Drinking yoghurts will see the most dynamic current value growth in 2021, despite economic turmoil. Major drinking yoghurt brands available in convenient bottle format include Optimal, Teos and Activia, whilst Danissimo Share and Go is in cup format.
Sour milk products is a mature product area, and there is therefore expected to be diminishing interest in such traditional products in 2021, which will result in a retail volume decline. The majority of local consumers are likely to continue economising in 2021, particularly as a result of COVID-19, and this economising is likely to be especially strong with regard to sour milk products, in which the typical consumers choose products at the lowest prices.
In 2021, there are likely to be no significant changes in terms of the competitive landscape in yoghurt and sour milk products. Local brands will continue to dominate, due to their wide availability, affordable prices and growing assortment, as well as the active development of the milk industry in Belarus due to state support.
Yoghurt and sour milk products will perform well over the forecast period in terms of volume sales. The main reason for this will be due to their immunity boosting qualities.
Competition between players is set to intensify over the forecast period as price sensitivity will encourage consumers to seek more competitive prices and discounts. Already, local players such as Babushkina Krynka OAO have significantly strengthened its positions and cannibalised the shares of Danon and Savushkin.
Over the forecast period, a greater number of new product developments are also expected to be seen in terms of product lines and flavour extensions, which will be used to generate brand publicity. This will lead to continued activity in terms of advertising and promotion to encourage consumers to try these new developments.
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This is the aggregation of sour milk products and yoghurt. Note: Plant-based yoghurt and sour milk products should be excluded from this category and tracked under plant-based yoghurt.
See All of Our DefinitionsThis report originates from Passport, our Yoghurt and Sour Milk Drinks research and analysis database.
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