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OPPORTUNITY IN DAIRY-BASED SNACKS Cognitive wellness has been underexplored in the dairy category. By Mintel Asia Paci c Associate Director of Food Science Michelle Teodoro. Wander the refrigerator aisle of any store and you’ll notice the proliferation of probiotic drinks, most boasting their gut-friendly credentials on their labels. But with new research linking a healthy gut biome to improved brain function and reduced stress, manufacturers of these and other dairy-based snack foods have a huge opportunity to expand their customer base. Research by Mintel shows not only that people are snacking more because of the Covid-19 lockdowns, with 33 per cent of survey respondents in Poland and Spain reporting this, but also that they turn to food when stressed, confirmed by 51 per cent of Canadian respondents. Potential new markets For manufacturers of snack foods that contain dairy products, there’s more research to suggest an opportunity to tap into an untouched market. Consumers are turning towards healthier lifestyle habits, such as exercise and meditation, to prevent stress rather than having to treat it at a later stage. There’s also growing scientific evidence to suggest diet is as important to mental wellbeing as it is to physical health, and an increasing number of consumers are turning to nutrition to manage health and improve sleep and concentration. Research that links a healthy gut biome and cognitive wellness offers a unique opportunity for companies manufacturing diary snack products to attract a whole new range of customers by drawing attention to their wellbeing potential. Our Global New Products Database shows us that cognitive wellness has been underexplored in the global dairy category. Functional claims appear on fewer than 12 per cent of product launches, and fewer than one per cent carry brain and nervous system-related claims. This is despite emerging scientific evidence showing certain dairy ingredients have the ability to improve mood and overall mental wellbeing. Dairy and mental health linked Research has found that dairy products have the ability to contribute to cognitive wellness. A 2017 study showed the consumption of dairy derived probiotic strains, including Fonterra’s Lactobacillus rhamnosus HN001, was found to support the management of depression and anxiety in women after giving birth.1 An earlier study showed dietary milk phospholipids could help supplement the body’s own phospholipids, the building blocks of the brain that decline as people age. Including them in the diet can help manage any effects of stress by supporting focus and mental performance.2 Convenience foods that contain botanicals, vitamins and minerals currently lead the healthy snack segment, but there’s room for dairy based products as people search out recognisable, trustworthy, science backed solutions that also support mental health and good sleep. Door open for manufacturers Fonterra has released Milk Phospholipids 70, a product derived from whey protein concentrate, and developed several product concepts to show what can be created with the ingredient, including a ‘stress-buster granola bar’ and a ‘stress-buster supplement sachet’. When it comes to consumer dairy products that can be adapted so they can be labelled ‘mood boosting’, the most obvious contenders are snack bars and yoghurts. There’s also an opportunity for manufacturers of ice cream to include probiotics for gut health, or for those making ready-to-drink nutritional products to give them additional benefits beyond weight loss and general nutrition. Working adults are an obvious target market for these types of products, but the convenience factor also makes them beneficial for students, who can become stressed about exams and general emotional challenges. There’s huge potential for brands to build the connection between functional dairy ingredients, such as probiotics and milk phospholipids, and brain health, mental performance, mood or relaxation, and for new product formulations to capture emerging demand. Sources: 1. Slykerman RF, et al. ‘Effect of Lactobacillus rhamnosus HN001 in pregnancy on postpartum symptoms of depression and anxiety: A randomised double-blind placebo-controlled trial’. EBioMedicine, 2017; 24: 159–165.3. 2. Benton D, Donohoe RT, Sillance B, Nabb S. ‘The influence of phosphatidylserine supplementation on mood and heart rate when faced with an acute stressor’. Nutritional Neuroscience, 2001; 4 (3): 169-78. INDUSTRY INSIGHT About Michelle Teodoro Michelle Teodoro joined Mintel in 2016 with more than eight years of experience in the food and nutrition industry. Equipped with a wealth of food science and nutrition knowledge, Michelle is currently an Associate Director, Food Science, Asia Pacific at Mintel, specialising in food science and ingredients. About Mintel Mintel is the expert in what consumers want and why. As the world’s leading market intelligence agency, our analysis of consumers, markets, product innovation and competitive landscapes provides a unique perspective on global and local economies. Our purpose is to help businesses and people grow. To find out how we do that, visit mintel.com. MAR/APR, 2021 CONVENIENCE WORLD 15