Yoghurt and Sour Milk Products in Argentina

PROSPECTS

Yoghurt consumption continues to fall due to the country’s economic problems

Retail volume sales of yoghurt fell for the third consecutive year in 2019. This downward trajectory can be largely attributed to the economic problems the country is facing, with many consumers having had to rein in their spending on non-essential products, with yoghurt being considered one of those.

Flavoured yoghurt continues to record a weaker volume decline than drinking yoghurt due to stronger manufacturer investment

Although both categories once again recorded a decline in retail volume sales in 2019, flavoured yoghurt performed better than drinking yoghurt as a result of a stronger focus on new product development and investment in marketing activities from the leading company Danone Argentina. Danone aired advertisements on television while also using outdoor media.

Plain yoghurt the only category to record positive volume growth thanks to attractive new launches and packaging formats

Plain yoghurt continued to perform well in 2019, being the only category to record positive results, albeit from a very low base. The category’s performance can be attributed to a number of factors, including the launch of new products, the introduction of new packaging formats and investment in marketing activities.

COMPETITIVE LANDSCAPE

Danone Argentina remains dominant in yoghurt thanks to a range of strong brands

Danone Argentina continued to dominate yoghurt and sour milk products in 2019, commanding around two thirds of overall value sales. The company’s position can be largely attributed to its stable of strong brands, which includes Yogurisimo in flavoured, drinking and plain yoghurt, Ser and Activia in flavoured and drinking yoghurt and Actimel in drinking yoghurt.

Alimentos Refrigerados continues to grow its value share

In 2016, SanCor Cooperativas Unidas sold its yoghurt business to Alimentos Refrigerados. Despite the sale, production and distribution remained in the hands of SanCor.

Garcia Hnos records the strongest gain in share in 2019 while Williner benefits from a new pack format in drinking yoghurt

Fourth-ranked Garcia Hnos posted the strongest gain in value share in yoghurt and sour milk products in 2019. This can be attributed to the company widening the distribution of its Tregar brand to more points of sale, with Tregar also benefiting from being seen as a cheap but still good quality product.

Files are delivered directly into your account within a few minutes of purchase.