GB Liquid Milk Market

Published 14 May 15

GB Liquid Milk Expenditure and Volume Sales

Comparing the 52 w/e 29 March 2015 and the 52 w/e 30 March 2014:

  • In the year to 29 March 2015 GB consumers bought milk more frequently and each buyer purchased an increased volume per shopping-trip. These market conditions drove an overall volume increase of 3.5%.
  • Despite the sales volume increase there has been a 3.1% year-on-year decline in the value of the market. In response to the competitive threat of the hard discounters, milk is among other staples (bread, potatoes) that are being heavily discounted in the big 5 supermarkets.
  • There has been a 6.4% fall in the average price of milk in the last 12 months. The price of pasteurised milk dropped by 7.6%, which may have been an important factor in the sales volume increase of 4.7% for this milk type. The pasteurised category now accounts for 87.5% of all milk sales.
  • The proportion of the milk market held by the big 5 supermarkets and hard discounters grew again year-on-year to 29 March, these retailers have sustained milk prices at low levels. This has meant a further squeeze for other milk vendors, all of which have lost market share.

52 weeks ending 29 March 2015

 

Volume (000 Litres)

YOY diff

Spend (£000s)

YOY diff

Average price (£/Litre)

YOY diff

Total milk market

5,474,235

3.5%

3,181,359

-3.1%

0.58

-6.4%

Pasteurised*

4,790,139

4.7%

2,617,854

-3.2%

0.55

-7.6%

Filtered

271,068

-7.2%

218,798

-8.3%

0.81

-1.2%

UHT

263,548

-6.4%

173,311

-7.9%

0.66

-1.6%

Soya

77,901

-5.2%

74,259

-2.1%

0.95

3.3%

Sterilised

8,550

-14%

7,767

-9.7%

0.91

5.1%

Other milk types

63,029

36.7%

89,371

34.8%

1.42

-1.4%

Source: Kantar Worldpanel

 

*Kantar Worldpanel classify all non bar-coded products such as doorstep milk as pasteurised.

 

29 March Liquid Milk

 

Market share by value (%)

52 w/e

31-March-13

30-March-14

29-March-15

Top 5 Multiples

69.6

70.1

70.1

Total Hard Discounters

5.4

6.2

7.0

Total Independents &   Symbols

5.0

4.4

4.2

Total Bargain Stores

0.6

0.5

0.4

Milkman

7.6

7.1

7.0

Other retailers

11.8

11.8

11.3

Source: Kantar Worldpanel

For more information on other milk sales (such as Organic and Doorstep Deliveries), please see the documents in ‘Related publications’.