Other Dairy in Finland

PROSPECTS

Fighting category maturity

While category maturity is certainly a problem for other dairy in Finland, strong new product development can help boost sales. However, new products need to offer additional benefits in order to be successful, such as being lactose-free, organic, sugar-free or providing new flavour combinations or textures.

Protein boom continues to offer growth opportunities

The ongoing protein boom in 2018 continued to be driven by a manufacturer focus on new product development. For instance, the packaging of the Valio ProFeel quark range was updated and new flavours, such as raspberry-blackcurrant, mint chocolate and mango-vanilla, were launched.

Meeting the needs of the convenience trend

Making cooking easier, for example via the offer of flavoured cream, allowed busy Finns to save time as preparing meals at home remained popular. Valio, for instance, launched a new flavour under its Valio Ruokakerma cooking cream line, namely lemon and pepper.

COMPETITIVE LANDSCAPE

Trendsetters remain ahead of the competition

The domestic company Valio strengthened its leading position in other dairy in 2018 by actively launching new and innovative products and investing heavily in marketing. The company can be seen as a trendsetter, with its very wide product selection being hard to beat.

New launches cater for the lactose-free trend

Valio expanded its organic range with Valio Luomu Raejuusto cottage cheese, marketed as being the only domestic organic cottage cheese, while also tapping into the lactose-free trend. Its dairy dessert brand Fanny, which was available over 1989-2005, was also relaunched in 2018 as a nostalgia product.

Positive health and wellness messages in advertising

When it came to marketing, Arla emphasised in its humorous television commercials that its Arla Lempi Ruokakerma cooking cream contains fewer additives than other creams. Raisio delivered a similar message in its television advertisements, highlighting that its Elovena Välipalarahka quarks provide natural energy, using the slogan “You are allowed to eat”.

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