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Successful dairy companies embrace trends


2019-04-27   

Dairy has long been one of the most creative categories in the supermarket, creating new types of products and bringing new benefits to the consumer. But there is an increasingly wide gap between the performance of companies who understand the key consumer trends and make them part of their strategy – and those who do not.
“Key to success in dairy nutrition is that alongside your volume business you should incubate new products that are trend-connected – lower volume but usually higher margin,” said food industry consultant Julian Mellentin, author of a new report, 8 Key Trends in Dairy Nutrition. “These are the seeds from which future great trees can grow.”
Why is understanding how trends can drive strategy so important? “In the 21st century brands are no longer in control – they are all like corks tossed on the ocean of powerful consumer trends,” said Mellentin. “If the trends are against you, it’s better to acknowledge the new reality and work with it than to wish it weren’t so, or to tell yourself that the consumer will come back round to your way of thinking. Against the powerful forces of the free market, resistance is useless.”
8 Key Trends in Dairy Nutrition 2019: Strategies and case studies is a 100-page report written as a practical guide to help dairy executives plan strategy and new product development. Julian Mellentin is one of the world’s few international specialists in the business of food, nutrition and health. He is director of New
Nutrition Business, which provides case studies and analysis of success and failure in the global nutrition business and is used by more than 1,700 corporate subscribers in 42 countries.
New Nutrition Business is a research and consultancy company with an expert focus on the business of food and health since 1995. It has offices in the United States, Europe, and New Zealand and affiliates in Japan and South Korea. Find out more at: www.new-nutrition.com.