Filtered milk is experiencing a surge in popularity as shoppers wise up to its potential for cutting waste.
Sales of filtered milk have shot up 16.1% by volume to 327.1 million litres [Kantar/DairyCo 52w/e 19 April 09], an increase of 45.4 million litres.
Despite the extra cost, filtered milk had enjoyed strong support from consumers in the recession, said Sam Dolan, brand manager for Cravendale.
"I think people are more conscious about wasting the things that they buy and filtered milk lasts longer," she said.
Consumers were also picking up more on the benefits that the sub-category offered, said Neil Franklin, Tesco category manager, dairy.
"Filtered is growing due to the fact there is a clear benefit on freshness for customers. That benefit has been understood more widely, hence the sales growth."
Sales of filtered milk have shot up 16.1% by volume to 327.1 million litres [Kantar/DairyCo 52w/e 19 April 09], an increase of 45.4 million litres.
Despite the extra cost, filtered milk had enjoyed strong support from consumers in the recession, said Sam Dolan, brand manager for Cravendale.
"I think people are more conscious about wasting the things that they buy and filtered milk lasts longer," she said.
Consumers were also picking up more on the benefits that the sub-category offered, said Neil Franklin, Tesco category manager, dairy.
"Filtered is growing due to the fact there is a clear benefit on freshness for customers. That benefit has been understood more widely, hence the sales growth."
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