As manufacturers adapt to shifting consumer priorities in the post-GLP-1 era, functional claims are becoming increasingly common across new product launches.
Most recently there has been the launch of dairy energy shake brand Dedcalm from the former boss at FrieslandCampina UK&I while UK-based Tom Parker Creamery has launched Golden Milk, a wellness product made with Turmeric.
According to data from Mintel in the year to September 2026, 27% of European white milk, flavoured milk, drinking yogurt & liquid cultured milk and dairy alternatives launches had a functional health claim, up from 17% in 2023.
Alice Pilkington, associate principal for food and drink at Mintel, said that growing consumer interest in life-stage nutrition and fibre, in particular, present an opportunity for ‘benefit stacking’ in dairy drinks.
“30% of UK consumers would be interested in milk with added health benefits tailored to their lifestage (e.g. menopause, senior), 25% in milk with added fibre,” she said.
“Nevertheless, brands risk overwhelming consumers with too many claims if they seek to solve multiple consumer outcomes within one product. Thoughtful formulation will resonate, attempting to kill too many nutritional birds with one stone will not.”
Mintel’s latest report recently revealed that category blurring is reshaping food and drink development as consumers increasingly look at consuming products with broader wellness goals such as sustained energy, better sleep or weight management.
Pilkington said: “Functional claims relating to immunity and bone health are the most common functional claim in the year to September 2026. Immunity claims are often related to vitamin D and B-vitamin fortification, whilst bone health claims link to dairy’s inherent calcium content (and the fortification of dairy alternatives with calcium). ”
She added that dairy’s natural protein content has also helped drive growth in claims linked to weight management and muscle development, as brands tap into the ongoing consumer focus on protein.
“Meanwhile, brands are also leaning more heavily on fermented dairy’s digestive benefits, 7% of dairy drinks launches possessing a digestive health functional claim in the year to September 2026,” she said.
“In Germany, almost 70% of consumers say they have experienced a digestive health condition in the six months to February 2026, whilst over 40% plan to manage their digestive health more proactively, pointing to these products finding a receptive audience.”
Pilkington also highlighted the growing opportunity for dairy-based meal replacement drinks, a category that has increasingly entered the mainstream retail market.
“Not only can these drinks position themselves as a convenient, nutritional boost, they also hold potential to tap into growing consumer focus on nutrient density,” she said.
“This is particularly pertinent for those taking GLP-1 weight loss drugs or those on weight-loss journeys more broadly, given the importance of nutrient density in order to reduce the risk of muscle loss and ensure these consumers do not become malnourished.”
US dairy brands are already demonstrating what this innovation could look like in practice, the said, citing Oikos Fusion offering a patented blend with whey, leucine, and vitamin D designed to help build and retain muscle mass during weight loss in its range of dairy drinks.
This opportunity is also being recognised by other suppliers, who see dairy drinks as a natural vehicle for multiple health benefits because of their strong nutritional credentials and everyday consumption occasions.
Linnaea Peterse, Dairy Food Category Development Manager at Tate & Lyle agrees that dairy drinks are in strong position to capitalise on these trends.
“Formats such as drinkable yoghurt, flavoured milk, and fermented dairy beverages are already associated with nutrition and satisfaction, while offering convenience and portability,” said Peterse
“That makes them an ideal platform for added benefits such as protein, fibre, or sugar reduction, if these feel like a natural extension of the product.”
Peterse also highlighted the importance of fibre to the dairy drinks category.
“Fibre connects multiple needs, particularly digestive health – a leading driver of functional food and beverage choices globally – and fits naturally with fermented dairy formats. Consumers already see yoghurt and fibre as working together to support gut health, reinforcing the credibility of fibre-fortified dairy drinks,” Peterse said.
