Yoghurt and Sour Milk Products in Finland

PROSPECTS

Manufacturers seek growth opportunities in a mature category

In 2019, yoghurt and sour milk products in Finland suffered a further slight decline in retail volume sales while value sales in current terms remained flat. This performance can largely be attributed to the maturity of the category, with stronger growth rates hard to achieve.

Lactose-free yoghurt continues to grow in popularity

Many of the new yoghurts launched in 2018 and 2019 were lactose-free. For example, Valio introduced Valio Lempeä plain yoghurt, which is positioned as similar to Turkish and Greek yoghurt but has a less acidic taste and is free from lactose.

The war on sugar wages on

The review period saw the leading manufacturers, particularly Valio and Arla, significantly reduce the sugar content of their yoghurts, with 2018 witnessing the launch of new products with no added white sugar or sweeteners. Valio, for example, released three lactose-free Valio ProFeel protein yoghurts in cranberry-granola, apricot-raspberry and blueberry-vanilla flavours.

COMPETITIVE LANDSCAPE

Valio maintains its clear lead in yoghurt and sour milk products thanks to an ongoing focus on innovation

Despite being a hugely competitive category, the domestic dairy giant Valio remained the clear leader in yoghurt and sour milk products in 2019, generally maintaining its share of value sales. The company’s position can be attributed to its ongoing focus on innovation and new product development as well as reducing the environmental impact of its business as it seeks to cater for and address consumers’ changing demands and increasing concerns.

Manufacturers seek profitable new niches in a hugely competitive category

Competition in yoghurt and sour milk products in Finland is fierce, largely as a result of a very wide choice of products. As a result, it is difficult to for smaller players to gain share and challenge the leading companies such as Valio.

Environmentally-friendly packaging growing in importance

With increasing concerns about climate change and the impact of food production on the environment, manufacturers in Finland are working hard to reduce their carbon footprint and make their products and packaging more environmentally-friendly. For example, Valio became the first company in the world to use innovative 100% plant-based gable top cartons for its dairy products, while Ålandsmejeriet launched new more environmentally-friendly recycled carton packaging for its sour cream and crème fraiche in 2019, the use of which may well be extended into other dairy categories.

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