Do milky drinks hold the key to increased milk consumption?

Published 10 September 18

At-home consumption of milk is in an interesting situation: sales of milk are increasing, and yet the number of occasions in which milk is consumed in-home has gone down roughly 5% since 2015, according to Kantar Worldpanel in-home usage data.

British consumption of milk has traditionally come little and often in the form of cups of tea, which account for 48% of in-home milk consumption occasions. Coffees account for another 28% of occasions. However, both these categories are in long-term decline, with the number of tea occasions down 8% since 2015 and coffee occasions down 4%.

 milky drinks

One explanation for milk sales growing in the face of its key occasions declining is that consumers might be starting to use more milk per occasion. Although tea doesn’t have much scope for extra milk usage, there are a wide variety of milky coffee options to choose from, which consumers may be shifting towards at home. Additionally, other drinks that use milk are in growth, such as hot chocolate, protein shakes, not to mention milk as a drink in its own right.

Although the data suggests that milk portion size is increasing, it is difficult to gauge how much of the extra milk bought is simply being wasted.