Indulging in Ice Cream Avoiding Sugar, Staying Healthy and Exploring Flavors

2022

DAIRY TRENDS

Indulging in Ice Cream, Avoiding Sugar, Staying Healthy and Exploring Exciting Flavors

BY CAROLINE K. REFF

As prices go up in the grocery store, consumers are making more careful choices based on cost, added value, flavor and even fun! While some categories are an exception, overall, consumers are putting plenty of dairy products into their shopping carts despite inflation. The reasons vary – from the knowledge that dairy products are a healthy choice to shear indulgence during trying times. Whatever the reason, dairy remains popular, and the industry continues to roll out options that will keep consumers coming back for more.

Northeast Dairy asked Donna Berry, a food scientist, editor, consultant and food blogger (berryondairy.com), for an overview of what some of the trending and most popular dairy foods items are in 2022.

“Overall, people are eating more dairy these days, but they are looking for certain things when it comes to dairy choices,” she explained. “They want excitement in the flavors they choose, Yes, everyone likes their chocolate or vanilla ice cream, but people want adventure and are willing to try flavors that push the envelope a bit.”

People also care a great deal about where products are produced, according to Berry. They like that most dairy products are made from U.S.-based ingredients, which are often sourced locally. The idea that the milk that goes into the bottle — or the ice cream or the cheese — comes from a cow that’s just a short drive away is very appealing to consumers. If that product is made from simple, clean ingredients, all the better. Adding to that is consumers’ concern with products that are produced using earth and animal-friendly practices.

Health is another reason that consumers are drawn to dairy. Most know that dairy is a protein powerhouse packed with vitamins and other nutrients that promote immunity, strong bones and an overall healthy diet.

Finally, Berry acknowledges that plant-based dairy alternatives are here to stay – at least some of them – but it’s no longer as much of an either/or situation at the grocery store. Some people clearly like their plant-alternative products, but they like their dairy, too.

Here’s a closer look at some of what’s trending in 2022 throughout the various dairy categories, according to Berry.

ICE CREAM’S THE DREAM – IN EVERY FLAVOR IMAGINABLE

How about a bowl of ice cream filled with pieces of Lucky Charms cereal or a scoop that tastes like an everything bagel? They are out there in the freezer section just waiting for you to give them a try!

According to Berry, the ice cream space is “exploding with flavor and innovation,” probably more so than any other dairy category.

Brands that are working to remain relevant in this competitive space know that new ice cream flavors are essential. The sky’s the limit when it comes to what some companies including in their offerings – from Everything Bagel with flavors of onion, garlic, sesame and poppy seeds, and cream cheese to Pizza, an ice cream with a mozzarella base mixed with tomatoes and basil. And, consumers seem eager to at least try these unconventional ice cream flavors.

Limited edition flavors are also extremely popular, as “here today; gone tomorrow” choices typically have consumers clamoring for more thanks to savvy marketing, a fear of missing out and a natural curiosity about what the next flavor might be. Even “mystery flavors” are popular with daring customers willing to buy a pint and roll the dice on just what taste adventure might be waiting for them inside.

“The flavors that have been coming out are bizarre and off the wall, but many of them are pretty good,” said Berry. “Ice cream makers are really pushing the limits with flavor innovation. Right now, ice cream is all about indulgence, creativity and how bizarre a flavor can be!”

Pints are powerful and focus on the indulgence consumers want. While a bit pricier, pints allow consumers to try a new flavor without committing to a half-gallon. The pint section of the freezer section is a popular spot that continues to grow, and it seems price is no option, as consumers continue on their flavor adventure.

Remember the joy of a Nutty Buddy or a Fudgsicle as a child? Well, novelty ice cream products aren’t just for kids anymore. In fact, some of these premium products are specifically marketed to adults looking for a bit of indulgence, as well as portion control. Consumers also like novelty ice cream items because they are “grab-and-go.” One of the biggest opportunities seen in novelties is the “better for you” concept, which brings the added value of things like high protein, probiotics, botanicals and fortifications into these treats. A number also offer low or no-sugar added options, something that has become one of the biggest trends in food, in general, lately, as consumers are all about eliminating sugar from their diets. Other popular additions to novelties include whole ingredients that consumers can see with their own eyes — like a hunk of strawberry or a piece of almond.

Co-branding has become popular in dairy, particularly in the ice cream space, as have exclusive partnerships with retailers. But co-branding is no longer just referencing a nostalgic dessert or licensing a familiar character with an ice cream flavor or brand. Today’s co-branding is about teaming up with another company and recreating its product into a new ice cream flavor and/or creating a flavor that is exclusive to a specific retail chain. For example, Little Debbie’s recently collaborated with Hudsonville Ice Cream to introduce seven ice cream flavors available only at Walmart that combines the famous snack cakes with delicious ice cream. Some of the popular flavors include Cosmic Brownie (brownie batter ice cream filled with mini rainbow chips and brownie pieces), Oatmeal Cream Piece (vanilla crème ice cream with soft oatmeal cookie pieces and a hint of molasses) and Swiss Rolls (chocolatey cake ice cream with chocolate cake pieces and a swirl of whipped cream).

In the end, consumers simply love their ice cream. They’re eager to try new flavors and interesting combinations – and are willing pay for it. Ice cream manufacturers are taking notice and bringing more and more unimaginable flavor combinations to the freezer. We can’t wait to see what’s next!

YOGURT, COTTAGE CHEESE AND MORE

According to Berry, cultured dairy products – yogurt, cottage cheese, sour cream, cream cheese and dips – are concentrated sources of protein and other dairy nutrients that are highly beneficial. Another benefit is that the dairy industry has the ability to make most of them with U.S.-sourced ingredients, and, even better, local ingredients. This is especially important at a time when prices are rising in the grocery store, as it keeps prices down, helps the economy and is good for the environment.

Overall, “yogurt has such a healthful halo that everyone is trying it,” said Barry of what is arguably the most popular product in the cultured dairy product group. “And, its reasonable price only helps keep it a dairy standard for a lot of consumers.”

A big plus is no or low-sugar products, which have become increasingly more available in the yogurt space. As stated, many consumers are steering clear of sugar as much as possible in all of their foods, while protein reigns supreme. Many, particularly younger consumers, have quickly adapted to a flavor profile that is less sweet – and they don’t feel deprived.

Consumers are also finding added value in cultured dairy products. This might come in the form of a particular milk source – like grass-fed, A2 or regenerative organic – or from the introduction of international recipes and flavors. For example, U.S.-based DAH! incorporates the ancient Indian culture with modern technology to create unique flavors and products like its slow-cultured

Lassi smoothie, which combines tomatoes with mixed berries and whole milk (and also 15 billion probiotics per serving).

Similar to ice cream, yogurt is appearing on the shelves in limited batch flavors that create an urgency and/ or curiosity that spurs consumers to buy. In the U.K., for example, one manufacturer created a limited edition, premium yogurt with strawberry and champagne to celebrate the Platinum Jubilee of Queen Elizabeth II in February, which was only available for one month.

Other companies are creating what are referred to as “premium dips” that are considered healthier alternatives to traditional dips, mayonnaise and cream cheese. Kefir, spreadable cheese from feta to mascarpone, Greek yogurt and more are just some of the bases that make these dips attractive to adventurous eaters looking for interesting tastes, new textures and healthy options.

And, cottage cheese continues to rebound from its reputation as an old-fashioned diet food to become a protein packed snack with sweet and savory options that are more relevant to today’s consumers. Kemps, for example, a business of NDFA member Dairy Farmers of America, continues to grow in this space with single-serving cottage cheese in new and exciting flavors like bacon cheddar and bacon ranch.

CHEESE IS A CLASSIC WITH A FEW ADDED TWISTS

Berry noted that there is not a lot of headline news when it comes to cheese. People love their cheese, and they continue to consume it. Its sales continue to grow year-after-year with no signs of slowing down.

There are a few trends, however, as people are still cooking at home – a result of the pandemic. Because of this, cheese manufacturers continue to look at innovative ways to make cheese more recipe-friendly with “better melt” capabilities that include more cream and higher fat content. Kraft, for example, has added its cream cheese into some of its shredded cheese products.

Surprisingly, charcuterie boards are hotter than ever. Some thought this trend would go by the wayside during the pandemic, as people didn’t seem to want to share a common tray of food, but this assumption proved untrue.

“There’s a big difference in what people say and what people do,” said Berry, who, as a food scientist, questions the popularity of charcuterie boards that tend to be filled with high sodium, cured meats filled with nitrates. “Even if you add some fruits or vegetables, there’s not a lot of healthy eating going on around a charcuterie board.”

Still, social media is full of unique charcuterie creations and ideas, and there are eateries popping up around the country where diners can create their own charcuterie boards for in-house dining or take-out.

Cheese manufacturers are paying attention, as they continue to market products with snacking and charcuterie in mind, offering smaller portions of specialty cheese that allow consumers to explore new flavors without making a huge commitment to a larger quantity.

Berry acknowledged that there are a lot of plant-based cheese alternatives out there, but “they don’t even come close,” she said, noting that many don’t melt well or simply just don’t taste like the real thing. And while new plantbased cheese products continue to be introduced, and consumers are willing to try them, that doesn’t mean they’ll be coming back for more.

“I don’t see plant-based cheese alternatives hurting the sales of real cheese,” she added. “There’s just no comparison.”

WOULD YOU LIKE A GLASS OF MILK?

Fluid cow’s milk is, of course, the dairy standard, but it’s popularity continues to struggle. Most of today’s milk consumption is aimed at children for its high protein and vitamin content. Still, the same parents who are buying milk for their children’s health are not necessarily consuming it themselves.

Younger consumers – particularly Generation Z and Millennials – do like their plant-based milk alternatives, particularly oat “milk.” Interestingly though, these demographics do not see oat “milk” as an alternative to cow’s milk. They’re not picking one over the other; they’re simply choosing oat “milk” because they like it. Much of this is driven by coffee shops like Starbucks, which feature oat milk and other plantbased beverages in their highly marketed and popular offerings. For example, one of Starbucks’ most popular beverages, the Frappuccino, can, in almost all cases, be made with cow’s milk, oat milk, almond milk or coconut milk.

Oat “milk” is just undeniably popular, according to Berry, even superseding almond milk, which definitely ruled the plant-alternative beverage space for quite some time. Through intense marketing, consumers know that oat “milk” is manufactured through an easier and cleaner process, and that is just what the younger generations, in particular, like to hear.

Still, there are those who will always relish a cold glass of cow’s milk, and there are plenty of options. Organic, lactose-free and A2 are just some of the options out there. Higher protein milks like Fairlife! are still niche but are gaining traction. And, flavored milks have become increasingly popular despite many having a higher sugar content. Chocolate is by far the most popular

with kids and adults, as is strawberry and banana. But new flavors like lime, coffee, vanilla and even white chocolate are tempting milk lovers, too. While many of these can be high in sugar, manufacturers continue to look at creating recipes made with more natural ingredients. While the debate continues, schools across the nation continue to allow chocolate milk in schools, for example, because many know that the benefits of the all-important protein, calcium and vitamins found in cow’s milk outweigh the additional sugar.

Those who are drinking milk are usually consuming it at home, however, with few people ordering it in a restaurant. Interestingly, milk’s biggest competition in a restaurant is a glass of water, as those enjoying a night out are still leery of a sugary glass of soda or even, in some cases, the sugar found in alcoholic beverages.

“We’re consuming more dairy than ever before, just not in liquid form,” said Berry. “We’re certainly eating more of our dairy than drinking it these days.”

From adventurous eaters looking for exciting new flavors to those counting on dairy product to continue to provide them with healthy choices, there is so much to be offered in the dairy space, and consumers are paying close attention to its value and creativity. Just like any food category, trends will come and go, of course, and the dairy industry is certain to see some of what’s “hot” today be passe tomorrow. But, what will never be trendy is the nutritional value of real dairy products in so many delicious forms.

Editor’s Note: Thanks to Donna Berry for lending her insight and expertise in the dairy space, as well as excerpts from her dairy blog, to this article. Follow her at www.berryondairy.com.

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