Drinking milk products is set to record slight retail volume declines throughout the forecast period, although slight growth is expected in retail current value terms. Flavoured milk drinks is expected to continue to register the most dynamic performance.
Fresh milk accounts for the majority of retail volume and value sales of cow’s milk, and Austrians are likely to continue to prefer fresh milk to shelf-stable milk in the forecast period. Within fresh milk, the demand for ESL (Extended Shelf Life) milk is expected to remain high, and account for the lion’s share of fresh cow’s milk.
Combined private label accounted for the majority of value sales in milk at the end of the review period, and the move towards private label products is expected to continue over the forecast period. The higher cost of living and the increasing prices of milk are likely to benefit private label, as more consumers seek lower-priced products.
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Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
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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 Definitions
This report originates from Passport, our Drinking Milk Products research and analysis database.
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