Market research company, T Garage, is using its proprietary Insight IQ tool and AI to better understand consumer sentiment. Partner and director of Strategy, Jed Simpfendorfer, and Research director Amanda Leigh-Jones, reveal their findings on what consumers want in the chilled dairy category.
T Garage has created a database of more than 120,000 private product reviews from its panel with the online market research company, SaySo. Within its cache of insights are around 5000 reviews for chilled dairy products.
Using AI and T Garage’s proprietary Insight IQ tool, we can identify key consumer sentiments – what’s working and what’s not – and the types of products they are looking for in a category.
In this instance, let’s look at consumer tensions in three main categories – yoghurt, cheese, and creams and custard – and some of our favourite innovations that seek to resolve them.
Yoghurt
Yoghurt is by far the most diverse category, it is hugely versatile and packed with innovation. Our product reviews demonstrate that consumer needs in this category are highly occasion-driven, with different attributes gaining importance depending on the context.
- Creaminess: This is essential for breakfast or dessert alternatives where indulgence and texture are key. However, it becomes less critical for drinkable and pouch yoghurts, where convenience and portability take precedence.
- Packaging: Is a universal concern with sustainability expectations cutting across all occasions. Consumers increasingly favour options like biodegradable materials, refillable jars, or reduced plastic formats, creating opportunities for brands to innovate responsibly.
- Versatility: Building on what has already been successful is another way to innovate in such a highly competitive category. This can come in the form of customisation, personalisation or targeting occasions.
Cheese
The very traditional cheese category caters to a variety of consumer preferences, including a growing demand for health-conscious options and plant-based alternatives.
Sustainability expectations also appear in the cheese category. Reviewers suggest they favour brands that adopt sustainable practices such as eco-friendly packaging and ethical sourcing of ingredients.
Source: T Garage
Health innovations developed have so far compromised on taste, particularly with plant-based cheeses, which have a reputation for been unable to satisfy the palates of traditional cheese lovers. Exploring plant-based blends or other healthy solutions are fertile areas to explore.
Pre-sliced and shredded cheese are super handy for busy people, but they often don’t match the flavour and authenticity of cheese cut fresh from the block. Reviews frequently mention the practicality of ready-to-use cheese for busy weeknights yet also highlight a longing for traditional cheeses' richer taste and experience.
Cream and Custard
When compared to the variety and creativity we see in yoghurts, the cream and custard category is ripe for an injection of innovations to excite a modern consumer palate.
We are increasingly seeking exciting and indulgent flavour profiles to enhance dessert experiences. Traditional flavours like vanilla and chocolate remain popular, but there is growing interest in seasonal, regional, and globally inspired flavours such as salted caramel, matcha, and exotic fruits.
Flavoured custards and creams are also used to add a twist to recipes, driving experimentation and novelty in the category.
One of the recurring tensions in this category is the balance between consistency and thickness. Reviewers often express a preference for products that strike the right balance between being thick enough to provide a luxurious, velvety texture without compromising on pourability or ease of use.
The demand for plant-based alternatives has naturally trickled into this category, driven by a shift towards health-conscious eating, dietary restrictions, and environmental concerns. However, reviewers claim that current plant-based cream and custard offerings struggle to replicate traditional dairy's rich flavour and creamy texture.
Even in high-growth categories, there will always be tensions. Keeping aware of and on top of changing consumer trends remains a key stepping stone of the innovation process.
Reach out to T garage if you would like to gain a deeper understanding of your category’s tensions and use our concept generator tool to create and bring innovations to life.
