Yoghurt and Sour Milk Products in Austria

PROSPECTS

Yoghurt suffering from consumers looking to reduce their daily sugar intake

Due to the growing health concerns of Austrian consumers, awareness about the importance of healthy nutrition is rising. Austrians are increasingly looking to reduce their daily intake of meat products, cow’s milk as well as sugar.

More superfruits and naturally healthy features

Yoghurt manufacturers are expected to continue to invest in adding some sort of health attribute to their products in order to compensate for the presence of sugar. Recently launched products include drinking yoghurt and smoothie combinations such as Schärdinger Smoojo, which comes in Antioxidant and Energy variants, as well as Yoothie in Raspberry, Mango-Passion Fruit and Black Currant flavours, all launched in March 2018.

Less sugar and smaller pack sizes

The leading producers such as Danone and Nöm focused on both superfruits and reducing sugar content and pack sizes. For instance, Danone added two new flavours to the Activia range in February 2018 (peach passion fruit and wild berries pomegranate) but also changed the formulation to reduce its sugar content by 15%.

COMPETITIVE LANDSCAPE

Fierce competition between domestic and global players set to continue

Competition between the leading global players and domestic producers remained fierce in yoghurt and sour milk products in 2018. The leading position was thus shared by the international manufacturer Danone and the domestic company Nöm.

Private label players to increasingly focus on the development of yoghurt alternatives

Private label players are expected to remain very strong in yoghurt and sour milk products, benefiting from the offer of good quality products at favourable prices. The leading private label companies, such as Hofer, Rewe International and Spar Österreichische Warenhandels, are anticipated to invest further in improving the quality and overall sophistication of their ranges in order to continue to take share from global and domestic brand manufacturers.

More innovative small start-ups likely to emerge in yoghurt

Demand for innovative products which provide added health benefits is predicted to increase in the future. This development is expected to lead to the emergence of new players, albeit small ones.

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