Ever hesitate to reach for an energy boost after dinner for fear you’ll be up all night? It’s a common consumer quandary—and it presents an opportunity for dairy foods.
When I used to think about consumers and their main energy needs, I thought about that early morning jolt, a late-morning pick-me-up, or the dreaded late-afternoon lull. While these energy needs are real and pervasive, there is no dearth of solutions that adequately serves them.
And, extensive qualitative and quantitative consumer research sponsored by the Innovation Center for U.S. Dairy suggests the dairy industry may be missing the mark on some other potential opportunities—namely, what we have coined, “post-dinner lull,” and “ready for bed” energy needs. In this research it became clear that consumers are seeking different solutions and they may be lacking choices. As one consumer put it, “I had coffee earlier and am craving another one, but I’m trying to resist!”
To read the rest of the story, please go to: Innovation Center for U.S. Dairy
