Yoghurt and Sour Milk Products in France

PROSPECTS

Maturity leads to decline, with dairy-free products the only bright spot

Yoghurt and sour milk products continued to decline in both retail volume and current value terms in 2019, as the category is very mature in France. Whilst sour milk products continued to see growth from a very low base, due to the natural, authentic and healthy image of such products, yoghurt suffered for another year.

Yoghurt seen as healthy alternative, with increasing range targeting children

The number of yoghurts positioned for children is on the rise in France, such as Danonino and Yoplait. These products are also often organic.

Niche segments increase, although the high protein boom may be over

One of the strongest areas of growth within yoghurt is plant-based dairy alternatives, which are seeing a strong increase in share within yoghurt, reflecting the trend seen in other dairy categories. For instance, this is the only segment seeing high growth in the otherwise declining drinking yoghurt category.

COMPETITIVE LANDSCAPE

Despite rising competition, Danone France and Yoplait maintain their lead

Danone France remained the leader in yoghurt and sour milk drinks in value terms in 2019, followed by Yoplait. Danone maintains a consistent strategy of being present in all categories, which allows the company to immediately detect emerging trends.

Dynamic dairy-free yoghurt attracts new entrants and product launches

Dairy-free yoghurt was at the heart of intense innovation efforts towards the end of the review period, as several manufacturers entered or developed this category with new releases, resulting in tighter competition. For example, Eurial Poitouraine launched oat-, almond- and rice-based yoghurts under a new brand, A bicylette.

Naturalness and authenticity in new product developments

To counteract the decline in yoghurt consumption, manufacturers opted for strategies ranging from brand renewal to investment in niche categories in order to trigger value growth. Danone launched its eponymous brand in plain yoghurt and flavoured yoghurt, producing it with full fat French milk and natural ingredients.

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