Midwest Dairy provides valuable insights and data to retail partners to help identify opportunities for boosting dairy sales. One key focus area is protein, which continues to gain consumer attention. According to a recent Innova Trends Survey, 40% of global consumers consider protein the most important ingredient they look for on food labels. Supporting this trend, our partner Chicory reports a 141% year-over-year increase in searches for protein-focused recipes.
January is a prime time for health and wellness goals, as consumers actively seek nutritious food solutions. To meet this demand, Midwest Dairy launched a new initiative with Instacart: a High Protein Dill Pickle Dip Shoppable Recipe. This campaign featured protein-rich dairy ingredients like cottage cheese, Greek yogurt, sour cream, and value-added milk. Consumers could easily add all ingredients to their Instacart cart with one click and save the recipe for future use.
The campaign generated over 100,000 incremental pounds of milk sales but fell short of its original sales goals. However, it provided valuable insights into how Instacart’s recipe tool works and where it can be improved. Midwest Dairy will consider future recipe campaigns with Instacart once enhancements are made to the platform.