The growth of drinking milk products in 2018 was mainly the result of improving incomes, which led to a switch from artisanal fresh milk from different sources to packaged products in retail, the result of expansion by modern retailers and proximity convenience. Unpackaged milk from small farms continued to retain the perception that it is natural and healthy.
Goat milk was the best performer in both retail volume and value sales in 2018, which was the result of its increasing reputation of being low in cholesterol, low in fat and resulting in a lower incidence of allergies and digestive discomfort. Goat milk has emerged through the efforts of both international and domestic companies, of which Andechser Molkerei and Fabrica de Lapte Brasov SA were the most prominent.
The burgeoning health and wellness trend was strongly sustained by the improvement in incomes. The main result was the strong growth in full fat fresh milk in 2016-2018, when the increase in disposable income was at its most marked.
Albalact SA retained its leadership of drinking milk products in 2018 due to excellent distribution and advertising campaigns. Advertising supported its brand Zuzu’s overall leadership.
International companies dominated the competitive landscape of drinking milk products in 2018, as there was no purely domestic company present in the top 10 rankings. Lactalis consolidated its position and is present in the leading 10 companies with Albalact SA, Covalact SA and Dorna Lactate SA.
Private label held an important position in drinking milk products in 2018 due to the domination of retail by modern chains with their affordable prices. Due to the lower selling prices, private label has captured the attention of lower-income urban consumers.
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This industry report originates from Passport, our Packaged Food market research database.