Archive: Pasteurised milk market share increases

Published 12 November 14

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Pasteurised milk has always dominated market share of the fresh retail milk market, but over the past year this share has increased further. The growth has come at the expense of filtered and UHT milk which have both lost market share. While year on year pasteurised volumes have increased, value has been on a downward trend since March as the retail milk ‘price war’ has driven average prices down 3.9% year-on-year, to £0.57/litre. As average prices for filtered milk increased over this period, the reduction in the price of pasteurised milk has increased the price differential. In the 52 week-period to 12 Oct 2014 filtered milk was 26ppl more expensive than pasteurised milk – up from 20ppl a year earlier.

Middle income households are the main purchasers of filtered milk, a group that remains price sensitive. It is likely that many of these consumers will feel the premium is now too large for filtered milk and making pasteurised milk a more attractive option.

GB market share by volume, 52 weeks ending

 

13-Oct-13

12-Oct-14

Difference

Filtered

6.1%

5.0%

-1.1

Pasteurised

85.8%

87.3%

+1.5

Soya

1.6%

1.5%

-0.1

Sterilised

0.2%

0.2%

n/c

U.H.T.

5.6%

5.0%

-0.6

Source: Kantar Worldpanel
n/c = no change