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Ireland drinking milk market led by Glanbia Pc in 2013
Drinking Milk Products in Ireland - a new market research report on 2014-04-10 15:47:02
As the tastes and needs of Irish consumers continue to change and evolve, Glanbia Plc´s Avonmore brand maintained pace with developments in demand for drinking milk products in 2012 and 2013 with the launch of two new products which add variety and value to drinking milk products and expand the range of fortified and functional products within the category. During 2012, the company launched Avonmore Heart Active Milk with added plant sterols as part of its strategy to drive growth in premium fortified milk, which is currently led by its Avonmore Super Milk brand.

Glanbia Plc remains the leading player in drinking milk products in Ireland and is expected to account for 31% of total retail value sales in the category during 2013. The company´s strong position in drinking milk products is sustained largely due to the very high popularity and extensive portfolio of products offered under its leading Avonmore brand, which is set to account for 15% of total drinking milk products retail value sales in 2013. The company´s other brands in the category include Premier and Dawn, each of which is expected to account for 6% of total drinking milk products retail value sales in 2013. These three brands are outperformed only by Tesco´s private label drinking milk products, which are set to maintain the leading position in drinking milk products in Ireland in 2013 with a value share of 15%. The Avonmore brand, in particular, is consistently backed by extensive advertising and promotional campaigns. For instance, some of the most popular variants of the Avonmore brand, including Slimline, Heart Active and Super Milk, sponsor the televised weather reports which follow all news bulletins and updates on Raidió Teilifís Éireann (RTÉ), Ireland´s national television and radio broadcaster.

Constant value growth is expected to remain low in drinking milk products over the forecast period, with the category set to increase in constant value by 2% over the course of the entire forecast period and competition between brands and private label set to remain particularly intense. Furthermore, cow´s milk, which is set to continue accounting for at least 93% of total value sales of drinking milk products throughout the forecast period, is set to remain a highly diverse, mature and fragmented category, limiting the potential for further significant value growth. In addition, whilst the staple nature of drinking milk products, especially cow´s milk, is set to ensure consistent volume growth during the forecast period, the majority of Irish consumers are set to remain rather unwilling to pay high unit prices for products which they consider to be intrinsic to Ireland.

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