Research on consumer purchase intent, as indicated by Mintel Purchase Intelligence, reveals an opportunity for yoghurt and milk to be positioned as ‘refreshing’, in order to meet the demands of Australian consumers who value the refreshing qualities of these products.
Over in China, Lactobacillus drinks already offer refreshment and health benefits. According to Mintel Global New Products Database (GNPD), China accounted for a quarter of the world’s dairy products launched in the three years to June 2019 with refreshing in their descriptions—of which most were Lactobacillus drinks. The refreshing feeling of these products is delivered by their sour taste, which triggers salivation.
In Australia, Mintel Purchase Intelligence research shows that the top four attributes that drive purchase intent of yoghurts among consumers are good value, tasty, exciting, and refreshing. Moreover, spoonable yoghurt is slightly—yet significantly—perceived as more refreshing than drinking yoghurt, suggesting that refreshment cues are not only linked to texture, but also to flavour.
Yoghurt launches that are seen a refreshing in Australia
Transparent pot
Gippsland Dairy Luscious Strawberries & Cream Twist Yogurt. The visual swirl in a transparent container means that consumers can see real, fresh-looking fruit.
Cocktail-inspired flavours
Chobani Pineapple Lime Greek Yogurt. The refreshing positioning of this yoghurt is reinforced by its cocktail-inspired flavour, and the packaging design which evokes the vibe of an exotic beach holiday.
Purchase Intelligence research also reveals that the top four attributes driving purchase intent of flavoured milk and plant-based drinks for Australians are the same as yoghurt. However, flavoured milk is more likely to be seen as refreshing than plant-based drinks, likely because milk is more often chilled than shelf-stable.
Refreshing flavoured milk and plant-based drinks from Australia
With coconut water
Califia Farms Go Coconuts Coconut & Coconut Water Blend is perceived as refreshing by 61% of surveyed Australian consumers reviewing launches of plant-based drinks on Mintel Purchase Intelligence.
Refreshing in the name
Coco Mojo Berry Refreshing Strawberry Flavoured Coconut Milk Drink with Added Protein contains coconut milk and coconut water. The product is perceived as refreshing by 59% of surveyed Australian consumers on Mintel Purchase Intelligence.
Mintel research also indicates that the refreshing positioning can lead to other positive associations. For instance, in the UK, as many as three in five carbonated soft drink users associate refreshing drinks with hydration, while half associate them with being cooling.
What’s happening around the world
Mouth-watering
Amul Masti Spiced Buttermilk, from India, is spicy, cool and refreshing. It is said to be rich in natural minerals and easy to digest.
Fizzy
Arla Organic Free Range Kefir, from the UK, is described as a delightfully nourishing fermented milk drink with a mild and refreshing flavour and a touch of fizz.
What we think
Through packaging design, chilled storage and flavours that stimulate salivation to deliver an invigorating and cooling sensation, yoghurt and milk can be positioned as refreshing.
