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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Figure 4-40: Mars Packaging Evolution<br />
Mars milkshakes have been available for over 13 years. While the branding<br />
has remained largely the same since its launch, the range of formats has<br />
diversified to cater to a wide range of consumers. The rebranding to ‘Refuel’<br />
and the launch of the sports cap format in 2007 was a step towards<br />
appealing as an on-the-go product for active children and teenagers, rather<br />
than an indulgent treat for home. The addition of the milk splash in 2011 was<br />
another step towards appearing as more wholesome and natural.<br />
The launch of the lactose-free variant in 2015 was a move to capitalise on the<br />
growing market for free-from products in the <strong>UK</strong> and a way of boosting the<br />
health perception of the brand.<br />
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