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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3.! NPD Guidance<br />
This chapter will look at the major global and local events that have an<br />
impact on <strong>UK</strong> dairy production and, consequently, on the flavoured milk<br />
market.<br />
We will consider factors such as occasion and usage, core consumer<br />
segments, <strong>UK</strong> consumer perception, product innovation, packaging and the<br />
other important factors that influence and frame NPD thinking, strategy and<br />
eventual product launches.<br />
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3.1 Occasion and Usage<br />
Figure 3-1: Chilled flavoured milk in Waitrose<br />
Figure 3-1 illustrates one take on how retailers position the different flavoured<br />
milk products - occasion usage and nutritional value being the dominant<br />
thinking of this very clear merchandising approach.<br />
Looking at how retailers position the various brands in the category, we have<br />
developed a model which allows us to isolate the primary positioning<br />
element of the various brands.<br />
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