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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While pre-school children will clearly make up a proportion of this<br />
consumer demographic, we have not included them as they we do not<br />
consider them a significant target group for flavoured milk brands.<br />
Although parents and guardians tend to be the gatekeepers in this<br />
category, it is also children at school or in other environments where<br />
flavoured milk is offered who are in the position to make a decision. This<br />
is especially true for children aged 9 and above and for secondary school<br />
children.<br />
Ultimately it is traditional flavoured milk and confectionary flavoured milk<br />
which are the most relevant to these consumer segments. However, with<br />
parental concerns over high sugar content particularly pertinent to these<br />
sub-categories, it will be crucial for brands to alter their formulations to<br />
To Gain Access<br />
best appeal to this consumer segment.<br />
Confectionary brands have Purchase established The high rates Full of sale in shoulder<br />
categories like desserts and yoghurts and are doing the same in flavoured<br />
<strong>Report</strong> Now<br />
milk.<br />
Active children are a key sub-segment of consumers who are likely to<br />
have additional requirements for on-the-go drinks which are filling and<br />
rich in nutrients and protein. With these children typically involved in<br />
activities before and/or after school and with higher nutritional<br />
requirements than average children, they represent a particular<br />
opportunity for functional drinks and breakfast drinks.<br />
According#to#the#Health#and#Social#Care#Information#Centre,#around#27%#<br />
of#children#aged#5215#meet#the#government#recommendations#for#physical#<br />
activity#(60#minutes#a#day#every#day).#Clearly#this#is#a#significant#target#<br />
group#for#flavoured#milk#brands.#<br />
# 33#<br />
All rights reserved, ©Teepee#Ltd,#t/a#HRA#Food#&#Drink:#<strong>2016</strong>#<br />
to#<strong>2017</strong>#
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