GB Liquid Milk Market

Published 13 February 15

GB Liquid Milk Expenditure and Volume Sales

Comparing the 52 w/e 4 Jan 2015 and the 52 w/e 5 Jan 2014:

  • The volume of milk sold in GB increased by 2.8% over the year. While some of this growth is linked to natural population growth, shoppers are also buying milk more often, a trend which has been observed since March 2014.
  • The total value of the GB milk market stood at £3.2 billion in the 52 w/e 5 Jan 2015. However, continued price cuts have caused this figure to decline by 2.1% year-on-year, or £67.7 million.
  • Average prices for all milk decreased by 4.7% year-on-year, influenced by the 5.8% reduction in the average price of pasteurised milk, which accounts for 83% of the market by value. The average price of filtered milk rose by 1.4% year-on-year. The proportion of households purchasing filtered milk fell to 19.6% in the 52 w/e 4 Jan 2015, down from 22.7% a year earlier.
  • The Hard Discounters increased market share over the past year, while the Top 5 made a slight gain. This comes at the expense of the middle market, which includes doorstep deliveries.

52 weeks ending 4 January 2015

 

Volume (000 Litres)

YOY diff

Spend (£000s)

YOY diff

Average price (£/Litre)

YOY diff

Total milk market

5,419,972

2.8%

3,213,146

-2.1%

0.59

-4.7%

Pasteurised*

4,738,822

4.2%

2,651,214

-1.8%

0.56

-5.8%

Filtered

269,715

-11.3%

220,493

-10.0%

0.82

1.4%

UHT

266,675

-7.2%

176,415

-8.0%

0.66

-0.9%

Soya

78,773

-4.5%

74,638

-1.0%

0.95

3.7%

Sterilised

8,780

-15.8%

7,893

-8.5%

0.90

8.7%

Other milk types

57,208

34.0%

82,493

35.0%

1.44

0.8%

Source: Kantar Worldpanel

YOY change liquid mlk 

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

Market share by value (%)

52 w/e

06-Jan-13

05-Jan-14

04-Jan-15

Top 5 Multiples

69.5

70.1

70.2

Total Hard Discounters

5.3

5.9

6.9

Total Independents &   Symbols

5.1

4.5

4.1

Total Bargain Stores

0.5

0.6

0.4

Milkman

7.7

7.2

7.0

Other retailers

11.9

11.8

11.4

Source: Kantar Worldpanel

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