Growing scepticism about the health effects of dairy products in the eyes of the public was the main factor explaining the declining consumption of drinking milk products in Spain in 2018. This negative opinion of dairy products was the result of stories published online and in the media that claim that older consumers do not need to consume milk, and that most consumers have some degree of lactose intolerance, which had a damaging effect on milk consumption.
Other milk alternatives continued its boom in Spain in 2018, favoured by rising health-consciousness amongst consumers and growing concern regarding lactose intolerance, which resulted in a shift from cow’s milk towards other milk alternatives. The growing demand for plant-based products suitable for vegans was also key in the performance of the category.
Fresh milk managed to emerge from its negative trend from 2017, recording a positive performance in 2018. The growing demand for more natural products was key to the success of the category.
Leading Spanish retailer Mercadona led drinking milk products in Spain in value terms in 2018. Its lead can mainly be explained by its strength within shelf stable milk.
In early 2018, Corporación Alimentaria Peñasanta (CAPSA) launched Asana, a new brand of organic dairy products produced with organic milk from cows that graze freely in the Austrian Alps. Within drinking milk products, the new releases included references of full fat, semi-skimmed and skimmed milk, as well as lactose-free semi-skimmed milk.
The efforts of branded manufacturers in new product development favoured the development of flavoured milk drinks. Key innovations within this category during 2017-2018 included the lactose-free version of Cola Cao Shake, which comes in a 200ml plastic cup, and Cacaolat veggie, a non-dairy chocolate-based flavoured milk reference produced using oat milk, available in 1-litre PET bottles.
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This industry report originates from Passport, our Packaged Food market research database.