expowest trend presentation · 2018. 5. 29. · hemp and cbd as a nutraceutical solution to pain...
TRANSCRIPT
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Emily DarchukOregon State University Extension
Expo West 2018Trend Presentation
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Background
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Goal of this Presentation: Holistic View to 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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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 Product Trends
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Fat Inversions
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Dairy 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 starting to see full fat dairy as a healthy snack option; Grass-fed is seen as healthiest
• Organic (Grass-fed) dairy products have been shown to have 50% more beneficial omega-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=02. https://www.npr.org/sections/thesalt/2017/03/22/520015345/why-more-farmers-are-making-the-switch-to-grass-fed-meat-and-dairy3. 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 201621. https://www.npr.org/sections/thesalt/2017/03/22/520015345/why-more-farmers-are-making-the-switch-to-grass-fed-meat-and-dairy2. 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 Kids
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Traditional Flavors Elevated
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Yerba Mate Is the Trending Source of Energy
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Beyond Gluten Free to Grain Free
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Water Water Everywhere !
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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 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 packaging say about you?
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Nancy’s Packaging Refresh
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Dairy Innovation Opportunities
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Permissible 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
Moms on the GoKeto 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:
www.linkedin.com/in/emilydarchuk
Any Questions?