Dairy drinks are pulling tricks out of their hats to tempt ever more demanding shoppers, who are looking for multiple benefits, according to The Grocer.
Pulling a rabbit out of a hat may be impressive in the world of magic. But in the case of dairy drinks, it will take more than that to win over shoppers. Because they are looking for products that have more than one trick up their sleeve.
Simply offering health benefits, an energy boost or a creamy taste is no longer enough. According to Kantar data, a growing number of consumers are turning to dairy drinks for health, enjoyment and practicality. The number of occasions chosen for health reasons rose 10.1% last year, while enjoyment and practicality occasions increased 4.1% and 2.6% respectively [Kantar 52 w/e 29 December 2019].