Powered by dairy: Opportunities for growth

Report
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…
Natural
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
Mental
energy…
Energy
Physical Energy
(Exercise)
Quick
energy…
Protein Based
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
• 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
Other
• Gives me energy w/o the calories
• Boosts my metabolism
• Rejuvenates me
• Revitalizes me
6
Note: Energy is defined as a need within food and beverage
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
Energy-related
Beverage Occasions
•
Snacking is a $90+ billion industry 1
•
Beverage a 53 billion gallon industry 2
•
21% of snacking occasions are
energy-related, which creates a:
•
30% of beverage occasions are
energy-related, which creates a:
$18.9 Billion
Opportunity
15.9 Billion
Gallon
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
2
Regular
Yogurt
3
4
Yogurt
Smoothies
Greek
Yogurt
5
Drinkable
Yogurt
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
Lower Priority
Dairy Categories
(Don’t meet energy needs or other
categories meet the needs)
• Reduced Fat/
Calorie
Milkshakes
• Lactose Free
Milk
• Organic Milk
Snack opportunities
Beverage opportunities






 Chocolate Milk
 RTD Refrigerated Milkshakes
 Whole Milk
String Cheese
Individually Wrapped Cheese Slices
Premium Ice Cream
Non Premium Ice Cream
Soft/ Spreadable Cheeses
Cottage Cheese
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
 Helps digestive system work at its best
 Helps maintain teeth/bone strength
Yogurt Outperforms Energy Categories:




Enhances daily health
Helps ensure long-term health
Has redeeming nutritional value
Helps me feel good about self
Closer-In Innovation
Further-Out Innovation
Innovate Against Energy
Competitive Set:
* Must communicate all the regular yogurt benefits (above) to innovate far-out:
Develop regular yogurt
positioning that optimizes above
communication/benefits
Important energy attributes needed to innovate:

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
Note: *Must meet both criteria (1 and 2) before innovation
10
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*:
1
Needs Not Met By Energy Categories:
2
Greek Yogurt Outperforms Energy Categories:
 Helps build muscle
 Boost immune system
 Helps digestive system work at its best
 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
Fortified w/
Is made
vitamins
with
and/or
fresh/real
Build new dairy/energy
product:
minerals
fruit
Good source
of
antioxidants
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*:
1
Needs Not Met By Energy Categories:
2
Smoothies Outperforms Energy Categories:
 Good mixture of tastes
 Variety of tastes in every bite
 Good as a snack
 Fruit flavored, sweet
 Kids can prepared/serve themselves
 Kids like/parents approve of…
Closer-In Innovation
Innovate Against Energy
Competitive Set:
Develop fruit/yogurt smoothie
positioning that optimizes above
communication
Further-Out Innovation
* Must communicate all the smoothie benefits (above) to innovate far-out:
Important energy attributes needed to innovate:
Good for
fast
paced
lifestyle
Easy to
prepare
Doesn’t Provides Good for when I
am surfing the
drip
quick
web, blogging or
when I energy
texting
drink it
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
Categories Competing Within Proper Health Management Need State
 Feel and look my best
 Promotes healthier lifestyle
 Promotes brain function
 Better bodily function
 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:
2
 Helps me look my best
 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
Drinkable Yogurt Outperforms Energy Cat.:
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
2
Needs Not Met By Energy Categories:
 No added sugar
 Helps lower cholesterol
 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:

Develop low fat/skim milk
positioning that optimizes above
communication
Low Fat/Skim Milk Outperforms Energy Cat.:
Is low in salt/
sodium

Is sugar free
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
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
• In-home ethnographies
• In-depth web-mining to explore
“chatter” around energy as it
relates to food and beverage
products (including dairy)
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
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
4
5
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
6
Consumers are looking for energy products that will bring them greater convenience or a
boost to wellbeing
7
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
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
Ready for
What’s Next
Spike/Boost
Energy
Focus or
Concentration
Recharge
Mental awareness,
calm and focused
energy, typically long
term sustained need
Alert
Physical + Mental
boost before specific
activity
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
Store Bought
Solutions
Sleep
Feel steadily energized
•
Non food/bev related
energy source
•
Imperative to health of
body and mind
•
Used for specific
occasions
•
Keeps physical energy
up and body feeling
fluid
•
Consistent patterns
help prevent extreme
lows
•
Used in moderation, as
part of an overall
lifestyle
•
Helps restore mental
energy and
rejuvenation
•
Can reduce the use of
store bought solutions
•
Intended for more
immediate results
Avoid extreme highs
and lows
Helps promote mentalphysical energy
connection
Feel in control of
overall health and
energy levels
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
Strength
Ready for
What’s Next
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.
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.
Energy
Focus or
Concentration
Recharge
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
Wake Up
Get Ready for the
Day
Sustained Energy
Spike/Boost
Concentration
Busy
Morning
Afternoon Slump
Get Through to
Dinner
Focus
Recharge
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
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
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
Beyond frozen
yogurt treats, Dairy
could offer more
solutions to fulfill
gaps in evening to
morning energy
needs without
interrupting sleep
Dairy
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
DAIRY
DAIRY
Spike/Boost
Strength
DAIRY
Ready for What’s
Next
Focus or
Concentration
Sustained Energy
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
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
3333
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
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)
Need State/Consumer Segment
Dairy
Category
String
Cheese
Individually
Wrapped
Cheese
Slices
Regular
Yogurt
Premium Ice
Cream
NonPremium Ice
Cream
Soft/Spreada
ble Cheeses
Greek Yogurt
Cottage
Cheese
Target Need State








Speedy,
Sweet &
Portioned
Speedy,
Sweet &
Portioned
Enhance My
Health
Sharpen My
Mind & Body
Sharpen My
Mind & Body
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
% of Snack
Universe
13%
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
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
Vitamin-fortified, energy- and
metabolism-boosting snacks that help
you stay focused, physically active, and
looking your best
14%
13%
Vitamin-fortified, energy- and
metabolism-boosting snacks that help
you stay focused, physically active, and
looking your best
A heart-healthy meal replacement with
nutritional value that boosts bodily function
and gives the body what it needs to feel
good
7%
7%
Energize Me
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
Energize Me
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
Healthy Meal
Replacement
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)
Need State/Consumer Segment (Beverage Universe)
Dairy
Category
Fruit or Yogurt
Smoothies From
a Restaurant/
Smoothie Shop
Chocolate Milk
in
Bottles/Cartons
RTD
Refrigerated
Milkshakes
Target Need State
Need State Definition

Fruity
Goodness
Fruit-flavored, vitamin and mineralfortified beverages with a mix of tastes
that boost your energy naturally
9%

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%
Satisfying
Energy
Enhanceme
nt
Filling, energizing beverages
that tide you over until your
next meal and make you feel adventurous
5%
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%

Drinkable Yogurt

Proper Health
Management
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

Healthy
Weight
Management
Daily guilt-free beverages,
lower in sugar and calories, that are not
too filling and help you manage your
weight
Low-Fat/Skim
Milk
% of Beverage
Universe
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
Global Inspiration
39
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
40
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.
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
Alternative Energy
Redefining traditional
energy drinks with natural
ingredients and advanced
energy benefits
Baobab Energy Juice
Plant-based drink made from the
baobab tree
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
Sharper Mind
Foods that promote
positive brain function to
enhance mental energy
Children’s Brain Boost
This flavored milk contains iron, iodine, and
vitamin B to support learning ability and
alertness
43
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
Positive Caffeine
Movement away from the
adverse effects of caffeine
with new twists on energy
Revive & Replenish
Effervescent antacids with Caffeine to relieve
headache, upset stomach, and fatigue, said to
“help revive and replenish your body”
44
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
Replenish Me
Holistically energizing by
renewing essential
depleted nutrients
Magnificent Magnesium
After exercise, one should replenish magnesium, a
critical micronutrient that allows for the absorption of
potassium
45
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
Legum-alicious
Boost of protein goodness
from grains provides physical
energy
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
46
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
Zen-ergy
Calming ingredients to
help reduce stress and
foster centered energy
Serotonin-Boosting Iced Tea
Contains several B vitamins that participate in the
synthesis of serotonin, a “happiness hormone”
47
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”
SENSE-ational Energy
Energize by activating your
senses and taking you “out
of the moment”
Liquid Stimulation
The full-bodied taste of this coca leaf
drink stimulates the senses and gives
more stamina
48
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
Perfect Timing
Long-Lasting
This citrus soda mint flavoring provides
an immediate yet long-lasting refreshing
feeling
Time-released energy for
when you need it most,
whether immediately or
later on
Easily-Digested Fibers
Energy candy made with natural fibers
that are easily digested and can provide
up to 10 hours of energy
49
Source. Datamonitor.com
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
Equivalent Energy
Using cups of coffee as a
frame of reference for
amount of energy in other
sources
1 Bar = 1 Cup of Coffee
One these caffeinated chocolate bars is
claimed to be equal to "1 cup of joe”
50

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