GB Liquid Milk Market

Published 12 November 14

GB Liquid Milk Expenditure and Volume Sales

Overview of consumer liquid milk market

Comparing the 52 weeks ending 13 Oct 2013 and the 52 weeks ending 12 Oct 2014:

  • While volume sales continue to climb, total market value has been affected by continued price competition among retailers. The average price of milk has fallen by 2.9% leaving total spend over the 52 weeks ending 12 Oct 2014 down £15.6m on the same period the previous year.
  • The market share of pasteurised milk has increased 1.5 percentage points to 87.3% in volume terms over the year. By value, its market share has also risen, from 82.0% to 82.6%.
  • The volume shares of filtered and UHT milk have both fallen to 5.0% from 6.1% and 5.6% respectively. Filtered milk volumes are down 15.9% and spend is down 12.1% - the equivalent of £30.4m.

 Total milk sales by volume

 

Volume (million litres)

 

 

52 w/e 13 Oct 13

52 w/e 12 Oct 14

YOY % diff

TOTAL MARKET

5,250.2

5,381.9

2.5%

Filtered

318.3

267.5

-15.9%

Pasteurised*

4,506.0

4,700.5

4.3%

Soya

82.9

79.6

-3.9%

Sterilised

11.3

9.4

-16.2%

U.H.T.

291.5

271.3

-6.9%

Other Types

40.2

53.4

32.9%

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

 

Expenditure (£ million)

 

 

52 w/e  13 Oct 13

52 w/e  12 Oct 14

YOY % diff

TOTAL MARKET

3,259.3

3,243.7

-0.5%

Filtered

252.3

221.9

-12.1%

Pasteurised*

2,672.6

2,680.6

0.3%

Soya

75.5

75.0

-0.6%

Sterilised

9.0

8.3

-6.9%

U.H.T.

192.8

180.5

-6.4%

Other Types

57.1

77.3

35.4%

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

YOY change liquid mlk

  • Average prices for all milk decreased by 2.9% over the 52 weeks ending 12 October 2014, influenced by the 3.9% reduction in the average price of pasteurised milk, which accounts for 82.6% of the market by value. The average price for sterilised milk, which has the smallest market share, continues to see the largest percentage increase over the year, rising by 11.0% (£0.08/litre) to £0.88/litre.
  Average price   (£/litre)  
  52 w/e 13 Oct 13 52 w/e 12 Oct 14 YOY % diff
TOTAL MARKET 0.62 0.60 -2.9%
Filtered 0.79 0.83 4.6%
Pasteurised* 0.59 0.57 -3.9%
Soya 0.91 0.94 3.5%
Sterilised 0.80 0.88 11.0%
U.H.T. 0.66 0.67 0.6%
Other Types 1.42 1.45 1.8%

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

 Organic and Channel Islands

 

 

Volume (million litres)

 

 

52 w/e  13 Oct 13

52 w/e  12 Oct 14

YOY % diff

Organic**

134.0

130.8

-2.4%

Jersey   & Guernsey

8.0

8.6

8.2%

 

 

Expenditure (£ million)

 

 

52 w/e  13 Oct 13

52 w/e  12 Oct 14

YOY % diff

Organic**

110.9

113.7

2.5%

Jersey  & Guernsey

8.2

8.9

8.4%

**excludes Soya (data will differ to previous updates, which included soya milk).

 

Doorstep Vs Retail

Doorstep sales accounted for 3.2% of the total volume of milk sold for household consumption in the 52 weeks ending 12 October 2014, equivalent to 172.7m litres but down by 8.5% when compared with the previous year.

 

Volume (million litres)

 

 

52 w/e  13 Oct 13

52 w/e  12 Oct 14

YOY % diff

TOTAL MARKET

5,250.2

5,381.9

2.5%

Retail

5,061.4

5,209.2

2.9%

Doorstep

188.7

172.7

-8.5%

 

 

Expenditure (£ million)

 

 

52 w/e  13 Oct 13

52 w/e  12 Oct 14

YOY % diff

TOTAL MARKET

3,259.3

3,243.7

-0.5%

Retail

3,021.6

3,016.6

-0.2%

Doorstep

237.8

227.1

-4.5%

All data reworked in May 14 and applied to historical data

Source: Kantar Worldpanel