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 />
9. CONCLUSIONS & HRA PREDICTIONS<br />
Globally, we expect the flavoured milk market to continue to flourish as the demand for<br />
dairy in developing countries increases. With the abolishment of the one-child policy, China<br />
is a particularly attractive market for flavoured milk brands and is one which more<br />
international brands are likely to focus on. While the issue of the lack of UK co-packers<br />
persists, this is likely to hinder the potential for UK flavoured milk exports.<br />
Assuming that flavoured milk producers will do all they can to improve their product offering<br />
and marketing approach, we would expect the UK market to see strong, sustained growth<br />
over the next five years. In particular, we would expect stronger value growth than volume<br />
growth as more added value products are introduced to the category.<br />
Consumer Segments…<br />
• There is a significant opportunity globally for products which are targeted to<br />
specific consumer groups. <strong>Flavoured</strong> milk brands should focus on developing and<br />
marketing their products for adults in particular.<br />
• Adults consumers aged 65+ and 30-44 are both growing consumer groups which<br />
is currently not being targeted successfully by any flavoured milk brands in the<br />
UK. Although a difficult audience to target with flavoured milk, the brands which<br />
can do this well are likely to see success.<br />
• In targeting adults, it will be vital for brands to reduce sugar content and make<br />
clear any health benefits in order to maximise appeal to health conscious<br />
consumers which make up such a large proportion of the population.<br />
Product Formulation…<br />
• Innovation with vitamin/ mineral supplementation, superfood ingredients and<br />
sugar reduction is a growing trend expected to continue. This reformulation will<br />
help add appeal to adults.<br />
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