Yoghurt and Sour Milk Products in Denmark

PROSPECTS

Growth of skyr sales begin to slow down

In recent years media platforms in Denmark were full of the health benefits of skyr: with its low-fat but very high protein content it really rode the waves of the fitness trend and produced double-digit growth rates. Those growth rates are slowing down now – simply due to skyr’s increasing maturity, as the number of Danish people likely to get involved in the skyr/fitness trend is limited.

Drinking yoghurt criticised for high sugar content

Unlike fat, the view on sugar is always the same, according to the general view: use as little as possible. Some drinking yoghurt products in this category are really building on the fitness trends in their package design; therefore it is quite controversial that they contain significant amounts of sugar.

Danish sour milk products struggle to grow

Arla A38 and other Arla sour milk brands are amongst the most popular Danish sour milk products. Koldskål products show a similar sales pattern to ice cream: 85% of sales happen from May to August and in these months they are much more visible on shelves too; in-store promotion is significant as well.

COMPETITIVE LANDSCAPE

Growth for Arla Foods and Thise to continue slowing down in yoghurt

Growth in yoghurt sales for the two major dairy players Arla Foods and Thise has been fuelled by the booming interest in skyr products, as they are the two largest skyr manufacturers in Denmark. However, skyr growth is slowing down, so growth rates for the two companies are set to resume the steady pace of more traditional yoghurt products.

Arla continues to lead in sour milk products

Arla Foods is the undisputed leader in sour milk products, with its A38 brand as the flagship product. The category has been struggling to grow, not least because of the strong competition from skyr.

Free from dairy yoghurt ready to take off

The free from dairy yoghurt category is still waiting to be discovered by the public and to take off, as it has, for example, in the milk category. Naturli Foods and NatureSource, currently the two most significant players in this arena in Denmark, are ready to supply the increasing demand when the time comes.

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