Archive: Dairy Crest launch new plan for dairy growth

Published 15 October 14

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Dairy Crest has launched a new growth plan which it hopes will grow the value of dairy product sales in the UK by £821m over three years. The ‘Dairy for Life’ plan is focused on increasing consumption of dairy products through changing consumer behaviour, rather than concentrating on the company’s individual brands.

As part of the plan, Dairy Crest has identified five ‘dairy drivers’, or areas where there is potential to influence consumer purchase patterns. Most of the growth (£377m) is set to come from its ‘Care for me and my family’ driver, which aims to encourage consumers to adopt dairy as part of a balanced lifestyle. The remaining drivers focus on versatility, snacking, new tastes and textures, as well as the use of dairy as an ingredient. Dairy Crest is reported to have made considerable investment in the project, which has been undertaken with Kantar Retail.

While emerging economies provide growth opportunities for commodity dairy products, developed countries such as those in the EU already experience a high level of per capita dairy consumption. These mature markets therefore require different strategies to deliver growth, something also mentioned in a recent report from Tetra Pak.