Plain yoghurt continues to grow, benefiting from the increasing demand for food products that offer more conscious and healthy nutrition. Reduced-sugar and organic yoghurts are therefore gaining more and more share, at the expense of classic fruit yoghurts, which are increasingly criticised for containing too much sugar.
Sour milk products is continuing to record positive current value growth in 2020, the ninth consecutive year it has done this. The main driver of this growth remains kefir, which continues to enjoy increasing popularity and still remains on on-trend product.
The COVID-19 pandemic, and the measures implemented to slow its spread, have been influencing the buying behaviour of drinking yoghurt. With people using much less public transport, as fewer people were going to work, or on short-time working (Kurzarbeit), as well as working from home, they have been buying less drinking yoghurt on the go.
Yoghurt and sour milk products that in some shape or form appeal to consumers looking for healthy options are expected to see good opportunities over the forecast period, eg reduced-sugar and high-protein yoghurts. This trend offers chances to present the products with new ideas and positionings, such as is the case with the new high-vitamin yoghurt from Ehrmann, which is claimed to meet 50% of the consumer’s daily needs of vitamins C, D, B6, B9 (folic acid) and B12.
Plastic reduction is an issue with yoghurt. In 2019, Netto began selling its yoghurt without plastic lids.
Danone, the leading player, has launched the ALL I WANT range of products that are both without added sugar and made only from natural ingredients. Other companies, such as Arla, which gained sales share over the review period, has further expanded its Skyr range, or Bauer, which is focusing more on regional products with its Alpenjoghurt (yoghurts from the Alpine mountains), are also focusing on the sustainability and health trends.
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