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Strategy Briefing

Drinking Milk Products: Developing a Two-tier Growth Strategy for Success

39 pages, Dec 2014

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Future growth for drinking milk products (DMP) lies in a two-tier strategy. First, in mature regions such as Western Europe, adding value to DMP in terms of nutrition, lifestyle or traceability, allows for expenditure on DMP to increase while volumes falls. Second, in low consumption regions where DMP demand is booming, different strategies on educating the health benefits of milk, cold chain infrastructure and guaranteed quality are among the key considerations to increase penetration.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Strongest global growth for drinking milk products in 2014

Global demand for drinking milk products (DMP) is expected to grow by 4% in 2014 which is almost double the CAGR for the review period. This booming demand is fuelled by a number of factors including population growth, urbanisation and rising prosperity. However, demand factors differ dramatically by region.

Increasing drinking milk products in low consumption markets

The shift from loose (unpackaged) milk to packaged fresh drinking milk products will drive growth for raw dairy consumers, already used to milk as part of their diet. Manufacturers are likely to run awareness campaigns to educate consumers about the health benefits associated with fresh packaged milk as opposed to unpackaged products.

Marketing campaigns and product development to drive DMP

Adjusting flavour varieties to suit the different taste palates will be key strategies for driving market growth in markets such as India and Pakistan.

In countries such as China or Vietnam, milk is not part of the consumer diet. Therefore marketing efforts in China are aimed at introducing milk to consumers’ diets and educating these “first generation consumers” on the health benefits of packaged milk products.

Educating children is key here, the aim will be too encourage them to continue to drink milk products throughout their adult lives.

Adding value in dairy mature regions

Emphasising or enhancing the nutritious value of DMP, as well as convenience and indulgence, will allow unit price increases and further value growth, to counteract declining consumption patterns in mature markets.

As consumers are changing traditional consumption patterns of milk in favour of milk alternatives and lifestyle products such as breakfast drinks, product offerings should be adjusted accordingly.

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Introduction

Scope

Objectives of global briefing

Key findings

Overview of Drinking Milk Products

Global consumption of drinking milk products (DMP)

Strong global demand for drinking milk products in 2014

Flavoured milk drinks adding to absolute value growth

Flavoured milk to be enjoyed by everyone, anytime!

Rice, oat and almond milk to grow the strongest

Strong demand in Asia Pacific outpaces decline in Western Europe

Traditional milk nations: From unpackaged to packaged milk

Non-traditional milk regions: Getting them to drink more m ilk

Emerging countries will push f uture global demand

Need for value as milk consumption declines in mature markets

Innovating in Mature Markets

The less dairy is commoditised the more space to a dd value

As unit prices slow down, private label share increases

“Buying innovation” through acquiring niche companies

WhiteWave holds first place in global non-dairy milk alternatives

Adding value in dairy through three common themes

Serving a time-poor generation with breakfast drinks

DMP form a great platform to offer foods targeting health problems

Could reformulating infant formula help serve the elderly?

Niche market lactose avoidance: Another acquisition target

Food scandals help add value by selling transparency (1)

Food scandals help add value by selling transparency (2)

Selling natural: From hay milk to grass fed milk

The Global Milk Powder Trade

Why dairy companies sell milk powder

Changing demand for end-product and formulation to impact sales

Demand for dark chocolate hampering milk p owder d emand

Fastest growing demand for milk powder by milk f ormula

Global milk powder demand

Global milk powder demand: A balancing act

Opportunities to access emerging markets through milk powder

Recommendations

Two-tier strategy for future growth

Why buy this report?

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Megatrends

Strategy Briefing

Drinking Milk Products: Developing a Two-tier Growth Strategy for Success

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Strongest global growth for drinking milk products in 2014

Increasing drinking milk products in low consumption markets

Marketing campaigns and product development to drive DMP

Adding value in dairy mature regions

Want to find out more about this report?

Table of Contents

Introduction

Scope

Objectives of global briefing

Key findings

Overview of Drinking Milk Products

Global consumption of drinking milk products (DMP)

Strong global demand for drinking milk products in 2014

Flavoured milk drinks adding to absolute value growth

Flavoured milk to be enjoyed by everyone, anytime!

Rice, oat and almond milk to grow the strongest

Strong demand in Asia Pacific outpaces decline in Western Europe

Traditional milk nations: From unpackaged to packaged milk

Non-traditional milk regions: Getting them to drink more m ilk

Emerging countries will push f uture global demand

Need for value as milk consumption declines in mature markets

Innovating in Mature Markets

The less dairy is commoditised the more space to a dd value

As unit prices slow down, private label share increases

“Buying innovation” through acquiring niche companies

WhiteWave holds first place in global non-dairy milk alternatives

Adding value in dairy through three common themes

Serving a time-poor generation with breakfast drinks

DMP form a great platform to offer foods targeting health problems

Could reformulating infant formula help serve the elderly?

Niche market lactose avoidance: Another acquisition target

Food scandals help add value by selling transparency (1)

Food scandals help add value by selling transparency (2)

Selling natural: From hay milk to grass fed milk

The Global Milk Powder Trade

Why dairy companies sell milk powder

Changing demand for end-product and formulation to impact sales

Demand for dark chocolate hampering milk p owder d emand

Fastest growing demand for milk powder by milk f ormula

Global milk powder demand

Global milk powder demand: A balancing act

Opportunities to access emerging markets through milk powder

Recommendations

Two-tier strategy for future growth

Why buy this report?

Want to find out more about this report?

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