FREE-UK-Flavoured-Milk-Report-2016-2017
The backdrop to the UK flavoured milk market is one of relentless change. The removal of the EU milk quotas, the transition to a Western-type diet by emerging economies, the UK sugar debate 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 Marketing 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 and development. Overall, we expect the UK flavoured milk market to continue to grow over the medium term, but not without improving its nutritional profile. The sugar debate reached new heights when, in October 2015, Public Health England released a document suggesting Government intervention in the form of a sugar tax (levy). As a consequence, product reformulation has become a priority for all serious players in the market.
The backdrop to the UK flavoured milk market is one of relentless change. The removal of the EU milk quotas, the transition to a Western-type diet by emerging economies, the UK sugar debate 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 Marketing 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 and development.
Overall, we expect the UK flavoured milk market to continue to grow over the medium term, but not without improving its nutritional profile. The sugar debate reached new heights when, in October 2015, Public Health England released a document suggesting Government intervention in the form of a sugar tax (levy). As a consequence, product reformulation has become a priority for all serious players in the market.
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<strong>UK</strong>#FLAVOURED#MILK#<strong>2016</strong>217#<br />
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6.20 Conclusion<br />
HRA Predictions for the Future of the <strong>UK</strong> <strong>Flavoured</strong> <strong>Milk</strong> Market.<br />
Globally, we expect the flavoured milk market to continue to flourish as the<br />
demand for dairy in developing countries increases. With the abolishment of<br />
the one-child policy, China is a particularly attractive market for flavoured<br />
milk brands and is one which more international brands are likely to focus on.<br />
While the issue of the lack of <strong>UK</strong> co-packers persists, this is likely to hinder<br />
the potential for <strong>UK</strong> flavoured milk exports.<br />
Assuming that flavoured milk producers will do all they can to improve their<br />
product offering and marketing approach, we would expect the <strong>UK</strong> market to<br />
see strong, sustained growth over the next five years. In particular, we would<br />
expect stronger value growth than volume growth as more added value<br />
products are introduced to the category.<br />
Consumer Segments…<br />
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•#<br />
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There is a significant opportunity globally for products which are<br />
targeted to specific consumer groups. <strong>Flavoured</strong> milk brands should<br />
focus on developing and marketing their products for adults in<br />
particular.<br />
Adults consumers aged 65+ and To Gain 30-44 Access are both growing consumer<br />
groups which is currently not being targeted successfully by any<br />
flavoured milk brands in the<br />
Purchase<br />
<strong>UK</strong>. Although<br />
The<br />
a difficult<br />
Full<br />
audience to target<br />
with flavoured milk, the brands <strong>Report</strong> which can Now do this well are likely to see<br />
success.<br />
In targeting adults, it will be vital for brands to reduce sugar content<br />
and make clear any health benefits in order to maximise appeal to<br />
health conscious consumers which make up such a large proportion<br />
of the population.<br />
Product Formulation…<br />
•#<br />
•#<br />
Innovation with vitamin/ mineral supplementation, superfood<br />
ingredients and sugar reduction is a growing trend expected to<br />
continue. This reformulation will help add appeal to adults.<br />
To Gain Access<br />
Purchase The Full<br />
There are various options for sugar reduction including simply<br />
reducing sugar by a small enough quantity<br />
<strong>Report</strong><br />
to<br />
Now<br />
maintain taste, using<br />
enzymes to remove lactose and substitute sugar with sweeteners.<br />
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