Number one on the milk market for over 10 years, Lactel confirms its leadership in 2021, showing 18,7% of volume market share and 22,3% of MRP value, all distribution channels combined. The brand continues to engage and develop its positions this year, by relying on its territorial roots.
In a consumer milk market down by 6,3% in 2021 across all segments, and after a strong rebound in 2020 linked to confinements, Lactel is doing well and progresses overall by 3,2 %, crossing the threshold of 400 million liters produced. Growth driven in particular by its range of classic milks (16,8% of volume market price and 16,6% of MRP value).
Finally, Lactel accelerated further on the drive last year, achieving a very good progression of 13%. This distribution channel, on which the brand has been present since its creation and which is experiencing strong growth, now represents 10% of volumes sold in mass distribution.
Commitments reaffirmed in 2022
Lactel has been committed for several years to promoting and supporting sectors with specific qualities., which go beyond official recommendations. Initiated for many years, this work is taking shape today in two meaningful approaches, both responsible and sustainable : “Organic and Committed” and “The 20 farms”. The “Les 20 Fermes” sector embodies Lactel practices to produce quality, responsible milk.. Co-created in 2017 with 41 producers on 20 farms, it then took the name “L’Appel des Prés” and built its positioning around two pillars : the quality of animal feed and its promotion among breeders. In 2022, it evolves to become “Les 20 Fermes”, thus enhancing the entire specifications and the local dimension : GMO-free cow feed, grazing area of 10 acres for each animal, 200 days minimum of grazing, but also a guaranteed minimum remuneration for the breeder.
Support for the organic sector
Creator of the organic dairy sector in France in 1993, Lactel gave a name to this approach in 2019 : “Organic and Committed”. Growing from 6 to 650 breeders since its beginnings, this sector has allowed Lactel to become an essential organic brand, with 70 million liters produced in 2021. Lactel “Bio et Engagé” and “Matin Léger Bio” milks currently generate 108 million euros in turnover in this segment., which makes it the first organic reference on the market for total organic dairy products.
Packaging initiatives
In 2022, Lactel accelerates on the R-PHED. In R&D has been working for a long time to improve the environmental footprint of its packaging and their sustainability. The Lactel HDPE bottle, 100 % recyclable, today takes a new step by integrating recycled plastic (R-PEHD), a world first. Tests around this technology in mass balance, carried out in partnership with INEOS and started last year within the RSB certified Montauban dairy, will continue in 2022. This time, the objective is to produce between 1,5 and 2 million bottles incorporating R-PEHD, i.e. 30% recycled plastics.
