The mere mention of UHT milk used to conjure up less-than-favourable images. It was the carton that accompanied a sachet of instant coffee in a budget hotel room. Or the emergency supply lingering at the back of the cupboard for months, just in case no fresh milk was available.
Those perceptions are fast changing. The UK is showing signs of valuing UHT milk the same way as is done on the continent, where it is often the standard milk option. In Spain, for example, UHT accounts for over 95% of milk sales.
Now homegrown consumers are waking up to the host of benefits on offer – from convenience to sustainability – and realising that it doesn’t have to mean a compromise on taste.
Although 19% of consumers in our latest The Plant-Based Glass Ceiling report said they preferred fresh milk to UHT, that leaves a large proportion who are happy with a longer-life option.
The plant-based shift
The plant-based market is leading this shift in mindset. UHT has become a clear sales driver in the category, enjoying value growth of 1.1% [NIQ] – and offsetting the flat performance of fresh. We’re seeing this trend play out in the Rude Health portfolio. Fresh still plays a role for lighter users, but UHT is creating habitual, loyal consumption.
That’s because plant-based UHT drinks aren’t presented as a second-rate option. They’re high-quality drinks with innovative flavours and clear, simple ingredient lists. They offer all the taste of a fresh milk, just without the short expiry date.
Plus, they have plenty of added advantages. The obvious is convenience: long-life UHT drinks can be a godsend for busy households and big families, where fresh milk supply is constantly under pressure.
UHT milks are also proving a secret weapon for savvy meal planners. A number of on-trend recipes – like overnight oats – recommend using plant-based or dairy UHT drinks as an ingredient. It’s something that can be kept in the store cupboard as an essential, in much the same way as canned tomatoes and beans.
There’s a quiet thrill in being the kind of person who never runs out of milk. We think of it as cupboard confidence: the satisfaction of knowing your morning coffee is safe, whatever life (or your flatmates) throw at you.
Finally, there are the sustainability benefits. Milk is the third most wasted food and drink item in homes, after potatoes and bread. Around 490 million pints or 360,000 tonnes of milk are thrown away in the UK every year. Much of this waste comes down to fresh milk going off before it’s been used. UHT milk presents an obvious solution to this problem.
It’s encouraging to see more people in the UK discovering the value of UHT. No longer a poor man’s fresh milk, it’s fast becoming a hero of the store cupboard.
Niko Vuorenmaa is CEO at Oddlygood Group
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