White milk grows surprisingly fast in some regions
- We find the most significant growth of white milk in China (+4.9%) and Asia Pacific (4.9%). But more regions expect solid growth rates, such as Africa (3.1%) and the Middle East (2.9%)*.
- The global forecasted growth for white milk over the next three years is 2.5%*.
- The market for white milk has reached a high level of maturity in Europe and North America, showing stable consumption rates. But in these regions, there are plenty of growth opportunities within categories such as flavoured milk*.
* Tetra Pak Compass, 2021, CAGR 2021-2024
Good to know about UHT milk
Since UHT milk naturally gets a rich, caramelised taste, it’s the perfect choice for flavoured milk.
Flavoured milk – growing and diversifying
- Exploring different flavours is key to appealing to children and adults alike. Looking at adult consumers, flavours such as coffee, milk blended with plant-based ingredients, or mint could attract more consumers to the world of flavoured milk.
- Flavours inspired by desserts not only broaden the flavour palette for milk, but also have the potential to expand milk to new consumption occasions, such as liquid desserts for indulging at home or on the go.
- Consumers want to experience new flavours, and there are ongoing attempts to innovate new ones, which often fall into the categories of nuts, fruits, and dessert inspired flavours.
- Flavoured milk is expected to grow in almost all of the world’s regions, including Western Europe (+2.7%), North America (1.6%), Latin America (+3.6%), and Middle East (+3.8%)*.
* Tetra Pak Compass, 2021, CAGR 2021-2024
Maximise the potential of milk with different textures
- Exploring textures is a great way to differentiate flavoured and white milk to meet consumer demand for new experiences. The full textural spectrum brings exciting opportunities for textural innovation, ranging from icy to liquid and thicker versions.
- Thicker textures in flavoured milk allow consumers to experience new sensations and take indulgence to the next level. Such textures could also improve milk’s positioning as an afternoon snack or meal substitute since providing satiety.
- On the other hand, textures have the potential to continue expanding white milk products used for at-home experiences. For example, a foamy and creamy texture helps recreate a genuine barista feeling or can add something extra to the morning smoothie.
Stay on top of emerging health trends
- As consumers look for natural foods with functional health benefits, there are many opportunities to leverage milk’s nutrient contents. Why not use it to position milk as a natural fitness drink to get energised, recover, or support muscle and joint health?
- Another growing priority among consumers is consuming food that supports the immune system, which is an area where milk has a good reputation. But still, the opportunity to position milk for immunity purposes remains underexplored. Highlighting naturally present nutrients and potentially adding extra ingredients are two strategies that can help explore this potential.
- Lactose intolerance can stand in the way of enjoying milk, leading to digestive problems. So, removing the lactose from milk is a must to reach that group of consumers. But milk that supports digestion, for example by including dietary fibres, can also be relevant for consumers looking for health benefits other than those traditionally associated with milk.
Good to know about UHT lactose free milk
UHT lactose free milk is easier to produce than lactose free pasteurized milk.
The importance of making milk a more sustainable choice
- Concerns over the dairy industry’s negative environmental impact are growing, especially among younger consumers: 26% of consumers in Brazil and 36% in France aged 18-24 express concern. Other developments highlighting environmental issues are media scrutiny and governmental regulations. So if positive environmental associations previously were a nice-to-have, it is now becoming a must-have to stay relevant in an evolving milk industry.
- Today, we see plenty of exciting innovations that move towards carbon neutrality, reduce methane emissions, and implement regenerative farming practices. By pursuing and communicating such initiatives on the package, you position your milk to appeal to the growing share of environmentally conscious consumers.
- Consumers consider packaging a lot when looking to make consumption choices with reduced environmental impact. 84% say that environmentally sound packaging, including renewable and recyclable materials, would make them more likely to consider a brand.
Good to know about long shelf life
The long shelf life of UHT milk means less transportation and reduced product waste.
A business potential that shows no signs of dwindling
- Milk is quite popular, to say the least – when all product categories are taken together, including white and flavoured milk, it currently makes up 12% of global liquid consumption, amounting to 262 billion litres*.
* Tetra Pak Compass, 2021, CAGR 2021-2024
The integrated edge.
Evolving milk together.
Want to dive deeper?
There is more to learn about what drives the evolving milk industry. In our trend report, you’ll get a closer look at the consumer preferences and behaviours behind these emerging, exciting opportunities.
