Retail volume sales of drinking milk products are set to see steady growth in 2021. Over the review period, sales of these products were driven by improved cold chain distribution networks, improved milk yields, population growth and improved availability.
Unsurprisingly, consumer health concerns remained heightened in 2021 as a result of the ongoing presence of the virus. More time spent at home is boosting consumption of basic products for cow’s milk.
One interesting effect of lockdown has been consumers taking time to explore their options when buying drinking milk products. Typically, many Turkish workers consume drinking milk products at work, and pay little attention to what they are consuming; most Turkish employers for basic, lower priced products.
The drinking milk products category is likely to be characterised by several developments over the forecast period. First, the share of private label is likely to increase strongly to account for one-third of all sales by 2026.
Since the pandemic, consumers enduring home seclusion have been buying larger pack sizes of drinking milk products, or in some cases multipacks. There are a number of reasons for this – larger packs are more economical, domestic consumption levels are far higher as more people are isolating at home, and there is less demand for on-the-go products.
Drinking milk products remains comparatively underdeveloped in terms of innovation. However, strong consumer responses to product development in 2020, despite greatly increased pressure on household budgets as a result of the pandemic, suggests there is still substantial opportunity for new formats and brands over the forecast period.
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This report originates from Passport, our Drinking Milk Products research and analysis database.
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