The Agriculture and Horticulture Development Board (AHDB) – in partnership with Linney and milk processors such as Müller UK & Ireland – has released new research aimed at understanding how aisle design and packaging can significantly influence consumer purchasing behaviour in the milk category.

This research comes at a critical juncture for the dairy industry, which faces declining milk consumption and shifting consumer attitudes towards dairy products.

The dairy landscape: Challenges and opportunities

The dairy category stands as one of the most valuable segments within the grocery market, accounting for a staggering £16.4 billion in total spend in the UK alone.

Despite its prominence, milk volumes have experienced a concerning decline of 2.6% over the past year, equating to a loss of approximately 102 million litres.

The AHDB/YouGov Consumer Tracker reveals that nearly 20% of consumers are considering reducing their dairy intake, primarily driven by health concerns and animal welfare issues. This decline poses significant challenges for retailers and dairy processors, necessitating innovative strategies to engage consumers effectively.