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 />
1980<br />
Launch of<br />
dairyalternative.<br />
brand, Alpro<br />
Jan 2012<br />
Overhaul of<br />
Alpro logo.<br />
‘Soya’ replaced<br />
with ‘enjoy<br />
plant power’<br />
Jan 2012<br />
Launch of<br />
almond and<br />
hazelnut milks.<br />
to achieve new<br />
Sept 2012<br />
Launch of UHT<br />
rice drink to<br />
help brand<br />
transition to a<br />
‘plant-based’<br />
brand.<br />
To view please<br />
purchase full report<br />
Apr 2014<br />
Launch of<br />
coconut milk.<br />
Nov 2015<br />
Coconut<br />
almond milk to<br />
increase<br />
variety, and<br />
keep up with<br />
coconut milk<br />
trends.<br />
Mar 2016<br />
‘Fusion’ range<br />
launched in onthe-go<br />
format.<br />
Exotic flavours<br />
Figure 6.27: Evolution of Alpro alternative milks, product and packaging<br />
• Key consumer groups for Alpro are those looking to manage their weight<br />
with lower calorie alternatives to cow’s milk, those looking to avoid lactose<br />
for digestive issues, and individuals concerned about the environmental or<br />
animal welfare implications of dairy farming as well as general health aware<br />
consumers wanting to try something new.<br />
• Alpro’s repositioning from a soya milk brand to a general dairy alternative<br />
brand has helped them appeal to a wider range of consumers with their<br />
other products in their range. They were able to capitalise on growing<br />
consumer awareness of almonds and coconuts as superfoods and this has<br />
certainly helped them grow.<br />
• With their clean, neutral packaging they are conferring a naturally healthy<br />
product and are appealing to a broad range of consumers.<br />
93<br />
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