After price increases in 2017 led to strong current value growth for milk, stabilisation was seen in 2018, with a small value decline. In volume terms, milk continued to decline in 2018.
As sales of cow’s milk, a traditionally highly consumed staple in German households, continued to falter, other milk alternatives vastly outperformed this category in 2018. The higher penetration and popularity of milk alternatives made these products attractive to consumers.
Flavoured milk drinks benefited from a high level of innovation in 2017 and 2018, thus registering strong performances in both volume and current value terms. More consumers regard flavoured milk drinks as a convenient alternative to soft drinks and drinking yoghurt, with the launch of new products helping to stimulate sales.
Private label lines from the four major German grocery retailers clearly lead drinking milk products. Aldi and Lidl in particular take advantage of competitive prices and promotional activities, mainly in milk.
With the struggles of dairy milk showing no end and the competition for the limited growth heating up, it is expected that companies will seek to evolve and pursue opportunities for growth wherever they exist. It is likely that companies in cow’s milk will look to devote greater finances and production capability to the sale of full fat fresh milk; the recent demand for and projected value CAGR over the forecast period stand in stark contrast to the consistent declines for fat-free and semi-skimmed milk.
More Germans are anticipated to focus on quality and be increasingly aware of ethical issues regarding the treatment of animals, feeding and transportation. Therefore, so-called “Heumilch” (grass milk or pasture milk) is expected to be increasingly important, as German consumers are becoming more concerned about the feeding of cows.
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This industry report originates from Passport, our Packaged Food market research database.