In 2022, a new prelude has been opened. Under the normalization of the epidemic, consumers have more expectations and requirements for the good feeling that food can bring. They hope to find food that can make them feel better, and they have a strong desire for health. This month, Haoyue will explain to you how to innovate dairy products well under the influence of global trends, and how to "appear" the consumers who "disappeared".

Improving overall health through food will also be the key to driving the growth of the food and beverage market in the coming year.
 
In the 2022 Insights released by Innova Global Insights, Sustainability Under One Planet was voted the number one food and beverage trend. 'Sustainability' represents a shared sense of responsibility for consumers around the world, and it is guiding new consumption decisions and lifestyles.

What are the implications for domestic dairy companies, and how companies can arouse the hearts of consumers with sustainable products. Provide timely, transparent, truthful, and reliable product information and build a proven brand story. Promote environmental claims such as "zero impact" or "negative impact" to increase credibility.

In June 2021, on the "World Environment Day", Jindian and Tetra Pak Plant-based Dream Caps launched "Sugar Cane Caps". This plant-based bottle cap looks and functions the same as a traditional bottle cap, but with a lower carbon footprint. The novel concept of "sugar cane bottle cap" has once again attracted the attention and discussion of sustainable development among netizens.

In December 2021, Yili's plant-based plant-based yogurt beverage launched with coconut milk fermented and zero trans fat.

The track of plant milk is not unfamiliar to Chinese dairy companies. From soybeans, batam, almonds to oats and coconuts, fermentation has been carried out, and the nutritional accuracy and taste have been highly improved, which is a sustainable development in the world. Under the trend of China's growing trend, pure plant-based fermented milk will be needed by more and more young Chinese consumers.

Immune health products will still become a growing market segment in the future. The data from the "2020-2026 China Probiotics Industry Operation Status and Investment Profit Forecast Report" released by Zhiyan Consulting shows that in the past five years, my country's probiotics comprehensive industry It is developing rapidly at a growth rate of more than 15% every year.

The data shows that from 2017 to 2020, the release of new food and beverage products with probiotic claims and using probiotic raw materials is on the rise. Dairy products are the leading category for probiotic claims, and probiotic yogurt is still in a period of rapid development in the Asian market.

In the research that functional health ingredients can effectively improve consumers' purchase intention, it is found that probiotics are healthy elements that can attract consumers to buy whether it is food or beverages. 89% of consumers said that adding functional health to food and beverages The phrase "ingredients" increases their purchase intent.

Probiotic products have gradually extended from the general public cognition to aid digestion and improve intestinal health, and have extended to the overall health of the human body, including improving brain cognition, inflammatory response, enhancing immunity, regulating blood lipid metabolism, emotional management, women's Potential benefits for health, skin health, and more. In the future, with the accumulation of residents' wealth and the improvement of health awareness, consumers' demand for probiotic products and probiotic dairy products will continue to expand.
 
In April 2021, Bright Dairy launched the "7-day improvement plan" Bright Probiotics Multi-Little Blue Bottle. It is a light and smooth drinking fermented milk that combines the popular design concept of "seven days a week, fresh every day". 

In May 2021, Hongmei Dairy launched the specially added probiotic strain GRX08 in "Love Probiotics", which has a smooth and mellow taste that assists in lowering blood lipids.
In August 2021, Japan's Morinaga launched the world's first yogurt that displayed the pathogenic substances and relieving functions of "reducing nasal discomfort caused by pollen, dust, etc." on the packaging. The specific bifidobacteria it contains have the effect of reducing nasal discomfort caused by pollen, dust, house dust, etc., as well as improving the intestinal environment of the large intestine and regulating the intestinal condition.

The epidemic has changed the diet scene, and new consumption habits have emerged in the post-epidemic era. The demand for consumer experience is also advanced: among them, tailor-made yogurt scene consumption in dairy products is ready to go.

Judging from the online search terms of consumers, everyone's demand for yogurt is far more than just serving or after meals, but has begun to penetrate into various scenes of daily life: fitness and fat loss, business entertainment, even casual gatherings, staying up late and working overtime .

While consumers have upgraded their demand for delicious food, they also hope to gain a sense of belonging and identity from delicious food, and yogurt has begun to be endowed with more social attributes.

 
In July 2021, Weiquan launched FITNESS PRO healthy high-protein yogurt, each bottle contains 11.5g high-protein 6.9g dietary fiber, and has a low-sugar sugar control formula. Delicious and filling, scientifically controlled, refreshing and smooth and delicious, it is called a self-disciplined yogurt.

Consumers' demand for food and beverages is not limited to taste, but fun is also a major concern. The young people born in the 95s and 00s like to go to Internet celebrities to check in for food, and like to share food on social platforms. So for the demand for food, they also hope to have this interesting attribute.

88% of young generation Z consumers said that sharing with friends who have the same hobbies is a selling point of food that meets their needs, and 87% of consumers said that food and beverages are delicious, fun, and highly interactive. This selling point is very In line with their needs, at the same time, they are also very keen on the experience that the product brings to them.
Innova Market Insights' latest report on global flavor trends in the food and beverage industry highlights that by adding a variety of adventurous, innovative or redesigned flavors, the traditional way of trying to entice the taste buds has gradually been replaced by a new way - the application of flavor on the brand story.

Innova global survey data shows that 56% of consumers say that brand stories influence their purchasing decisions, and more and more merchants are exploring flavor applications - adding luster to the stories behind products and brands. Of course, the triggering of taste buds is also essential. 70% of consumers around the world agree that taste will bring a more interesting food and beverage experience. 
Story-winning strategies include emphasizing authentic tastes, flavors, and recipes, as well as demonstrating product uniqueness through ingredient provenance and artisanal/small batch processing.
For dairy companies that need to have stories and flavors, seasonal or regional food restrictions are also a good choice.

In September 2021, Yuno launched the seasonal limited products "Osmanthus Wine Brewed Xiao Yuanzi" Yousi Yogurt, "Osmanthus Wine Brewed Xiao Yuanzi" Yousi yogurt, specially selected osmanthus varieties with a refreshing aroma and a long aftertaste, and added secret wine brewed And the newly developed mini version of Q-Bang Xiao Yuanzi, so that the whole cup of yogurt not only has a rich top note, but also presents an unexpected taste surprise.
Its "Osmanthus fermented rice balls" Yosi yogurt takes "seasonal treasures" and "Chinese customs" as the underlying logic of research and development, and takes the traditional delicacy of festivals and oriental cultural symbols that existed thousands of years ago as the core of innovation, and then through the concept of Guochao, and finally Let consumers break the defense in both taste and feelings.

The summer limited edition launched by Meiji in 2021 adds the unique fruit flavor of a combination of locally produced mandarin oranges, lemons and oranges. It seems that there is no innovation in terms of flavor, but it hits the emotional needs of consumers. In addition, Japanese dairy brands are very ceremonial in terms of seasonal restrictions, such as cherry blossoms in spring, oranges in summer, and maple syrup in autumn.

In 2021, all kinds of online dairy products will be launched, and yogurt consumption will become a hot track. Milk, yogurt, and dairy beverages are the types of dairy products that consumers generally like to buy.

Judging from the trend of the number of online dairy products, major categories have launched new products one after another. Among them, the consumption scale of yogurt has increased significantly, and the scale of MAT2021 has increased by nearly 90% compared with MAT2019. There will be a higher leap for the yogurt track in dairy in 2022.