CHOCOLATE is still the favourite among flavoured milk drinks, with 31% of the £293.2m market, according to Mars Chocolate Drinks and Treats.
But chocolate flavoured milk drinks have actually shown an overall decline of 4.8%, though the Mars range is outperforming the category with value sales growth of 25.4%. And within its range Mars Milk is a best seller, showing growth of 26.5%.
Specialised milk drinks, a segment that includes Mars and Snickers High Protein drinks, are the fastest growing and now account for 22% of flavoured milk sales.
General manager Michelle Frost 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.”