Added nutrition claims in dairy products rise again. The share of dairy launches with fortification claims was surging until stagnating during COVID-19.
But, in the last two years, the share of fortified dairy has increased. Among dairy launched globally from December 2023 to November 2024, 14% claim to be fortified with vitamins/minerals and 8% contain high/added protein (vs 13% and 6% pre-COVID-19, respectively).
Brands can still prove value by delivering – and flagging up – what dairy is fundamentally about.
In Brazil, for example, yogurt is about digestion, naturalness and calcium.
In the UK, the naturalness of dairy milk is more important than its nutritional content (eg fat, vitamins) for 63% of milk consumers. That conclude additional nutrition claims in dairy products rise again.
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