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 />
• There are various options for sugar reduction including simply reducing sugar by<br />
a small enough quantity to maintain taste, using enzymes to remove lactose and<br />
substitute sugar with sweeteners.<br />
• A broad range of natural sweeteners is becoming available including stevia and<br />
inulin and these are becoming increasingly used in flavoured milk products.<br />
Merchandising…<br />
• Due to the breadth of the flavoured milk category and the various temperature<br />
requirements (fresh, ESL, UHT), product positioning in the grocery retailers can<br />
be confusing for consumers. There is often no clear destination where products<br />
can be found and this can lead to consumers missing products. This is particularly<br />
the case for sports nutrition products which can be virtually anywhere in store<br />
(lunch deals, chillers, health & beauty aisle, alongside energy drinks etc.).<br />
• Retailers are likely to continue to alter their merchandising approach until they can<br />
optimise the positioning of flavoured milk.<br />
Packaging & Positioning…<br />
• In terms of advertising and positioning of flavoured milk brands it is important to<br />
highlight the health credentials of dairy over dairy alternatives.<br />
• There is considerable opportunity in the sector to use packaging formats to target<br />
specific consumer segments. This has been done well by coffee brands and sports<br />
nutrition brands in particular.<br />
• In targeting the growing group of 65+ consumers, packaging and positioning will be<br />
crucial in determining success.<br />
• The positioning of the brand is particularly important to sports nutrition customers<br />
who value the credentials and status associated with some brands.<br />
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