Wellbeing Key Driver in Milk Launches

February 1, 2009: 04:13 PM EST

More than half (53 percent) of the milk-based beverages launched in 2008 promoted health as their primary benefit, a 42 percent increase over 2007, says Innova. Health benefits were part of the marketing mix for 17 percent of last year’s new products. There was a 10 percent increase (from 164 to 181 products) in beverages containing inulin and oligofructose, both of which are prebiotics. Gut health featured in 17 percent of the product launches, up from 13 percent in 2007 and 2 percent five years ago. Low fat claims fell from 17 percent to 2 percent, low sugar claims dropped from 3 percent to 2 percent, and convenience claims dropped from 34 percent to 17 percent. The trends “reflected the fact that consumers were becoming increasingly aware of specific health claims within the well-being category”, says Tim Van der Schraelen, Beneo-Orafti's marketing and communication manager. The survey was commissioned by Beneo-Orafti.

"Dairy Drinks: Health in Control as Convenience takes Back Seat", Functional Ingredients, February 01, 2009, © Penton Media, Inc.

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Wellbeing Key Driver in Milk Launches

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