Healthy dairy drinks on the rise
In the daily drinks market, ‘health’ has become the primary claim to encourage sales, rather than the traditional ‘convenience’. Over the past five years, the number of dairy drink products containing inulin and oligofructose that were brought to market has multiplied by ten.
Since 2005, fewer dairy drink products are being launched each year. But dairy drinks that promote health have been bucking this global trend (Source: www.innova-food.com). Convenience is still a big driver in the promotion of dairy drinks: 34% of new products use it as a sales argument. However, health wins by a landslide. Today, no less than 42% of the products brought to market use it as the primary claim to encourage sales.
‘The reason is simple’, says Tim Van der Schraelen, BENEO-Orafti marketing and communication manager. ‘Obesity has become a global problem, and customers all over the world set great store by health and healthy food. As this trend is by no means diminishing, there is still substantial room for growth in the health segment, provided that the product’s claims are credible.’
Thanks to an independent scientific committee affiliated with BENEO-Orafti, food and drink producers can make a number of accredited health claims, all of which have been submitted to the EU Health Claims Regulatory Board. In this way, drink producers can ensure the integrity of their new dairy drink products from day one.
April 25, 2008
