Niche drinks markets get milked even more

While many manufacturers have launched products in specialist areas such as organic and functional foods, some forward-thinking firms have spotted a new trend for even more focused niche markets.

Organic products may be popular with women, but health food processor My Goodness notes that, in the past, men were not sure what to make of them. "Previously organic has been slightly off-putting for men ... they might see it as a bit posh or poncy and middleclass," says marketing director Jeremy Martin.

The company encouraged men to take an interest in organic produce by designing For Goodness Shakes! VanillaBean - an organic milkshake specifically for men. The drink is made with bourbon vanilla and vanilla pod seeds. It includes 18 vitamins and minerals and contains the same amount of fibre as a bowl of porridge.

"We provide a very filling dose [500ml], which would probably be a bit too much for a woman and the dumbell shaped bottle is definitely not girly, " says Martin.

He explains how there are still plenty of opportunities to add value to the milk sector, simply by researching the target audience and finding out what they want from a product. "It's about understanding their specific needs. For example, men don't want anything fussy."

The company is also looking into the possibility of designing a probiotic drink for men, which would focus on strengthening the immune system.

Another firm cashing in on a niche market is Scottish yoghurt producer Rowan Glen, which is launching what it claims is the nation's first probiotic drink.

Available in Sainsburys throughout Scotland, health drink In Tune comes in orange and cranberry flavours. Both variants are made from Scottish milk and contain probiotic cultures, which can help to preserve a positive balance of good bacteria. The cranberry ingredient also provides antioxidant properties.

Rowan Glen sales manager Ronnie Wilson says: "Scotland's functional drinks market has doubled in size in the last 10 years and while probiotic drinks have been around for a while, this is the first probiotic drink made from Scottish milk. More and more consumers are choosing to buy locally produced fare, reassured by the taste and quality that is delivered."