The prominence of the supermarket owned brands and falling international sales are often sited as major reasons behind a sustained drop in the retail price of milk. In 2009 a liter of milk fetched 68 pence, that fell to 61 pence per liter by October 2018. Although the farmgate price is slightly up from 2009 levels, it fell very sharply after reaching a high of 31.64 pence per liter in 2013.
Despite losing millions over the past eight years, the liquid milk market remains very valuable. Total expenditure on liquid milk in Great Britain reached 3.39 billion British pounds in 2017, down from a high of 3.46 billion British pounds in 2009.