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All-Natural High-Melatonin Milk: A Profitable Opportunity for Milks Intrinsic Health Benefit?

  • ID: 74331
  • April 2004
  • 11 Pages
  • New Nutrition Business
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The recent launch of the UK’s second “night time milk” brand – selling at a 150% price premium to regular milk - shows the potential for this new niche that makes the most of one of milk’s intrinsic health benefits.The product joins a growing international line-up high melatonin milks, headed by market pioneer Finland’s Ingman Dairy, that are creating a profitable new segment of the dairy market that could grow to be worth $400 million in annual sales. It’s a market that is being developed by small dairy companies, one of them organic, who are enjoying healthy sales growth and some of the highest price premiums in the milk business.With so much attention directed at foods that can combat cholesterol, diabetes, osteoporosis and other diseases it is often overlooked that the most successful nutritional products are not the ones that fight disease but those that address lifestyle issues – health problems that reduce people’s quality of life but aren’t life-threatening diseases. Sleeplessness is one such lifestyle issue and it’s an important issue for a significant percentage of consumers over the age 45 - almost a quarter READ MORE >

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Key point summaryBackgroundThe health issueThe scienceThe products and their claims- Ingman Night Time milk- Red Kite Organic Slumber Bedtime Milk- Cricketer Farm Night Milk- Otsuka Pharmaceuticals NemuFour Factors Brand AnalysisMarketing communicationsPackaging, pricing and distributionSuccess or failure?Risks and opportunities- United States- Europe- Asia-PacificMarket size and growth ratesSummaryAppendix

Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown

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