GB Liquid Milk Market

Published 9 April 14

GB Liquid Milk Expenditure and Volume Sales

Overview of consumer liquid milk market

Comparing the 52 weeks ending 03 Mar 2013 and the 52 weeks ending 02 Mar 2014:

  • Total market value continues to show growth, driven by both volume growth and higher average prices.  The volume growth has been driven by a combination of more households purchasing milk and buying more per visit.  In comparison to a year earlier, average prices for milk have increased by 1.3%.
  • The market share of pasteurised milk has increased to 86.5% in volume terms over the year, up from 85.2%. By value, its market share has also risen, from 81.8% to 82.4%.
  • Filtered milk, which has the next largest market share, has seen volumes fall by 10.7%, to 293 million litres, down from 328 million litres in the previous year. This meant its market share by volumes fell by 0.7%, to 5.6%. Despite higher average prices, its market share by value has also been affected, and is down by 0.6%.
  • UHT milk, which accounts for around 5-6% of the market, has also seen volumes and value decrease over the year.  Volumes were down by 8.7%, however the effect on value has been more limited due to higher average prices, with expenditure down 2.5%.
  • Other types of milk, which includes non-dairy products such as almond milk, have a relatively small market share (0.9% by volume). However this type of liquid milk has had a relatively strong increase in both value and volume compared to the previous year. Volumes are up by 34.9%, while value is up by 38.6%. Increasing numbers of households purchasing these types of milk, and doing so more frequently, has contributed to this growth.

 Total milk sales by volume

 

  Volume (million litres)  
  52 w/e 03 Mar 13 52 w/e 02 Mar 14 YOY % diff
TOTAL MARKET 5,192.3 5,274.9 1.6%
Filtered 328.2 293.0 -10.7%
Pasteurised* 4,423.5 4,561.2 3.1%
Soya 83.6 82.3 -1.6%
Sterilised* 13.3 10.1 -23.8%
U.H.T. 310.1 283.0 -8.7%
Other Types* 33.6 45.3 34.9%

 

  Expenditure (£ million)  
  52 w/e 03 Mar 13 52 w/e 02 Mar 14 YOY % diff
TOTAL MARKET 3,192.5 3,285.9 2.9%
Filtered 251.4 239.2 -4.9%
Pasteurised* 2,612.5 2,708.1 3.7%
Soya 77.5 75.7 -2.3%
Sterilised* 10.1 8.6 -14.9%
U.H.T. 194.2 189.4 -2.5%
Other Types* 46.8 64.9 38.6%

*excludes Soya

YOY change liquid mlk

Source: Kantar Worldpanel

  • Average prices for all milk increased by 1.3% over the 52 weeks ending 02 March 2014 which will have been impacted by a reduction in the volumes sold on promotion.  The average price for sterilised milk, which has the smallest market share, saw the largest percentage increase over the year, rising by 11.8% (0.9ppl) to 0.85ppl.  Soya milk is the only liquid milk type to have seen a decrease in average price over the year.
  Average price (£/litre)  
  52 w/e 03 Mar 13 52 w/e 02 Mar 14 YOY % diff
TOTAL MARKET 0.61 0.62 1.3%
Filtered 0.77 0.82 6.6%
Pasteurised 0.59 0.59 0.5%
Soya 0.93 0.92 -0.8%
Sterilised 0.76 0.85 11.8%
U.H.T. 0.63 0.67 6.9%
Other Types 1.39 1.43 2.8%

 Organic and Channel Islands

  Volume (million litres)  
  52 w/e 03 Mar 13 52 w/e 02 Mar 14 YOY % diff
Organic* 133.1 142.5 7.0%
Jersey & Guernsey 7.7 8.3 7.7%

 

  Expenditure (£ million)  
  52 w/e 03 Mar 13 52 w/e 02 Mar 14 YOY % diff
Organic* 111.3 121.9 9.5%
Jersey & Guernsey 7.7 8.5 10.6%

*excludes Soya

Source: Kantar Worldpanel

Doorstep Vs Retail

Doorstep sales accounted for 3.4% of the total volume of milk sold for household consumption in the 52 weeks ending 02 March 2014, equivalent to 181m litres and down by 12.4% when compared with the previous year.

  Volume (million litres)  
  52 w/e 03 Mar 13 52 w/e 02 Mar 14 YOY % diff*
TOTAL MARKET 5,192.3 5,274.9 1.6%
Retail 4,985.4 5,093.6 2.2%
Doorstep 206.9 181.3 -12.4%

 

  Expenditure (£ million)  
  52 w/e 03 Mar 13 52 w/e 02 Mar 14 YOY % diff*
TOTAL MARKET 3,192.5 3,285.9 2.9%
Retail 2,949.3 3,051.7 3.5%
Doorstep 243.3 234.2 -3.7%

*Please note: the data only includes retail sales for in-home consumption and doorstep sales. Percentages may differ due to rounding of reported values. Doorstep milk expenditure reworked in June 12 and applied to historical data

Source: Kantar Worldpanel