In 2021, shelf stable milk will continue to see impressive current value growth. Shelf stable milk responded well to the COVID-19 pandemic in 2020 as consumers preferred this format as they were able to bulk buy and reduce the number of times they went to the shops.
In 2021, PepsiCo launched a new premium line of milk. Despite the financial repercussions of the COVID-19 pandemic, the premium milk segment has continued to be present and thriving in Georgia.
The leading company in drinking milk products in 2021 will continue to be Sante GMT Products, which will see a current retail value share gain in 2021. A local manufacturer of dairy products, the company is expected to maintain its position and even develop faster than overall drinking milk products.
The positioning of drinking milk products as natural, healthy and GMO-free will help to attract the increasing number of health-conscious consumers over the forecast period, with more consumers expected to choose fresh milk over milk products containing powered milk. Consumers are expected to increasingly favour fresh milk, which is considered a much healthier alternative.
Over the forecast period, the health and wellness trend is also likely to reduce demand for full fat milk as more consumers become aware of the health risks associated with high fat products and dislike the taste of full fat milk. As a result, full fat milk is expected to have much lower current value growth rates in comparison with other product areas.
Local producers are expected to continue accounting for the majority of drinking milk products’ current retail value sales into the forecast period, and are likely to increase their combined retail volume share in coming years. One of the reasons for the expected success of local producers is the fact that it is relatively difficult to transport drinking milk products over long distances.
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Understand the latest market trends and future growth opportunities for the Drinking Milk Products industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Drinking Milk Products research and analysis database.
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