Trend Presentation Emily Darchuk Oregon State University Extension - - PowerPoint PPT Presentation

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Trend Presentation Emily Darchuk Oregon State University Extension - - PowerPoint PPT Presentation

Nov 24, 2023 404 likes •869 views

Expo West 2018 Trend Presentation Emily Darchuk Oregon State University Extension Background Goal of f this Presentation: Holistic Vie iew to In Innovation Presentation covers: - Product, Communication and Positioning Trends - How can the

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Emily Darchuk Oregon State University Extension

Expo West 2018 Trend Presentation

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Background

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Goal of f this Presentation: Holistic Vie

iew to In Innovation

Presentation covers:

  • Product, Communication and Positioning Trends
  • How can the dairy industry incorporate these trends to

connect with the “Natural Consumer” But none of these trends are a one size fits all solution for every company!

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In Innovation Process

  • Identify problem
  • Consumer, Customer, Industry
  • Brainstorm a solution
  • Determine if you equipped to solve it
  • Is there a reason for consumers to believe that you

are the solution?

Innovation involves intentional development designed around meeting a need “It is easier to sell someone an Aspirin versus a Vitamin”

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About Expo

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Dairy ry Product Trends

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Fat In Inversions

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Dairy ry Fat is Good!

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Increased fat level products are now emerging; Grass fed is key value statement for health perception

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Grass-fed- “The Original Plant Based Milk”

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Grass-fed is the Grain Free Trend for Dairy

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Consumers are start rting to see fu full ll fat dairy ry as a healthy snack option; ; Grass-fed is is seen as healthiest

  • Organic (Grass-fed) dairy products have been shown to have 50% more beneficial
  • mega-3 fatty acids than conventional dairy products1
  • Full fat Grass-fed dairy has the largest benefit
  • Some consumers may seek out grass-fed over organic to ensure the health

benefits and are willing to pay a 30-50 % premium over conventional products2

Some consumer perceived benefits3:

  • Protects from diabetes ( in low sugar products)
  • Satiety/Weight loss
  • More natural, flavorful and less processed
  • Better for the animals
  • 1. https://well.blogs.nytimes.com/2016/02/15/more-omega-3-in-organic-meat-and-milk-review-of-studies-says/?_r=0
  • 2. https://www.npr.org/sections/thesalt/2017/03/22/520015345/why-more-farmers-are-making-the-switch-to-grass-fed-meat-and-dairy
  • 3. https://westerndairyresourcecenter.files.wordpress.com/2017/04/fat-is-back-executive-summary-aug2016-vf.pdf
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In 2017, Grass-fed yogurt and kefir sales have increased by over 38%, where traditional products have seen ~1% decline1

Grass-fed fluid milk and dairy products produced $75 million in revenue in 20162

  • 1. https://www.npr.org/sections/thesalt/2017/03/22/520015345/why-more-farmers-are-making-the-switch-to-grass-fed-meat-and-dairy
  • 2. http://www.swnews4u.com/archives/34804/
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Probiotic as a Platform

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Other Product Trends

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Snacks Reinvented

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Wholesome Snacks for Kid ids

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Traditional Flavors Elevated

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Yerba Mate Is Is the Trending Source of Energy

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Beyond Gluten Free to Grain Free

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Water Water Every rywhere !

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Plant Based is Now Gourmet

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Positioning Trends

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Focus on Babies

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HEMP and CBD as a Nutraceutical Solution to Pain

  • One of the largest trends of the year
  • One day industry workshop for CBD

Business Development

  • Market expected to sell $646 million by

2022 Functional products to replace Opioids:

  • Sleep aid
  • Inflammation reduction
  • Anti-anxiety
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Celebrity Partnership is New Influencer Marketing

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Mainstream Dairy ry Looks to Non-GMO

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Brands Look Beyond Non-GMO

  • More active communication
  • Transparency in sourcing
  • Partnerships and sponsoring of

environmental cause companies

  • Holistic approach to food

manufacturing

  • More Organic vs just “Non-GMO”

Greening effort is gaining authenticity and engagement from many companies

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Regenerative Agriculture is the New Sustainability

  • Focus on soil health versus

certification

  • More holistic and situational based

approach to farming best practices

  • Connection between animals and

agriculture

  • Provides value to those farmers in

transition to organic

  • Differentiation to other

competitors

  • Removes “stigma” of sustainable or

Organic from skeptical consumers

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Sustainable Animal Products

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Back to the Farm

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Triple Bottom Line in Action

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Messaging Trends

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It isn’t the product you sell but the story you tell…

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What does your packagin ing say about you?

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Nancy’s Packaging Refresh

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Dairy ry In Innovation Opportunities

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Permissible In Indulgence- Taste is Key Differentiation

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Connect to the farm and celebrate giving back

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How can innovation can be good for bottom line?

Increasing yield = Increasing value for consumers

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Offer Convenience for those who Resonate with Dairy ry

Moms on the Go Keto Diets Energy on the Go Protein on the Go

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Conclusion

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Intentional Innovation

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Thank you! You can find me at: Emily.Darchuk@oregonstate.edu www.linkedin.com/in/emilydarchuk

Any Questions?