Despite the increasing emphasis on changing dietary patterns, a significant proportion of consumers continue to incorporate dairy products into their diets, according to the latest report published by FMCG Gurus, referring to the global dairy market.

A flexitarian approach

This especially applies to those following a flexitarian approach, who show less reluctance to avoid dairy products compared to meat. Additionally, consumers view dairy as a contributor to a balanced overall diet, due to their association with essential nutrients such as proteins, calcium, and various vitamins and minerals.

While fresh milk consumption has declined in recent decades, with many opting for alternative functional beverages, it remains a staple ingredient in hot drinks.

Although the plant-based alternatives sector has seen substantial growth, it still lags behind the dairy product market, with many consumers willing to switch between milk and plant-based options depending on the occasion.

Moreover, dairy products such as yogurt are popular snack choices, with many considering them a better and guilt-free alternative to items like chocolate and pastries.

Consumers reduce non-essential products

Overall, consumers say their dairy consumption habits have remained consistent in recent years, underscoring the importance of dairy in their diet and indicating a reluctance to reduce consumption for health or financial reasons, especially against the backdrop of rising prices.

An exception to this pattern can be observed in the decrease in ice cream consumption. For example, FMCG Gurus consumer insights indicate that nearly three in ten consumers express a desire to reduce their consumption, reflecting a trend of reducing indulgent and perceived non-essential, less healthy products during periods of financial uncertainty, although the ability to do so may not fully align with attitudes.

While some consumers increase their consumption of soy and fresh milk in search of healthier and more sustainable options, a notable portion actively sought to reduce their intake, signaling tougher conditions for the plant-based market compared to a few years ago.

Consumers may check nutritional labeling in "Better for You" categories.

Consumers show interest in nutritional information when choosing dairy products, with ingredient integrity significantly influencing their perception of value as they navigate changing purchasing habits to manage rising prices while aiming to minimize sacrifices.

In particular, consumers are most likely to check nutritional labels when purchasing fresh dairy products. For example, FMCG Gurus market research shows that 64% of consumers purchasing such products regularly check the nutritional labeling in the fresh milk category.

From here, there is a widespread focus on nutritional content in categories perceived as healthier, while showing less attention in categories related to indulgence. Additionally, in the milk category, consumers are inclined to check nutritional labels to assess product freshness, especially for perishable items.

This highlights the need for product information to be easily accessible and transparent, allowing consumers to make more informed decisions regarding a product's nutritional profile within seconds.

Purity and freshness go hand in hand

Perceptions of quality, safety, and value in the dairy product industry are significantly influenced by freshness, reflecting consumers' more careful approach to spending and increased control over what offers the best value for their money.

Freshness is commonly associated with naturalness and additive-free products, concepts that have witnessed a notable increase in consumer recognition between 2021 and 2023.

For example, FMCG Gurus consumer insights show that 71% of consumers considered natural claims shaped perceptions that a product is truly fresh in 2023. In comparison, only 43% of global consumers felt this way in 2021.

This post-pandemic shift suggests a reduced focus on product story and origin, with consumers prioritizing health and purity over concerns about supply chains.

The shift underscores consumer preference for authentic ingredients perceived as beneficial for overall well-being and the environment. (Photo: Freepik)