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 />
9.3 Closing remarks<br />
The backdrop to UK flavoured milk is one of relentless change. The removal of the EU milk<br />
quotas, the transition to a Western-type diet by emerging economies, the UK sugar debate<br />
and Brexit are all aspects that create both challenges and opportunities for the UK<br />
flavoured milk market.<br />
It is also the time when many players are exploring new demographics and developing<br />
flavoured milk propositions for mature audiences. The UK National Office for Statistics<br />
shows that the 30-44 years demographic is predicted to quickly grow over the next decade.<br />
With flavoured milk mostly consumed by those under 45 years of age, the study of this<br />
segment is fundamental: functional drinks with clear benefit differentiation are key.<br />
With one in five adults now over 65 and the segment living longer, brands that are able to<br />
successfully unlock the aspirations of this segment will prosper commercially.<br />
Overall, we expect the UK flavoured milk market to continue to grow over the medium term,<br />
but not without improving its nutritional profile. The sugar debate reached new heights<br />
when, in October 2015, Public Health England released a document suggesting<br />
Government intervention in the form of a sugar tax (levy). Product reformulation has to be<br />
a priority, however, the UK’s flavoured milk market looks positive going into the future.<br />
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