GB Liquid Milk Market

Published 22 July 15

GB Liquid Milk Expenditure and Volume Sales

Comparing the 52 w/e 21 June 2015 and the 52 w/e 22 June 2014:

  • Total milk market volume grew by 3.3% in the year to 21 June 2015, the sales increase for pasteurised milk, which apart from ‘other milk types’ was the only product to increase volume, was the most influential factor.
  • A decline of 3% in the value of the milk market reflects the fall in price for total milk, which is 6.1% lower than it was in 2014.
  • The volume growth is mainly due to an increase in the amount bought per household, which in turn was driven by an increase in purchase frequency. Indeed, each household bought 2.3% more milk in the last 12 months, and shopped the category 1.9% more often.

  • Hard discounters increased sales ahead of the market again. The competitive pricing strategies employed by the top 5 multiples have not brought the average price of milk below that of discount stores. Sales have also declined for doorstep deliveries, independent/symbol stores and all others in the year to 21 June.

52 weeks ending 21 June 2015

 

Volume (000 Litres)

YOY diff

Spend (£000s)

YOY diff

Average price (£/Litre)

YOY diff

Total milk market

5,499,074

3.3%

3,166,848

-3.0%

0.58

-6.1%

Pasteurised*

4,808,894

4.0%

2,597,559

-3.6%

0.54

-7.3%

Filtered

274,563

-2.9%

217,274

-6.5%

0.79

-3.6%

UHT

259,474

-6.2%

171,802

-7.1%

0.66

-0.9%

Soya

77,786

-4.2%

74,318

-1.7%

0.96

2.6%

Sterilised

8,294

-13.3%

7,737

-10.2%

0.93

3.6%

Other types

70,063

44.3%

98,157

39.3%

1.40

-3.4%

Source: Kantar Worldpanel

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

  Milk Change June 2015

 

Market share by value (%)

52 w/e

23-June-13

22-June-14

21-June-15

Top 5 Multiples

69.8

70.1

70.2

Total Hard Discounters

5.6

6.4

7.1

Total Independents &   Symbols

4.8

4.3

4.1

Total Bargain Stores

0.6

0.5

0.4

Milkman

7.4

7.1

7.0

Other retailers

11.8

11.7

11.2

Source: Kantar Worldpanel

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