凯度-英国首选奶制品品牌排行榜（英文）-2020.8-26页_6mb

Summary of the Brand Footprint Report on Dairy Brands

Core Content

The document presents an analysis of the most chosen dairy brands in the UK based on the Consumer Reach Points (CRP) metric, which combines penetration and frequency of purchase with the number of households. It highlights key trends, innovations, and market dynamics influencing the dairy sector, particularly in the context of COVID-19 and the growing emphasis on sustainability and health.

Main Trends and Opportunities

1. Dairy Market Overview

• 94% of households purchase dairy products on average weekly.
• The market is co-dependent on other food and drink categories (e.g., hot drinks, cereals).
• Snacking is a growing trend, with 125 million more snacks consumed in the last year and £162 million more spent.

2. Impact of COVID-19

• The pandemic has caused significant behavioural and economic shifts.
• Milk delivery saw a 7% increase in shoppers, with 99% of packaging being glass, reducing plastic waste.
• Milk & More had to implement a queuing system due to high demand, indicating a potential shift in consumer preferences.

3. Growth Drivers

• Discounters are a major growth driver, with brands expanding distribution in these channels.
• Plant-based alternatives are gaining traction, with Alpro (ranked #3) leading in this category and launching barista milk.
• Innovation is key to growth, with brands like Yoplait, Cravendale, and Oykos introducing new formats and products.

4. Top 20 Dairy Brands (2019)

5. Key Innovations and Growth Strategies

• Mini Babybel saw 20% growth, driven by penetration and frequency increases. Launched Mini Rolls for older children and Mini Babybel Lighter for health-focused consumers.
• Arla expanded into the children’s market with Kids Explorer Yoghurts and grew by 13% in CRPs.
• Oykos (ranked #29) experienced 28% growth in CRPs with the launch of Oykos Signatures, targeting dessert occasions.
• Cravendale tapped into the holiday occasion with new product launches.
• Strings & Things (formerly Cheestrings) rebranded and expanded with Yollies, a snackable yogurt format.
• Wall's Magnum launched a vegan version and a white chocolate and cookie flavor range, boosting its appeal.

6. Sustainability and Environmental Impact

• Sustainability is a growing concern, with only 20% of consumers believing they are responsible for reducing plastic use.
• Milk delivery is on the rise, with glass packaging reducing plastic waste.
• Unilever's #GetPlasticWise initiative saw Solero launch wrapper-less packaging, reducing plastic by 35%.
• Cathedral City aims to make all packaging recyclable by 2022.

7. Health Trends

• One third of food and drink is now consumed with health in mind.
• Efforts are being made to reduce sugar in dairy products, especially for children.
• High protein content in dairy is seen as a positive attribute, but saturated fats may become the next regulatory focus.
• Yeo Valley launched Kefir to capitalize on gut health and provenance trends.

8. Disruptors and Future Outlook

• Plant-based alternatives and snacking are significant disruptors.
• Dairy alternatives are expanding their product lines and availability.
• The long-term outlook is uncertain due to ongoing economic and behavioural changes caused by the pandemic.

Conclusion

The dairy market is evolving rapidly, driven by sustainability, health, innovation, and distribution expansion. Brands that adapt to these trends, such as Alpro, Mini Babybel, and Arla, are seeing significant growth. The report emphasizes the importance of understanding consumer behavior and leveraging new moments of consumption to remain competitive. As the market continues to shift, the ability to innovate and respond to changing needs will be crucial for success.