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 />
Jul 2009<br />
Mars unveiled first ever<br />
TV advertising campaign<br />
for their chilled drinks<br />
range. £1m activity<br />
highlighting creamy<br />
quality of milk based<br />
drinks.<br />
To view please<br />
purchase full report<br />
2012-2016<br />
Mars <strong>Milk</strong>s have a large<br />
social media presence &<br />
use this to promote the<br />
brand, offer giveaways<br />
for costumers and<br />
promote new products.<br />
Figure 6.22: Mars milk drinks advertising campaigns 2009-2016<br />
Mars unveiled their first TV advertisement for the Mars <strong>Milk</strong> brand in 2009 with<br />
the focus on promoting the creamy quality of the drinks, and since then they<br />
have gathered a loyal following on social media and now utilise these platforms<br />
as a way to engage and interact with consumers. They run competitions and<br />
giveaways, and use the pages as a way of promoting new products such as<br />
Mars Caramel or Mars High Protein. In the same year, Mars announced a<br />
sponsorship deal with the Football Association. Renewed in 2013, it was a way<br />
to target active young men wanting a treat after their exercise routines.<br />
6.4.2 Confectionery milk case study: Gü (Crediton Dairy)<br />
Turnover: £63.03 million<br />
Growth Sales: 124.32% (2014)<br />
Product variants: Confectionery and<br />
traditional flavoured milk<br />
NPD: Salted Caramel Flavour Hot<br />
Chocolate<br />
Target consumers: More affluent,<br />
indulgence orientated consumer.<br />
To view please<br />
purchase full report<br />
83<br />
© 2016 Teepee Limited. All Rights Reserved.
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