Flavoured_Milk_Free

UK FLAVOURED MILK MARKET 2017 & BEYOND
• People in this demographic are not typical flavoured milk consumers.
However, their purchasing power is typically high, making them a group of
interest for premium priced high-protein and functional flavoured milk
brands.
• Health becomes a priority for people within these population segments.
Bone density, sarcopenia and malabsorption of macronutrients are
particular health concerns for this group. Specific nutritional needs of
consumers in this segment could be met through the development of
specific flavoured milk products.
• This consumer segment is not currently effectively targeted by flavoured
milk brands. Although protein is clearly important to these consumers,
brands should recognise they need to target this group in a different way.
• Some older consumers, especially those with mobility issues, want
convenience, which is a potential issue for flavoured milk brands. Buying
heavy flavoured milk packs or frequently buying smaller ready-to-drink
packs could be a barrier to consumers with less mobility. Powders are
therefore a way of targeting these particular consumers, or providing longer
life propositions in smaller bottles or cartons.
• Consumers in this segment can be reluctant to change their dietary habits.
Therefore, any products aiming to target this segment will need to easily fit
into their current routines and food choices. This is a significant challenge,
and is one of the reasons for the lack of brands currently targeting this
segment.
• When current flavoured milk consumers begin to grow into this life stage,
it is likely that this segment will become more adventurous in its tastes
and become a more attractive and larger market.
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to 2017
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