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Dairy Drinks, Milk and Cream - Europe - October 2011

“The European dairy drinks markets are always at risk of descending into commodity status. Health concerns over whole milk have made semi-skimmed milk the dominant product, one which lends itself perfectly to generic own-brands. Volume sales, in particular, need to be increased among elderly consumers; who are increasingly aware of the health risks of drinking too much full fat milk. With the uptake of yogurt drinks showing promising potential in this respect, manufacturers may wish to polarize the market. On the one hand they may wish to promote the ultra-fresh and natural character of whole milk, while also developing more products with functional claims, aimed specifically at the health concerns of the elderly consumer.”
– James Manley, European Food and Drink Analyst


Some key points covered in the report include:
• Could a rise of awareness of lactose intolerance be counter-productive? While suppliers may well succeed with lactose-reduced lines, the presence of these variants in the market may remind consumers that humans often naturally lose the ability to digest lactose well as they age.
• Will suppliers be able to reach under-represented consumer groups, such as the elderly and singles, by addressing their needs more directly or differently? This may be easier to achieve in the drinking yogurt and flavoured milk sectors.
• Can milk reinvent itself via combinations with other beverages without jeopardising its image? Flavoured milk does well in some countries, but lacks support in others, and has even been banned from some school canteens on health grounds. There is also milk with juice, though its appeal is often limited.
• Can cream defy the odds and triumph in a low-fat future? The task is an uphill one. Cream is, with butter, much more essentially fat than most other foodstuffs.

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Table of contents

  1. Introduction

      • Key points
        • Definition
          • Consumer research
            • Abbreviations
            • Executive Summary

                • The market
                  • Volume static, value rises
                    • Figure 1: Milk (retail): Value in local currency, 2005-15
                  • Semi-skimmed is the safe bet
                    • Strength and weaknesses in brief
                      • Strengths
                        • Weaknesses
                          • Companies, brands and innovation
                            • The UK leads for NPD in Europe
                              • Figure 2: New product activity dairy drinks and cream, % share by company, by European region, 12 months to October 2011
                              • Figure 3: New product activity in dairy drinks and cream, % share by leading claims, by European region, 12 months to October 2011
                            • The consumer
                              • Frequent consumption of milk is most common in the UK and Spain
                                • Yogurt drinks and flavoured milk drinks have potential for expansion
                                  • Figure 4: Frequency of drinking yogurt drinks in the last 12 months, by country, 2010
                              • European Market Size and Forecast

                                • Key points
                                  • Milk
                                    • The Big 5
                                      • Value
                                        • Figure 5: Milk (retail): Value in local currency, 2004-15
                                      • Volume
                                        • Figure 6: Milk (retail): Volume, 2004-15
                                      • Spend per capita
                                        • Figure 7: Milk (retail): Spend per capita (population), 2004-15
                                      • Other European countries
                                        • Value
                                          • Figure 8: Milk (retail): Value in local currency, 2004-15
                                          • Figure 9: Milk (retail): Value in local currency, 2004-15 (continued)
                                        • Volume
                                          • Figure 10: Milk (retail): Volume, 2004-15
                                        • Spend per capita
                                          • Figure 11: Milk (retail): Spend per capita (population), 2004-15
                                        • Cream
                                          • Value, volume, per capita consumption
                                            • Figure 12: Cream (retail): Value in local currency, 2004-15
                                            • Figure 13: Cream (retail): Volume, 2004-15
                                            • Figure 14: Cream (retail): Spend per capita (population), 2004-15
                                          • Drinking yogurt
                                            • Figure 15: Drinking/cultured/yogurt, by volume and value, 2010*
                                        • Market Segmentation

                                          • Key points
                                            • The Big 5 – Milk and cream
                                              • France
                                                • Figure 16: France – Milk (retail): Market segmentation, by volume, 2010
                                              • Germany
                                                • Figure 18: Germany – Milk (retail): Market segmentation, by value and volume, 2010
                                                • Figure 19: Germany – Cream (retail): Market segmentation, by value and volume
                                              • Italy
                                                • Figure 20: Italy – Milk (retail): Market segmentation, by value and volume
                                              • Spain
                                                • Figure 21: Spain – Milk (retail): Market segmentation, by value and volume, 2010
                                                • Figure 22: Spain – Cream (retail): Market segmentation, by value and by volume, 2010
                                              • UK
                                                • Figure 23: UK – Milk (retail): Market segmentation, by value and volume, 2010
                                                • Figure 24: UK – Cream (retail): Market segmentation, by value and volume, 2010
                                              • Other European countries – Milk
                                                • Belgium
                                                  • Figure 25: Belgium – Milk (retail): Market segmentation, by value and volume, 2010
                                                • Czech Republic
                                                  • Figure 26: Czech Republic – Milk (retail): Market segmentation, by value and volume, 2010
                                                • Denmark
                                                  • Figure 27: Denmark – Milk (retail): Market segmentation, by value and volume, 2010
                                                • Hungary
                                                  • Figure 28: Hungary – Milk (retail): Market segmentation, by value and volume, 2010
                                                • Netherlands
                                                  • Figure 29: Netherlands – Milk (retail): Market segmentation, by value and volume, 2010
                                                • Portugal
                                                  • Figure 30: Portugal – Milk (retail): Market segmentation, by value and volume, 2010
                                                • Russia
                                                  • Figure 31: Russia – Milk (retail): Market segmentation, by value and volume, 2010
                                              • Companies and Product Innovation

                                                • Key points
                                                  • World region
                                                    • Figure 32: New product activity in dairy drinks and cream, % share by global region, 12 months to October 2011
                                                  • European region
                                                    • GNPD leaders
                                                      • Figure 33: New product activity in dairy drinks and cream, % share by European region, 12 months to October 2011
                                                    • GNPD sub-category split
                                                      • Figure 34: New product activity in dairy drinks and cream, % share by top 10 European countries, by sub-segment, 12 months to October 2011
                                                    • Leading companies
                                                      • Figure 35: New product activity dairy drinks and cream, % share by company, by European region, 12 months to October 2011
                                                    • Leading claims
                                                      • Figure 36: New product activity in dairy drinks and cream, % share by leading claims, by European region, 12 months to October 2011
                                                    • The Big 5
                                                      • France
                                                        • GNPD sub-category split
                                                          • Figure 37: New product activity in dairy drinks and cream, France, % share by sub-segment, by year, 2007-11
                                                        • Leading companies
                                                          • Figure 38: New product activity in dairy drinks and cream, % share by company, France, 12 months to October 2011
                                                        • Leading claims
                                                          • Figure 39: New product activity in dairy drinks and cream, % share by leading claims, France, 12 months to October 2011
                                                        • Most innovative products
                                                          • Germany
                                                            • GNPD sub-category split
                                                              • Figure 40: New product activity in dairy drinks and cream, Germany, % share by sub-segment, by year, 2007-11
                                                            • Leading companies
                                                              • Figure 41: New product activity in dairy drinks and cream, % share by company, Germany, 12 months to October 2011
                                                            • Leading claims
                                                              • Figure 42: New product activity in dairy drinks and cream, % share by leading claims, Germany, 12 months to October 2011
                                                            • Most innovative products
                                                              • Italy
                                                                • GNPD sub-category split
                                                                  • Figure 43: New product activity in dairy drinks and cream, Italy, % share by sub-segment, by year, 2007-11
                                                                • Leading companies
                                                                  • Figure 44: New product activity in dairy drinks and cream, % share by company, Italy, 12 months to October 2011
                                                                • Leading claims
                                                                  • Figure 45: New product activity in dairy drinks and cream, % share by leading claims, Italy, 12 months to October 2011
                                                                • Most innovative products
                                                                  • Spain
                                                                    • GNPD sub-category split
                                                                      • Figure 46: New product activity in dairy drinks and cream, Spain, % share by sub-segment, by year, 2007-11
                                                                    • Leading companies
                                                                      • Figure 47: New product activity in dairy drinks and cream, % share by company, Spain, 12 months to October 2011
                                                                    • Leading claims
                                                                      • Figure 48: New product activity in dairy drinks and cream, % share by leading claims, Spain, 12 months to October 2011
                                                                    • Most innovative products
                                                                      • UK
                                                                        • GNPD sub-category split
                                                                          • Figure 49: New product activity in dairy drinks and cream UK, % share by sub-segment, by year, 2007-11
                                                                        • Leading companies
                                                                          • Figure 50: New product activity in dairy drinks and cream, % share by company, UK, 12 months to October 2011
                                                                        • Leading claims
                                                                          • Figure 51: New product activity in dairy drinks and cream, % share by leading claims, UK, 12 months to October 2011
                                                                        • Most innovative products
                                                                        • The Consumer

                                                                          • Key points
                                                                            • Milk
                                                                              • Frequency of use
                                                                                  • Figure 52: Frequency of using milk in the last 12 months, by country, 2010
                                                                                  • Figure 53: Frequency of using milk in the last 12 months, Spain, 2010
                                                                                • Type analysis
                                                                                    • Figure 54: Types of milk used most often in the last 12 months, by country, 2010
                                                                                    • Figure 55: Varieties of milk used most often in the last 12 months, by country, 2010
                                                                                    • Figure 56: Usage of yogurt drinks and cold milk drinks, by country, 2010
                                                                                  • Yogurt drinks and cold milk-based drinks
                                                                                    • Frequency of use
                                                                                        • Figure 57: Frequency of drinking yogurt drinks in the last 12 months, by country, 2010
                                                                                        • Figure 58: Frequency of drinking cold milk drinks in the last 12 months, by country, 2010
                                                                                        • Figure 59: Frequency of drinking yogurt drinks/milk based drinks in the last 12 months, France, 2010
                                                                                      • Attitudes
                                                                                        • Figure 60: Trends in agreement with statement: I try to include plenty of fibre in my diet these days, 2006-10
                                                                                        • Figure 61: Trends in agreement with statement: I should do a lot more about my health, 2006-10
                                                                                    • Appendix – Demographic Data

                                                                                        • Figure 62: Frequency of using milk in the last 12 months, by demographics, France, 2010
                                                                                        • Figure 63: Frequency of using milk in the last 12 months, by demographics, Germany, 2010
                                                                                        • Figure 64: Frequency of using milk in the last 12 months, by demographics, Spain, 2010
                                                                                        • Figure 65: Frequency of using milk in the last 12 months, by demographics, Spain, 2010
                                                                                        • Figure 66: Frequency of using milk in the last 12 months, by demographics, GB, 2010
                                                                                        • Figure 67: Usage of yogurt drinks and cold milk drinks, by demographics, Germany, 2010
                                                                                        • Figure 68: Usage of yogurt drinks and cold milk drinks, by demographics, Spain, 2010
                                                                                        • Figure 69: Usage of yogurt drinks and cold milk drinks, by demographics, GB, 2010
                                                                                        • Figure 70: Frequency of drinking yogurt drinks in the last 12 months, by demographics, Germany, 2010
                                                                                        • Figure 71: Frequency of drinking yogurt drinks in the last 12 months, by demographics, Spain, 2010
                                                                                        • Figure 72: Frequency of drinking yogurt drinks in the last 12 months, by demographics, GB, 2010
                                                                                        • Figure 73: Frequency of drinking cold milk drinks in the last 12 months, by demographics, Germany, 2010
                                                                                        • Figure 74: Frequency of drinking cold milk drinks in the last 12 months, by demographics, GB, 2010
                                                                                        • Figure 75: Frequency of drinking yogurt drinks/milk based drinks in the last 12 months, by demographics, GB, 2010
                                                                                        • Figure 76: Frequency of drinking yogurt drinks/milk based drinks in the last 12 months, by demographics, GB, 2010

                                                                                    Companies Covered

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                                                                                    Dairy Drinks, Milk and Cream - Europe - October 2011

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