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 />
2010<br />
Launch of Starbucks Discoveries<br />
supported by a heavyweight<br />
marketing campaign including:<br />
- Outdoor posters<br />
- In-store adverts<br />
- Social media campaign<br />
- Magazines<br />
- Radio<br />
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purchase full report<br />
2015<br />
Doubleshot TV commercial<br />
launched, featuring an office<br />
worker and a horse.<br />
Strapline- “the office<br />
workhorse is no match for<br />
the guy who drinks Starbucks<br />
Doubleshots”<br />
2011<br />
Bottled Frappucino launched<br />
with an advertising and<br />
sampling campaign including:<br />
- Summer events<br />
- Capital Radio Ball<br />
- Cinema<br />
- Outdoor<br />
- Online and print<br />
Figure 6.18: Starbucks advertisement for Discoveries, Frappucino and Doubleshot<br />
As Starbucks is such a well-known brand in the UK, advertising campaigns<br />
focus on introducing new products rather than building brand awareness.<br />
Launches of new drinks and flavours typically focus on print advertising, radio<br />
advertising and events sponsorship. Until 2015 Starbucks had never done any<br />
TV advertising for their range of bottled drinks. The Doubleshot 2015<br />
commercial targeted their core audience of busy professionals who would<br />
consume Doubleshot as a pick-me-up throughout the day.<br />
6.3.2 Coffee flavoured milk case study: CAFFE LATTE (Emmi)<br />
Turnover H1 2014: CHF 1,626 million<br />
Growth Sales: H1 2014: 3.7%<br />
Product variants: Coffee<br />
NPD: Expresso Zero, Flat White<br />
Target consumers: On-the-go<br />
Professionals<br />
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purchase full report<br />
77<br />
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