A return to volume growth is expected in the market in 2025. This follows declines amid steep category inflation in 2023 and weakening consumer sentiment in 2024.
A return to volume growth is expected in the market in 2025. This follows declines amid steep category inflation in 2023 and weakening consumer sentiment in 2024. Plant-based milk has been harder hit as the pricier segment and amid the scrutiny on UPFs.
The nutritional benefits of milk remain a key means to engage users, playing a notable role in product choice. Opportunities lie in simplifying healthy choices, as 44% of consumers struggle to identify the healthiest milk or cream. This suggests that clearer communication of nutritional benefits can drive growth for the category.
Adding impetus to the need to drive engagement with milk as a nutritional powerhouse are the threats the category faces from seeing its core users and usage occasions decline, with the number of children and sales of tea and breakfast cereals forecast to fall over 2025-30.
Leveraging nutritional benefits’ key role in milk choice remains crucial. Indulgent and exciting flavours hold untapped potential in milk and cream.
Sam Fryers, Research Analyst
This Report examines the UK retail market for milk, milk drinks and cream, including products sold via doorstop delivery as well as retail outlets. Sales of milk within the catering and industrial sectors, as well as welfare milk supplies, are excluded, though reference may be made to these where relevant.
Mintel’s definition includes:
Excluded:
Under EU and UK regulation, plant-based products cannot be called by dairy-style names such as milk in marketing or on-pack, with the exceptions of coconut milk and almond milk. However, the term ‘plant-based milk’ was used in the consumer survey for this Report to refer to plant-based milk alternatives, as likely to be best understood by respondents.
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