Do Milky Drinks Hold Key to Increased Milk Consumption?

UK - At-home consumption of milk is in an interesting situation: sales of milk are increasing, and yet the number of occasions in which milk is consumed in-home has gone down roughly 5 per cent since 2015, according to Kantar Worldpanel in-home usage data.
calendar icon 11 September 2018
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British consumption of milk has traditionally come little and often in the form of cups of tea, which account for 48 per cent of in-home milk consumption occasions.

Coffees account for another 28 per cent of occasions. However, both these categories are in long-term decline, with the number of tea occasions down 8 per cent since 2015 and coffee occasions down 4 per cent.

One explanation for milk sales growing in the face of its key occasions declining is that consumers might be starting to use more milk per occasion.

Although tea doesn't have much scope for extra milk usage, there are a wide variety of milky coffee options to choose from, which consumers may be shifting towards at home.

Additionally, other drinks that use milk are in growth, such as hot chocolate, protein shakes, not to mention milk as a drink in its own right.

Although the data suggests that milk portion size is increasing, it is difficult to gauge how much of the extra milk bought is simply being wasted.

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