WattsUp Trend Watch: Functional Dairy & Dairy Alternatives

Functional Dairy & Dairy Alternatives

Dairy, and more recently dairy alternatives, have always had a healthy image. From the 1960s posters advertising the healthiness of milk to the current association of yoghurt with probiotics and gut health. However, in 2021 dairy and dairy alternative brands are levelling up their health and wellness claims. Consumers are increasingly interested in functional dairy as easy and simple avenues towards better health. They’re looking for products fortified with extra vitamins, minerals, protein, fibre and more.

Our latest Trend Watch report looks at how brands are responding to this healthy momentum, and what’s next for the category.

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Reach out to us if you have any questions, would like further information on food and beverage trends or would like a product sample.