FLAVOURED milk is worth over £300m a year according to IRI data and it says chocolate is the most popular flavour with 30% of the market.
And Mars Chocolate Drinks and Treats says despite a decline in the overall chocolate milk market, its products have recorded a 3.4% increase in sales value.
The Mars range has recently been expanded to include high protein drinks.
Mars High Protein and Snickers High Protein milk drinks contain 22g of protein each and the brand owner says, quoting IRI data, that Mars High Protein is currently showing a value sales growth of 35%.
General manager Michelle Frost said: “The specialised flavoured milk segment, which includes a number of chocolate-flavoured variants, has a 23% category share, and shows growth at 8%.”
Frost said the specialised segment now accounts for £67.9m of total value sales with a market share of 23%, adding that this reflects a continued demand for more innovative flavours and specialised milks.
She said: “Our 350ml milk drinks range is a huge category driver.
“By adding a no added sugar option to the Mars Milk line-up earlier this year, we hope to see even more category growth.”
Mars says that the retail market as a whole has moved from price promotion to everyday low prices, so when reviewing their flavoured milk product range, retailers should look out for PMP alternatives to offer shoppers even more value for money.
It says its 350ml bottle with the resealable on-the-go cap provides a clear point of difference to other brands.
Frost added: “Mars chocolate drinks, all offering eye-catching packaging, are best presented in refrigerators, ready to consume.”