Flavoured_Milk_Free

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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. All rights reserved, ©Teepee Ltd, t/a HRA Food & Drink: 2016 to 2017 39
UK FLAVOURED MILK MARKET 2017 & BEYOND 5. ADDING VALUE TO FLAVOURED MILK Understanding the perception of consumers towards flavoured milk is essential, and should shape product packaging, material sourcing, branding and merchandising. Through awareness of consumers, it is possible to determine what shoppers will pay more for. There are a number of areas where customers’ needs are not fully being addressed and understanding these can help chart the direction for flavoured milk NPD. In part, these stem from three meta-trends that sit across the entire category – health, premium and convenience - see figure 5.1. However, there are also category specific drivers for flavoured milk. To view please purchase full report Figure 5.1: Macro and micro-trends in food & drink, white milk & flavoured milk industries All rights reserved, ©Teepee Ltd, t/a HRA Food & Drink: 2016 to 2017 40
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8. THE FUTURE OF THE FLAVOURED MILK
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Rockwood House, Parkhill Road Torqu
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Flavoured_Milk_Free

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