Yoghurt and Sour Milk Products in Australia

PROSPECTS

Focus on product narratives helps to reignite interest in older yoghurt brands

One of the most notable global trends in yoghurt in recent years has been the increasingly important role played by product narratives and origin stories when it comes to marketing new launches and reigniting enthusiasm for older brands. In the US, for example, Yoplait successfully paid homage to its French roots towards the end of the review period with the launch of Oui by Yoplait, an artisanal-type product packaged in a glass jar.

Protein-rich yoghurt remains an encouraging area for new product development

New launches from Murray Goulburn and Chobani helped to strengthen consumer interest in protein-rich yoghurt products over 2017-2018. Murray Goulburn introduced YoPRO under the Danone brand.

Packaging innovations aim to provide greater convenience to consumers

As more Australians started consuming yoghurt throughout the day rather than solely as a breakfast food, packaging was also a key area for innovation in this category towards the end of the review period. For example, in 2018 Chobani and Brownes Dairy both introduced yoghurt products in squeezable bottles similar to those used for condiments.

COMPETITIVE LANDSCAPE

Portion control trend leads yogurt companies to embrace smaller pack sizes

Portion control has become a more influential factor in new product development within yoghurt in recent years. According to trade sources, manufacturers are increasingly offering smaller packs in response to trends such as rising health awareness, shrinking household sizes and the growing demand for fresher and more affordable products.

Successful brand messaging strategy supports value share gain for Jalna

Jalna Dairy Foods continued to strengthen its foothold in yoghurt in 2018, with a healthy value share gain moving it up one place in the overall company rankings. The company’s strong performance towards the end of the review period was partly due to its success in securing more retail shelf space for yoghurt products sold under its eponymous brand.

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