Milkshakes have grown up. No longer just the preserve of children, shakes and flavoured milks are a popular choice for all ages thanks to their easy alignment with different drink trends – from ‘little treats’ on-the-go, to experiential ‘drinkable desserts’ in QSRs and internationally-inspired flavours.
Opportunities for flavoured milk
Flavoured milk has benefitted from squeezed household spending as people’s perceptions of value and preferences have changed, shifting away from dining out and towards ‘little treats’. People have favoured flavoured milk over flavoured drinks from foodservices, according to findings from Mintel.
And even as consumer confidence now grows and people venture back or increase their visits to on-trade outlets, flavoured milk can retain people’s interest by being positioned as an option in places like quick serve restaurants (QSRs).
Findings show that ‘grown up’ flavoured milk, available in “flavours designed for adults”, would appeal to around half of shoppers (47%)*. This rises to 69% for 25-34-year-olds and 67% for 16-24-year-olds*, suggesting a gap in the market for indulgence-focussed flavoured milks. The continued dominance of chocolate, strawberry, banana and vanilla as the most prevalent milk and milkshake flavours, according to Mintel*, reinforces this as an opportunity. And as the population of children is expected to decline in the coming years, pivoting the appeal of these drinks is especially pertinent.
The popularity of RTD coffee flavours can offer inspiration here, with ingredients like hazelnut, caramel or almond offering elevated sweetness with a ‘grown up’ edge. Cadbury did exactly this with its launches of Creamy Chocolate and Creamy Chocolate Caramel shakes in Spring 2024.
Better-for-you milkshakes and flavoured milks will also appeal to adult drinkers. M&S teamed up with Shaken Udder to launch flavoured protein milkshakes in early 2024, while Alpro extended its Protein plant-based range including with flavoured options.
Flavoured milk trends, sales & growth
Flavoured milk has enjoyed good sales growth in recent years. Values sales leapt by 24.6% – from £332m to £414m – while volume sales grew by a more modest 4.6% – from 142m to 149m litres – between 2022 to 2024*. It holds the highest share of its segment, accounting for 52% of value sales and 66% of volume sales*. And it appears to deliver the greatest value for drink brands – even where flavoured milk has lost a small percentage of volume sales to coffee drinks, it continues to hold a growing share of value sales.
Most popular milk and milkshake flavours
Simpson’s view:
While Chocolate, Strawberry and Banana remain the most common flavours for milkshakes and milks, we’ve seen Salted Caramel catching up to Vanilla in the popularity stakes. This richer flavour has paved the way for others too, including the growth we’ve seen of Fudge flavoured shakes and Cookies & Cream milkshake flavours, as well as the adoption of a popular ice cream flavour to make Mint milkshakes.
Recent launches
New, seasonal launches offer inspiration for new milkshake flavours, like milky coffees using Pumpkin Spice – a flavour now synonymous with Autumn – and the up-and-coming Apple Crisp flavour.
Bored Cow has used pumpkin spice as a limited-edition flavour for its “animal-free, protein packed and vitamin-rich” milk drink, while Chobani has added the flavour to its barista oatmilk as part its annual pumpkin spice collection. Meanwhile, Starbucks has added Apple Crisp Oatmilk Macchiatos to its seasonal range.
The 2024 drinks trend for floral flavours could also influence flavoured milk trends. The rise of Lavender as a flavour for drinks offers inspiration here, like Starbucks’ new Lavender Crème Frappuccino. Coffee bars across the US have various lavender flavoured offerings too, including Lavender Oat Milk and Honey Lavender lattes, and in China, Hema last year sold a Cherry Blossom & Camellia flavoured milk. Shoppers in China also have the 2024 flavour of the year, peach, to enjoy in flavoured milk too, in Mengniu’s milk drink with White Peach & Raspberry bits.
Flavour ideas & inspiration
Follow drinks industry trends
Wider drinks trends offers ideas for new flavours for milkshake flavours too.
Many of the nostalgic, ‘childhood favourite’ flavours are ideal for fun or rich milkshake syrups. Sweets like Sundaes, S’mores, or Peanut Butter & Jelly offer familiar flavours while Rhubarb & Custard could blur the lines with the sweet tart drinks trend too.
Creating options that milkshake trends with health and functionality could broaden the appeal of shakes and milkshake syrups. ‘Better for you’ options, with reduced sugar or fat or added functionality, through high protein content or fortification with vitamins and minerals, would appeal to families and children as well as health-conscious consumers. Similarly, natural ingredients and produce that supports sustainability continue to appeal to shoppers.
Shakes that make a drink feel like a unique experience will suit the multi-sensory and experiential drinks trend. This can range from novel flavours or added ‘mouthfeel’ ingredients to limited edition creations, like Muller’s limited edition Black Forest Cherry milk drink, available in Germany.
Puddings, cakes or tarts can all lend their flavours for too. A Bakewell Tart milkshake syrup would bring in the newly popular almond flavour, while Banoffee Pie or Banana Pudding shake syrups would elevate the usual banana milkshake flavour. Chick-fil-A has recently revived its banana pudding milkshake after 13 years away from its menu. Desserts like Cheesecake, Crème Brûlée or Crema Catalana would be ideal adult-centric milkshake flavours too thanks to their creamy, citrusy and caramel ingredients and their indulgent or international connotations.
Branch out with international flavours
A range of international flavours are perfect for pairing with all milk types within milkshake syrups.
The Indian drink badam, an almond drink flavoured with spices like cardamom and cinnamon, shows the appeal of spices and plant-based milks. The growing use of non-dairy milks – Almond is one of the most mentioned flavours online, for example, along with spices and botanicals like Cinnamon and Pumpkin, no doubt linked to people’s love of ‘PSLs’ (pumpkin spice lattes).
Many tropical fruits, like Coconut or Passionfruit, are all high growth flavours for drinks – as Norco’s limited-edition Mango Pavlova flavoured milk, available in Australia, demonstrates. And sweet natural flavours like Honey are much loved flavours that can complement milk flavours. These flavours will work with non-dairy milks too – like Kiwi or Honeydew Melon for coconut milk, Mango or Peach for almond milk, or Banana for oat milk.
Set new flavoured milk and milkshake trends
Simpsons Beverages make milkshake flavours and syrups ideal for hospitality, retail or commercial packaging. With extensive industry expertise and experience, we’re able to formulate, manufacture and bottle milkshake syrups in-house. Get in touch to discuss your requirements.
*Mintel – Dairy & Dairy Alternative Drinks, Milk &Cream, 2024
Image source: Trendhub The Food People 2024
