Flavoured_Milk_Free

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UK FLAVOURED MILK MARKET 2017 & BEYOND Maintains muscle mass Rich in vitamins Broader D consumer & K, and calcium base High Targeted protein packaging content Benefits of To view milk please to purchase older full report people Prevents heart disease Prevents Functional cognitive decline drinks Bone and Rapid joint growth health Figure 8.25: Health claims made around the benefit of milk to people aged 65 & over. • There is a perception that milk is a beneficial for the elderly population. This provides clear opportunities within the flavoured milk industry to target specific requirement of people aged 65+. • It is claimed that milk can maintain muscle mass, prevent cardiovascular disease and cognitive decline, and maintain bone and joint health in elderly people. • Elderly consumers have specific needs for vitamin D, vitamin K and calcium. Omega- 3 is of particular importance to older consumers as it can be protective against heart disease and can help prevent cognitive decline. Fortification of products with these nutrients could therefore help flavoured milk brands appeal to older consumers. Ingredients such as chia and flax seeds could be used in formulations to satisfy these requirements in a natural way. • It is important for elderly consumers, especially those suffering an illness, to consume adequate levels of protein. Whey is a high quality protein containing the amino acids essential for humans. One particular study by Dangin et al. (2003) found whey protein 159 © 2016 Teepee Limited. All Rights Reserved.
UK FLAVOURED MILK MARKET 2017 & BEYOND to be especially effective in preserving muscle mass in older adults. <strong>Flavoured</strong> milk products with whey protein would also be well suited for elderly consumers. • The real challenge lies in marketing to this group. Elderly consumers are often set in dietary habits, so it may prove difficult to persuade this demographic group to, for example, consume milkshakes instead of snacking. The key is to fit the product around existing habits and offer a feasible alternative to something they already use. • For elderly consumers with limited mobility, buying large volumes of flavoured milk is unlikely to be practical. Furthermore, on-the-go propositions are also unlikely to be appealing to these consumers. Finding a format suited to these consumers is therefore also a major challenge for product developers. • In order to appeal to these consumers, it is important to make specific health claims. For example, rather than just claiming ‘added Vitamin D’, claims could be made about helping to reduce bone fractures. However, health claims must be supported by substantiated scientific evidence in line with EU legislation. 8.16 Social: hectic lifestyles In 2015 UK employment rose to 73%, with unemployment rate among 18-24 year olds at its lowest since the 1970s. The 2015 AGCAS What Do Graduates Do? report revealed 68% of recent graduates were in professional level jobs, a 2% increase on the year before. This growing group of busy professionals represents a significant target market for flavoured milk producers. • Breakfast drinks, coffee drinks and functional drinks are particularly appealing to these consumers who are looking for satiating, nutritious and energising products. • In terms of increasing appeal to this group, sugar reduction is particularly important. The growing trend towards health eating and the growing media attention on the adverse health effects of sugar are likely to deter consumers from purchasing highsugar flavoured milks. 160 © 2016 Teepee Limited. All Rights Reserved.
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