Drinking milk products will remain in decline in terms of retail volume sales throughout the forecast period, though its fall will slow down considerably as sales approach stabilisation. Flavoured milk drinks is set to see deeper dips in retail volume sales terms as its relative success of 2023 falls away, whereas shelf-stable milk is likely to rise steadily.
Historically, a glass of fresh milk accompanying breakfast and lunch was emblematic of Dutch culinary traditions, with consumers opting for fresh milk thanks to its rich taste and high quality, even when the price difference with its shelf-stable counterpart was virtually inconsequential. However, consumer preferences are shifting, and the ritualistic consumption of milk during mainstay meals is on the wane – a trend set to extend its reach.
Private label players continue to reign over drinking milk products in 2023, and leading grocery retailers have so far shown no signs of slowing down within the overall competitive landscape. Such players are expected to invest further in refining and expanding their high-quality, yet budget-friendly, drinking milk offerings.
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Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.
See All of Our DefinitionsThis report originates from Passport, our Drinking Milk Products research and analysis database.
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