Flavoured_Milk_Free

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UK FLAVOURED MILK MARKET 2017 & BEYOND 3.5.1 Limitations to own-brand development Whilst retailers have well-developed liquid milk supplies for flavoured milk production, a lack of bottling facilities has acted to restrain own-label growth. This is a particular constraint on the ability to develop UHT products, which are usually manufactured on the continent due to the lack of capability on the UK mainland. As parts of the sub category mature the development of own-brand flavoured milk is more likely. At the present evolution in the market, brands have a clear ‘breathing space’ before significant amounts of own-label propositions emerge. Image and appeal is important to consumers in the category and brands appeal to this aesthetic more. Some sub-categories, such as specialised functional milks, seem more suited to brands. However, categories such as traditional flavoured milk are more open to own-label propositions. 3.5.2. Own-label flavoured milk and sub-categories Traditional Most own-label flavoured milk is focuses on traditional flavours. Functional Absence of own-label products within this category, where branding is seen as important. Coffee To view please purchase full report All main retailers have developed their own coffee drink products. Confectionery Growing own-label presence in this category with luxury flavours entering the market. Breakfast Fairly new category, supermarkets have yet to enter with their own products. Figure 3.6: Own-label presence in flavoured milk sub-categories All rights reserved, ©Teepee Ltd, t/a HRA Food & Drink: 2016 to 2017 27
UK FLAVOURED MILK MARKET 2017 & BEYOND 3.5.3 The future of own label flavoured milk Once sub categories have matured, own label is more likely. For now, in categories such as breakfast drinks and sports nutrition, brands have a clear ‘breathing space’ before the own label volumes grow. Own-label is currently best suited at targeting a broad consumer base, such as traditional flavoured milk consumers. Brands who have the capacity to innovate for a specialist audience are able to develop value added categories, although this is likely to change as the flavoured milk sector evolves. 3.6 Summary <strong>Flavoured</strong> milk continues to grow in value and volume • <strong>Flavoured</strong> milk growth surpassed white milk growth in value and volume. • The sectors value growth is stronger than volume growth. • Discounting by brands is reducing loyalty and value in the category. Product launches have been on the rise for the past 5 years • Low-sugar is important to watch (i.e. Emmi, Frijj and Arla). To view please purchase full report • Most core categories are developing high-protein variants (i.e. Mars, Weetabix, Dunn’s River Nurishment, Arla). • Coffee is an obvious area of focus. Traditional flavoured milk continues to dominate • Own-label compete with brands primarily in traditional flavoured milk. • Brands have room to innovate in the other categories: confectionery, coffee, breakfast and functional drinks. All rights reserved, ©Teepee Ltd, t/a HRA Food & Drink: 2016 to 2017 28
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