Can Drinking Yoghurt Remain a Growth Driver For Dairy in Asia Pacific?

Probiotic yoghurt driven by Yakult’s wide distribution reach in key Asian markets

As drinking yoghurt accounts for a considerably higher proportion of overall yoghurt sales in Asia Pacific than globally, it represented a major driver boosting dairy sales in Asia Pacific over 2012-2017. In Japan and some ASEAN markets, the popularity of drinking yoghurt is largely due to the strong presence of chilled probiotic drinking yoghurt brand Yakult, often available in retail channels and through direct selling. Yakult seeks to expand into new areas in China through grocery retailers, and target new market entries, notably Myanmar.

High-protein shelf-stable drinking yoghurt fuels growth in China, and has strong potential throughout Asia

The availability and affordability of shelf-stable drinking yoghurt across various distribution channels and covering lower-tier cities led to a rapid increase in the popularity of drinking yoghurt in China. Following the success of the Bulgarian yoghurt brand Momchilovtsi, Greek-style yoghurt became the main growth driver, driven by the Ambrosial brand, thanks to its high-protein healthy snack perception. Beyond China, untapped demand for these products offers growth opportunities.

Premiumisation strategies: functional properties and new consumption occasions

The greater sophistication and premiumisation in drinking yoghurt encompasses more specific health attributes and health claims, notably from Japanese players including Meiji, whose Probio PA-3 variant, which helps to prevent gout, targets middle-aged consumers. Manufacturers also seek to encourage regular consumption of drinking yoghurt beyond snacking occasions, for example by positioning it as a complement to breakfast cereals.

Internet retailing offers growth prospects

The internet retailing channel is set to continue providing growth avenues for drinking yoghurt to target new geographies, especially for shelf-stable brands, thanks to easier storage. For example, the Ambrosial brand entered new markets by focusing on internet retailing through marketplace sites such as Lazada.