The impact of holistic health trend on dairy industry innovation.
Today, consumers are looking for functional ingredients that help both physical and mental health.

Data from Chicago-based market research firm IRI show that for the 52 weeks ending April 17, 2022, sales of sugar-free or low-sugar dairy products increased the most by 11.3 %, followed by products without GMOs sold by $ 3.3 billion, up 9.3%, lactose-free claims up 5.4%, and foods containing natural sweeteners, up 9.8%, and nearly $ 2 billion.

The growing interest in holistic health benefits
Consumers once defined healthy food as the lack or reduction of things like fat, sodium, carbohydrates, and cholesterol, but now they are looking for added ingredients to support health. Crawford says, for example, in the yogurt category, Chobani company changed yogurt from "diet food" to a "nutrient-rich calorie" offering. “It’s a benefit of what you’re getting, not what you’re not getting,” he explains.

That’s in agreement with consumers’ growing interest in holistic health, and foods that support holistic health by supporting both mental and emotional health.
Kat Crozier, Glanbia Nutritional's senior director of customer marketing, defines holistic health as a traditional physical health approach to one that includes mental, emotional, and spiritual health.
“The explanation of ‘health’ has changed from reactionary treatment like medication to preventative health in daily routines like exercise, and more thoughtful food choices,” she says.

Dairy’s a winning delivery system
Beside offering healthful aspects such as protein and calcium, “dairy is also an excellent delivery system for functional ingredients like vitamin D, probiotics, choline for brain health, omega-3s” Crozier says.
The Health & Wellness Cheese Platform has been introduced by Glanbia, featuring cheeses enriched with vitamins D and K that enhance bone health, as well as cheeses enriched with probiotics, omega-3s, and added protein, zinc and vitamin C for immunity.

A&B Ingredients recommends using clean-label preservatives such as the company’s CytoGuard product instead of synthetic ones; lowering fat content with natural ingredients such as rice and corn starches; increasing protein levels by using plant-based proteins like Pisane pea protein; reducing sodium levels in cheeses for example through natural sea salt, and stopping pathogenic bacteria by means of label-friendly microbial such as the company’s CytoGuard LA.

Protein has been high on consumers’ lists for some time, for overall health reasons and not just for building muscle, and dairy has an important role, from Greek yogurt to nutrition shakes.

The products that Milk Specialties offer to dairy processors include MultaPro, a dairy protein ingredient for fermented products that enables "a creamy mouthfeel, smoother texture, improved gelation, and reduced whey separation." NutriPro lactoferrin and NutriPro MFGM whey protein phospholipid concentrate are other products that offer immune support through bioactive properties, and high-quality whey protein, respectively.
Whether they’re making frozen products or fermented dairy products such as yogurt dairy beverages, processors have a variety of opportunities to improve overall health through natural ingredients and focus on food safety.

Reference:
https://www.dairyfoods.com/articles/95649-holistic-health-trend-is-driving-dairy-processor-innovation