How to improve visibility to the Lactose Free Milk segment within the Long-Life milk category via the merchandising lever?

In France, it is estimated that 20% of people are lactose intolerant. To enable these individuals to continue consuming dairy products without digestive discomfort, brands (such as LACTEL, CANDIA, and PRIVATE LABEL BRANDS) now offer lactose-free milk, allowing them to enjoy the benefits and pleasures of milk. In 2022, the Easy-to-Digest Milk segment accounted for 124 million liters out of a total of 2,078 million liters of Long-Life Milk, representing a volume market share of 6%. In terms of value, the segment is worth ¤190.3 million out of a total category revenue of ¤2,016 million for Shelf-Stable Milk, representing a value market share of 9.4%. After years of strong growth, nearing 10% in both volume and value, the segment began to show some signs of slowing down, with growth rates of 1.0% in volume and 0.3% in value. Nevertheless, the segment remains the driving force behind the growth of Long-Life Milk in both volume and value.

To raise learners' awareness of the issues surrounding brands in the Fast Moving Consumption Goods (FMCG) sector, particularly plant-based and organic drinks.
To make learners aware of the challenges of category management, particularly the importance of permanent merchandising (excluding promotions).
Understand how to better assess the success factors in a category.
Implement a strategic vision, proposing a pedagogical link between analysis and action plan.

Marketing, category management, panels, merchandising

Business schools, universities, executive education

Wholesale (intercompany trade) of dairy products, eggs and edible oils and fats

Duration : 3 h . PPT to project to the students. Exam case.

Année de la problématique : 2024

Livraison : Livraison par lien de téléchargement

Nombre de pages : 21