How Arla engaged shoppers in a low-interest category

Lena Roland

This event report describes how Arla, the British milk company, found growth by engaging shoppers in a category with enormous penetration, but negligible interest.

How Arla engaged shoppers in a low-interest category

Lena RolandWarc

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.

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