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 />
Jan 2010<br />
Alpro launched TV<br />
& press<br />
advertising<br />
campaign<br />
targeting older<br />
woman. Strapline-<br />
‘recommended by<br />
kids for active<br />
adults’.<br />
Apr 2011<br />
Alpro launches<br />
its presence<br />
across the foodservice<br />
sector,<br />
becoming the<br />
sponsor of the<br />
UK’s first ever<br />
Coffee Week.<br />
Jun 2012<br />
Alpro collaborates<br />
with Uma Healy<br />
from the band ‘the<br />
Saturdays’, to<br />
promote the ‘power<br />
of plant-based<br />
eating’ through PR,<br />
print, online & radio<br />
campaign.<br />
To view please<br />
purchase full report<br />
Jan 2013<br />
Blogger campaign<br />
focussing on<br />
people who eat<br />
lunch at their desk<br />
to consume<br />
healthy Alpro<br />
products.<br />
‘Deskfests’.<br />
2015<br />
TV ad highlights<br />
healthy qualities of<br />
Alpro, aimed at<br />
young woman.<br />
Almond drink brand<br />
collaborated with<br />
London Fashion<br />
Week.<br />
Figure 6.28: Alpro advertising campaigns 2010-15<br />
• Alpro’s advertising is skewed towards females with a broad age spread as<br />
this is their primary audience. The recent collaboration with London<br />
Fashion Week and Women’s Health in particular has focused on appealing<br />
to younger women conscious of their health and appearance. Through this<br />
they have aligned the brand with healthiness and beauty, in line with their<br />
core health and wellbeing message.<br />
• Alpro focus on TV advertising campaigns, blogger campaigns, social media<br />
and print advertising to promote the goodness of their products.<br />
94<br />
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