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 />
Volume sales have been strong in the UK, having grown by around a quarter<br />
over the last five years. Over the past five years, flavoured milk value sales<br />
have been growing at a faster rate than volume sales, implying growth in added<br />
value products.<br />
Despite growth in volume sales, consumers are seeming to opt for lower<br />
quantities of products priced at a premium. UK consumers seem to prefer a<br />
single serve product that is tailored to their needs instead of several units or a<br />
larger volume of a less-specific or lower-quality product.<br />
Not all products in the flavoured milk category should be considered the same<br />
way. In the standard flavoured milk segment for example, discounting has<br />
typically been more intensive than in other areas such as protein drinks.<br />
• Value sales on the rise<br />
<strong>Flavoured</strong><br />
milk market<br />
White<br />
milk<br />
market<br />
• Volume sales rising<br />
• Opportunity for market growth<br />
• Regular promotional discounts<br />
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• Value sales trending downwards<br />
• Volume sales seeing slight rise<br />
• Difficult to increase sales due to high<br />
market penetration<br />
• Heavy long-term discounting<br />
Figure 3.3: Comparing indicators in the flavoured milk and white milk markets<br />
All rights reserved, ©Teepee Ltd, t/a HRA Food & Drink: 2016<br />
to 2017<br />
24
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