Top Dairy Trends to Watch in 2024

Highlights

The 2024 dairy trends to watch are:

• Protein in dairy as a leading benefit
• Dairy bioactives for immune support
• Wellness cheeses with functional benefits
• Lactose-free product expansion

Dairy trends continue to evolve as innovation keeps pace with changing consumer demands. Whether brands tap into the nutritional benefits, such as the protein in dairy, or dairy’s functional benefits—from natural immune-support bioactives to fortifications—they ensure dairy remains a relevant and essential part of consumers’ daily diet.

Here’s a look at the dairy trends for 2024.

The 2024 Dairy Trends

1. Protein in Dairy

The protein in dairy makes dairy right on trend for today’s consumers. Interest in protein is growing globally, with high protein cited as an important factor when grocery shopping for a significant proportion of consumers in China (36%), India (34%), Japan (28%), the US (27%), Canada (25%), Australia (22%), and the UK (17%).¹ Increased consumption of protein-fortified foods and beverages is most evident in consumers aged 32-45.²

Benefits consumers seek from protein include energy, satiety, muscle support, immune support, and overall health. Even protein snacks are perceived as healthier and adding protein to traditional snacks (like protein-fortified chips) shifts their image from less healthy to healthier.³

Dairy Protein Benefits

• A complete protein with all 9 essential acids
• Supports muscle growth and recovery
• Can promote feelings of fullness
• Supports muscle function for healthy aging
• Rich in calcium and phosphorus for bone health
• Contains immune health bioactives

New products with dairy protein, such as Kudo Salty Sweet Kettle Korn Protein Popcorn, In Good Hands White Cheddar Protein Puffs, and Nutrikid Horchata Kids Nutritional Shake (a shake mix for kids aged 2-12), are tapping into this opportunity.

2. Dairy Ingredients and Immunity

Besides the protein in dairy, brands are also showcasing dairy’s immune health bioactives in innovative new products, especially those targeting kids. Research supports the positive roles of lactoferrin, immunoglobulins, glycomacropeptides (GMPs), and several other dairy bioactives in bolstering immune function.

Of these, lactoferrin is currently the most widely used, with infant nutrition accounting for 70% of lactoferrin-based product launches over the past five years, followed by supplements (18%) and sports nutrition products (8%).⁴ Foods and beverages fortified with lactoferrin grew at a CAGR of 17% globally during this period, while lactoferrin-containing supplements grew by 24%.⁵

Recent lactoferrin product launches range from Enfamil Enspire Optimum Infant Formula and Beta Growing Up Premium Nutritional A2 Junior milk (for children aged 3-8) to adult supplements such as Vitals Lactoferrine-Bt and Deadolomiti Immuno Care. Lactoferrin is also being used in products with claims for gut health and, increasingly, brain health.⁶

3. Premium Cheeses for Wellness

Cheese is another category benefiting from consumers’ growing interest in health and wellness. In the US, where more than 60% of consumers buy dairy cheese, the top two claims influencing purchasing decisions for cheese are natural/made with real ingredients (30%) and high in/source of protein (22%).⁷

13% of consumers are influenced by claims about functional ingredients when they buy cheese, highlighting an opportunity for brands to make their products stand out from the competition with health and wellness cheeses. These premium cheeses are fortified with ingredients such as probiotics, vitamin D, and omega-3s and have strong appeal as a better-for-you snack. 

4. Lactose-Free Dairy

Lactose-free dairy innovation is on the rise, with new products showing up in a variety of subcategories, including coffee creamers, kids’ ready-to-drink dairy beverages, and yogurt. Lactose-free is a top ten claim in yogurt, with 15% of last year’s launches in Europe and 7% in North America making the claim.⁸

Over a third (36%) of dairy alternative users consume dairy alternatives because they’re lactose intolerant.⁹ Lactose-free dairy products address this need, while also delivering the natural benefits of milk’s protein, minerals, and bioactives. 

Lactose-free milk is made by adding the enzyme lactase to break down lactose into simple sugars (which makes the milk taste sweeter) or by using membrane filtration to remove the lactose. The lactose-free dairy trends of kids’ nutrition shakes (like Abbott PediaSure Grow & Gain Chocolate Shake) and flavored creamers (like Darigold Belle Sweet Cream Flavored Coffee Creamer), facilitate either method since these are meant to be sweetened products. 

Collaborate with Glanbia for Healthy and Delicious Dairy Products

Glanbia Nutritionals is committed to providing cutting-edge dairy solutions to support your dairy product development. Our clean label functional dairy proteins like OptiSol^®1005 and 1007 offer improved product processing, flavor, and creaminess, while our patent pending UltraHi™ Protein Yogurt Technology helps brands achieve up to 50 grams of protein per serving in yogurt products. 

We also carry a wide variety of cheeses, including wellness cheeses like our probiotic cheddar cheese, and bioactive ingredients such as Bioferrin® lactoferrin to meet consumers’ growing interest in functional health benefits from dairy. 

Looking to innovate within the dairy space? Contact us to explore collaboration opportunities and discover how our dairy solutions can elevate your product line.

References

1. Mintel, High-protein yogurt: the trend is still buzzing, September 2023.
2-3. Glanbia Nutritionals, Healthy Snacking Global U&A Study, 2022.
4-6. Innova Market Insights, Hot Topics + Social Media: Exploring Lactoferrin’s Global Recent Growth in Recent & Future Expansion – November 2023.
7. Innova, Crafting the Future: US Trends in Dairy & Non-Dairy Cheese Innovation, April 2024.
8. Innova Market Insights, Category insider: Future horizons of spoonable dairy & non-dairy yogurt. A global perspective – November 2023.
9. Glanbia Nutritionals, Health & Wellness Consumer U&A Study, 2023.