After many years when volume sales of shelf stable milk had been declining, this product made a real comeback against the backdrop of the COVID-19 pandemic, with many people stockpiling it as the virus arrived in the country. Shelf stable products saw unprecedented popularity at the start of the pandemic due to their long shelf life, with a marked increase in sales expected over 2020.
Alongside shelf stable milk, milk alternatives also experienced some out-of-stock issues as consumers were stockpiling oat and almond milk drinks as the pandemic hit Germany. As many of the milk alternatives are also shelf stable products, at the beginning of the COVID-19 pandemic, when panic-buyers were emptying the shelves of shelf stable cow’s milk, consumers were considering almost all alternatives when shelf-stable cow’s milk was out of stock, with milk alternatives perceived as a healthy and viable alternative for daily milk consumption.
As consumers are looking for healthier lifestyles and nutrition, more of them are regularly consuming dairy-free products. These products have become a “new norm” for many households and are especially valuable for people who cannot eat or drink products containing lactose.
In 2019, cow’s milk was on the end of some rather negative media coverage. On the one hand, it is increasingly under scrutiny for its carbon footprint caused by cow’s emissions.
As international supply chains have come under scrutiny for their vulnerability and global footprint, there is an increasing demand for local products. This demand is likely to be accelerated by the COVID-19 pandemic.
Alongside fat and sugar reduction in dairy drinks, protein is an ingredient consumers are looking for to help with their nutrition. Dairy drinks with added proteins have been performing well, as they have been successfully positioned as healthy drinks for people partaking in sports and wanting to live a healthy lifestyle.
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Understand the latest market trends and future growth opportunities for the Drinking Milk Products industry in Germany 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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