Health and wellness are no longer just trends; they’re defining how people think and shop.
Across the dairy aisle, we’re seeing a real shift in priorities. Today’s consumers want more from their dairy – not just great taste, but real nutritional benefits that support their lifestyle goals.
High-protein dairy products are leading the charge, because dairy is one of the very best sources of high-quality protein. Consumers are beginning to realise that not all protein is equal. Nearly half of UK adults have increased their protein intake in the past year, with this figure rising to two thirds among 16–34-year-olds (The Times). That’s not just a statistic – it’s a clear signal that demand for functional, nutritious dairy is accelerating.
“This is where SuperNutrio comes in,” comments Bill Randles, Managing Director at SuperNutrio. “With double the protein content and 80% more calcium, it’s been developed to meet this demand. It offers the health benefits that today’s consumers are actively seeking, with no added ingredients.”
While health is top of mind, consumers again are beginning to understand that health is much more of a holistic concept, with a shift back from skimmed to semi and whole milk, and the re-emergence of full fat varieties which inevitably taste better than the lower fat variants. Making healthy or functional food choices shouldn’t mean compromising on taste.
SuperNutrio is a high-protein, high calcium cow’s milk available in both semi-skimmed and whole formats, packed with 100% more protein and 80% more calcium than standard cow’s milk. It’s made by passing two whole litres of everyday cow’s milk through a patented filtration system which concentrates the protein and calcium into one rich and creamy litre, with zero additives, preservatives, or artificial flavourings.
“As the dairy category continues to evolve, clear layout and thoughtful segmentation remain fundamental to driving shopper engagement. Organising by core subcategories — milk, yogurt, cheese, butter, and plant-based — helps streamline the customer journey and allows for easy product comparison. But beyond navigation, good layout presents an opportunity to educate – consumers are increasingly comparing nutritional benefits, and clear shelf organisation supports more informed, health-conscious choices,” adds Randles.
“One trend that can’t be ignored is the mainstreaming of health. Products offering functional benefits — like high protein and calcium — should no longer be confined to niche areas or viewed as relevant only to gym-goers. We believe these attributes will soon be part of the core “good–better–best” hierarchy in the main milk aisle, just like fat content or organic status.”
Ed Watts, Chief Commercial Officer at Ehrmann Dairy Company, comments: “Health and indulgence are no longer seen as opposites. Consumers want balance — they’re making more mindful choices, but not at the expense of enjoyment. We’re seeing strong demand at both ends of the spectrum: from regenerative milk rooted in sustainability to indulgent treat yoghurts that don’t hold back on flavour.”
Consumer preferences are shifting, with more people moving away from low fat options and embracing the natural goodness of whole milk. In the UK, sales of whole milk and full fat dairy products are rising as shoppers increasingly opt for natural, less processed choices over low calorie alternatives (The Guardian).
Many consumers are now opting for dairy options over plant-based alternatives. With the nutritional credentials of whole milk and full fat dairy options becomingly increasingly clear, many consumers are making the switch back. For example, Trewithen Dairy Cornish Barista Milk is in demand within retail and foodservice with volume up 43% YOY.
“Our Salted Butter and Clotted Cream are long-standing best-sellers — both won at the 2024 Great Taste Awards,” adds Watts. “We are also gaining momentum with innovations like Barista Milk, which appeal to both the speciality coffee industry, thanks to its performance and taste profile (for example, perfect for latte art), and the growing ‘at home barista’ trend, with the home coffee machine market estimated to be worth around £160 million. Our focus on quality and innovation keeps us relevant to today’s consumers.
“Following the success of last year’s new product developments across Regen Milk and yoghurts, along with the continued strong performance of Barista Milk, we are pleased to announce another significant wave of launches towards the end of the third and fourth quarters of 2025.”
As consumer preferences continue to shift towards full fat and all natural dairy products, Ehrmann Dairy Company is introducing 5% Gold Milk.
Arctic Coffee has had a dynamic year of innovation and activation, with two major product innovations showcasing the brand’s commitment to flavour, freshness and fun.
Firstly, the take-home range has been expanded with the UK’s first-ever 1L Vanilla Latte Iced Coffee, now available in Tesco and Morrisons. Following strong demand for the limited-edition 330ml format, this new size makes one of the brand’s most popular flavours more accessible for chilled coffee lovers seeking indulgence and value at home.
Arctic Coffee also launched Arctic Frappe, a bold new sub-brand that taps into Gen Z’s craving for indulgent and trend-led options. The range debuted in March with two distinctive flavours: Caramelised Biscuit (a category first) and Chocolate Fudge. Both have been crafted to offer a thick, creamy texture and flavour-packed punch – perfect for a younger audience seeking fun, accessible coffee moments on the go.
To bring its products directly to consumers, Arctic Coffee has teamed up with Isuzu this summer for a guerrilla-style festival roadshow.
Touring major UK festivals in a branded Isuzu D-Max Arctic Truck, the plan is to deliver spontaneous, free iced coffee samples to festivalgoers right outside the gates. It’s all part of a mission to connect with Gen Z and millennial audiences in unexpected ways – with no strings attached, just great coffee and good vibes.
“This partnership with Isuzu felt like the perfect fit,” said Jo Taylor, Brand Manager at Arctic Coffee. “We’re not chasing exposure through high-budget festival sponsorships or branded installations. We want to meet our consumers where they are, with no strings attached – just delicious coffee and a good time.”
George Wallis, Head of Marketing at Isuzu UK, added: “We’re excited to team up with Arctic Coffee this summer. The Isuzu D-Max Arctic Trucks AT35 is built for those who prefer to go their own way, so a shared mindset of adventure & independence makes for a fantastic brand partnership. Together, we’re showcasing an awesome truck and more some Iced coffee, letting visitors enjoy taste the adventure in more ways than one.”
Billy Kevan, CEO at Colston Bassett Dairy, comments: “While health and wellness remain important to consumers, we’re seeing that the demand for traditional, handcrafted cheeses like Blue Stilton and Shropshire Blue is remaining strong. At Colston Bassett Dairy, we continue to see demand for British cheeses that are rooted in provenance and crafted with care. The UK specialty cheese market is projected to reach a revenue of $5.3 billion by 2030, growing at a compound annual growth rate of 5.4% from 2025 to 2030 (Grand View Research). This growth reflects a consumer preference for artisanal products with authentic heritage.”
Indulgence remains a trend within the specialty cheese market. More consumers are seeking rich, flavourful cheeses that elevate everyday meals or add a special touch to entertaining (The Times). Colston Bassett Dairy’s Blue Stilton, with its smooth, creamy texture and complex flavour, fits this demand perfectly, offering a luxurious experience that feels both comforting and celebratory.
“Over the past year, we’ve seen growing interest from retailers in showcasing premium British cheeses like Stilton to differentiate their cheese aisles. This aligns with broader consumer trends favouring authenticity and provenance. According to Bidfood’s 2024 report, 56% of consumers are willing to pay more for dishes they perceive as more authentic, and 62% consider authenticity important when making menu choices in the out-of-home market (Bidfood),” adds Kevan.
“Colston Bassett Dairy has maintained a strong position within the specialty cheese category. Retailers that invest in clear storytelling and a curated selection of heritage products are setting themselves apart. In a competitive market, brands that combine traditional production with consistent quality and strong retailer partnerships are the ones continuing to grow.
“Retailers should use their cheese aisles as storytelling spaces. By highlighting provenance, artisanal methods and British heritage, they can capture the interest of customers. We recommend clearly sectioning specialty cheeses and using signs to tell the story of brands like Colston Bassett Dairy.”
Heloise Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland, comments: “Consumers are increasingly appreciating cheese’s nutritional properties and seeking it out for these benefits. When asked what ‘healthy’ means to them, the most common answers from shoppers as to what they are looking for include a reduction in stabilisers and preservatives (60%), emphasis on calcium (57%) and protein (54%, Dairy UK) and cheese delivers on all three.”
Cheese is packed full of essential dairy nutrients, such as protein, with it providing 15% of our daily requirement. Unlike some plant-based proteins, cheese also contains all of the nine essential amino acids (the building blocks of protein) that our bodies need. It is also of course an excellent source of protein (NHS).
Driven by the growing interest in health and functional foods, in March, Lactalis announced an exciting new protein range from the global super brand Lindahls. The new Lindahls high protein range includes Cottage Cheese, Gouda Slices, Greek Cheese and Quark, as well as two fat free, flavoured Lindahls protein milk drinks with collagen. The range targets affluent and urban shoppers aged 45+, who exercise regularly and are seeking out protein for weight loss and maintenance, as well as muscle recovery.
Worth £39million in RSV in the UK, and currently the only brand in protein dairy present across the protein cheese, milk, yoghurts and desserts categories, Lindahls is in a prime position to grow this already thriving category.
Premiumisation is also driving product development, with consumers keen to discover new varieties of cheese, as well as new ways to enjoy old favourites – for example new flavours and formats. As a result, we are seeing brands adapt, expand, and innovate their offering to cater to these consumer demands.
Worth £27million, #1 French continental cheese brand, Président, has driven growth into the category with 2% value sales growth year on year (IRI). Last year Lactalis launched a new premium brie, Président Extra Creamy Brie, which boasts a distinctive extra deep, oval shape, and is made from a special recipe that is perfectly creamy when cold and even creamier baked.
Susan Nash, Trade Communications Manager at Mondelez International, comments: “There is a growing emphasis on healthy eating, with consumers increasingly seeking dairy products that align with their nutritional goals. This trend is reflected in the continued growth of plant-based alternatives, such as Dairylea Plant-Based Dunkers and Philadelphia Plant-Based soft cheese. Dairylea Plant-Based Dunkers offer a plant-based alternative to traditional dairy products, featuring a creamy and delicious dip with the great taste of Dairylea. Free from preservatives and colourings, and rich in calcium, these dunkers provide a convenient and healthy option for lunchboxes nationwide.”
Philadelphia also offers a plant-based soft cheese alternative to its Original recipe. Philadelphia Plant Based combines oats and almonds into a tasty, creamy spread and looks to appeal to younger adult shoppers following flexitarian lifestyles. Philadelphia Plant Based has performed strongly since launch, quickly becoming the UK’s number one soft cheese alternative (Nielsen). The product has a 37% repeat rate (Kantar), demonstrating its ability to attract and win over plant-based consumers.
“Our retailer website, www.SnackDisplay.com has category tutorials that are perfect for new starters who would like to get to grips with their ranges, and category display pages for any staff who have designated areas of the store to look after and want a quick and easy reference point. Retailers are often pressed for time, so within our ‘tools’ page we provide useful resources that can provide a helping hand. These include a quick reference best-seller list, resharable social media content, and a profit calculator. Point of Sale can be requested here, too,” adds Nash.
“Despite economic uncertainties putting pressure on household budgets, consumers are still looking for treats from trusted brands, so the chocolate confectionery category is incredibly important for the convenience sector. Retailers should ensure that they’re offering the right treats in the right formats and flavours, stay on top of best-in-class innovation and tap into key seasonal moments to see sales success throughout 2025 and beyond.”
Adam Tidbury, Category Manager, FrieslandCampina UK Ltd, comments: “All YAZOO milk drinks are HFSS-compliant, meaning they meet regulatory standards while still providing essential nutrients. Unlike many soft drinks, YAZOO is free from artificial sweeteners and colours, high in protein, and a source of calcium and Vitamin B2. These benefits make YAZOO a valuable part of any retailer’s range, catering to health-conscious consumers who want more from their drinks.”
Many consumers are seeking specific nutritional benefits, like protein, from the drinks they consume. YAZOO is naturally rich in calcium and contains 9.6 grams of protein per 300ml, making it an excellent option for shoppers looking to support their health and wellness goals.
As a leader in the flavoured milk category, the YAZOO KiDS No added sugar range continues to set the standard for innovation and quality. The YAZOO KiDS product boasts a completely unique no added sugar or artificial sweeteners recipe, as well as eco-friendly and sustainable, cardboard carton packaging that is easy-to-recycle, is the number one multipack flavoured milk brand (Nielsen) on the market.
YAZOO KiDS is an excellent addition to lunchboxes, providing a convenient and school-approved drink that children love. Its unique recipe, free from added sugars and artificial sweeteners, ensures that kids get a delicious beverage without compromising on health, and in turn, parents can trust YAZOO KiDS to deliver both great taste and nutritional value.
YAZOO’s commitment to health and quality is further validated by the brand’s participation in the ‘Better Health Food Scanner App’ campaign; the ‘Good Choice’ badge signifies that YAZOO KiDS meets high nutritional standards, offering parents peace of mind when selecting products for their children’s lunchboxes.
Despite the ongoing cost-of-living crisis, consumers are still investing in rewarding treats. A key trend emerging in the retail sector is the rise of affordable indulgence. Shoppers are still seeking small moments of joy, but they’re doing so through budget-friendly treats. This is driving significant growth in categories like premium milk drinks, which are up +29.1% year-on-year, and creating a projected £136m opportunity over the next five years for products like iced coffees and other indulgent dairy drinks (Nielsen). Retailers, particularly convenience stores, can capitalise on this by offering a diverse range of high-quality, indulgent products that also deliver on value.
Jim Burns, Sales Director at Shaken Udder, comments: “The Flavoured Milk category continues to grow as shoppers look for nutritional and functional products that they can add into their diets. In fact, the category is now worth £807m and growing at 10.8% in volume (NielsenIQ), highlighting that consumer demand for flavoured milk continues to increase. Some of the major trends we are seeing in the market include health, functionality, and flavour.
“Health remains a key consideration for shoppers and it’s important that brands adapt with the times. Offering functional benefits like protein or displaying strong nutrition credentials will help Flavoured Milk brands to remain attractive for retailers and give consumers peace of mind that they are positively impacting their diets.”
Last year, Shaken Udder launched a new range of Protein Milkshakes, available in White Chocolate, Strawberry, and Chocolate variants. Shaken Udder spotted a gap in the market to create a great tasting protein milkshake by using its expertise in real ingredients and created a range with no artificial sweeteners and a thick, creamy texture.
The protein range is ideal for the everyday active shopper who is looking for an additional 20g of protein in their snacks. The range has performed very well, reaching £1.5m RSV since launching a year ago (NielsenIQ). Additionally, Shaken Udder’s Protein range is the fastest growing in the category, up +3,000% in the last year (NIQ), highlighting the demand for tasty milkshakes that still pack a hit of protein.
“Shaken Udder has always been proactive in engaging with retailers and shoppers at point of purchase, whether that’s in-store or on digital shelves. We are passionate about helping shoppers navigate the fixture, whether through brand blocking or header signage, as well as highlighting new flavours and concepts from the Shaken Udder range to excite them,” adds Burns.
“However, some shoppers don’t gravitate towards the milkshake section, so intercepting them at different points of the store is key. In January 2025, we partnered with Sainsbury’s to bring our protein range off the shelf and onto FSDUs. This activity has shown an appetite from new shoppers to engage with our products and go on to buy them again. As such, Shaken Udder will continue to explore ideas and opportunities to take the brand out-of-aisle to reach new shoppers across all store formats.
“Alongside POS and activations, innovation is key to keeping consumers engaged within the Flavoured Milk category. Through the launch of our Scoff-The-Lot and Raspberry Ripple Milkshakes, we hope to appeal to those looking for familiar flavours in their snacks and nothing artificial.”
Delamere’s Flavoured Milk range has enjoyed continued success in the last 12 months with sales up 15%. Flavoured milk sales in the convenience sector as a whole are around 10.4%, which is ahead of the 9.5% seen in total grocery (Nielsen to March 2024).
Delamere’s established 500ml glass bottle products remain popular, and are available in six award-winning flavours – strawberry, chocolate, banana, iced coffee, vanilla and salted caramel – with three limited edition flavours launching later in 2025.
More recently, Delamere unveiled its smaller 240ml glass bottles, perfect for ‘on the go’ opportunities, in four flavours – with salted caramel joining the family of ‘minis’ in summer 2025.
Both ranges of 500ml and 240ml bottles have seen a design refresh in recent months, and the popular 500ml range continues to carry its loyalty promotion which began in summer 2024, where consumers can scan to win prizes including tech and branded merchandise, as well as cash bundles and supermarket vouchers.
Delamere’s flavoured milk range currently sells through multiple retail, independents and forecourts and both formats are a popular choice for on-the-go customers offering a high rate of repeat sale.
Dan Yates, National Account Manager at Delamere said: “Flavoured milks offer the consumer an alternative to fizzy soft drinks, so while the dairy fixture might seem the obvious place for them, it’s worth considering selling them from the ‘food to go’ fixture instead, as part of a meal deal for example.”
“There’s never been a better time to review your flavoured milk offering and maximise on this growth area. Delamere Flavoured 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 milk stands out as a key growth category in the dairy products sector with sales up 13.6% to £763 million (IRI).
Chocolate flavoured milk sales are outperforming the market with sales up 17.6% worth £154.7 million, and 111 million drinks sold annually.
The Mars Drinks & Treats (MD&T) milk drinks range is one of the leading ranges in the UK with annual sales up 45% to £24.8 million.
Kerry Cavanaugh, General Manager at MD&T, comments “Mars Chocolate Milk is driving category growth by giving shoppers a tasty drink option with 30% less sugar per serving than leading full-sugar sodas, plus the bonus of added protein—a combination that meets growing consumer demand for more balanced treats and snacks.”
Recent innovations include the expansion of MD&T’s fully recyclable canned milk drinks range, with a new Maltesers can joining the existing Mars, Milky Way and Galaxy flavours.
Notably, when stocked side-by-side with full-sugar sodas, Mars Milk Drink cans outsell the leading full-sugar sodas three to one. This highlights both the strength of the brand and a growing consumer shift toward flavoured milk as a more balanced drink option.
The full range, featuring Mars, Mars Caramel, Maltesers, Milky Way, Twix, Snickers, M&M’s Brownie and Galaxy, is suitable for vegetarians and contains no added sugar, appealing to a broad audience.
Lawrence Moore, Commercial Director at Oato, comments: “Dairy & Dairy alternatives are often under examination by consumers in terms of their healthy-eating goals, but I think there is a more holistic view of health and wellbeing in 2025, with consumers’ focus often being more complex, taking in everything from gut-health to ageing when looking at their diets. Certainly freshness and clean label products are becoming more important, as is an avoidance of Ultra-Processed Foods more generally – this is good news for Oato, as we produce a fresh product, directly tapping into this movement.”
Functional dairy is also something in the spotlight of late, with fortification featuring strongly in a number of areas within the wider category. Yoghurts, for example, have seen an unbelievable amount of innovation in the last year (over 50% of total dairy category innovation) with much communication on pack shifting to a wellbeing narrative.
“We have always believed in making Oato with added vitamins from day one, to provide our consumers with a broader nutrient profile but without over-processing,” adds Moore.
“Protein remains a hero, as in nearly all food categories at the moment – yet some research points to poor consumer understanding as to the role of protein in diet, against a backdrop of over a fifth of UK households actively seeking high-protein products.”
The holistic approach consumers have to health seems to promote a sense of balance in all things, so indulgence still features in most shopping baskets. Flavours are driving the dairy-drinks sub-category strongly, with Coffee and Chocolate performing particularly well.
Kate Abbotson, Senior Trade Communications Manager at Coca-Cola Europacific Partners (CCEP), comments: “The ready-to-drink (RTD) chilled coffee category continues to go from strength to strength, firmly establishing itself as a leading dairy drink option – now worth over £323m and growing in both value and volume in GB (Nielsen). By the end of 2024, more than a quarter of UK households were purchasing RTD coffee (Nielsen).”
Costa Coffee’s fully HFSS-compliant RTD range remains a popular choice among shoppers seeking high-quality, coffee shop-style dairy drinks for any occasion. This popularity is underpinned by Costa Coffee’s long-standing status as the nation’s favourite coffee shop for 15 consecutive years.
CCEP has launched the Costa Coffee RTD Creamy Tiramisu Frappé, the latest addition to its flavour line-up. This new variant captures the essence of the classic tiramisu dessert, delivering a rich and indulgent dairy drink experience that’s perfect for summer and brings something fresh to the ever-growing RTD coffee segment.
Value remains a lead motivator for shoppers in the convenience channel (Lumina), closely followed by the demand for trusted brands and consistent quality (Lumina).
Retailers can meet these needs by stocking leading brands in a variety of price-marked pack (PMP) formats, from on-the-go to multipacks, offering a premium RTD dairy drink selection that stands out from the larger store experience. CCEP’s PMP range includes popular favourites like Costa Coffee Latte and Caramel Latte RTD.
Comments are closed.