Please note: the products shown in the presentation deck are included solely for the purposes of illustration.
September 2014


• 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

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

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

YES NO
5

• 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…
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

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:
Energy-related
Beverage Occasions
• Beverage a 53 billion gallon industry 2
• 30% of beverage occasions are energy-related, which creates a:
1: Innovation Center of U.S. Dairy, Snacking white paper (2009)
2: Innovation Center of U.S. Dairy, Dairy Beverage Reinvented (2012)
7

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?
(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 …?
 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?
(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 …?
 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?
(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 …?
 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?
(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 …?
 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?
(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 …?
 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

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

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

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

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

• “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

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

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

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

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

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

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

31

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

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

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

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:
36

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
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%
38

39

To determine how to meet these evolving needs, other “areas of influence” are tracked to uncover innovation that is being seeded with consumers
40

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.
41

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
Redefining traditional energy drinks with natural ingredients and advanced energy benefits
42

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