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Milk & Dairy Products Market Report 2008
Key Note Publications Ltd, July 2008, Pages: 111
The UK market for milk and dairy products grew by 13.8% between 2003 and 2007, from £6.56bn to an estimated £7.46bn. In this Market Report, the market is divided into the following sectors: liquid milk; cheese; yogurts, yogurt drinks and chilled desserts; yellow fats (including butter and spreads); and cream.
Liquid milk continues to account for the greatest share of sales in the total market and is considered to be a household basic for most. The sector is still developing new products, with health remaining a major driver. While semi-skimmed products are the most popular, choice is growing and local, organic and fortified milks, for example, are offering a greater level of differentiation within the sector and adding value to the market in the face of declining sales volumes.
Cheese sales have seen consistent growth since 2003. With new varieties being introduced to the market, as well as new formats driving development, reduced-fat cheeses, organic options and regional products have all proved popular with the consumer.
Yogurts continue to gain from a positive health profile in the wider sense, having had some success in breaking away from their image as a diet food, which has been aided by supplier activity. In 2007/2008, Müller has been positioning its portfolio as a healthy snack food and has been widening its range with its One a Day brand, which contains a portion of fruit to contribute towards the `five-a-day' fruit and vegetable target. Dairy Crest, meanwhile, has focused on the calcium content of its products.
Many confectionery brands have established a strong presence in the chilled desserts sector, although other brands, such as Gü and The Serious Food Company, have been making headway at the premium indulgence end of the market.
Butter has staged a revival in the yellow fats sector, as consumers opt for natural products, although it is likely that many households will also buy spreads and choose different products for different uses. A high level of promotion, as well as new product development (NPD) from brands such as Anchor and Flora, have contributed to maintaining values in the sector.
The milk and dairy products market has been driven by trends evident in the wider food market. Health remains a major consideration and activity has focused on the introduction of a number of new products, as well as the re-launch of established products with improved health profiles. Functional products offering additional health benefits also continue to make gains. Furthermore, as consumers are taking a greater interest in product provenance, attention has been focused on organic and regional products.
We forecast that the market will continue to record higher sales values. However, in the short term this is likely to be cost-driven as input prices rise. Value-added activity in the areas of health and provenance are expected to have a more positive impact.
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