Emotional responses will drive a majority of food and beverage purchase decisions in 2017, according to the recently unveiled Top 10 Trends of 2017 by Innova Market Insights. Consumers are taking control of their diets and choosing products that are personalized to their lifestyle, hobbies, health and experiences. U.S. dairy ingredients support a majority of these trends with their mild flavor, nutrition benefits and familiarity.

Lu Ann Williams, Innova Market Insight’s director of innovation, explained on a November 22 webinar announcing 2017 trends, that consumers are more aware of how foods and beverages make them feel. Many now monitor their diets with immense detail, 24 hours a day, using apps and wellness trackers. This level of access gives consumers clarity as to what foods and beverages help them feel their best, increasing the demand for healthful ingredients, such as protein and probiotics. U.S. dairy proteins are among the highest quality proteins available to manufacturers, offering a complete source of essential and non-essential amino acids.

Five additional 2017 trends highlighted by Innova Market Insights that dairy ingredients can complement, include:

• Clean Supreme: The term ‘clean label’ has become an industry standard. The number of clean label claims on new product launches are on an upward slope as the demand for transparency now spans across the entire supply chain. Clean label doesn’t just refer to the listed ingredients anymore — it includes all touch points for products.
• Body in Tune: Health awareness drives growth of protein and consumers continue to increase their intake of foods and beverages with ingredients that they consider healthy. Highlighting this growth, the percentage of global dairy product launches tracked with a protein claim went from 4% in 2010 to 12% in 2016.
• Kitchen Symphony: The connected world has led consumers of all ages to become more knowledgeable of other cultures, expanding their curiosity for authentic foods. The mild flavors of dairy ingredients provide a neutral base to experiment with global flavors.  Furthermore, the 600+ varieties of U.S. made cheeses offer endless exciting flavor opportunities.
• Encapsulating Moments: Claims are making it easier to match products with the right eating occasion. On-the-go snacking continues to be an eating occasion with room for innovative growth. Claims are changing the way snacks are positioned by finding new ways to fit them into the daily routines of consumers. Since 2011, references of good to eat “on the road” or “in the car” have increased and the nutrition dairy ingredients offer make them a nice fit to include in the formulation.
• Blurring the Lines: Products with a two-in-one characteristic add excitement by combining popular flavors or foods into a single eating experience. For example, milk and sports drinks are often one in the same. U.S. whey proteins have traditional roots with sports nutrition and are now reaching a larger audience by becoming more mainstream for the average consumer.