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Adding value to spanish exports


Milk on supermarket shelves

Elena Marse. Journalist

The moving annual total (MAT) at 26 April 2015 for sales of milk in supermarkets was 2,071.30 million euros, i.e. down 2.14% (2,116.55 million euros for the same MAT in 2014), according to data from IRI Group, which measures super- and hypermarkets excluding the HoReCa channel, the latter being especially important in this category. Data regarding volume is also negative, as sales slipped by 2.87% to 2,731.61 million liters (compared with 2,793.65 million liters one year ago).

As regards the categories in this market, traditional milk is the most popular, with a very high market share in terms of value, 70.5% (1,460.53 million euros) and 78.2% in volume (2,121.97 million liters). Milk with calcium takes second place, with a market share of 11.7% (241.1 million euros), although its share in terms of volume is 9.6% (260.4 million liters).

Lactose-free/low-lactose milk had a share of 7.7% in value (159.9 million euros) and 5.7% in volume (154.1 million liters). The fourth-most popular is "heart-healthy milk" (i.e. milk with omega-3, etc.), which accounts for 5.2% of sales (106.7 million euros) and 3.2% of volume (86.6 million liters). The fifth variety is fresh milk, with 1.8% of the market in terms of value (37.3 million euros) and 1.3% in volume (35.7 million liters), while baby formula accounts for 1.6% of value (33.6 million euros) and 1% of volume (27.1 million liters).

Sales performance, by category

Sales declined for almost every category in this segment, and most notably for calcium-fortified milk (-0.9 percentage points), traditional milk (-0.5 percentage points) and formula (-0.1 percentage points). Heart-healthy milk and fresh milk revenues remained stable, with shares of 5.2% and 1.8%, respectively, while lactose-free milk is the only product that performed positively, reflecting an increase of 1.6 percentage points.

In terms of volume and value, heart-healthy milk and fresh milk (3.2% and 1.3%, respectively) remained stable. However, traditional milk registered a 0.8 percentage point decline in sales in terms of volume, while calcium-fortified milk saw a 0.6 percentage point decline, and formula fell by 0.1 percentage points. As occurred with revenues, lactose-free/low-lactose milk saw growth, by 1.5 percentage points.  

Private label performance

Private label products are the most popular in the milk category (excluding plant-based drinks) in Spanish supermarkets, with a market share of 50.6% in value, totaling 1,048.47 million euros, i.e. a slight decline in year-on-year terms (1,068.86 million euros).

Central Lechera Asturiana is the top brand, with a market share of 14.6% and sales of 302.24 million euros, a slight improvement of 0.1 percentage points. Lactalis ranks second, with a share of 12.3% (254.6 million euros), down 0.5 percentage points, while Calidad Pascual has a share of 11% (228.2 million euros), down 0.2 percentage points.

In terms of packaging formats, Central Lechera Asturiana accounts for 62.8% of sales of traditional milk in plastic bottles, which totaled 139.86 million euros, reflecting growth of 2 percentage points. Second place goes to private label brands, which account for 21% of the market, with sales of 46.83 million euros, a decline of 1.7 percentage points.

As for tetra brik packaging, private label traditional milk leads the way, with a market share of 60% (742.71 million euros), a slight increase of 0.1 percentage points. Second place in terms of sales goes to Calidad Pascual, with 9.1% of the market (115.85 million euros), in line with last year's figure. Central Lechera Asturiana ranks third, with a market share of 8.9%, down 0.7 percentage points.

Sales, by store format

According to data from IRI Group for the MAT being analyzed, large supermarkets (those whose retail areas span 1,001-2,500 square meters), account for 45.7% of milk sales, which totaled 994.6 million euros. Medium-sized supermarkets ranked second (measuring 401 to 1,000 square meters), with 25.5% of sales (528.0 million euros), followed by hypermarkets, with a share of 16.2% (335.5 million euros) and small supermarkets (100 to 400 square meters of retail space), with 12.6% (262.9 million euros).

Sales, by region

According to the sales breakdown in the eight geographic areas identified by IRI Group, 18.2% of milk sales (377.1 million euros in total) come from southern Spain. Central-eastern Spain ranks second, and is responsible for 314.1 million euros in sales (15.1%), and the Madrid metropolitan area for 298.7 million euros (14.4%).

Northern Spain comes in fourth, with 242.0 million euros (11.6%), followed by the northeast, with 238.3 million euros (11.5%), central Spain with 224.0 million euros (10.8%), and the northwest with 216.5 million euros (10.4%). The Barcelona metropolitan area accounts for the smallest portion of sales, 160.2 million euros (7.7%).

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