Dairy Processing - January/February 2022 - 12

Gen Z. Instead, they want balance, and
they see physical, mental and emotional
health as interlinked and equally
weighted in importance. "
Some of the best
opportunities for dairy to meet
these needs is by promoting
its role in immunity, calming,
energy and digestive health in an
authentic and compelling way.
Dairy checkoff-led research
into understanding more about
" Analysts are
predicting a
strong year
for dairy in
2022 as retail
business is
expected
to remain
healthy and
restaurant
visits pick up
steam. "
Darin Copeland, public
relations manager,
Prairie Farms
Caring for the environment is part of Gen Z's
personal brand and they wear their purpose on
their sleeves, so we must ensure they feel proud
of the dairy they are consuming. "
According to Edwardsville, Ill.-based Prairie
Farms Dairy Inc., processors are seeing more
and more consumers in general concerned
with dairy's environmental footprint and are
experimenting with more category choices than
ever before.
" During the early months of the COVID-19
pandemic, dairy product sales exploded and
continue to be strong for most categories, "
said Darin Copeland, public relations manager
at Prairie Farms. " Analysts are predicting a
strong year for dairy in 2022 as retail business is
expected to remain healthy and restaurant visits
pick up steam. "
Regarding the fluid milk category, Copeland
said they have seen a lot of trends come and go
over the years.
" Plant- and nut-based beverages provide
additional options for consumers, but few of
them can match the value and nutrition that real
dairy milk provides, " he said.
A PATH FORWARD
Warden said the big thing the dairy community
can recognize is, sure, Gen Z is redefining
wellness trends, but dairy has unique
opportunities to win in this space.
" It's an opportunity to reimagine milk in a
way that is highly relevant to this generation
and sets dairy apart from other options, while
remaining committed to strong nutrition
science, " she said. " Dairy's '13 essential
nutrients' message alone won't resonate with
12 JAN-FEB 2022 | DAIRYPROCESSING.COM
Gen Z's relationship to dairy resulted in the
following findings, which will lead to new ways
DMI will communicate dairy's many benefits to
this demographic:
* Milk properties help support mental,
physical health: Gen Z consumers saw
fluid milk as something that helps them
feel their best due to its refreshing, cold
taste, as well as health properties (e.g.
protein and calcium).
* Dairy can elevate flavors; cheese is a
favorite: Taste is extremely important to
Gen Z consumers, and dairy ingredients
positively contribute to a meal's
taste appeal.
* Yogurt contributes to healthy living: Many
Gen Z consumers saw yogurt as a product
that enables a healthy lifestyle, driven by
its nutrients and range of health benefits
(e.g., protein, fiber and probiotics).
* Yogurt extends into indulgence: Gen Z
consumers saw yogurt as the healthy
version of a dessert, helping them feel less
guilty about their choices.
Processors will continue to innovate in
packaging, flavor profiles and snacking options
to appeal to all consumers.
To the point, Copeland said Prairie Farms will
continue to focus on packaging convenience,
flavors and snacking.
" I suspect other major processors will be
doing the same, " he added. " Lactose-free and
shelf-stable ultra-pasteurized milk options
are becoming an important part of the growth
equation for the fluid milk category, and we
also know that consumers have a love affair
with artisan cheeses, so that will be a focus for
processors as well. "
Prairie Farms
http://www.DAIRYPROCESSING.COM
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