With Ireland’s national rugby team riding high atop the world rankings ahead of the 2023 Rugby World Cup, the high profile that the team and its players now enjoy after a long unbeaten run, which involved them winning the fabled “grand slam” of international matches earlier in the year, has presented huge marketing opportunities for companies that are prepared to align themselves with Ireland’s third most popular sport. Within this context, it was perhaps unsurprising that Ireland and Leinster rugby star Garry Ringrose was retained by the National Dairy Council (NDC) as the face of their most recent promotional campaign for milk.
The forecast period is set to see Ireland’s drinking milk producers focusing more on the health benefits of milk in their marketing campaigns and this is a reflection of the rising importance of the health and wellness trend for the marketing of dairy products and alternatives generally. Specifically, the relatively high protein level of milk is likely to lie at the core of health and wellness-oriented marketing campaigns as milk producers look to compete more robustly with the health claims made on behalf of plant-based milk and, to some extent, yoghurt.
Over the forecast period, Glanbia Plc is expected to maintain its leading position in drinking milk products in Ireland, with at least one-quarter of category value sales likely to remain under the company’s control. However, Glanbia is expected to struggle to maintain its current levels of sales as it faces increasingly stiff competition from private label and smaller brands.
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Understand the latest market trends and future growth opportunities for the Drinking Milk Products industry in Ireland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.
See All of Our DefinitionsThis report originates from Passport, our Drinking Milk Products research and analysis database.
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