The market for convenient and healthy food is more competitive than ever. Even “healthy” yoghurt has to offer added value in order to attract consumers.
Over the review period, Greek yoghurt was a major growth driver in plain yoghurt. It emerged as an ultimate health food, given its versatility, high protein content and modest calorie count.
Sour milk products such as kefir and buttermilk showed the strongest volume and current value growth over the review period, as consumers sought healthy drinks with moderate calories. In addition, the sour, fresh taste of these products appeals to more consumers than in the past.
Yoghurt is led by two established players, Danone Deutschland and Molkerei Alois Müller. These players offer well-known brands, with Müller adopting a single-brand strategy and Danone offering a range of health and wellness brands, led by probiotic yoghurt brands Activia and Actimel, in spoonable yoghurt and drinking yoghurt respectively.
One of the key developments in yoghurt and sour milk products is the growing presence of private label. In 2017 and 2018, several new private label products were launched addressing current consumer trends.
Yoghurt manufacturers in Germany focus on frequent launches and discontinuations because brand loyalty in yoghurt is low, with consumers keen to try new flavours; yoghurt is the dairy product which sees the fastest change in product selection. In addition, with health and wellness expected to remain a key sales driver, the forecast period is likely to see non-dairy milk alternatives expanding in yoghurt, as well as reduced sugar and organic yoghurt.
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Discover the latest market trends and uncover sources of future market growth for the Yoghurt and Sour Milk Products industry in Germany with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Packaged Food market research database.