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Learn more38 pages, Aug 2018
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Unpackaged hard cheese accounts for the majority of cheese sales in Uruguay and this is unlikely to change over the forecast period. Consumers are able to try products before buying, contrary to packaged cheese, which is an advantage when choosing products.
Cheese is well established in Uruguay. Although trends are changing in other categories, where consumers are seeking healthier choices, cheese does not seem to be affected by this trend.
Domestic companies continued to lead cheese in 2018. The leading companies are local and small domestic players are also active.
Naturalia ranks second, closely followed by Noliman, with both enjoying significant retail value shares. Local cheese is known as a high-quality product, especially the unpackaged options, and consumers remain loyal to their favourite brands.
Domestic companies are firmly established in the Uruguayan market, and remain the preferred choice, particularly in unpackaged hard cheese. International companies therefore focus on packaged options, where they see major opportunities for sales and growth.
Retail value sales of drinking milk products are pegged to the performance of cow’s milk sales, the largest category. Cow’s milk is the preferred choice for the majority of consumers and it remains a strong tradition in the country.
Together with greater consumer demand, an increasing number of producers are expected to produce other milk alternatives, which will likely lead to a decline in unit prices, which would make these products more affordable to mid- and low-income households. Although milk alternatives are likely to become increasingly popular, cow’s milk is set to remain the preferred choice for consumers given the significant gap price, which is expected to remain.
Flavoured milk drinks continue to be mainly consumed by the younger population, while adults traditionally favour cow’s milk or milk alternatives. Chocolate flavour milk is common in the country, as children are used to taking it with breakfast or as an afternoon snack.
Cooperativa Nacional de Productores de Leche has a strong hold on drinking milk products in Uruguay. The company’s products are recognised as being of good quality, and are the only option available in every store.
Given the dominant position of Nacional de Productores de Leche in cow’s milk, it is difficult for small companies to compete there. However sales of milk alternatives are growing and this represents a new niche for companies, especially as the leading company has no presence in these products.
Consumers increasingly sought healthier options over the review period, with some switching their afternoon snack to a healthier option such as yoghurt. Producers took advantage of this development by advertising and launching new yoghurt flavours.
Yoghurt will likely remain a snack option, especially in the afternoon, when many consumers like to have a snack, and are increasingly looking for healthier options. Launches of new yoghurt variations and innovation are therefore likely to continue.
Frozen yoghurt is a common option in many countries in the world as an option for consumers looking for a healthier option than ice cream, but with a similar taste. This has opened a window for yoghurt stores, where consumers can purchase yoghurt and add flavours and toppings.
Domestic companies, led by Cooperativa Nacional de Productores de Leche, led yogurt in 2018 in Uruguay. The leading company remains the undisputed leader, and in contrast to other dairy products, the company constantly advertises its traditional yoghurt flavours and new launches in a variety of media.
Fort-Masis (GBO: Groupe Danone) held a significant share in second place in 2018, with differentiated products, such as the Ser and Activia brands, which are recognised by consumers as quality and healthy products. The competition focuses on more niche and health-orientated products, in contrast to Cooperativa Nacional de Productores de Leche, which offers more mass products.
Even though there is one clear leader in yoghurt, with few other companies competing, yoghurt is heavily advertised in Uruguay. With the increasing number of new flavour launches, and consumers seeking healthier and tasty options, producers advertise their products and focus on these characteristics.
Dulce de leche is a traditional flavoured condensed milk in the country, which is similar to caramel in other countries. The product remains one of the preferred options among consumers in many formats, such as in a variety of cooking preparations, including cake and alfajores, while some consumers choose to eat it on its own with a spoon.
Coffee whiteners are not at all common in the country. The product is only offered by a few companies, and has a limited presence in stores.
Cooperativa Nacional de Productores de Leche continued to lead other dairy in 2018. The company led condensed milk and cream and ranked second in chilled and shelf stable desserts.
Condensed milk products, especially dulce de leche, categorised as flavoured condensed milk, enjoy significant sales in the country. Consequently, many companies offer these products and constantly compete to gain share.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Dairy industry in Uruguay with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Packaged Food market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.