Flavoured_Milk_Free

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UK FLAVOURED MILK MARKET 2017 & BEYOND • In this group demand for traditional and confectionery flavoured milk decreases, as tastes become more sophisticated. Consumers with young families may be more price conscious, decreasing spending on on-the-go treats. • This consumer group will contain a high proportion of ‘gatekeepers’ and so will be an important target for flavoured milk brands aimed at children. 4.2.4 Consumer segments: 45-59 years Figure 4.10: Projected UK population of 45-59 year olds, thousands (ONS 2013) This segment is expected to grow in the short-term, peaking around 2018 and then declining in the subsequent years. Traditional Functional Coffee Confectionery Breakfast Alternative Endurance Athletes Weight conscious consumers On-the-go professionals To view please purchase full report Vegans Casual Gym Goers Figure 4.11: Core consumer categories for the 45-59 years demographic Low interest Moderate interest High interest All rights reserved, ©Teepee Ltd, t/a HRA Food & Drink: 2016 to 2017 37
UK FLAVOURED MILK MARKET 2017 & BEYOND • For this age-group we have used the same adult consumer segments, but have removed strength athletes as these consumers are not strongly represented within this group. • The interest level of 45-59 year olds in flavoured milk is broadly limited. None of the consumer segments are likely to have a high level of interest in any of the product categories. • Traditional and confectionery drinks are unlikely to appeal to this age group as consumers in this segment may associate such drinks with younger consumers. • Coffee drinks, functional drinks and alternative milks are likely to be the most appealing products to the majority of these consumers, though interest is likely to be lower than to younger consumer groups. • As a segment it is significant in its size and purchasing power. Despite this there is a distinct lack of products targeting this consumer group at present. There is clearly a significant opportunity here for brands able to target this consumer segment successfully. 4.2.5 Consumer segments: 60+ years (a) (b) To view please purchase full report Figure 4.12: Projected UK population of 60+ years, thousands. (a) data for 60-74 years; (b) data for 75+ years (ONS 2013) We have aggregated core consumers in this demographic segment as both segments (60-74 years and 75 years & over) share sufficient characteristics to be considered similarly. All rights reserved, ©Teepee Ltd, t/a HRA Food & Drink: 2016 to 2017 38
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8. THE FUTURE OF THE FLAVOURED MILK
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Rockwood House, Parkhill Road Torqu
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