a “happiness hormone”

Zen-ergy

Calming ingredients to help reduce stress and foster centered energy

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Products Refreshing Spray

This South African energy spray claims to freshen breath, provide an energy boost, and enhance focus and alertness with 7 sprays equalling a typical energy drink

Ginger Aroma

The ginger aroma of this tea is uplifting and refreshing

Shocking Menthol

This "eye-opening" gum is formulated with menthol to "shock chewers' senses and awaken their minds"

Energizing Fruit Scents

The hints of orange and fragrant rose in this tea will “energize your senses any time of day and help to fortify greater vitality”

Liquid Stimulation

The full-bodied taste of this coca leaf drink stimulates the senses and gives more stamina

SENSE-ational Energy

Energize by activating your senses and taking you “out of the moment”

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Products

Quick Energy

This supplement provides energy in a fast, assimilated way from Glucose +

Sustained Energy

Yogurt with a low Glycemic Index to provide a sustained energy release

Slow Released Guarana

In this granola, Guarana provides slowrelease energy throughout the day

Long-Lasting

This citrus soda mint flavoring provides an immediate yet long-lasting refreshing feeling

Easily-Digested Fibers

Energy candy made with natural fibers that are easily digested and can provide up to 10 hours of energy

Source. Datamonitor.com

Perfect Timing

Time-released energy for when you need it most, whether immediately or later on

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Products

2 Pieces = 1 Cup of Coffee

Two pieces of chocolate with energy supplement candies is claimed to be equal to 1 cup of coffee

1 Piece = ½ Cup of Coffee

One piece of Alert Energy gum contains about as much caffeine (40mg) as 1/2 cup of coffee

1 Can = 1 Cup of Coffee

Natural energy drink has the equivalent energy of 1 cup of coffee with Cognizin citicoline to boost brainpower

4 Squares = 1 Espresso

Four squares of this energizing chocolate are claimed to contain the equivalent amount of caffeine to a strong espresso

1 Bar = 1 Cup of Coffee

One these caffeinated chocolate bars is claimed to be equal to "1 cup of joe”

Equivalent Energy

Using cups of coffee as a frame of reference for amount of energy in other sources

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