As of 2025, we have seen nutritional demands established by consumers in the dairy industry, while food and beverage partners adjust their product innovations to match these specific needs. The latest dairy trends based on research by Innova Market Insights and IFPC’s Lab Manager, Rachel Stefaniw, are as follows.
Dairy-Based Protein
According to Innova, dairy-based protein products, especially whey and casein, continue to lead in both conventional and sports nutrition categories. Examples include ready-to-drink shakes, yogurts, powders, and bars, all driven by consumer association with “complete protein.”
Stefaniw added that, with the continued claims of “high protein,” these specific products continue to lead product positioning within dairy beverages and yogurt.
Added Value Messaging
However, a protein label is not enough.
According to Innova Market Insights, suppliers are going beyond by using added-value messaging (Innova 2025). By using messaging such as “muscle and gut health support” or “30g sustained absorption protein,” suppliers are specifically targeting what exactly a product can do for the consumer by building a narrative around the product’s quality advantages (Innova 2025).
Plant-Based Protein
Although plant-based alternatives do not claim to have nearly the same amount of nutritional benefits of dairy, soy is still considered a high-quality protein in comparison to whey or casein as evaluated through the Protein Digestibility-Corrected Amino Acid Scoring System (PDCAAS). Stefaniw explained that while other plant-based proteins may have gaps in their amino acid profile, it can be balanced through a blending process with other plant-based proteins.
“Besides improving the nutritional benefits, we have found our customers find value in blends from a functional and organoleptic standpoint as well. For example, off flavors can be mitigated while still reaching the desired attributes through blends,” said Stefaniw.
Consumer Awareness
According to Meticulous Research, the growth of the dairy products market is primarily driven by the growing population and changing consumption habits Stefaniw agreed that there is strong evidence that awareness is driving dairy innovation.
As of May 2025, 35% of consumers say natural ingredients are an important attribute of a product that helps them feel well (Innova 2025). For instance, North American consumers are increasingly prioritizing products with high protein, low/no sugar, and natural ingredients (Innova 2025).
The reports do not attribute market growth to increased milk production. Instead, they focus on consumer demand, product innovation, and positioning trends. Stefaniw added, “In fact, traditional consumption (e.g., plain milk) seems to be declining or flat, while innovation in subcategories like yogurt and alternatives drives market action.”
Conclusion
The realms of dairy innovation are always changing in the food and beverage industry. With recent demand for transparency in products and consumers prioritizing natural ingredients, our team is constantly collaborating to meet specific product needs. Our in-house IT&A team at IFPC continues to stay up to date on consumer trends and product innovations with data-driven results for our customers. Ingredients are our business; loyalty is our legacy.
Sources:
Innova Database, (2025, May). Global Ingredient Trends 2025: IFPC Webinar
Meticulous Research®. (2024, January 17). Lab automation market to be worth $11.31 billion by 2031. Meticulous Research®.
