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 />
• In 2013, Nurishment launched an on-the-go variant to compete against the<br />
other sports ready-to-drink products in the market. Nurishment Active has<br />
35g of protein per bottle, doubling the protein content of Nurishment Extra,<br />
but is also available in the same three flavours: Strawberry, Chocolate and<br />
Vanilla.<br />
1980’S<br />
Nurishment<br />
Original developed<br />
in iconic ring pull<br />
can.<br />
2009<br />
Launch of<br />
Nurishment Extra<br />
ready-to-drink in<br />
plastic bottle.<br />
To view please<br />
purchase full report<br />
2013<br />
Launch of<br />
Nurishment Active<br />
high protein drink<br />
in bottles.<br />
Figure 6.14: Evolution of Nurishment packaging and product development.<br />
• The Nurishment Extra product is more of a mainstream flavoured milk<br />
concept with the bright colours and unintimidating branding typical of<br />
traditional flavoured milk. This product has allowed Nurishment to target<br />
more mainstream consumers who may be deterred by the can format.<br />
• The Nurishment Active product was the brand’s attempt at targeting the<br />
sports nutrition category with a specific product, moving away from the can<br />
format and towards the on-the-go, bottle format that is common in the<br />
category.<br />
73<br />
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