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 />
6. SEGMENTING FLAVOURED MILK:<br />
THE POWER CATEGORIES<br />
Segmentation sees the flavoured milk market divided into six ‘power<br />
categories’. This chapter looks at each of these power categories in turn:<br />
traditional flavoured milk, functional drinks, coffee, confectionery, breakfast<br />
and alternative flavoured milk.<br />
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Figure 6.1: The HRA flavoured milk ‘power categories’<br />
For each category, we explore the two flagship brands featured in the pyramid<br />
above and examine products, advertising, marketing and financials. The<br />
percentages beside the categories give an approximate indication of the<br />
relative weighting of the categories sales to the UK flavoured milk market as a<br />
whole.<br />
6.1 Traditional flavoured milk<br />
Traditional flavoured milk dominates the market. It is the biggest sub-category<br />
in terms of volume sales with our estimate being that it makes up just under<br />
half the flavoured milk category. ‘Traditional’ offerings usually comprise of<br />
cow’s milk with added sugar and natural or artificial flavours. These products<br />
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