FREE-UK-Flavoured-Milk-Report-2016-2017

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In terms of increasing appeal to this group, sugar reduction is particularly
important. The growing trend towards health and wellness among young
people and the growing media attention warning against sugar are likely to
deter consumers from purchasing flavoured milk products with high levels of
sugar.
Nutrition is important to these consumers who often do not have the time to
cook wholesome, nutritious meals Report and look Now for healthy, convenient products.
To maximise appeal to these consumers therefore it is important to make
explicit claims on pack where possible. If ingredients are used where a health
claim can be made, this should be done.
There is also an opportunity here for innovation with flavoured milk products
with superfood ingredients such as coconut and flaxseeds to confer
nutritional benefits.
Desire for Adult Flavours
As the flavoured milk category has matured, there has been significant
development in terms of flavours. Using new flavours aside from traditional
chocolate, strawberry and banana are an effective means of drawing new
consumers into the category. Examples are flavours that allude to indulgent
desserts such as chocolate fudge cake, strawberry cheesecake and
millionaire shortbread. These flavours reflect the innovation seen in the wider
dairy category, particularly yogurt where similar flavours are also seeing
success.
This purpose of this flavour innovation is to draw in older consumers to the
flavoured milk category. The Frijj
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range is a particular example of
this with their indulgent dessert flavours such as Honeycomb Swirl. Products
in the range are presented in Purchase premium, black The packaging Full to appeal to adults
as an indulgent treat. The Gu hot chocolate Report Now range uses a similar strategy with
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their Salted Caramel flavour product presented in a premium, black package.
While existing products certainly cover the desire for indulgence in adults,
there is clearly an opportunity here for products capitalising on the growing
taste for superfood ingredients such as ancient grains, blueberry,
pomegranate, chia seeds and perhaps even vegetables such as kale and
spinach.
While major reformulation will likely require investment in terms of processing
equipment, the returns to be made from being the first brand offering
premium, healthy flavoured milks aimed at adults are likely to make
significant returns on investment.
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