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%).