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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A broad range of natural sweeteners is becoming available including<br />
stevia and inulin and these are becoming increasingly used in<br />
flavoured milk products.<br />
Merchandising…<br />
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Due to the breadth of the flavoured milk category and the various<br />
temperature requirements (fresh, ESL, UHT), product positioning in the<br />
grocery retailers can be confusing for consumers. There is often no<br />
clear destination where products To can Gain be found Access and this can lead to<br />
consumers missing products. This is particularly the case for sports<br />
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nutrition products which can be virtually anywhere in store (lunch<br />
deals, chillers, health & beauty aisle, <strong>Report</strong> alongside Nowenergy<br />
drinks etc.).<br />
Retailers are likely to continue to alter their merchandising approach<br />
until they can optimise the positioning of flavoured milk.<br />
Packaging & Positioning…<br />
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In terms of advertising and positioning of flavoured milk brands it is<br />
important to highlight the health credentials of dairy over dairy<br />
alternatives.<br />
There is considerable opportunity in the sector to use packaging<br />
formats to target specific consumer segments. This has been done<br />
well by coffee brands and sports<br />
To Gain<br />
nutrition<br />
Access<br />
brands in particular.<br />
Purchase The Full<br />
<strong>Report</strong> Now<br />
In targeting the growing group of 65+ consumers, packaging and<br />
positioning will be crucial in determining success.<br />
The positioning of the brand is particularly important to sports nutrition<br />
customers who value the credentials and status associated with some<br />
brands.<br />
Own Label…<br />
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The relative infancy of the category and the brand loyalty in the sports<br />
nutrition segment has deterred own label from entering this category.<br />
While own label could be expected to eventually the enter the sports<br />
nutrition market, it will be to target To Gain the more Access mainstream consumers.<br />
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The infancy of the breakfast drink category has prevented own label<br />
<strong>Report</strong> Now<br />
from entering the category, though if growth continues this could be<br />
expected to happen within 1-2 years.<br />
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