Dairy and non-dairy drinks, milk and cream – Germany – 2019
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Value sales of milk grew by 17.5% over 2016-19, volumes falling by 2%. Volume growth fuelled much of the value climb in flavoured milk and plant-based milk.
Avoidance of dairy and an influx of launches have fuelled strong growth in plant-based milk, the latter boosting easy availability, wider variety and affordability alike. Flavoured cow's milk's efforts to cut sugar and continued NPD tapping into current trends like interest in protein appear to have helped to ensure continued consumer engagement.
Ethical credentials, sustainability measures and clearly communicated health benefits across dairy and non-dairy milk alike are needed to drive success.
Heidi Lanschützer, Food & Drink Analyst, Germany
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