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 />
• The Fuel 10k branding is bold and masculine, and has not changed<br />
since its launch. The use of black helps the bottles to stand out amongst<br />
competitors who typically use less bold colours. The brand name is<br />
clear and the unusual image of the eye is designed to capture<br />
consumer’s curiosity<br />
• Fuel 10k uses clear colour differentiation across the range. It has<br />
retained the single serve Tetra Prisma pack format which allows it to<br />
stand out from competition yet fit in with the cereal aisle where it is<br />
placed.<br />
• 2013 saw the launch of Fuel 10k Full English, a liquid version of the<br />
much loved fried breakfast. Although this product was met with good<br />
reviews on the internet it is no longer on sale, suggesting consumers<br />
are not ready for such radical innovation.<br />
6.6 Alternative flavoured milk<br />
• The dairy-free market has seen significant growth as more consumers look<br />
to plant alternatives to cow’s milk for a variety of health and ethical reasons.<br />
• Dairy alternatives come from many sources including nuts, legumes and<br />
grains.<br />
• According to Alpro, over 4.7m households buy plant-based food and<br />
drink regularly. This growth is in part down to expansion away from the core<br />
audience of vegans to encompass mainstream consumers looking for healthy<br />
products. This has been helped by extensive innovation within the category as<br />
products moved on from soy milk to various nut-based drinks, desserts and<br />
yogurts.<br />
The lactose-free market has also expanded, with key players such as the Arla<br />
Lactofree range experiencing innovation and growth.<br />
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