Malted Milk Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, 2019-2029F

The Malted Milk Market was valued at USD 2.10 Billion in 2023, and is expected to reach USD 2.89 Billion by 2029, rising at a CAGR of 5.47%.The global malted milk market is expanding rapidly, driven by increasing consumer demand for nutritious beverages and convenient food products. Known for its health benefits, malted milk is popular among all age groups, from children to the elderly. Key growth factors include rising health awareness, product innovation, and the shift towards functional foods. The Asia Pacific region leads the market due to its large consumer base and growing disposable incomes, while e-commerce and plant-based variants are shaping future trends.

Key Market Drivers

Rising Health Awareness and Nutritional Benefits

The increasing awareness about health and wellness among consumers is a significant driver of the global malted milk market. As people become more health-conscious, they are seeking alternatives to sugary beverages and processed foods, opting for products that provide nutritional value. Malted milk, which is rich in essential nutrients like vitamins, minerals, and proteins, is being recognized for its potential health benefits, such as aiding digestion and enhancing energy levels. This growing preference for functional foods is boosting demand for malted milk as it is often marketed as a nutritious drink suitable for all age groups, from children to adults. Furthermore, its popularity in sports nutrition, especially among athletes and fitness enthusiasts, has contributed to its increasing consumption.

Growth in Convenience Foods and Beverages

The shift towards convenience foods and ready-to-consume products has been another critical driver of the malted milk market. As busy lifestyles become more common, especially in urban areas, consumers are increasingly looking for quick, easy, and nutritious options to meet their dietary needs. Malted milk, available in ready-to-drink formulations or in powder form, fits perfectly into this trend by offering a convenient solution for a quick breakfast or snack. Its ease of preparation, combined with the perception of being a healthier alternative to carbonated or sugary drinks, makes it an attractive option for time-strapped individuals. As a result, major food and beverage companies are expanding their portfolios to include various malted milk products in response to the demand for on-the-go nutrition.

Expanding Product Varieties and Flavors

Innovation in product offerings, particularly the introduction of new flavors and formulations, is propelling the growth of the global malted milk market. Manufacturers are continually experimenting with different variants, such as chocolate, vanilla, strawberry, and more, to cater to diverse consumer preferences. Additionally, the rise of plant-based diets has led to the introduction of dairy-free malted milk options, further expanding the market. This diversification not only appeals to a broader range of customers but also encourages consumers to experiment with different tastes, thereby driving consumption. The availability of premium variants, such as organic or fortified malted milk, also caters to health-conscious consumers seeking more nutritious or specialized products. These innovations are fostering increased consumer engagement and are likely to continue fueling the market's expansion.

Increasing Disposable Income and Urbanization

As global disposable incomes rise, particularly in emerging economies, more consumers are able to afford a wide range of products, including malted milk-based beverages. The growth of the middle class, especially in countries like India, China, and Southeast Asia, has made these markets more lucrative for food and beverage companies. Urbanization also plays a crucial role in the increased demand for malted milk, as city dwellers are more likely to adopt Western-style diets that include processed and ready-to-eat food products. With higher incomes, consumers are not only willing to spend more on nutritious foods but also on premium and branded products. This economic shift supports the overall growth of the global malted milk market, as these consumers seek to enhance their quality of life by integrating convenient, healthy options like malted milk into their diets.

Key Market Challenges

Rising Raw Material Costs

One of the major challenges facing the global malted milk market is the increasing cost of raw materials. Malted milk is primarily made from malted barley, milk powder, and sugar, and fluctuations in the prices of these ingredients can significantly impact production costs. For instance, the price of barley can be volatile due to factors like weather conditions, agricultural yield fluctuations, and changes in global demand. Similarly, the cost of milk powder is influenced by factors such as dairy farming conditions, feed prices, and government regulations in major dairy-producing countries. Rising raw material costs lead to higher production expenses, which in turn can result in price hikes for consumers. This can potentially reduce demand, especially among price-sensitive customers, and challenge manufacturers to maintain profit margins while remaining competitive in the market.

Health Concerns Over Sugar Content

While malted milk is often marketed as a nutritious product, its sugar content has become a growing concern among health-conscious consumers. Excessive sugar intake is linked to various health issues such as obesity, diabetes, and heart disease, leading to increasing consumer scrutiny of the sugar content in processed foods and beverages. In response to the rising demand for low-sugar and sugar-free alternatives, many consumers are turning to healthier options that do not contain added sugars or artificial sweeteners. As a result, malted milk manufacturers face the challenge of reformulating their products to reduce sugar content without compromising on taste and texture. This can be a complex process, as consumers are highly sensitive to changes in flavor, and any perceived decline in taste could lead to a loss of customer loyalty and market share.

Intense Competition from Alternative Products

The malted milk market is highly competitive, with a wide variety of alternative products vying for consumer attention. These alternatives include energy drinks, protein shakes, plant-based beverages, and other ready-to-consume nutrition products that appeal to similar consumer needs - convenience, taste, and health benefits. These alternatives often come with additional health claims such as "high protein," "low-calorie," or "plant-based," which can attract the growing number of consumers opting for non-dairy or plant-based diets. The growing trend of veganism and plant-based lifestyles presents a challenge for the malted milk market, as traditional malted milk products are typically dairy-based. Consequently, manufacturers face pressure to innovate and diversify their offerings, including introducing plant-based or lactose-free variants, in order to remain relevant in an increasingly competitive and health-conscious market.

Regulatory and Labeling Issues

The malted milk market faces challenges related to varying regulations and labeling standards across different regions. Governments around the world have become more stringent with their regulations on food and beverage products, particularly concerning health claims, ingredient transparency, and safety standards. For instance, in some markets, there are stringent regulations around the use of specific additives, preservatives, or artificial sweeteners in food products, which can affect the formulation of malted milk.

Additionally, product labeling requirements have become more complex, with consumers demanding greater transparency regarding the ingredients used, nutritional content, and sourcing practices. Compliance with these regulations often requires additional investments in product testing, packaging redesign, and legal processes, which can increase operational costs. Manufacturers that fail to adhere to these regulations risk fines, product recalls, or damage to their brand reputation, posing significant challenges to market growth and sustainability.

Key Market Trends

Consumers Shift Toward Plant-Based and Dairy-Free Alternatives

One of the most notable trends in the global malted milk market is the growing demand for plant-based and dairy-free alternatives. As more consumers adopt vegan, lactose-free, or plant-based diets, the demand for malted milk products that cater to these dietary preferences has surged. Consumers are increasingly conscious of their health and environmental impact, driving them to seek plant-based options that offer similar taste and nutritional benefits without using animal-derived ingredients.

In response, manufacturers are innovating by introducing dairy-free malted milk options, typically made from almond milk, soy milk, coconut milk, or oat milk. These alternatives not only appeal to vegans and lactose-intolerant consumers but also to those who are simply looking to reduce their consumption of animal-based products for health or ethical reasons. The trend toward plant-based beverages is expected to continue growing, as more brands enter the market with alternative products, providing more options and flavors to cater to evolving consumer preferences.

Product Premiumization and Functional Enhancements

Premiumization is another growing trend within the global malted milk market. Consumers are increasingly seeking higher-quality, specialized, and functional products that offer more than just basic nutritional value. As disposable incomes rise, especially in emerging markets, people are willing to spend more on products that promise additional benefits, such as fortified nutrients or organic ingredients. Malted milk products are being enhanced with functional ingredients, such as added vitamins, minerals, proteins, probiotics, and antioxidants, to cater to the health-conscious demographic.

For example, some manufacturers are adding protein to their malted milk products to appeal to athletes and fitness enthusiasts, while others are incorporating probiotics to promote gut health or adding vitamin D for bone health. This premiumization trend not only includes product innovation but also extends to packaging, with some brands offering more eco-friendly, sustainable, or aesthetically pleasing designs to attract premium customers. This trend is expected to shape the market significantly, as more consumers move toward value-added products that meet their specific health and wellness needs.

E-commerce and Direct-to-Consumer (D2C) Growth

The rise of e-commerce has had a profound impact on the global malted milk market. Online shopping platforms have become a major channel for the distribution of malted milk products, offering convenience and broader access to a wider variety of products. The global shift toward digitalization, accelerated by the COVID-19 pandemic, has led to a significant increase in online grocery shopping and direct-to-consumer (D2C) sales models. Consumers now have the ability to purchase their favorite malted milk products from the comfort of their homes, with delivery options providing easy access to both local and international brands.

This growth in e-commerce has allowed manufacturers to expand their reach and connect directly with their target audiences, bypassing traditional retail channels. Moreover, D2C platforms enable brands to build stronger relationships with customers through personalized marketing, subscription services, and targeted promotions. This trend is particularly appealing to younger, tech-savvy consumers who are increasingly reliant on digital platforms for both their shopping and lifestyle needs. The convenience, variety, and direct access offered by e-commerce are expected to continue to drive growth in the global malted milk market.

Sustainability and Ethical Sourcing

As sustainability becomes a key concern for consumers worldwide, the malted milk market is witnessing a shift toward more eco-conscious practices. From sustainable sourcing of ingredients to eco-friendly packaging, there is a growing demand for products that are ethically produced and environmentally responsible. Malted milk brands are increasingly adopting sustainability-focused practices to align with consumer expectations and address climate change concerns. This includes sourcing ingredients like barley and milk from farms that practice responsible land use, water conservation, and animal welfare. Furthermore, many companies are shifting toward recyclable, biodegradable, or reduced-plastic packaging to minimize environmental impact.

The demand for transparency regarding the environmental and social footprint of products is rising, with consumers increasingly expecting brands to provide clear information about the sourcing, production, and sustainability efforts behind their products. Companies that embrace these values are gaining consumer trust, and those that fail to adapt may risk losing relevance in a competitive market. The trend toward sustainability is not only driven by consumer demand but also by global regulatory pressures and the increasing recognition of the need for businesses to take action in addressing environmental challenges. As this trend continues, the global malted milk market will likely see a growing emphasis on sustainability as a core aspect of product development, marketing, and branding.

Segmental Insights

Source Insights

Barley is the dominant segment in the global malted milk market due to its essential role as a primary ingredient in the production of malted milk powder. Barley’s versatility, nutritional profile, and ability to produce malt extract make it the preferred grain for malted milk formulations. It provides a natural source of carbohydrates, proteins, and essential vitamins, contributing to the product's energy-boosting and digestive benefits. The widespread cultivation of barley, along with its cost-effectiveness and adaptability to varying climates, further strengthens its position as the leading ingredient, ensuring its continued dominance in the malted milk industry.

Regional Insights

Asia Pacific is the dominant segment in the global malted milk market, driven by rapid urbanization, growing disposable incomes, and an increasing demand for convenient, nutritious beverages. Countries like China, India, and Japan are witnessing significant consumption growth due to their large populations and rising health awareness. The region's strong preference for milk-based products, combined with the expanding middle class and changing dietary habits, has led to a surge in demand for malted milk products. Additionally, growing retail and e-commerce channels have further supported market growth in Asia Pacific, making it a key driver of the global malted milk market.

Key Market Players

• Nestle S.A.
• The Hain Celestial Group, Inc.
• Associated British Foods plc
• Reckitt Benckiser Group PLC
• Malt Products Corporation
• King Arthur Baking Company, Inc.
• Imperial Malts Ltd.
• Unilever PLC
• Insta Foods
• Hoosier Hill Farm LLC

Report Scope:

In this report, the Global Malted Milk Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Malted Milk Market, By Source:

• Wheat
• Barley
• Others

Malted Milk Market, By Product Type:

• Powder
• Milk

Malted Milk Market, By Sales Channel:

• Supermarkets/Hypermarkets
• Convenience Stores
• Online
• Others

Malted Milk Market, By Region:

• Asia-Pacific
• China
• Japan
• India
• Australia
• South Korea
• Indonesia
• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• South America
• Argentina
• Colombia
• Brazil
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE
• Turkey

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Malted Milk Market.

Available Customizations:

With the given market data, the publisher offers customizations according to a company's specific needs. The following customization options are available for the report.

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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