Yoghurt and sour milk products is showing more dynamic performance in 2021 than seen in 2020. During the time of lockdowns in 2020, some yoghurt products such as drinking yoghurt fell into declines and, overall, impulse purchases suffered.
Flavoured, dessert-like yoghurt products are seeing a widening range of products available, and the difference between dairy-based desserts and flavoured yoghurts is starting to disappear. There is a growing array of dessert-like creamy flavoured yoghurts and consumers are open to new products and innovations.
Danone Kft is maintaining its decent lead in yoghurt and sour milk products in 2021, thanks to its offering of well-known brands such as Danone, Oikos, Activia and Actimel, and Alpro. Nevertheless, the company continues to see a further drop in value shares in 2021, with this ongoing slight decline being consistent over the review period.
Yoghurt and sour milk products will continue to record value and volume growth over the forecast period, thanks to the category’s healthy positioning in the country. Probiotic yoghurt and sour milk products (kefir, Caucasian kefir) will especially benefit from the growing health trends.
The strongest product development over the forecast period is expected in flavoured yoghurts, which will increasingly compete with dairy-based desserts, but with the benefit of being lower in sugar and viewed as healthier, also due to the probiotic content. Danone will continue to lead the category and set innovative trends which are likely to be copied by other brands, and private label players are expected to follow these trends and launch cheaper variants.
Whilst hypermarkets and supermarkets will remain important channels, discounters will become more dominant in yoghurt sales and increase their shares accordingly. This is due to the widening selection of private label offerings, in addition to leading brands being available in discounters and receiving discount promotions on a periodic basis.
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This report originates from Passport, our Yoghurt and Sour Milk Drinks research and analysis database.
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