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Description

Description

Covered in this report

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

EXECUTIVE SUMMARY

  • Market context
  • Mintel predicts
  • What consumers want, and why
  • Opportunities
  • The competitive landscape
  • Marketing mix

MARKET DRIVERS

WHAT CONSUMERS WANT, AND WHY

  • Types of dairy and non-dairy drinks, milk and cream used
  • Dairy drinks, non-dairy drinks and milk usage occasions
  • Dairy drinks, non-dairy drinks and milk attitudes
  • Dairy drinks, non-dairy drinks and milk behaviours
  • Interest in new product concepts

LAUNCH ACTIVITY AND INNOVATION

  • Advertising and marketing activity

MARKET SHARE

  • Retail market share of cow's milk by value, 2017-18
  • Retail market share of cow's milk by volume, 2017-18

MARKET SEGMENTATION, SIZE AND FORECAST

  • Germany: milk retail sales, by segment, 2016-19

APPENDIX

  • Appendix – products covered, abbreviations and consumer research methodology
  • Appendix – market size and forecast
  • Germany: value size and forecast of retail sales of cow's milk, flavoured cow's milk and plant-based milk, 2014-24
  • Germany: volume size and forecast of retail sales of cow's milk, flavoured cow's milk and plant-based milk, 2014-24
  • Germany: best- and worst-case value sales forecast of plain and flavoured cow's milk and plant-based milk, 2014-24
  • Germany: best- and worst-case volume sales forecast of plain and flavoured cow's milk and plant-based milk, 2014-24

What's included

What's included

Table of contents

Table of contents

  1. Executive summary

    • Market context
    • Mintel predicts
    • What consumers want, and why
    • [Graph] Germany: interest in types of milk, milk drinks or cream, July 2019
    • [Graph] Germany: attitudes towards milk, July 2019
    • [Graph] Germany: behaviours relating to milk and cream, July 2019
    • Opportunities
    • The competitive landscape
    • Marketing mix
  2. market drivers

    • [Graph] Germany: dairy avoidance in the household, by age of respondent, 2018
    • [Graph] Germany: population by age, 2014-24
    • [Graph] Germany: frequency of eating breakfast on the go, by age, July 2018
  3. What consumers want, and why

    • Types of dairy and non-dairy drinks, milk and cream used
    • [Graph] Germany: types of milk used in the last three months, July 2019
    • [Graph] Germany: usage of cream, by type, July 2019
    • Dairy drinks, non-dairy drinks and milk usage occasions
    • [Graph] Germany: usage occasions for cow’s milk and plant-based milk alternatives, by type, July 2019
    • [Graph] Germany: usage of breakfast cereals by age and parental status, September 2018
    • Dairy drinks, non-dairy drinks and milk attitudes
    • [Graph] Germany: attitudes towards dairy drinks and milk, July 2019
    • Dairy drinks, non-dairy drinks and milk behaviours
    • [Graph] Germany: behaviours related to milk, cream and dairy drinks, July 2019
    • Interest in new product concepts
    • [Graph] Interest in product concepts in milk, dairy drinks and cream, July 2019
  4. Launch activity and innovation

    • [Graph] Germany: milk launches by sub-category, 2015-19
    • [Graph] Germany: selected ingredients in plant-based milk, 2014-19
    • [Graph] Germany: selected claims in cow's, plant-based and flavoured milk launches, 2016-19
    • Advertising and marketing activity
  5. Market share

    • Retail market share of cow's milk by value, 2017-18
    • Retail market share of cow's milk by volume, 2017-18
  6. market segmentation, size and forecast

    • Germany: milk retail sales, by segment, 2016-19
  7. Appendix

    • Appendix – products covered, abbreviations and consumer research methodology
    • Appendix – market size and forecast
    • Germany: value size and forecast of retail sales of cow's milk, flavoured cow's milk and plant-based milk, 2014-24
    • Germany: volume size and forecast of retail sales of cow's milk, flavoured cow's milk and plant-based milk, 2014-24
    • Germany: best- and worst-case value sales forecast of plain and flavoured cow's milk and plant-based milk, 2014-24
    • Germany: best- and worst-case volume sales forecast of plain and flavoured cow's milk and plant-based milk, 2014-24

This report will give you a complete 360-degree view of your market. Rooted in robust proprietary and high-quality third-party data, our local experts then put that data into context and you’ll understand:

  • The Consumer

    What they want. Why they want it.

  • The Competitors

    Who’s winning. How to stay ahead.

  • The Market

    Size, segments, shares and forecasts: How it all adds up.

  • The Innovations

    New ideas. New products. New potential.

  • The Opportunities

    Where the white space is. How to make it yours.

  • The Trends

    What’s shaping demand – today and tomorrow.

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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