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 />
7. MERCHANDISING AND PRICING<br />
Currently, flavoured milk can be found in several locations in UK supermarkets:<br />
• The Chilled Dairy Aisle: Traditional flavoured milk drinks, functional<br />
dairy drinks, confectionery drinks, coffee drinks and some dairy alternatives<br />
are often placed above white milk.<br />
• The Cereal Aisle: Breakfast drinks are placed in the the on-the-go<br />
breakfast cereals section in the cereals aisle, near the on-the-go alternatives<br />
(i.e. pots of porridge). These are UHT shelf-stable products.<br />
• Lunch Meal Deals: <strong>Flavoured</strong> milk is placed next to the lunch deals<br />
section at the front of the store. Coffee flavoured milk is the most popular<br />
alternative in this aisle.<br />
• Promotional Areas: <strong>Flavoured</strong> milk, particularly coffee and traditional<br />
flavoured milk is placed in the promotions sections of supermarkets on aisle<br />
or gondola end. These can be themed around convenience (e.g. lunch deals)<br />
and occasion usage (breakfast options).<br />
• Specialised Dairy Fixture: <strong>Flavoured</strong> milk can, in some circumstances,<br />
also be placed in the dairy aisle near yoghurt, another dairy derivative preferred<br />
for high-protein content. In Tesco this is the ‘Active Health Fixture’.<br />
• Health & Beauty: In some instances, sports nutrition and slimming<br />
drinks can be placed next to energy drinks in the ambient health & beauty<br />
section of the store.<br />
• Ambient Drinks: It is also possible for some drinks, particularly sports<br />
nutrition drinks, to be placed alongside energy drinks in the ambient section.<br />
• Ambient UHT Aisle: UHT dairy alternatives are often placed in their<br />
own section in the ambient aisles, typically in the tea & coffee aisle. Some<br />
ambient flavoured dairy milk can also be found in this aisle.<br />
• Ethnic Foods: Nurishment Original cans can often be found in the<br />
ambient aisles alongside ethnic foods.<br />
The following schematics show where the various retailers place their product:<br />
98<br />
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