Filipino milk companies are encouraged to target stress relief and/or health consequences of stress to be included in their products, as consumers are becoming more health conscious on their food intake amid the pandemic.
A Market Intelligence Digest said dairy and non-dairy drinks brands should educate consumers on the science behind better mental health.
“Targeting products at different demographics based on their unique challenges will be key. Children and young people will be precious mental wellness ambassadors,” the online publication of the Department of Trade and Industry-Export Marketing Bureau (DTI-EMB) said.
Gen Z, those born between 1995 and 2007, will be a key audience for formulations that help relieve stress and anxiety, it said.
“As these consumers are very active on social media, stress-relieving milks should invest heavily in social media campaigns and target influencers. More generally, partnering with technology will be key for dairy brands. Younger consumers will want to better track the impact of products on their mental health through their connected devices,” it added.
The report said brands can produce products that can calm nerves with herbal ingredients.
“Dairy and non-dairy drinks can also explore ingredients that are popular in other drink categories (i.e. teas) and seen as calming. Herbal ingredients like chamomile, lavender, and lemongrass are gaining traction in dairy and should better highlight their calming properties,” it said.
The Market Intelligence Digest further said brands should look beyond short-term stress relief and seek to help support consumers with the impact of chronic stress on their immune system, sleep, and energy levels.
“Linking probiotics to stress reduction and immunity will be an opportunity for the future of the category, as well as exploring adaptogens,” it added.
The EMB recommended the consumption of dairy and non-dairy drinks during and after the coronavirus disease 2019 (Covid-19) pandemic to maximize its mental and physical health benefits.
“Consumers see dairy drinks as a key part of their routine to stay healthy. In particular, consumers view milk’s protein and calcium content as important for physical health,” it said.