The Agriculture and Horticulture Development Board (AHDB) has reported that dairy products were “a hit” with consumers in January, as it revealed dairy-free products experienced less demand compared to 2023.
AHDB said that cost-of-living concerns could be attributed to a large proportion of the 12.8% and 3.8% year-on-year (YoY) volume decline for meat- and dairy-free products respectively (Kantar, 3 w/e 21 Jan 2024; Nielsen, 4 w/e 27 Jan 2024). It said this is because meat- and dairy-free products are 3.3% and 18.4% more expensive than their animal product competitors respectively.
The analysis from AHDB also said that due to retailers’ focus on health messaging, volumes for all plant-based dairy products were up temporarily for the 4 weeks of January 2024 (+6.4%) compared to an average 4-week period for the 52 w/e 27 January 2024 (Nielsen).
Tom Price, retail and consumer insight analyst at AHDB, said: “Media coverage has recently focused in on the negative nutritional values of ultra-processed foods, which is putting many consumers off eating these products. This, alongside slowing inflation and the potential for real wages to grow in 2024, means health is becoming more of a priority for consumers.
“This provides an opportunity to promote the health benefits of meat and dairy to align with consumer values. AHDB continue to promote red meat and dairy as part of a healthy, balanced diet in our ‘Let’s Eat Balanced’ and ‘Love Pork’ campaigns, and our recent meat labelling research highlights the consumer desire to see meal inspiration, both on-pack and in-store, to give them confidence in their cooking.”
