Although milk alternatives will remain a niche in 2020, it will see another year of strong retail volume and current retail value growth, driven by demand for other milk alternatives such as almond milk, while the marginally smaller soy drinks product will also perform well. The increasing demand for these alternative options to cow’s milk will be supported by the rapidly growing number of vegans in Lithuania in addition to increasing awareness of lactose-intolerance.
A less popular product with unnatural and unhealthy image is flavoured milk drinks. It is likely to continue to be perceived as an unhealthy option in 2020 due to its high sugar content and the processing involved in production of the product.
As the sustainability trend gains traction in Lithuania in 2020, this will benefit retail volume sales of milk alternatives. Local consumers will also begin to pay greater attention to organic products, with eco-certification particularly important in soy drinks.
Although a less significant product than its fresh counterpart, shelf stable milk is expected to continue to record retail volume growth into the forecast period. While shelf stable will not benefit from the fresh and natural image of its full fat fresh milk format, it is likely to continue to appeal to consumers due to the convenience of its long shelf life.
Drinking milk products are expected to remain saturated into the forecast period, dominated by major local dairy producers due to the ongoing popularity of fresh milk in Lithuania, where these players have extensive production capacity and distribution reach. However, Vilkyskiu Pienine, one of the largest Lithuanian milk processing companies, is expected to see retail volume declines into the forecast period.
The trend towards lactose-free products is expected to accelerate into the forecast period, though consumers are unlikely to abandon the use of milk, which is an important part of the diet in Lithuania. This increase in awareness of lactose intolerance, along with the health and wellness trend, is likely to boost sales of milk alternatives into the forecast period.
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Understand the latest market trends and future growth opportunities for the Drinking Milk Products industry in Lithuania 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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