Drinking milk products is seeing declines again in 2021, following the boost seen in 2020 where retail sales picked up in accordance with foodservice closures. This returns to the declining trend seen pre-pandemic, with milk facing a number of ongoing challenges.
Despite the growing popularity of milk alternatives as outlined above, the category is still seeing a setback due to the re-opening of foodservice in 2021. As consumers spent more time at home during the 2020 lockdowns, there were more occasions to experiment with milk alternatives, alongside the various home-baking and home-cooking trends.
As noted, Arla Foods Amba is maintaining its significant lead in the otherwise fragmented category of drinking milk products in 2021, with no competitors of note. In addition to the launches and developments seen in the review period, Arla continues to innovate.
Despite the declines seen in 2020 due to the re-opening of foodservice, milk alternatives is set to rebound to healthy volume and value growth over the forecast period. Furthermore, the plant-based trend is also expected to develop outside of the large cities, such as Copenhagen, and continue to gain shares in rural areas as well as those which are urban.
Fresh milk, on the other hand, is expected to remain in negligibly negative volume figures and suppressed value figures over the forecast period. This is expected in both retail and foodservice.
Free-from lactose milk is expected to grow in popularity over the forecast period, driven by consumers’ increasing interest in healthy diets and, in many cases, self-diagnosis with regards to food intolerances. Whilst this is not always a correct diagnosis, self-diagnosis is driven by websites such as Netdoktor.
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This report originates from Passport, our Drinking Milk Products research and analysis database.
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