GB Liquid Milk Market

Published 28 May 14

GB Liquid Milk Expenditure and Volume Sales

Overview of consumer liquid milk market

Comparing the 52 weeks ending 28 Apr 2013 and the 52 weeks ending 27 Apr 2014:

  • Total market value continues to show growth, driven by both volume growth and a slight increase in 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 0.4%.
  • The market share of pasteurised milk has increased to 86.6% in volume terms over the year, up from 85.4%. By value, its market share has also risen, from 81.9% to 82.4%.
  • Filtered milk, which has the next largest market share, has seen volumes fall by 11.0%, to 290 million litres, down from 326 million litres in the previous year. This meant its market share by volumes fell by 0.8 percentage points, to 5.5%. Despite higher average prices, its market share by value has also been affected, and is down by 0.7 percentage points.
  • UHT milk, which has a market share of 5.3% by volume and 5.7% by value, has also seen volumes and value decrease over the year. Volumes were down by 7.9%, however the effect on value has been more limited due to higher average prices, with expenditure down 2.8%.
  • 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 strong increase in both value and volume compared to the previous year. Volumes are up by 31.7%, while value is up by 35.7%. 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 28 Apr 13 52 w/e 27 Apr 14 YOY % diff
TOTAL MARKET 5,210.7 5,293.5 1.6%
Filtered 326.2 290.2 -11.0%
Pasteurised* 4,448.7 4,584.7 3.1%
Soya 83.1 81.8 -1.7%
Sterilised* 12.9 9.7 -24.6%
U.H.T. 304.4 280.5 -7.9%
Other Types* 35.4 46.7 31.7%

  *excludes Soya

  Expenditure (£   million)  
  52 w/e 28 Apr 13 52 w/e 27 Apr 14 YOY % diff
TOTAL MARKET 3,210.2 3,273.1 2.0%
Filtered 252.2 236.9 -6.1%
Pasteurised* 2,629.0 2,697.2 2.6%
Soya 76.6 75.7 -1.2%
Sterilised* 9.9 8.5 -13.8%
U.H.T. 193.2 187.7 -2.8%
Other Types* 49.5 67.2 35.7%

 

Source: Kantar Worldpanel

  • The average prices for the total liquid milk market were unchanged over the 52 weeks ending 27 April 2014.. The average price for sterilised milk, which has the smallest market share, saw the largest percentage increase over the year, rising by 14% (£0.11/litre) to £0.88/litre. No category saw an decrease in price, although average prices for pasteurised and soya milk were unchanged from the previous  year
  Average price   (£/litre)  
  52 w/e 28 Apr 13 52 w/e 27 Apr 14 YOY % diff
TOTAL MARKET 0.62 0.62 0%
Filtered 0.77 0.82 6%
Pasteurised* 0.59 0.59 0%
Soya 0.92 0.93 0%
Sterilised* 0.77 0.88 14%
U.H.T. 0.63 0.67 5%
Other Types* 1.40 1.44 3%

*excludes soya

 Organic and Channel Islands

  Volume (million   litres)  
  52 w/e 28 Apr 13 52 w/e 27 Apr 14 YOY % diff
Organic* 134.5 140.8 4.7%
Jersey & Guernsey 8.1 8.3 2.5%

 

  Expenditure (£   million)  
  52 w/e 28 Apr 13 52 w/e 27 Apr 14 YOY % diff
Organic* 112.4 121.4 7.9%
Jersey & Guernsey 8.2 8.5 3.9%

*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 27 April 2014, equivalent to 179m litres and down by 11.4% when compared with the previous year.

  Volume (million   litres)  
  52 w/e 28 Apr 13 52 w/e 27 Apr 14 YOY % diff
TOTAL MARKET 5,210.7 5,293.5 1.6%
Retail 5,008.5 5,114.3 2.1%
Doorstep 202.2 179.2 -11.4%

 

  Expenditure (£   million)  
  52 w/e 28 Apr 13 52 w/e 27 Apr 14 YOY % diff
TOTAL MARKET 3,210.2 3,273.1 2.0%
Retail 2,969.0 3,040.1 2.4%
Doorstep 241.3 233.0 -3.4%

 

*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