Brand says success is long-standing
DAIRY firm Delamere reckons c-store retailers can drive sales from its flavoured milks.
Bosses pointed out that the range enjoyed continued success in 2023 – following on from a bumper 2022, when convenience sales were up 24% compared with the previous year.
Two significant developments in 2023 for the Delamere range included an additional format for its range, with the introduction of a 240ml glass bottle for its popular Iced Coffee, Chocolate, Banana and Strawberry flavours.
Then, in December, Delamere unveiled its much-anticipated new flavour – Salted Caramel – to join its existing best-selling, award-winning range.
The new flavour complements the existing variants packaged in its popular 500ml clear glass bottle format.
Banana, Iced Coffee, Strawberry, Chocolate and Vanilla currently sell through independent retail and forecourts and are a popular choice for on-the-go customers, offering a high rate of repeat sale, says Delamere.
National account manager John Ord said: “There’s never been a better time to review your flavoured milk offering and maximise on this growth area.
“Delamere flavoured milk customers are incredibly loyal, they know what they like, and, once they have a reliable stockist, they will come back for more, often on a daily basis!
“Flavoured milks offer the consumer an alternative to sugary soft drinks.
“So while the obvious place to cite Delamere flavoured milk might be in the dairy aisle with the one-litre formats, more stores are selling it from the food to go fixture as part of a meal deal and reaping the rewards.”
Yoghurt’s pots of money for retailers
DESPITE the impact of inflation on the Scottish dairy market, the yoghurt category offers a beacon of hope to convenience retailers, reckons insights provider The Knowledge Bank.
Anne-Laure Farrar, the organisation’s UK market insight manager, pointed to the latest Nielsen research that indicated yoghurt’s resurgence thanks to the success of big pot formats as well as high-protein variants.
The same study also shows that the impulse channel has performed well for the category from a small base – growing 25.4% in value and 11.8% in volume in Great Britain last year.
Another area of growth in Scotland is grated cheese – with the Nielsen data revealing a 17.3% increase in value, showcasing the resilience of the convenient option.
Research by The Knowledge Bank also found 43 % of consumers in Scotland were willing to pay a premium for locally produced dairy.
Some 31% were prepared to pay up to 10% more, 8% would fork out as much as 20% more and 4% were willing to spend up to 30% more.
Farrar said: “The belief that local dairy products, especially milk, are fresher is prevalent, with packaging featuring the Scottish flag influencing purchasing decisions positively for cheese.”
