How Arla engaged shoppers in a low-interest category
The UK consumes 4.5 billion litres of milk every year and the product enjoys 98% household penetration while being consumed, on average, 11 times a week. But that very ubiquity also means it is a commodified, low-interest category.
The milk market "is immense" and the industry is "an extremely efficient" one, according to Helen Dargue, shopper marketing controller, Arla Foods UK - 1.5 billion bottles of milk can be produced daily in a very large dairy factory - but it is not growing. Volumes are actually declining slightly.