Drinking milk products is likely to suffer from category maturity and the growing competition from other categories, not least plant-based milk. Drinking milk products will remain driven by fresh milk and the category is expected to see a similar performance as during the review period, with more consumers opting for other beverages like water and soda, as well as eating out more, and skipping breakfast.
Fresh milk will continue to account for the vast majority of sales within drinking milk products. Fresh milk is by far the most preferred option with shelf stable, goat, and powder milk accounting for only a small, combined share of overall sales of drinking milk products.
In terms of branded players, drinking milk products will likely remain a highly consolidated category with Arla governing sales, followed by Skånemejerier, Norrmejerier and Falköpings Mejeri. New entrants, especially in fresh milk, will remain highly unlikely, with the barriers to entry being very high.
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Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.See All of Our Definitions
This report originates from Passport, our Drinking Milk Products research and analysis database.
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