Modified Milk

The way in which we publish consumer data from TNS has changed. To provide more useful data we have split TNS information into the following sections:

• Overview of consumer liquid milk market
• Pasteurised (excl. modified)
• Modified milk
• Filtered milk
• Organic
• Soya
• J&G (Jersey & Guernsey)
• Retail and doorstep

Each page will give a snapshot of the market in terms of volume and expenditure.

Modified milk sales continued to show year on year decline, according to the latest TNS data. Sales of modified milk were down by 33.3% to 14.7m litres in the 52 weeks ending 13/07/08, with expenditure falling by a similar margin (29.3%) £5.4m, to £13.0m over the same period. The average price of modified milk stood at £0.886/litre over the period, an increase of 6.2% compared to the previous year.

Modified milk has had ingredients added to it to provide further nutritional benefits.  An example would be St Ivel Advance which contains Omega 3, or Flora Pro-Activ which contains plant sterols to help reduce cholesterol.  The fortification of milk can be achieved either through the diet fed to the cows or through the manufacturing process.

Please see Notes to data at the bottom of the page

* This graph compares sales on a yearly basis to see how much the market has grown, if the graph were ever to go below 0%, the market would be contracting compared to the previous year.

Source: TNS Worldpanel

Notes to Data

• The tables on this sheet show the expenditure, volume, and average price of liquid milk sold in Great Britain over the last 52-week period.  Please note that the price differentials for different fat levels of milk are probably due to different purchase pack size trends.  A degree of caution needs to be taken with these figures as with all market data.
• All % changes are based on year on year change.