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Use of dairy products among British up; convenience key: Canadean report
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Saturday, 01 November, 2014, 08 : 00 AM [IST]
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fiogf49gjkf0d Consumption of dairy products is increasing among British consumers, and kids’ development remains a key growth driver. In particular, there are opportunities to target busy parents with on-the-go dairy products such as milk or yoghurt, says a new report from Canadean.
UK consumers are increasing their demand for dairy products, and according to the report, the overall UK dairy market volume will grow at a CAGR (compounded annual growth rate) of 1.8% up to 2018. Butter, milk and yoghurt are the fastest rising categories.
Many parents in the UK follow the official guidance that kids up to the age of nine need calcium, potassium, fibre, and vitamins from cow's milk as part of their healthy development. As such, the average British child is consuming milk at least 10 times a week and more than three yoghurts a week.
According to Raquel Perez-Lopez, analyst at Canadean: “Both children and their parents are increasingly busy, with hectic schedules filled with extra-curricular activities and work. This means more convenient dairy products are needed to suit their busy lifestyles. Almost five per cent of dairy products consumed by kids and babies are selected because they are convenient. This might appear low, but equates to a £193 million market.”
Children are attracted to a product’s appearance, as well as how easy they are to consume. Meanwhile, parents’ focus is often on the products’ health aspects. Consequently, dairy companies need to provide bright, eye-catching designs that provide on-the-go convenience; while also highlighting the health benefits to appeal to parents.
Between 2013 and 2018 the demand for yoghurt drinks in the UK will grow 30% faster than the demand for standard set yoghurt. According to Perez-Lopez, the category is perfectly suited for children’s lunchboxes. Further opportunities also lie in the milk category: “Sugar-free flavoured milks in individual cartons also meet parents’ need to provide convenient health.”
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