With some consumers being exposed to shelf stable milk for the first time during the pandemic, they may continue to purchase it if they are satisfied with its flavour, particularly as it offers greater affordability to price-sensitive consumers compared to fresh milk. With consumers’ continuing to drink milk at home during 2022 and the perception amongst parents that cow’s milk is nutritious for their children, they may turn to shelf stable milk for its longer storage period, driving a stronger performance for the category, driven by the full fat format, over the forecast period compared to the review period.
Since 2020, there has been a growing demand for extended shelf life (ELS) or ultra-pasteurised milk. ELS milk first gained popularity with Costco’s Kirkland full fat milk which has a shelf life of 70 days.
Dairy subscriptions used to be a more common service offered by goat milk producers with fresh warm goat milk being delivered daily to consumers’ homes. However, an increasing number of consumers have turned to subscribing to fresh milk services during the pandemic due to social distancing and the home seclusion trend.
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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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