Review the 2024 Food and Health Survey from IFIC through a dairy marketing lens.

 It’s arrived. “It” is the 2024 Food and Health Survey from the International Food Information Council (IFIC). For 19 consecutive years, IFIC has surveyed Americans to understand their perceptions, beliefs and behaviors surrounding food and food-purchasing decisions. 

What makes this year special is that IFIC tripled the sample size by surveying 3,000 Americans, age 18 to 80 years, online between March 8 and March 24, 2024. There were also a number of new questions added this year. 

But first, some things don’t change. American consumers continue to rank taste (85%) as the most impactful element in their food and beverage purchase decisions. Price remains the second most impactful (76%), followed by healthfulness (62%), convenience (57%) and environmental sustainability (31%).  

The impact of convenience, however, is down from last year (61% in 2023 to 57% in 2024). The impact of environmental sustainability on food and beverage purchase decisions has also declined in each of the past two surveys (39% in 2022, 34% in 2023 and 31% in 2024). 

Taste reigns. Price matters. Nine in 10 (90%) respondents said they have noticed an increase in the price of food and beverage. This recognition is up significantly from 83% in 2022.  

“Examining the awareness of increased cost by generation reveals a fascinating finding: Each generation has noticed the increased costs significantly more than the generation(s) younger than them,” said Kris Sollid, senior director, research and consumer insights at IFIC. “In other words, more Baby Boomers have noticed the rising costs compared with every other generation. More Gen X have noticed the rising costs compared with Millennial and so on.” 

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Healthfulness ranks third on influencing purchase decision. But what exactly is a healthy food? 

For the third straight year in the IFIC Food & Health Survey, “fresh” (39%) is the most common criteria used by consumers to define a “healthy” food followed by “good source of protein” (37%) and “low in sugar” (35%). While the inclusion of “fresh” and “low in sugar” in definitions for “healthy” have remained consistent across the last three years, “good source of protein” is gaining steam, steadily climbing over the past three years (59% in 2022, 67% 2023 and 71% 2024). 

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This is great news for dairy manufacturers, as most dairy products are inherent sources of high-quality, complete protein. Many dairy foods are fresh and local, with low-sugar and no-added-sugars being prioritized in dairy product innovation. 

More consumers are trying to limit their sugar consumption this year (66% up from 61%). Added sugars are most likely to be the target of these efforts, though three in 10 report trying to limit or avoid both added sugars and sugars that are naturally present in foods.

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The top benefits consumers seek from food, beverages and nutrients are energy, healthy aging, weight loss and management, and digestive health.

With there being no consensus on the definition of ultra-processed foods among food and nutrition scientists, how consumers have a uniting opinion? One in three Americans are now familiar with the term ultra-processed foods, yet there are differences by age. Younger generations, for example, are more likely than older generations to be familiar with the term (39% for Gen Z and 42% for Millennials compared with 30% for Gen X and 21% for Boomers). The youngest generations (Gen Z and Millennials) are twice as likely as Baby Boomers to be familiar.

 

The survey explored the connection between food and emotional well-being. Results showed that three in four consumers believe their food and beverage choices impact their mental/emotional well-being. Conversely, two in three believe the reverse: that their well-being impacts their food and beverage choices. 

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It also delved into how consumers are getting their food and nutrition information. And no surprise, it’s increasingly from social media. 

“We found that over half of consumers (54%) report seeing food and nutrition content on their news feeds, up from 42% last year,” Sollid said. “What’s interesting is that while consumers are seeing more of this content, fewer Americans have a lot of trust in it.”  

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When it comes to trust, Baby Boomers are the most skeptical. Fifty-nine percent of Baby Boomers say they trust food or nutrition content they come across on social media, which is significantly lower than the trust every other generation reports (71% for Gen X, 68% for Millennials and 76% for Gen Z).  

“The conversation around trust in food and nutrition information is so important to analyze and understand,” said Wendy Reinhardt Kapsak, president and CEO of IFIC. “Ensuring consumers have access to compelling, science-based information about food to inform smart, healthy decisions for themselves and their families rather than misinformation is a cause worth championing, and that is what IFIC is all about.”  

To view the full 2024 IFIC Food & Health survey, link HERE.

Indulgence and Flavor Adventure Dominated IDDBA 2024

 

It was great to visit with so many of you on Sunday during my half-day, whirl-wind walk of the expo floor. Indulgence and flavor adventure dominated recent innovations. There were very few products with better-for-you or plant-based positionings. It was all about enjoyment and exploration, often times in single-serve sized packages.  

Jonna Parker, principal and team lead for fresh foods at Circana spoke in a session on snacking. She pointed out that a recent survey showed half of all consumers “often eat snacks instead of a meal because I am on the go” while 46% of consumers snack more than three times a day.

“Small indulgences are where to be for the next few years,” added Steve Zurek, director- sales development for North American sales operations at NielsenIQ. He explained that the trend toward personal-sized, affordable treats is a movement with staying power.

Let’s check out some of the innovations from this year’s expo. 

Heartisan Foods is growing its Red Apple Cheese brand with numerous shapes, formats and flavors. Many of these will be featured in coming weeks as a Daily Dose of Dairy. For now, here’s a peek into the brand’s adventurous side. Its flavored gouda chunk line now includes a Spicy Smoked offering, which joins Honey Sriracha, Mango Habanero, Smokey Bourbon and Scorpion. The new Cheese Curd line is making its debut with a Bloody Mary variety. The iconic snacking curds come in 8-ounce bags. 

BelGioioso has a new small-batch flavored artisan cheese under its La Bottega line.  Artigiano Blood Orange is a slightly sweet and savory cheese hand crafted by soaking the cheese in a citrus marinade. This BelGioioso original comes in a 5-ounce wedge.

Until now, cows milk yogurt manufacturers thought they were only up against plant-based concepts. Enter eggs. That’s right. Oolie is described as “Egg Based Provisions.” Yogurt is also on the label; however, the product is dairy free. The brand markets itself as “farm-fresh eggs reinvented as classic creamy favorites” and comes in Blueberry, Keyline, Lemon, Strawberry and Vanilla flavors. The brand also has a line of dairy-free, egg-based dips in Garlic & Herb, Mediterranean Tomato, Red Beet, Spicy Pepper and Yellow Curry flavors. 

Global flavors in traditional dairy products is booming. Esti Foods, a company that has built its brand by focusing on Mediterranean products, including hummus, tzatziki, Greek yogurt, yogurt-based dips and more, is growing its “Circle of Global Flavors” offerings with two dairy-based dips. Chimichurri is a “flavor of Argentina,” while Elotes Street Corn is a “flavor of Mexico.” 

Land O’Lakes is growing its Goya line of ready-to-eat refrigerated dairy desserts with Mexican Chocolate Pudding. This is a dark, rich chocolate with plenty of cinnamon and complements the swicy trend of sweet and spicy. The single-serve desserts come in 4-ounce cups and are sold in packs of four. 

Reina Foods is rolling out Bend&Blend. The dual-compartment refrigerated dairy dessert has pudding on one side and a sweet dipper on the other. The two initial offerings are: Chocolate Pudding with Mini Teddy Bear Crackers and Vanilla Pudding with Mini Maria’s Cookies. The package size is 9.5 ounces. 

Artisan butters, often with higher-percentages of butterfat as compared to mainstream, everyday butters, continue to boom. In the weeks ahead, be on the lookout for some co-branded butters from Epicurean being showcased as a Daily Dose of Dairy. 

Here we have Moinear Farmhouse Butter, which is made with California milk in California using a traditional Irish recipe based on pure whey cream. The company explains that “during cheesemaking, as the curds and whey are gently separated, the aromatic cheese flavors begin to develop as the cheese cultures ferment. Rarely is the whey cream separated from the whey to begin the skilled small-batch churning process of hand-making world class whey butter, traditionally known as “farmhouse butter” or “old-fashioned butter.” It is now the king of artisanal butters with its “mild, nutty, cheesy and richer, fuller flavor” profile. Cheese-making cultures produce the whey butter flavor secrets. Whey butter is a rare delicacy and our mission is to reintroduce this exciting long-lost art of whey butter making to the world.” The butter comes in 8-ounce foil-wrapped blocks, salted or unsalted. 

Ellsworth Cooperative Creamery is exploring worldly flavors with its new Antonella Artisan Cheese Collection of semi-soft cheeses. The logs of cheese are hand-rolled in dried, flavorful ingredients, including herbs, vegetables and even cured meat. Varieties are Garden Vegetable & Sweet Basil, Pepperoni & Marinara and Roasted Garlic, Tomato & Basil.  

Pine River adds four varieties to its Traditional and Premium Cold Pack Cheese Spread lines. The newest offerings are: Maple Bacon, Spicy Pimento and Vintage Reserve. Spicy Pimento is a fiery rendition of the company’s beloved Pimento spread with now more Grade A cheddar shreds added. Infused with zesty pickled jalapenos, this kicked-up version delivers a delightful kick of heat, elevating the classic flavor profile to new heights of boldness and intensity. Maple Bacon is a fusion of Grade A cheddar aged for a minimum of nine months with maple onion jam and savory bacon. Vintage Reserve is a revamped iteration of the company’s popular 60-Month Anniversary spread. Crafted with white cheddar aged for a minimum of five years and studded with five-year cheddar chunks throughout, this rich and creamy cheddar spread promises a truly indulgent taste experience that will leave you craving for more. The brand is also undergoing a makeover with new color schemes. As part of this refresh, Pine River renamed its Mango Habanero spread to Kickin’ Mango. Stay tuned for more new flavors, including Raspberry Chipotle and Italian Truffle. 

Yancey’s Fancy, always an innovator with edgy flavors, provided IDDBA attendees with a sneak peek at its Ube Cheese concept, which is still under development. The purple-veined cheese has an extra layer of nutty flavor from the ube fruit. New flavors available now include Green Goddess Gouda, Portobella & Truffle Cheddar, Strawberry & Jalapeno Cheddar, and Lemon Bliss Cheddar. The pasteurized process cheese comes in 7.6-ounce chunks. 

Citrus flavors are trending, which is somewhat of an unusual combination in dairy because sour does not always go well with creamy. In fact, for some, there’s that vision of the acidic fruit curdling the milk. But they do go together, and surprisingly, deliciously well. Superior Foods Company, a co-packer of innovative dairy dips and spreads has a new Lemon Blueberry Bliss dairy dip. On the savory side, there’s a new Pepperoni Pizza flavored dip. 

The Gordo’s brand is expanding into  the non-cheese Premium Dip category. The three new dips use a sour cream and cream cheese base and come in 12-ounce tubs. Flavors are: Creamy Jalapeno, Smokey Tomato (and chiles) and Zesty Ranch. The brand also has dual-compartment refrigerated snack packs. The 4-ounce containers come in Cheese Dip & Pretzels and Queso & Chips varieties. 

On the sort of sweet side of snacking comes Ice Cream Not Fried Chicken from Life Raft Treats. This handcrafted Ice Cream Drumstick has a chocolate pretzel “bone” in the center, which is enveloped by waffle-flavored ice cream and then enrobed in caramelized white chocolate and corn flakes. Each drumstick is 2.5 ounces and individually wrapped. 

They are sold in display packs of 24 drumsticks. This creation was invented by a six-times James Beard Foundation Award semifinalist—Cynthia Wong—for her outstanding craft as a pastry chef. 

Old World Productions is growing its Carnegie Deli Cheesecake Bites with a Birthday Cake variety. The frozen dairy-based poppable dessert comes in 3- and 6-ounce shareable bags. 

Mark your calendars for IDDBA 2025, taking place June 1-3 in New Orleans. 

It's Milk's Time because It’s Milk Time!

 

A shout out to Julian Mellentin with NewNutrition Business for sharing this infographic (below). He commissioned its creation to coincide with World Milk Day, which was January 1, 2024. 

“As you know well, milk is a naturally nutrient dense superfood and it’s time the intrinsic health values of dairy were made more widely known,” he says. “So to showcase that, we asked a colleague, who has a master’s in nutrition science, to create this graphic.

“It shows that milk is a whole food. The complexity of the whole food matrix provides a unique bundle of essential nutrients that it is impossible to replicate.”

Well said! Thanks Julian. 

I am convinced that whole milk will become cool again thanks to innovations in foodservice. Take for example Mycha, which calls itself The Milk Tea ATM. It’s a vending machine business featuring made-fresh-daily milk teas and other milk-based beverages in Chicago and Los Angeles. It’s growing quickly. You can read more HERE.

The drinks are amazing. I am partial to the Taro Milk Tea, which combines the earthy sweetness of taro root with the creamy richness of milk. It has a slightly nutty flavor and is not overly sweet. (I do not have a sweet tooth.)

Last year when I arrived in New York City for the Fancy Food Show, I stumbled upon a café dedicated to milk-based tea beverages. They could be made to order or purchased ready to drink in glass jars. Many featured boba for an extra sensation. 

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When I visited Thailand, such places were ubiquitous. And they made cows and their milk the star, with photo ops available near Holstein statues. 

We need more of this in the U.S., especially in urban areas.  

The Coffee Bean & Tea Leaf has started playing in this space in the U.S. The specialty coffee and tea house’s new summer menu features four new beverages that showcase the delightful textures and tastes of boba pearls and matcha. Whole milk is also part of the mix. 

The four offerings are: Iced Brown Sugar Latte with Boba, Iced Ceylon Milk Tea with Brown Sugar Boba, Iced Matcha Cream Strawberry Latte and Iced Matcha Cream Mango Latte.

It’s summer road trip time! Get me to The Coffee Bean & Tea Leaf.

New York City’s famous Milk Bar has long been offering various “milky” products at its cafes. (The name is a giveaway!) The company has teamed up with Tropicana to introduce a new limited-time-only soft-serve this summer. 

“As a life-long OJ enthusiast, I’m so excited to partner with iconic juice brand, Tropicana, to create our new summer treat obsession, Orange Squeeze soft-serve,” says Christina Tosi, founder of Milk Bar. “I grew up racing to the ice cream truck to score my favorite creamy, orange and vanilla flavored bar. Orange Squeeze is our take on that childhood classic, transporting you back, Milk Bar style, to sweet summer memories of that bright, fresh-tasting combo.”

And the Winners Are…

Circana released its 2023 New Product Pacesetters report this week, which features the top-100 CPG product launches in the food and beverage and nonfood categories. The latest Pacesetters, which garnered $6.1 billion in combined first-year sales, include products that help Americans navigate their daily lives in new ways as they adapt to post-pandemic routines. The report highlights the ongoing influence of innovation in the CPG sector as consumers seek exploration and new experiences, gravitating toward versatile products and new product formats.

“Consumer behavior has changed dramatically in recent years, from the pandemic and then the resumption of active lifestyles and hybrid work,” says Lisa Maas, principal and practice lead-innovation at Circana. “The latest Pacesetters align with consumers’ desires for new experiences and product formats, new levels of convenience, trusted solutions for baby and pet and products that deliver superior performance. Brands that lead with relevant innovation stand to not only boost sales, but also cultivate lasting customer loyalty.”

The Top 10 Food and Beverage 

New Product Pacesetters for 2023 are:

1. Similac 360 Total Care

2. PRIME Hydration

3. Starry

4. OREO Frozen Desserts

5. Starbucks by Nespresso for Vertuo

6. GHOST Energy

7. Doritos/Cheetos/Sunchips Minis

8. Black Rifle Coffee

9. Electrolit

10. Kevin’s Natural Foods

Circana’s findings indicate that shifting daily routines have impacted every aspect of consumers’ lives, from how they practice self-care to the meals they prepare and the daily appliances they use. There has been an increase in slow cooker and casserole dish sales, likely due to their association with easy-meal preparation and cost savings. This reflects the ongoing demand for convenient solutions for complete meals or meal shortcuts. 

Consumers are looking for ways to elevate the morning experience, as evidenced by Starbucks by Nespresso for Vertuo’s fifth-place ranking on the food and beverage Pacesetters list. Additionally, Nestlé collaborated with popular Kellogg’s brands to introduce Carnation Breakfast Essentials, Kellogg’s ready-to-drink breakfast meals, providing a quick breakfast option for consumers. The latter features dairy, and lots of it. 

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The data show that co-branding and licensing, as seen in the Carnation-Kellogg’s offerings, leverage the trust and loyalty that established brands enjoy, opening doors for expansion beyond their core categories. For instance, OREO cookies and Little Debbie snack cakes have made their way into the frozen aisle, with OREO Frozen Desserts ranking number four on the food and beverage Pacesetters list, and Hudsonville Ice Cream’s Little Debbie flavors at number 18. Go dairy! Go dairy!

 

The report suggests that consumers increasingly sought functional benefits across the store in 2023. This demand for added value was likely driven by high inflation and a continued focus on well-being. The trend was particularly evident in the beverage sector, where products offering enhanced hydration, energy and nutritional benefits were prominent, even among traditional carbonated soft drinks. 

 

And, you may not have heard, but the U.S. birth rate increased in 2021, particularly among women younger than 25, and first-time mothers. The report signals that this trend may have been fueled by increased work-from-home arrangements, giving people increased flexibility to start a family. The market has responded to this shift with a variety of baby products, including the number-one food and beverage Pacesetter, Similac 360 Total Care infant formula. This dairy-based formula, enriched with five “immune nourishing” prebiotics, is claimed by Abbott Laboratories to offer added advantages for brain development and digestive health. Top-ranking products for babies and young children likely reflect parents’ commitments to providing healthy starts for their children. Go dairy! Go dairy!

Who’s Innovating and How?

While Circana saw strong contributions from mid-sized companies last year, the 2023 Pacesetters showcase the influence of innovation from smaller companies. Manufacturers with sales under $500 million represent 59% of New Product Pacesetters by count, up from 41% in 2022. These smaller companies are also making a significant impact, accounting for 43% of New Product Pacesetter dollars (up from 18% in 2022). A common theme across leading companies last year was a keen focus on the consumer, with a commitment to meeting consumers’ needs with relevant product solutions, messaging, and pricing.

 

“In 2023, collaborations with well-known brands, compelling brand narratives and a dedication to product expansion helped drive brand awareness and increase sales,” says my friend Joan Driggs, vice president of content and thought leadership at Circana. “Products identified as Pacesetters contributed an 18% increase in total multi-outlet sales, compared to an 11% increase in 2022, highlighting the importance of innovation and strategic partnerships in achieving sustained growth and market success.”

You can access the full report HERE to see the other dairy brands who made the list and their rank. 

Numerous frozen dairy brands made the top-200 list, including Blue Bunny, Godiva and Van Leeuwen. Creamer, cheese and yogurt brands are on the list, too. You will also find many innovations utilizing dairy ingredients, namely dairy proteins.

Congrats to all innovators! It’s Milk Time!