Yoghurt and Sour Milk Products in Croatia

PROSPECTS

Flavoured yogurt remains the most popular format

Traditionally flavoured yoghurt was by far the most popular format. It is only during recent years that drinking and plain yogurt have gained popularity, with drinking yoghurt expected to become the most important format over the forecast period.

The shift in the form and size of packaging continues

In the past yogurt was exclusively available in 200ml thin wall containers in both flavoured and spoonable variants. Drinking yoghurt was not available at the time.

The health effect persists as a sales driver

After the ban on yoghurt and sour milk products claiming “probiotic” features, the situation seemed to calm down somewhat, albeit only in terms of advertising and outrageous claims by manufacturers. The fact that the European Food Agency did not find any correlation between using probiotic cultures and health benefits did not deter consumers from thinking about yoghurt and sour milk products as more beneficial to their health and digestion than milk.

COMPETITIVE LANDSCAPE

International player specialises in yoghurt and sour milk products

The competitive landscape of yoghurt and sour milk products is different to other dairy categories with the presence of a major international player in the top three rankings. Danone owes its strength to its globally acclaimed brands, Activia and Actimel.

Dukat and Vindija in control

Despite the disruption from Danone, yoghurt and sour milk products remains quite similar to other dairy categories. The leading companies, Dukat and Vindija, lead overall dairy.

Economy brands curbed by brand loyalty

It is difficult to find a place in the fridge alongside the known leaders; brand loyalty and recognition are quite high in yoghurt and sour milk products. Smaller players must work out which retailers are willing to let them try their luck.

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