The market for flavoured liquid milk products in Germany has seen a consistent decline over the past decade, dipping from 16.75 kg per capita in 2013 to 11.02 kg per capita in 2023. The last two years, 2022 and 2023, showed a decline of 5.9% and 4.9% respectively. Over the last five years, the compound annual growth rate (CAGR) reflects an average annual reduction of 5.1%. This downward trend can be attributed to shifting consumer preferences towards healthier alternatives and dietary changes influencing milk consumption.
Looking ahead, market forecasts suggest a continued decrease in per capita consumption. Key trends to monitor include the increasing demand for plant-based and lactose-free alternatives, consumer interest in health and wellness, and potential innovations in flavour and packaging to rejuvenate interest in flavoured milk products.
