Many health-conscious consumers have started adding grass-fed meat into their repertoire, and grass-fed dairy products are also rapidly growing in popularity as well. This includes grass-fed milk, yogurt, ice cream, and butter.
The Appeal of Grass-Fed Products
“I think this is a rising trend not only because the ‘grass-fed’ term conjures this bucolic image of cattle grazing on a green hill, but I think it also assuages fears of animals being fed GMO grain,” Jenna Blumenfeld, Senior Food Editor at New Hope Network, said in an interview with FoodBusinessNews.net.
Many consumers also believe (and the industry pushes the ideas) that grass-fed proteins offer health benefits and better nutrition than conventionally raised animals — for example, research has shown that grass-fed protein is better for animals and better for the planet. And, because grass-fed proteins are produced traditionally, they also align well with paleo diets.
Find Out More → To learn more about the GMO debate and consumer drivers for buying natural/organic, see the report Natural and Organic Foods and Beverages in the U.S. 5th Edition by Packaged Facts.
Here's a look at a couple well-known grassmilk and grassfed yogurt brands on the shelves today and how they position their products to consumers on social media.
Organic Valley Grassmilk
The largest dairy farm cooperative in the U.S., Organic Valley, has been offering Grassmilk since 2012. Building off that success, in spring 2016, it introduced Grassmilk yogurt, a premium, cream-on-top yogurt made with 100% grass-fed milk.
Organic Valley has an active social media presence, where the company promotes the health benefits of grass-fed dairy, including higher omega-3s and antioxidants, as well as the importance of animal welfare and sustainable agriculture.
Stonyfield Organic 100% Grassfed Yogurt
In February 2016, Stonyfield Farm, majority owned by Danone SA, introduced Stonyfield Organic 100% Grassfed Yogurt, made from 100% grass-fed whole milk sourced from Maple Hill Creamery. Maple Hill Creamery also markets its own line of grass-fed yogurt, Greek yogurt, drinkable yogurt, kefir, premium raw milk cheeses (crafted by Grafton Village), and fresh mozzarella (crafted by Antonio Mozzarella).
In July 2016, Maple Hill Creamery launched an extensive campaign—including online video, social media engagement, repackaging, and more— to educate consumers about grass-fed milk’s benefits. The YouTube video below "We Love Our Cows" by Maple Hill Creamery is one such example. It explains why grass-fed cows are happier and healthier. "I like my animals to be free like I am," says one dairy farmer.
Where to Learn More
For additional information, download a free e-book by market research firm Packaged Facts, which highlights five influential trends in the dairy case including grass-fed products, functional ingredients, plant-based dairy alternatives, and more. Click the button below to access this free download.