The global market for drinking milk continued to grow in 2015, rising by 2.4% to reach volume of 251 billion litres, according to a new report from food and drinks industry consultancy Zenith International.
White milk remains by far the most commonly consumed type, capturing 93% of total volume, with flavoured milk accounting for the remaining 7%. Both segments are forecast to strengthen in the years to 2020, with annual growth of 2% and 7% respectively, Zenith said.
The majority of consumption takes place in the Asia-Pacific region, with volume in excess of 130 billion litres making up 52% of the global market. This is followed by Western Europe, North America and Latin America, with a combined share of 35%. North America was the only region in which sales did not increase in 2015.
The growth is underlined by widespread innovation, particularly in vitamin-enriched drinks, confectionery-inspired flavours and beverages with either premium positioning, weight loss claims or a specific gender focus.
“Milk is inherently functional and offers a natural combination of minerals and vitamins,” said Zenith market intelligence director Esther Renfrew. “The industry has embraced innovation in order to invigorate the category as competition intensifies with other beverage sectors.”
The 2016 Zenith Report on Milk Innovation also identifies nine key trends and themes driving new product development initiatives since 2014: added protein, child-oriented, vitamin- and mineral-enriched, gender focus, indulgence, lactose-free, low-fat, sports nutrition and weight management.
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