Keep dairy natural, say consumers

Related tags Dairy product Milk Yoghurt

Since the first quarter of 2007 until the end of 2009, launches of fortified dairy products that include vitamins and minerals or added calcium or fibre have fallen by 10%, while the trend for more 'natural' products is gathering pace, according to a leading researcher.

A third of new launches in the dairy sector make on-pack claims that products are natural or made with natural ingredients, according to David Jago, director of insight and innovation at Mintel. He was speaking last month at an International Food Ingredients webinar on dairy products.

Functional dairy product introductions with digestive or other health benefits have "remained flat" over the last two to three years. "Focus is now on natural or additive free. These words have become part of the consumers' health and wellbeing vocabulary," he added. Ubley yogurt, for example, claims it is 'made with simple ingredients' and Nom Dairy launched Naturally Good yogurts.

Related topics NPD Chilled foods

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