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 />
6.6.2 Alternative milk case study: Alpro<br />
Alpro Turnover 2014: €385m<br />
Growth in Alpro Soya drinks: 6% (2015)<br />
EU Dairy Market Share 2014: 3.5%<br />
Plant-based<br />
To view please<br />
Market Share 2015: 43.3%<br />
Target consumers: Vegans, weight conscious,<br />
health aware, people with dairy allergy/ intolerance<br />
Product Variants: Soy, Almond, Hazelnut,<br />
Coconut, Rice<br />
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Originally, Alpro aimed to create a more environmentally friendly type of ‘milk’<br />
directly based on soy. There are currently 3 soya flavours- chocolate,<br />
strawberry and vanilla, as well as an almond dark chocolate drink launched in<br />
2013. In March 2016 Alpro launched two on-the-go offerings- Fusion Soya<br />
Apple-Kiwi and Fusion Coconut pineapple lemongrass.<br />
Alpro have succeeded commercially with sales growth of 70% since 2012.<br />
Much of this growth is down to innovations such as nut milks, and NPD within<br />
their line of dairy free yoghurts and desserts. In 2014 they were listed in The<br />
Grocer’s list of Britain’s 100 Biggest Grocery Brands at number 100.<br />
Alpro is a company also known for its sustainability. They were able to reduce<br />
their carbon footprint by 50% between 2008 and 2013 thanks to increased<br />
energy efficiency in their factories.<br />
In recent years, alternative drinks have become increasingly popular with a<br />
variety of flavour variants. Alpro has kept up with these new trends and<br />
launched their competing flavour variants i.e. hazelnut, coconut and cashew,<br />
moving away from soya and becoming more about the goodness of ‘plant<br />
power’. Alpro rebranded their logo and packaging to remove references to<br />
soya, replacing it with the strapline “enjoy plant power” to reposition the brand<br />
as a plant based dairy-free brand with an abundance of flavours.<br />
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