While traditional milk consumption has remained stable in recent years, the dairy drinks market faces challenges in stagnating volume growth and fluctuating prices.
While traditional milk consumption has remained stable in recent years, the dairy drinks market faces challenges in stagnating volume growth and fluctuating prices. However, the cream segment is seeing notable growth, driven by Germans’ increase in at-home cooking.
Health perceptions are changing milk consumption, especially when it comes to fat content, creating a generational divide between full-fat and skimmed milk. However, despite shifting usage patterns, Germans remain confused about what types of milk are best for them. Furthermore, category users prioritise high quality in dairy over other types of food and drink, leaning towards products with a stronger environmental and regional focus.
With processing concerns looming, dairy brands have the opportunity to capitalise on their products’ natural image and perceived superior taste to attract consumers, especially former plant-based users.
Germans value high-quality, locally produced dairy. Embrace transparency as consumers express confusion on health considerations, such as processing concerns.
Hope Banks Petrikowski, Analyst – Food & Drink
This Report covers products in the dairy drinks, milk and cream category. This includes flavoured milk drinks, white milk, and cream products. The market size covers fresh and shelf-stable milks, white dairy milk (liquid and powdered) and flavoured milk.
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