As seen in the rest of the dairy categories, migration from foodservice to home consumption is impacting sales in 2020, where larger format presentations are proving to be more popular than smaller-size and on-the-go presentations. Within this, pricing and discount promotions play key roles in sale dynamics, and private label players are gaining momentum – particularly in the case of condensed milk, as seen with Sabemas (Wal-Mart Centroamérica SA).
There is little innovation in other dairy and, as the category is viewed as offering high in fat and high in sugar products, developments tend to be focused on health and wellness trends to a degree. For example, with lower fat, functional, and lactose-free offerings in cream.
Nestlé Costa Rica SA is maintaining its decent lead over Dos Pinos in other dairy in 2021. Nestlé benefits from having a clear focus and leadership in condensed milk, and has also gained interest in coffee whiteners, where its Coffee Mate brand continues to gain momentum in comparison to other traditional and local brands, based on added-value flavoured proposals such as vanilla and hazelnuts.
Being considered less functional and unhealthier than the rest of dairy alternatives, other dairy (in particular condensed milk and cream) has major opportunities to reinvent and reposition its value proposals over the forecast period. In this context, sugar-free products and the use of alternative sugar sources (such as coconut and agave) should help to develop new value proposals, while the addition of probiotics and lower fat content formulations should help to reset demand for cream.
Non-dairy vegan alternatives, based on coconuts, nuts and seeds, are anticipated to have a disruptive effect on the development of other dairy sales over the forecast period, where a vast assortment of niche-oriented local manufacturers shall be capable of capitalising on health and wellness trends. Other types of associated developments include the use of functional and even organic ingredients in product formulations, where artisanal, plain and natural positioning will become the main selling points.
As expected across most dairy categories, the use of online platforms will become more relevant over the forecast period, where a combination of lifestyle content though social media and manufacturers’ own websites will help to target niche consumers more efficiently. Direct selling platforms and free deliveries on orders above certain minimum levels, should also allow a broader fragmentation of this category over the forecast period.
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Understand the latest market trends and future growth opportunities for the Other Dairy industry in Costa Rica with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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