What’s new in dairy drinks?
Flavoured milks continue to grow in popularity, and while breakfast and on-the-go are the most popular consumption occasions, the number of lunch occasions grew by 23% last year1, driven by consumers retaining hybrid working patterns.
As a result, take-home sales skyrocketed for Yazoo and our sharing packs have continued to gain category share.
Yazoo remains the UK’s No.1 traditional flavoured milk2, continuing to outgrow the flavoured milk category, even in terms of online sales – which has risen for the brand from £3.4m to £5.2m in the past year.
The entire dairy drinks category has been supported by the trend for premiumisation in flavoured milks.
So it has been a big year for our stellar chocolate drink Chocomel, which drove growth way above the category average to become the fastest-growing premium milk with scale over £1m3, and is now worth over £6m4.
What’s new from FrieslandCampina?
We saw huge success last year with limited-edition Jaffalicious Choc Orange Yazoo; it delivered upwards of £1.23m5 incremental sales to the category, so we’ve relaunched another previous best-seller with the return of Yazoo Choc Caramel.
Like many brands, Covid restrictions scuppered our marketing plans for the year, so we’re very excited about Yazoo Kids’ partnership with Universal Pictures for ‘Minions: The Rise of Gru’, as well as to be picking up our ongoing on-pack promotion with Merlin, offering tickets to the UK’s leading theme parks.
The restrictions also prevented us from hitting the road and speaking to retailers about our chilled coffee brand Barista, so we have a big field sales drive across the UK to increase awareness and listings. The focus will be on the convenience channel, within which Barista is now a £1.2m brand6, and actually outsells the UKs No.1 coffee chain’s RTD coffee in traditional convenience7.
What’s next for dairy drinks?
Sustainability continues to be a big focus and we’ve made great strides in the past year.
All bottles of Yazoo are now 100% rPET across the core range, and we are also working to introduce tethered caps in order to reduce littering.
Sources
1 Kantar, 2022
2 IRI EPOS Data 52 w/e 03.12.21
3 IRI Infoscan, Total Market, Non-Coffee & Non-protein Flavoured Milks with PPL>£3, 52 w/e 01.01.22, Value % Growth vs YA
4 IRI Infoscan, Total Market, Value Sales, 52 w/e 01.01. 22
5 IRI EPOS Data 52 w/e 01.01.22
6 IRI Infoscan, Total Market, Value Sales, Flavoured Milk, 52 w/e 01.01.22
7 IRI Marketplace, Symbols and Independent Grocers, Barista Units Per Store, Per Week 12 weeks to 28.11.21
