Packaging and branding as important as health benefits to sales, expert declares

PACKAGING and branding could be as important as the use of fortifiers like Omega 3 and probiotics in influencing future dairy product sales in Europe, according to one leading industry expert.

Joe Collum, marketing director with Glanbia Consumer Foods Ireland, said recent reports on European dairy consumption were interesting, but served up some contradictory consumer trends. For instance, consumption of milk products fortified with Omega 3 and some vitamins are increasing, but sales of sweetened milkshakes and flavoured milk products are also up.

A recent report by global consumer data analysts Mintel suggests that milk consumption is declining across Western Europe.