Dairy Remains a Core Part of the Diet

Nutritional content continues to play a key role in consumers’ dairy choices. Many view dairy as an essential contributor to a healthy, balanced diet. Despite ongoing conversations around reducing or moderating animal-based products, dairy remains a daily staple for most consumers, with minimal change in this perception over the past three years. Even those identifying as flexitarian often consume dairy, largely due to fewer ethical concerns than with meat, and worries about missing vital nutrients when avoiding dairy.

When purchasing dairy, consumers typically prioritize price and taste, followed by natural claims. However, FMCG Gurus’ research shows that health considerations are increasingly important. Consumers actively seek products enriched with ingredients such as protein and vitamins, associating dairy with a health boost rather than focusing on fat or calorie content. This creates a strong opportunity for the sector to meet rising demand for convenient nutritional benefits.

Aspirational Attitudes Towards Protein

Nearly half of consumers want to increase their protein intake. Many hold an aspirational view that “more protein is better,” often without knowing their recommended daily intake or whether they already consume enough.

FMCG Gurus’ consumer insights highlights that almost 48% of consumers say they would like to consume more protein, linking it to both short and long-term health benefits. Overall, 74% associate protein with general health and wellness, while 73% believe it helps improve energy levels. This link to vitality gives protein an aspirational “coolness” factor, coinciding with a period where consumers are re-evaluating energy levels as a key indicator of wellness. Products that deliver a safe, sustained energy boost, such as sports nutrition offerings, are increasingly mainstream in dairy, beverages, and snacks.

Proactive Approaches to Health

Consumers recognize their diets and lifestyles are not always as healthy as they could be, prompting a proactive approach to nutrition. Over the past two years, 55% of consumers report taking steps to improve their dietary habits.

Actions include reducing “dietary evils,” embracing clean eating, and focusing on ingredients with perceived health benefits. FMCG Gurus’ research shows that protein is the most commonly targeted ingredient in dairy, followed by nutrients not typically associated with dairy, such as fiber. This focus on maximizing beneficial nutrients presents opportunities for fortification, either by boosting existing nutrients or adding new ones to dairy products.

Functional Dairy Products Are Growing in Appeal

As barriers to healthy living rise, driven by stress, time scarcity, and cost, consumers are seeking products that offer “something extra” to support health goals. Functional and fortified products have seen increased consumption, particularly in categories perceived as everyday staples rather than indulgent treats, though fortified indulgent offerings are also gaining interest.

Consumers’ desire to maximize nutrient intake in an increasingly challenging environment highlights a clear opportunity for the dairy industry to develop products that deliver tangible health benefits, including protein fortification and broader nutrient enrichment.

Discover what’s next in protein fortification in dairy with FMCG Gurus’ Trend Report: Protein Fortification within the Dairy Sector – 2025. For more details, contact us at info@fmcggurus.com.