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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Alpro have also succeeded commercially by being in the right place in the<br />
category at the right time with sales growth of 70% since 2012 and broad<br />
expansion in the plant based foods segment. In 2014 they were listed in The<br />
Grocer’s list of Britain’s 100 Biggest Grocery Brands at number 100 and by<br />
2015 they were the second-largest brand in the <strong>UK</strong> milk category.<br />
In 2013, Alpro launched its first flavoured nut drink – Alpro Almond Dark<br />
Chocolate drink. It has since launched a coconut chocolate drink.<br />
To Gain Access<br />
Purchase The Full<br />
<strong>Report</strong> Now<br />
Figure 4-49: Alpro Packaging Evolution<br />
Alpro launched their alternative brand in 1980 focusing on the soya<br />
credentials, with a soya bean incorporated into their logo. In recent years,<br />
alternative drinks have become increasingly popular with a variety of flavour<br />
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variants. Alpro has kept up with these new trends and launched their<br />
competing flavour variants i.e. hzlenut, coconut and chocolate. The emphasis<br />
moving away from soya and becoming more about the goodness of ‘plant<br />
power’. Alpro therefore rebranded their logo and packaging and removed the<br />
references to soya and the soya To bean Gain and Access replaced it with the image of a sun<br />
and the strapline “enjoy plant Purchase power” to reposition The Full the brand as a plant<br />
based dairy-free brand with an abundance of flavours.<br />
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Key consumer groups for Alpro are those looking to manage their weight with<br />
lower calorie alternatives to cows milk, those looking to avoid lactose for<br />
digestive issues and individuals concerned about the environmental or<br />
animal welfare implications of dairy farming as well as general health aware<br />
consumers wanting to try something new. Their repositioning from a soya<br />
milk brand to a general dairy alternative brand has helped them appeal to a<br />
wider range of consumers with their other products in their range. They were<br />
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