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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positively, particularly by parents seeking to keep their children safe and<br />
healthy.<br />
This is also the case for adults and this desire has been capitalised on by<br />
products such as Arla’s Cocio<br />
To<br />
which<br />
Gain<br />
simply<br />
Access<br />
contains milk, sugar and<br />
1.5% fat-reduced cocoa.<br />
Marketing emphasising words<br />
Purchase<br />
such as ‘fresh’<br />
The Full<br />
and ‘natural’ appeals<br />
directly to this consumer desire <strong>Report</strong> for clean Now products.<br />
Implications: Short ingredients lists with claims such as ‘natural’ and<br />
‘fresh’ are of appeal for products aimed at children and adults alike. This<br />
is particularly true for traditional products.<br />
3.6 Free From/ Lactose Free<br />
Country: USA<br />
Brand: Shamrock Farms<br />
Flavours: To Gain Vanilla, Access Chocolate and Strawberry<br />
Launch date: 2007<br />
What’s<br />
Purchase<br />
special?<br />
The<br />
The<br />
Full<br />
brand emphasises the<br />
words <strong>Report</strong> “Real. Fresh. Now Ideas.” highlighting the<br />
provenance trend but also the wholesomeness<br />
of the product<br />
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Lactose is unique by being the only sugar not available in plants and only<br />
found in milk. It is not very sweet but when is processed it becomes a<br />
main element of the carbohydrate-rich liquid in flavoured milk.<br />
Lactose intolerance occurs when the enzyme lactase, which breaks down<br />
lactose into glucose and galactose, is absent from the digestive system.<br />
This is usually a genetic trait and is more common in certain populations<br />
than others.<br />
A person that is lactose intolerant will often suffer from cramps and<br />
diarrhoea when they consume lactose-containing products.<br />
A substantial proportion of the world is lactose intolerant:<br />
To Gain Access<br />
!# 90% of Filipinos, Thais and Japanese<br />
!# 70% of the black Purchase population The Full<br />
Because more than half of the <strong>Report</strong> world’s flavoured Now milk demand comes from<br />
Asia, lactose-free options are an important consideration that is likely to<br />
drive the market in the coming years.<br />
Scientific research has revealed that the digestive discomfort associated<br />
with consuming dairy is not always down to lactose but can be due to<br />
intolerance to the A1 beta casein present in the milk. This has led to the<br />
development of A2 milk which comes from cows which do not produce<br />
the A1 protein.<br />
The desire for products free of lactose is also reflected in the rising<br />
popularity of dairy alternatives which are naturally free of lactose.<br />
Arla’s Lactofree product as been the main lactose-free flavoured product<br />
in the <strong>UK</strong> market with a chocolate flavour available.<br />
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All rights reserved, ©Teepee#Ltd,#t/a#HRA#Food#&#Drink:#<strong>2016</strong>#<br />
to#<strong>2017</strong>#
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