Flavoured_Milk_Free
The backdrop to the UK flavoured milk market is one of relentless change. The removal of the EU milk quotas, the transition by emerging economies to a Western-style diet, the upcoming introduction of the ‘sugar tax’ and the booming sports nutrition industry are all aspects of change that create both challenges and opportunities for the UK flavoured milk market. HRA Food and Drink has developed this report as a map to guide industry stakeholders. Although volume growth in 2014 was slightly lower than in previous years, the flavoured milk market still has plenty of room for product innovation in the future.
The backdrop to the UK flavoured milk market is one of relentless change. The removal of the EU milk quotas, the transition by emerging economies to a Western-style diet, the upcoming introduction of the ‘sugar tax’ and the booming sports nutrition industry are all aspects of change that create both challenges and opportunities for the UK flavoured milk market.
HRA Food and Drink has developed this report as a map to guide industry stakeholders. Although volume growth in 2014 was slightly lower than in previous years, the flavoured milk market still has plenty of room for product innovation in the future.
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UK FLAVOURED MILK MARKET 2017 & BEYOND<br />
to be especially effective in preserving muscle mass in older adults. <strong>Flavoured</strong> milk<br />
products with whey protein would also be well suited for elderly consumers.<br />
• The real challenge lies in marketing to this group. Elderly consumers are often set in<br />
dietary habits, so it may prove difficult to persuade this demographic group to, for<br />
example, consume milkshakes instead of snacking. The key is to fit the product around<br />
existing habits and offer a feasible alternative to something they already use.<br />
• For elderly consumers with limited mobility, buying large volumes of flavoured milk is<br />
unlikely to be practical. Furthermore, on-the-go propositions are also unlikely to be<br />
appealing to these consumers. Finding a format suited to these consumers is therefore<br />
also a major challenge for product developers.<br />
• In order to appeal to these consumers, it is important to make specific health claims.<br />
For example, rather than just claiming ‘added Vitamin D’, claims could be made about<br />
helping to reduce bone fractures. However, health claims must be supported by<br />
substantiated scientific evidence in line with EU legislation.<br />
8.16 Social: hectic lifestyles<br />
In 2015 UK employment rose to 73%, with unemployment<br />
rate among 18-24 year olds at its lowest since the 1970s.<br />
The 2015 AGCAS What Do Graduates Do? report revealed<br />
68% of recent graduates were in professional level jobs, a<br />
2% increase on the year before. This growing group of<br />
busy professionals represents a significant target market<br />
for flavoured milk producers.<br />
• Breakfast drinks, coffee drinks and functional drinks are particularly appealing to these<br />
consumers who are looking for satiating, nutritious and energising products.<br />
• In terms of increasing appeal to this group, sugar reduction is particularly important.<br />
The growing trend towards health eating and the growing media attention on the<br />
adverse health effects of sugar are likely to deter consumers from purchasing highsugar<br />
flavoured milks.<br />
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