Good to know about UHT milk
Since UHT milk naturally gets a rich, caramelised taste, it’s the perfect choice for flavoured milk.
Flavoured milk – growing and diversifying
- Exploring different flavours is key to appealing to children and adults alike. Looking at adult consumers, flavours such as coffee, milk blended with plant-based ingredients, or mint could attract more consumers to the world of flavoured milk.
- Flavours inspired by desserts not only broaden the flavour palette for milk, but also have the potential to expand milk to new consumption occasions, such as liquid desserts for indulging at home or on the go.
- Consumers want to experience new flavours, and there are ongoing attempts to innovate new ones, which often fall into the categories of nuts, fruits, and dessert-inspired flavours.
- Consumers are becoming more conscious of sugar, especially in flavoured milk. Nearly half of UK consumers tried a low-, no- or reduced-sugar product between February and April 2024, showing a clear shift toward healthier choices2.
Maximise the potential of milk with different textures
- Exploring textures is a great way to differentiate flavoured and white milk to meet consumer demand for new experiences. From icy to liquid or thicker, the full textural spectrum offers plenty of room for innovation.
- Thicker textures in flavoured milk allow consumers to experience new sensations and take indulgence to the next level. Such textures could also improve milk’s positioning as an afternoon snack or meal substitute since it offers a feeling of satiety.
- On the other hand, textures have the potential to continue expanding white milk products used for at-home experiences. For example, a foamy and creamy texture helps recreate a genuine barista feeling or can add something extra to the morning smoothie.
Stay on top of emerging health trends
- As consumers look for natural foods with functional health benefits, there are many opportunities to leverage milk’s nutrient contents. Why not use it to position milk as a natural fitness drink to get energised, recover, or support muscle and joint health?
- Protein, which has traditionally served a niche audience, is becoming mainstream. Newer consumers buying into the high protein segment is a strong trend in milk that is expected to grow. 30% of all new milk products launched worldwide in 2023 featured a claim around protein content. Asia-Pacific and European markets are two key contributors to this growing trend3.
- Another growing priority among consumers is consuming food that supports the immune system, which is an area where milk has a good reputation. But still, the opportunity to position milk for immunity purposes remains underexplored. Highlighting existing nutrients and potentially adding extra ingredients are two strategies that can help explore this potential.
- Lactose intolerance can stand in the way of enjoying milk, leading to digestive problems. So, removing the lactose from milk is a must to reach that group of consumers. But milk that supports digestion, for example by including dietary fibres, can also be relevant for consumers looking for health benefits other than those traditionally associated with milk.
Good to know about UHT lactose free milk
UHT lactose free milk is easier to produce than lactose free pasteurized milk.
The importance of making milk a more sustainable choice
- Today, we see plenty of exciting innovations that reduce methane emissions and implement regenerative farming practices. By pursuing and communicating such initiatives on the package, you position your milk to appeal to the growing share of environmentally conscious consumers.
- Sustainable farming is top of mind for consumers. In fact, 69% prefer products made with sustainable farming practices, and 41% are willing to pay double for them. Among all new milk products launched in 2023, 9% featured responsible farming claims – a share that’s likely to keep rising4.
- Sustainability also matters in packaging. It ranks as consumers’ third most important aspect for milk drinks, after product protection and safety. 30% of consumers see recyclability and reusability as key. Producers are taking note as recyclable was the leading claim for 60% of all new product launches5.
Good to know about long shelf life
The long shelf life of UHT milk means less transportation and reduced product waste.
1. Innova Market Insights
2. Kantar Profiles/Mintel, April 2024
3. Innova Database, Innova Category Survey 2024 (global average)
4. Innova Database, Innova Trends Survey 2023 (global average)
5. Innova Database, Innova Packaging Survey 2023