This article is part of our digital feature on dairy.
Nutritionally-enhanced milks are starting to gain traction, with the likes of Arla tapping into the trend with Big Milk added-value milk for toddlers. So, just how much potential do these seemingly niche products have?
A lot, according to an exclusive poll commissioned by The Grocer, which found that 44% of the 2,035 polled by Harris Interactive would be interested in buying such products for themselves and their families. And, two thirds would be willing to pay more than they do for standard milk.
“Positively, we see 37% of people are happy to put a 5% premium on the price of milk to pay for these extra nutritional benefits which indicates they place a value on an enhanced milk proposition,” says Lucia Juliano, head of fmcg & retail research at Harris Interactive. “In the current situation where milk prices are being constantly squeezed it is refreshing to hear consumers say they are willing to pay more for an improved product,” she adds.
With only one quarter of people refusing outright to consider buying enhanced milk, there’s a lot of potential for growth. But, Juliano notes: “Brands and manufacturers looking to enter this part of the market have a few consumer challenges to overcome, namely making the enhancement process as natural as possible, continuing to support British farmers and communicating the positive benefits of enhanced milk.”
Enhanced yoghurts are also in demand with 9% of those polled saying high protein content would make them eat more, and a further 24% saying less sugar would encourage them to consume yoghurt more frequently. However, price was the ultimate sticking point with 38% of consumers willing to buy more yoghurt if they were cheaper.
| Thinking about enhanced milks, how interested are you in buying these for you and your family? | Total | Male | Female | 16-24 | 25-34 | 35-44 | 45-54 | 55+ |
|---|---|---|---|---|---|---|---|---|
| INTERESTED (NET) | 44% | 47% | 41% | 62% | 62% | 47% | 43% | 28% |
| Definitely interested | 15% | 16% | 14% | 24% | 25% | 17% | 13% | 7% |
| Potentially interested | 29% | 31% | 26% | 38% | 36% | 30% | 30% | 21% |
| Neither nor | 24% | 23% | 25% | 23% | 21% | 27% | 28% | 23% |
| NOT INTERESTED (NET) | 32% | 29% | 34% | 15% | 17% | 26% | 29% | 49% |
| Probably not interested | 14% | 11% | 17% | 8% | 12% | 12% | 12% | 19% |
| Definitely not interested | 18% | 18% | 17% | 7% | 5% | 14% | 17% | 29% |
| And how much extra would you be prepared to pay for such milks? | Total | Male | Female | 16-24 | 25-34 | 35-44 | 45-54 | 55+ |
|---|---|---|---|---|---|---|---|---|
| No more than standard milk | 22% | 18% | 27% | 17% | 19% | 27% | 17% | 29% |
| 5% more than standard milk | 37% | 33% | 42% | 36% | 31% | 34% | 40% | 45% |
| 10% more | 25% | 31% | 20% | 34% | 26% | 23% | 28% | 18% |
| 15% more | 6% | 8% | 3% | 6% | 6% | 7% | 6% | 5% |
| 20% more | 5% | 7% | 3% | 4% | 10% | 6% | 4% | 2% |
| 25% more | 2% | 2% | 2% | 2% | 3% | 3% | 4% | 0 |
| 50% more | 1% | 1% | 2% | 2% | 4% | 1% | 1% | - |
| Twice as much as conventional milk | 1% | 0 | 1% | 0 | 2% | 0 | - | 0 |
| What might encourage you to buy enhanced milks? | Total | Male | Female | 16-24 | 25-34 | 35-44 | 45-54 | 55+ |
|---|---|---|---|---|---|---|---|---|
| If they cost the same as standard milk | 37% | 36% | 37% | 42% | 40% | 38% | 36% | 33% |
| Good deals / cheap prices | 36% | 37% | 34% | 47% | 46% | 40% | 34% | 25% |
| If I knew they were naturally enhanced / the milk had not been ‘messed’ with | 34% | 30% | 37% | 37% | 32% | 31% | 40% | 32% |
| If I knew UK farmers were benefiting from them / if it supports British dairy farming | 34% | 31% | 36% | 41% | 33% | 27% | 34% | 34% |
| If they were good for myself or another (adult) member of the family | 32% | 31% | 33% | 47% | 32% | 32% | 30% | 28% |
| If I could be confident of the science behind them / if they definitely worked | 30% | 29% | 32% | 40% | 31% | 24% | 35% | 28% |
| If they were good for my children | 16% | 16% | 15% | 22% | 25% | 26% | 16% | 3% |
| Nothing would encourage me to buy enhanced milks | 25% | 23% | 26% | 9% | 11% | 23% | 27% | 36% |
| How often do you and your family eat yoghurt? | Total | Male | Female | 16-24 | 25-34 | 35-44 | 45-54 | 55+ |
|---|---|---|---|---|---|---|---|---|
| Every day | 21% | 21% | 21% | 24% | 27% | 20% | 15% | 20% |
| Most days | 34% | 32% | 36% | 34% | 36% | 37% | 38% | 30% |
| Once or twice a week | 21% | 22% | 20% | 23% | 21% | 23% | 23% | 19% |
| Less than one a week | 4% | 5% | 4% | 4% | 4% | 5% | 5% | 4% |
| A couple of times a month | 5% | 5% | 5% | 9% | 3% | 5% | 5% | 5% |
| Less often | 7% | 8% | 7% | 4% | 5% | 5% | 9% | 11% |
| Never | 7% | 8% | 6% | 2% | 4% | 6% | 5% | 11% |
| What would make you eat yoghurt more frequently? | Total | Male | Female | 16-24 | 25-34 | 35-44 | 45-54 | 55+ |
|---|---|---|---|---|---|---|---|---|
| Cheaper prices | 38% | 40% | 36% | 50% | 46% | 41% | 40% | 27% |
| Better deals / promotions | 32% | 30% | 34% | 38% | 38% | 37% | 39% | 21% |
| Better variety / more flavours | 26% | 25% | 27% | 36% | 35% | 28% | 28% | 16% |
| If they contained less sugar | 24% | 19% | 28% | 24% | 25% | 22% | 24% | 24% |
| If they contained less fat | 19% | 17% | 22% | 23% | 23% | 22% | 19% | 15% |
| If they were healthier | 19% | 16% | 21% | 28% | 28% | 19% | 18% | 11% |
| If they were more filling | 17% | 18% | 17% | 25% | 28% | 21% | 16% | 9% |
| More British yoghurts / not so many imports | 12% | 13% | 12% | 16% | 14% | 11% | 12% | 12% |
| If they contained more protein | 9% | 10% | 9% | 16% | 15% | 10% | 6% | 6% |
| More / better dairy-free yoghurts | 7% | 7% | 8% | 15% | 12% | 5% | 7% | 4% |
| If my kids liked them / better options for my kids | 6% | 7% | 6% | 7% | 12% | 10% | 6% | 2% |
| Other reason | 4% | 3% | 4% | 3% | 2% | 2% | 4% | 6% |
| Nothing would make me eat yoghurt more frequently | 23% | 25% | 22% | 11% | 12% | 20% | 20% | 37% |
| Which of the following statements do you agree with? | Total | Male | Female | 16-24 | 25-34 | 35-44 | 45-54 | 55+ |
|---|---|---|---|---|---|---|---|---|
| Yoghurts are a good, healthy choice for my whole family | 59% | 57% | 60% | 54% | 57% | 62% | 63% | 57% |
| Yoghurts are a good choice for active people interested in high-protein foods | 29% | 34% | 25% | 33% | 32% | 28% | 31% | 28% |
| Yoghurts are marketed to look good for you - but they’re not actually very healthy | 19% | 18% | 20% | 24% | 23% | 19% | 19% | 16% |
| It’s always a bit disappointing to have yoghurt after dinner instead of a proper dessert | 18% | 17% | 19% | 21% | 23% | 17% | 15% | 16% |
| Yoghurts are a good food for children but they’re not really for adults | 7% | 10% | 5% | 16% | 13% | 8% | 4% | 3% |
| Yoghurts are primarily for women on a diet | 6% | 6% | 7% | 8% | 12% | 5% | 5% | 4% |
| No grown man would voluntarily choose to eat yoghurt | 5% | 6% | 5% | 8% | 8% | 4% | 5% | 4% |
| None of these | 12% | 12% | 12% | 8% | 9% | 12% | 9% | 16% |
| Thinking now about butter and spreads (such as margarine), which one of the following best describes you? | Total | Male | Female | 16-24 | 25-34 | 35-44 | 45-54 | 55+ |
|---|---|---|---|---|---|---|---|---|
| I have always bought butter and continue to do so | 36% | 37% | 36% | 47% | 35% | 40% | 34% | 33% |
| I am aware of reports about butter being okay to eat now but opinions on these things change all the time - I am sticking with spreads | 27% | 28% | 26% | 17% | 20% | 24% | 26% | 34% |
| I used to choose spreads over butter because I was worried about fat in my diet, but I have now gone back to butter | 18% | 16% | 19% | 15% | 20% | 17% | 20% | 17% |
| I used to buy butter but have recently started buying spreads to be healthier | 13% | 12% | 13% | 13% | 18% | 14% | 12% | 10% |
| I don’t tend to buy either | 7% | 8% | 6% | 8% | 7% | 7% | 7% | 6% |
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