Dairy NPD trend drivers: what do consumers want?

Market intelligence firm Mintel recently released its 2025 global food and drink trends report, highlighting the likely drivers of consumer behavior and product innovation in the food industry.

The company identified weight-loss solutions as the most influential factor in redefining consumer perceptions towards healthy foods; highlighted consumers’ evolving appetite for adventurous flavors and formats; the importance of transparency regarding sourcing and climate-related claims; and the merging of technology and agriculture.

Here’s what else dairy brands should be watchful for.

Nutritional value

For dairy brands, adjusting to the demands of health-conscious consumers – including a newer category of shoppers that use weight loss-related products such as Ozempic – will be key, according to Mintel.

Brands that leverage simple, clear claims around nutrition would be on the right track, for example; as would those who can clearly communicate the importance of fat and carbohydrate consumption in addition to protein and fiber, the company suggested.

Meanwhile, formats such as yogurt pouches​, are examples of dairy products that can contribute to satiety.

Functional claims

There’s a greater spotlight on functional formulations, with shoppers questioning the value of such foods more than ever before. David Faulkner, Mintel Food and Drink Director, told us: “Increasingly exposed to products and marketing messages around 'gut health', consumers have started to become cynical towards holistic gut health claims.

“According to Mintel, 73% of German consumers with digestive issues think there are too many products claiming to be good for gut health. To remain the go-to food for digestion support, yogurt brands should simplify gut health messages and re-centre around consumers' 'immediate' digestive health troubles (e.g. bloating, cramping, constipation or diarrhoea).

“They should identify the underlying causes of consumers' digestive issues, such as menstruation, alcohol consumption or stress, and provide solutions that address these specific concerns.”

Protein and fiber

High-protein dairy is set to continue to dominate the landscape of nutritionally dense foods, such as yogurts.

But the category is no longer a sports and active nutrition mainstay - interest from mainstream consumers has also been growing. This is creating new opportunities for brands, as we have already​ seen​ throughout 2024.

“Leveraging consumers' growing appetite for protein, global brands are widening the appeal of protein yogurt with products that are more palatable and more affordable than traditional high-protein yogurt,” Faulkner said. “These new protein yogurts are a source of protein, but are not high in protein (i. e. less than 10g per 100g). They are sold under mainstream, everyday brands rather than specialised brands.”

Adding prebiotic fiber to dairy can also improve nutritional value for consumers, he suggested.

“High-protein and fibre yogurt offers satiety without spiking blood sugar, appealing to weight-loss seekers as well as consumers seeking 'diabetes-friendly' snacks. Blood sugar management is emerging as a holistic, preventative measure to optimize health.”

Cheese innovation

As consumers continue to ‘break the rules’ by exploring unusual flavor and texture combinations, Faulkner sees an opportunity for cheese brands – including heritage producers.

“Cheese is a central feature in viral social media food trends that are transforming the eating habits of younger consumers by merging snacks and meals, and challenging traditional meal concepts.

“Mintel's ‘Rule Rebellion’ trend identifies that consumers will keep enjoying breaking the rules when it comes to what they eat, therefore cheese brands can incorporate transgression with a sense of humour in their marketing to stand out versus traditional, dated cheese brands. By helping consumers experience joy, brands will be rewarded by their exposure online.

“Limited editions, unusual flavours and cobranding are all marketing strategies that can help cheese brands break free from dated norms,” he concluded.