Food & Beverages

Success Case Study: Fairlife Milk

  • CAN972844
  • 22 Pages
  • December 2016
  • Food & Beverages
Summary
The dairy industry faces several challenges due to consumers' concerns about several issues associated with milk: health problems (lactose intolerance, high calories) and environmental issues (methane emissions and over-exploitation of land to feed cattle). This has caused a decrease in traditional milk consumption and the rise of alternatives such as plant-based milks. In this context, the only way to return milk to its traditional healthy positioning and stimulate sales is with an innovative approach that can change consumers' perception about this staple.

Key Findings
Fairlife milk offers a new approach that can benefit the whole industry:
- Health benefits such as the elevated protein content make the product very attractive for US consumers given current dietary trends.
- This milk offers an answer to some of the main challenges facing the dairy industry today in two important areas: health and nutrition, and environmental issues
- High-quality milk allows dairy manufacturers to counteract the rise of milk alternatives and diversify the market, reaching a more premium-oriented consumer

Synopsis
"Success Case Study: Fairlife Milk" is part of Canadean's Successes and Failures research. It examines the details of and reasons behind the success of protein enriched Fairlife Milk. It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.

ReasonsToBuy
- Reduce the risk of failure by learning from brands/products that have succeeded on the market.
- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
- Access valuable strategic take-outs to help direct future decision-making and inform new product development.
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