2016 Challenge: Develop new products
that make dairy the go-to food/beverage for
people who want physical or mental
ENERGY*
“Powered by Dairy”
August 2015
* The statements made and information provided in the current and subsequent slides are based on consumer insights and cannot be used to make product
claims. Claims must be truthful and not misleading, supported by scientific data and aligned with regulations in the current marketing environment.
Consumers Define “Energy” In Many Ways …
• Helps manage my blood sugar
• Helps me get through my day
• Provides lasting energy
• Boosts of energy naturally
• 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
Sustained
Mental
energy…
energy…Physical energy
that is long lasting, not
overly hyperactive
Natural
energy…
Energy
Physical Energy
(Exercise)
Quick
energy…
Protein Based
Energy
Other
• 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
• Provides quick energy
• Picks me up/gets me going
• Is a supercharged energy source
• Is a good source of protein
• Is a good source of soy/ soy protein
TNS Landis Database
• Gives me energy w/o the calories
• Boosts my metabolism
• Rejuvenates me
• Revitalizes me
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Note: This information provides consumer insights and cannot be used to make product claims. See disclaimer on first slide.
Consumers Identify 7 Varying Energy Needs throughout
the Day that Manifest Differently
Physical energy to complete
activities, get through the day
Strength
Immediate and
noticeable increase
in physical energy,
typically short lasting
Physical + Emotional
energy required after
energy is drained,
typically
afternoon/evening need
Spike/Boost
Ready for What’s
Next
Physical + Mental
boost before specific
activity
Focus or
Concentration
Mental energy,
typically before a
certain activity ie
short term need
Energy
Recharge
Mental awareness,
calm and focused
energy, typically long
term sustained need
Alert
Sustained Energy
Physical energy that
is long lasting, not
overly hyperactive
Note: This information provides consumer insights and cannot be used to make product claims. See disclaimer on first slide.
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Consumer data suggests that, with eating habits now
including more frequent meals, energy occasions are also
on the rise
Focus
Alert
Ready for What’s Next
Wake Up
Get Ready for the
Day
Sustained Energy
Spike/Boost
Concentration
Busy
Morning
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.
Afternoon Slump
Get Through to
Dinner
Focus
Recharge
Post Dinner Lull Ready for Bed
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.
Note: This information provides consumer insights and cannot be used to make product claims. See disclaimer on first slide.
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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
Dairy could offer
more solutions to
fulfill gaps in evening
needs without
interrupting sleep
Soda
Nuts/Seeds
Dairy
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Note: This information provides consumer insights and cannot be used to make product claims. See disclaimer on first slide.
Most consumers do not associate dairy as a top-of-mind
energy source
Consumers perceive Dairy as a “natural food”
that is widely associated with:
•
Protein
•
Vitamin D
•
Calcium
• Consumers have not been educated to view
protein from dairy as being on par with
protein 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
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Note: This information provides consumer insights and cannot be used to make product claims. See disclaimer on first slide.
Based on recent consumer insights, current energy
solutions (products) have multiple benefits and some
drawbacks
Habits, lifestyles and overall approach to eating/wellness strongly dictate which
solutions align across needs
Drawbacks
Benefits
Coffee
Energy Drinks
Healthy Diet
Nuts/Seeds
Smoothies
• Convenient
• Can be made at
home
• Variety of options
• Consistent energy
from caffeine
• Fun flavors
• Specific energy
benefits
• Strong energy
impact
• Convenient
• Sustained energy
• Strong tie between
mental and physical
energy
• Variety of solutions
throughout the day
• Satiating
solution
• Variety
available
throughout
the day
• Convenient
on-the-go
• Part of a healthy diet
• Highly customizable
• Total control of
ingredients
• On-the-go solution
• Sustained energy
• Negative physical
effects (heart
racing)
• Cannot consume
late in the day
• Artificial
ingredients
• Tied to energy
“crash”
• Not a source for
immediate needs
• Total consistent
lifestyle needed
• Fattening
solution
• Must be refrigerated
• Requires frequent
shopping trips, tools
• Requires creativity
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Note: This information provides consumer insights and cannot be used to make product claims. See disclaimer on first slide.
Key Findings From Consumer Research
1
Consumers view seven unique ENERGY needs throughout the day that manifest differently
2
ENERGY solutions are part of a multifaceted mind-body approach to wellness
3
ENERGY solutions are driven by specific energy needs with some solutions being tied to
multiple needs
• Consumers are keenly aware of a connection between mental and physical energy
• Consumers want to use more natural energy solutions but struggle with changing familiar habits
• There are significant gaps in delivering good solutions in late afternoon and evening
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However, dairy is not typically top-of-mind to many consumers for their ENERGY solutions
• Most do not view the protein content in dairy as a factory that satisfies their ENERGY solutions
• Consumers would need significant education to view dairy in positive light for their ENERGY solutions
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
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Consumers are looking for energy products that will bring them greater convenience or a
boost to wellbeing
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Messaging to consumers (e.g., packaging, advertising) needs to communicate energy in a
believable and scientifically credible way
Note: This information provides consumer insights and cannot be used to make product claims. See disclaimer on first slide.
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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 go-to for their energy solutions,
there is a need to educate them
SO WHAT?
• To date, consumers have not been educated to view dairy as an energy solution
• Generally, dairy is not seen as having enough protein to have a positive impact on consumers’ energy
needs
• 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?
• 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
SO WHAT?
Note: This information provides consumer insights and cannot be used to make product claims. See disclaimer on first slide.
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Considerations for Product Labeling
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 Consumer perception of “energy”, either physical or mental, may differ from the scientific
and regulatory views.
 The regulatory definition of “energy” is calories (food energy).
 Products in the marketplace convey energy benefits in a variety of ways including by
product name, ingredients or images.
Therefore
 Substantiation of product benefits must include supporting all express and implied claims
 The substantiation must be truthful and not misleading and include a review of the totality of the scientific
evidence and reflect the strength of the science at the time the claim is made
 Substantiation may include proprietary (non-public) research results
 For further considerations, please see the National Dairy Council Quick Reference Guide
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Thought Starters for How Dairy Might Play in
Energy Space
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DISCLAIMER
FOR THE FOLLOWING SLIDES
THE USE OF BRANDS AND IMAGES OF BRANDED
PRODUCTS IS INTENDED ONLY TO PROVIDE EXAMPLES
OF CONCEPTS BEING DISCUSSED, AND DOES NOT
IMPLY ENDORSEMENT OF ANY BRAND OR PRODUCT
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CONSUMER INSIGHTS EXAMPLE:
Get Ready for the Day – Strength and Sustained Energy
Main Idea:
Utilizes consumer perception towards basic positive nutrition of dairy as
a source of calcium and protein that is beneficial to start the day right
and is perceived as a positive association with sustained energy
throughout the day
Potential Plays for Dairy:
•
•
•
•
Dairy based smoothies for convenient energy
Dairy based smoothies with other ingredients mixed in
Dairy/yogurt based energy bars – highlighting protein and calcium benefits
Greek yogurt with ingredients blended in or as toppers – oats, granola, peanut
butter
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CONSUMER INSIGHTS EXAMPLE:
Get Ready for the Day – Strength and Sustained Energy
Main Idea:
Utilizes consumer perception towards basic positive nutrition of dairy as a source of calcium and protein that is beneficial
to start the day right and is perceived as a positive association with sustained energy throughout the day
Inspirations from the marketplace
Manufacturer’s
Product
description:
Manufacturer’s
Product
description:
“Crunchy toasted flakes with frosting
and combined with energy clusters
gives every morning a great start.”
“Special K® Protein Chocolate Mocha Shakes are a perfectly portable way to curb your hunger on
the go, with an added pick-me-up. These delicious chocolatey shakes have 10g of protein, 5g of
fiber* and as much caffeine as a cup of coffee** to give your day a little perk.
*Contains 5g total fat per serving.
**A 5.5 oz. cup of drip-brewed coffee and Special K® Protein Chocolate Mocha Shakes both have
65mg of caffeine……”
http://www.specialk.com/en_us/products/protein-shakes/chocolate-mocha.html
“KRAFT MILKBITE combines real milk with
whole grain granola and other tasty and
nutritious ingredients, providing the same
calcium as an 8 oz. glass of milk.”
“Peaches, yogurt, whole grain and a whole lot
of “mmmm”. Introducing the world’s most
delicious way to start your day.”
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