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 />
#<br />
3.20 Sports Caps<br />
In line with our consumer-driven principle for growth, flavoured milk<br />
producers must design and innovate in order to successfully address<br />
consumers’ lifestyles and needs.<br />
To Gain<br />
With the<br />
Access<br />
exception of recent 500ml, 750ml<br />
and 1-litre formats, flavoured milk is mainly available for on-the-go<br />
consumption in plastic bottles Purchase or Tetra Pak The cartons. Full<br />
<strong>Report</strong> Now<br />
Mars Refuel have seen considerable commercial success with their sports<br />
cap format. This can be attributed to a range of consumer lifestyle factors:<br />
•#<br />
•#<br />
•#<br />
•#<br />
Actual convenience e.g. value added feature for consumers with active<br />
lifestyles who see Mars drinks as a quick recovery after exercise.<br />
The perceived status enjoyed<br />
To<br />
by<br />
Gain<br />
those<br />
Access<br />
consumers carrying a bottle with a<br />
sports cap. Purchase The Full<br />
Consumers’ willingness to pay <strong>Report</strong> a premium Nowfor<br />
enhanced packaging.<br />
The perceived potential to avoid spillage - important to parents.<br />
Advantages<br />
Convenient for consumption<br />
Avoids spillage<br />
Active lifestyle association – “sporty”<br />
Disadvantages<br />
Expensive for manufacturer<br />
Requires manufacturing to be<br />
drastically changed<br />
Potential child choke risk<br />
Seal integrity<br />
To Gain Access<br />
Purchase The Full<br />
<strong>Report</strong> Now<br />
#<br />
Figure 3-11 Mars saw good sales growth after the introduction of the<br />
sports cap<br />
© <strong>2016</strong> Teepee Limited. All Rights Reserved.<br />
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