Milk Category Advice

Fresh milk has sales of £886m in Convenience retailing and has a 3.8% share of the total sector sales.

Key shopper missions for milk are distress (run-out) and top-up although there is also an element of impulse (drink now) on the smaller sizes.

Remember shoppers spend on average 20% more when they buy milk therefore make sure shoppers can see the milk fixture on their journey from ‘doorway to till'. The ave. Milk shopper trip spend is £6.36 Vs the average C shopper trip spend of £5.26 (Source CTP: Spring 2005)

The UK Milk Market is worth £2.416 billion and is growing at 4.20% yoy. (IRI 26.11.05)

Skimmed equates to 7.60% of the Fresh Milk Market.

Semi Skimmed equates to 62.54% of the Fresh Milk Market.

Whole equates to 29.86% of the Fresh Milk Market.

2 Pint is the most popular sized sku accounting for 47.51% of the market and growing at 3.18% yoy

Milk will drive spend and footfall.

The average C- Shopper visits there store 3.6 times per week, while the average Milk shopper visits on average 4.1 times per week. Therefore the milk shopper visits the store more frequently.

Milk fixture

Recommended fixture size is 1m

Basic Rules:

  • Space allocation should be 60% Semi, 30% Whole and a max of 10% for Skimmed.
  • Encourage trade up, most shoppers buy a 4 pint in their main shop, over-space your 2 ltr or 4 pint lines.
  • Shopper perception of the fixture is critical, keep it full and keep it clean .

 

For further information on the milk category you can visit www.arlafoodsuk.com