We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
Already have an account? Sign in.

 Remember Me | Forgot Your Password?

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.
Diet Insights
Weight Loss Programs
Other Diets
Market News
North America
United States of America
Research, Studies, Advice
Developed by Yuri Ingultsov Software Lab.