Yoghurt and Sour Milk Products in Israel

PROSPECTS

Rising demand for protein-enriched products fuels growth and innovation

Corresponding closely with the health and wellness trend and consumers’ rising engagement in sports, there has been an increase in demand for high-protein products. This is a trend that is relatively easy for consumers to adopt.

Flavoured brands benefits from being viewed as a healthy indulgence

Consumers are shifting away from plain yoghurt towards flavoured alternatives. Although plain yoghurt is perceived as a healthier choice and as being cleaner and lower in sugar, consumers are increasingly choosing flavoured yoghurt, which is seen as being more interesting and indulgent.

Consumers returning to higher-fat products in search of flavour and indulgence

Although consumers in most food categories pay less attention to fat levels and diet products, in yoghurt it is a significant factor as fat has a greater impact on flavour. In addition, consumers are increasingly aware that the number of calories in a product is not as important as composition.

COMPETITIVE LANDSCAPE

Strauss consolidates leading position by embracing high protein trend

Strauss Group continues to lead yoghurt and sour milk products, with the company further increasing its value share in 2019, mainly thanks to its focus on higher protein and continued investment in launching more products and marketing. The company is a leading innovator, quickly recognises consumer trends and invests in constant development.

Further investment in innovation key for Tnuva

While Tnuva Food Industries remains the second strongest player in yoghurt and sour milk products, the company lost value share over the review period, despite a number of new product launches. The company has launched several protein-enriched products, including flavoured yoghurt with new and innovative flavours.

New high protein and indulgent launches driving demand

While the two leading players are focusing on launching high-protein products, targeting consumers who engage in sports, Tara Dairy is directing its marketing efforts towards catering to the indulgence and pampering trends. For example, the company recently launched Müller Froop flavoured yoghurt with only 0.

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