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 />
Jan 2008<br />
£800k Muscles of<br />
Steel campaign.<br />
Aimed at gym<br />
goers and<br />
January<br />
exercisers.<br />
Dec 2010<br />
£1m campaign<br />
targeting sports<br />
players and<br />
athletes in Men’s<br />
Health Magazine.<br />
& online<br />
Jan 2011<br />
On pack<br />
promotions<br />
offering free<br />
personal<br />
training<br />
sessions.<br />
Aug 2010<br />
On-pack<br />
promotion with<br />
a 1000 Veranti<br />
Milook bikes.<br />
To view please<br />
purchase full report<br />
Aug 2011<br />
Sponsors of<br />
Tour of Britain<br />
and Survival of<br />
the fittest.<br />
Nov 2013<br />
Controversial TV<br />
advertisement aimed<br />
at younger men.<br />
Banned by the ASA.<br />
Figure 6.13: For Goodness Shakes advertising campaigns<br />
6.2.6 Functional milk case study: Dunn’s River Nurishment (Grace Foods)<br />
Grace Foods profit: $37.2bn (2014)<br />
Growth (2014/13): 20.56%<br />
Product variants: Functional drinks<br />
NPD: Nurishment Active (2013)<br />
Target consumers: Active children, teens,<br />
slimmers, strength and endurance athletes,<br />
casual gym goers and the health-conscious<br />
To view please<br />
purchase full report<br />
• Nurishment Original was one of the first functional milk drinks in the UK<br />
market and has been present for more than 20 years.<br />
• This “nutritionally enriched milk drink” is available in seven flavours in its<br />
400g ring-pull can format: Vanilla, Banana, Strawberry, Chocolate, Peanut,<br />
Raspberry and Mango. This ring-pull can format is unique in the flavoured<br />
milk category, but have gained a loyal consumer following, especially from<br />
the Afro Caribbean market.<br />
72<br />
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