zenithinternational 2016 Milk Innovation
A review of recent key trends and new product development
May 2016
Research Note In undertaking its research for this report, Zenith has utilised its internal data library and global databases, alongside other third party sources and interviews with the industry. Throughout its on-going research, Zenith also depends upon the goodwill and co-operation of operators active in the marketplace, and, as such, seeks to achieve a high level of accuracy. Liability This document contains information and may contain conclusions and recommendations. Every effort has been made to ensure that the information is accurate and that the opinions expressed are sound. However, Zenith International Ltd cannot be made liable for any errors or omissions or for any losses or consequential losses resulting from decisions based on the information. Important notice on distribution This report should not be quoted, referred to or transmitted to another party, in whole or in part, with out the prior written consent of Zenith International Ltd. Should you desire to release a copy of this report to another party for information purposes, we request you and the requesting party to indemnify Zenith International from any liability related to the report distribution. Such readers however will not be considered “users� of this report.
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CONTENTS
The contacts at Zenith International in connection with this report are: Monika Fedor Consultant Zenith International Ltd., UK Tel: +44 1225 327936 mfedor@zenithinternational.com Esther Renfrew Market Intelligence Director Zenith International Ltd., UK Tel: +44 1225 327900 erenfrew@zenithinternational.com Zenith International Ltd 7 Kingsmead Square Bath BA1 2AB United Kingdom T +44 (0) 1225 327900 F +44 (0) 1225 327901 www.zenithinternational.com
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Section
Page
1. Introduction and scope
4
2. Category overview
7
Table: dairy sector features and benefits Commentary: Category overview Commentary: Milk categories Commentary: Functional innovation Commentary: Global trends and developments Commentary: Sector challenges and benefits 3. Brand profiles
15
3.1 Brand profiles: added protein
16
3.2 Brand profiles: calorie control
29
3.3 Brand profiles: lactose-free
37
3.4 Brand profiles: child-oriented
42
3.5 Brand profiles: premium positioning
57
3.6 Brand profiles: flavour offerings
66
3.7 Brand profiles: ingredient innovation
81
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zenithinternational 1. Introduction and scope
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INTRODUCTION AND SCOPE Milk innovation
Overview The aim of this report is to assess developments in the milk sector, identifying and summarising trends and new innovations in order to understand what opportunities exist for new product development.
Scope A global market overview of trends and developments, featuring brand profiles to benchmark against leading and innovative milk products worldwide, tracking recent innovation within the milk drinks category as well as investigating the future outlook of the market. Categories covered in this report: Milk Flavoured milk Products profiled in this report contain features that span a number of trends shaping the future of the milk drinks sector, including: Lactose-free Added protein Low-fat Child-oriented Vitamin- and mineral-enriched Sports nutrition Weight management Gender focus Indulgence
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INTRODUCTION AND SCOPE Milk drinks innovation
Definition: Milk For the purpose of this report, Zenith defines milk and flavoured milk as follows: Milk - White dairy drinking milk, including both long-life and fresh drinking milks. Long life/preserved milk: UHT and sterilised. Fresh milk: pasteurised untreated and ESL (extended shelf life). Other dairy milk including enriched and lactose reduced. Flavoured milk - Traditional flavoured milks: white milk - either long life or fresh to which some type of flavour and often colour and stabilisers have been added. This sector also includes lactose-reduced flavoured milk. Milkshakes - milk based (fresh or UHT) flavoured with syrup/other flavourings. Other flavoured milk drinks including carbonated milk drinks. Exclusions The report does not include powder, condensed or evaporated milks. Coverage Innovation and new product development shaping the global market for milk drinks launched from 2014 to 2016 inclusive.
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zenithinternational 2. Category overview
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CATEGORY OVERVIEW Overview of milk drinks
Dairy products are functional by nature. Key features naturally produced in dairy products are outlined below.
FEATURE
BENEFIT
Vitamin A
Vitamin B12
Supports healthy nervous system; involved in blood formation
Vitamin D
Promotes absorption of calcium and phosphorus, and influences bone mineralisation
Potassium
Regulates body’s fluid balance and blood pressure
Phosphorous
Helps generate energy in cells
Niacin
Aids processing of sugar and fatty acids; plays role in nervous system development
Riboflavin
Produces energy in body’s cells; also plays vital role in immune regulation
Calcium (1080 mg / litre of cow’s milk) Protein (3.4% of cow’s milk)
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Aids development and maintenance of strong bones, protecting against osteoporosis Promotes healthy muscle and nerve function Supports other key body organs and functions such as heart beat and metabolism Broken down into amino acids which are needed in every cell of the body Vital to brain development Supports tissue structure and repair Promotes muscle and immune strength Helps production of red blood cells and transfer of oxygen between cells Maintains normal vision and skin; regulates cells growth and immune integrity
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CATEGORY OVERVIEW Overview of milk drinks Milk & flavoured milk volume, bln litres
Current market: Commentary 1.2 1 0.8 0.6 0.4 0.2 0
2011
2012
2013
White milk
2014
2015
Flavoured milk
Total milk volume, 2015
Future outlook: Commentary
White milk
Flavoured milk
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CATEGORY OVERVIEW Commentary – milk categories
Milk Commentary
Flavoured milk Commentary
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CATEGORY OVERVIEW Commentary – milk categories Functional innovation – insights Commentary
Emerging trends in functional innovation Some of the areas of emerging importance include: Commentary Commentary
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CATEGORY OVERVIEW Commentary – global trends and developments
Global milk consumption Commentary Specific country trends include: Region: Commentary
Region: Commentary
Region: Commentary
Global trends and developments in milk consumption Some of the areas of emerging importance include: Commentary
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CATEGORY OVERVIEW Challenges and barriers
CHALLENGES AND BARRIERS
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CATEGORY OVERVIEW Insights and opportunities
INSIGHTS AND OPPORTUNITIES
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zenithinternational 3. Brand profiles
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zenithinternational 3.1 Brand profiles
Added protein
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zenithinternational 3.2 Brand profiles
Calorie-control
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zenithinternational 3.3 Brand profiles
Lactose-free
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zenithinternational 3.4 Brand profiles
Child-oriented
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CHILD-ORIENTED Vitamin- and mineral-enriched fresh milk
Big Milk Arla Foods, UK www.arlafoods.co.uk Product information: Dairy company Arla Foods launched the first fresh milk enriched with essential nutrients to be released to UK consumers. Arla Big Milk has been specifically developed to meet the needs of children from one up to the age of five, and helps support their growth and development as part of a balanced diet and healthy lifestyle. Made with 100% British cows’ milk, it combines calcium and vitamin D for the growth and development of bones; added iron, which contributes to normal cognitive development; and vitamin A, which keeps a child’s eyes, skin and immune system healthy. The introduction of Arla Big Milk is reportedly part of the company’s strategy to support British farmers by developing innovative products to add value to the milk category. Launch date: April 2015 Ingredients: Vitamin A, vitamin D, calcium and iron Positioning: Children from one up to the age of five Channels: Retail outlets across the UK Pack size & type: 2 litre bottle Price: UK£2.25 per 2 litre bottle
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zenithinternational 3.5 Brand profiles
Premium positioning
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zenithinternational 3.6 Brand profiles
Flavour offerings
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zenithinternational 3.7 Brand profiles
Ingredient innovation
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