Protein is more important than ever, which is evident in the latest nutrition trends from the Dairy Council of California.

Earlier this year, The Wall Street Journal found that shoppers are reaching for products that promote protein. See, “When the Box Says 'Protein,' Shoppers Say 'I'll Take It'.” And the trend will likely continue to dominate the dairy consumer, too.

“Milk protein is positioned positively as a high-quality protein,” the Dairy Council of California wrote. “The Food and Agriculture Organization of the United Nations recently recommended a new method of measuring protein quality, which showcases dairy’s protein profile even more strongly.”  

Protein is just one of the hot food trends in 2013. Each year, staff members from the Dairy Council of California identify the top 10 health and nutrition trends that may impact the dairy industry throughout the year, either positively or negatively.

This year the Council’s list includes:

  1. Protein is a hot food component.
  2. Diabetes diagnoses are escalating, but Americans can be proactive in preventing or managing the condition with weight loss, physical activity and food intake, including dairy, which may have a protective effect against diabetes and other metabolic syndromes.  
  3. Americans care more about their health as universal health care and worksite wellness programs encourage better food and health choices.
  4. The obesity epidemic is abating, though obesity-related diseases remain a health crisis.
  5. Milk consumption is dwindling with more people choosing other alternative beverages, such as water
  6. Sustainability is a growing concern among food manufacturers. 
  7. Breakfast is back! More Americans are eating healthy breakfasts to start their day.
  8. The “health halo” of probiotics helps drive yogurt sales.
  9. Transparency and trust go hand-in-hand as more Americans are interested in where their food comes from and how the animals are treated.
  10. Social media marketing and networking is influencing shoppers.

Click here to read more about the trends.