Thirsty Thoughts: Flavoured Milk
BRAND ACTIVITY
Dec 13th 2011, 09:09
BMI quantifies the flavoured milk category each year and has detailed information on the market volume, value and trends. Flavoured milk saw a decline during 2010 as production slowed and demand for this product declined. Even though flavoured milk saw increased movement in the wholesale sector, the majority of the market saw decline in consumption, with foodservices dropping 18.2% of the sector consumption.
Flavoured milk growth in slump
• The recent decline in flavoured milk comes after a string of poor performances since 2008, when the category saw a decrease of 5.8%, continuing through 2009 and moving forward into 2010. The category is expected to gain popularity once again in 2011 as producers invest more in marketing and special offers. Steri-Stumpi have begun targeting the young adult demographic and have held several competitions and specials to attract this profile of consumer.
• Only wholesale saw an increase in consumption during 2010, with declines recorded for retail and foodservices direct. Retail volume decreased by 10.4% in 2010.
• The larger pack sizes saw increased popularity this year, possibly indicative of the consumer quest for value-for-money in buying bulk rather than individual products.
Read more about trends within the drinking yoghurt category in the Annual Market Quantification (September 2011) presented by BMI. Click here for more information on BMI Research
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