Yoghurt and Sour Milk Products in Israel

PROSPECTS

Protein-enriched products drive growth

Corresponding closely with the health and wellness trend and consumers’ rising engagement in sports, there is also an increase in demand for high-protein products. This is a trend that is relatively easy for consumers to adopt; while other nutritional trends tend to focus on foods that should or should not be consumed, this is a positive health trend that focuses on foods that are widely recommended.

Flavoured yoghurt grows at the expense of plain yoghurt

Consumers are shifting away from plain yoghurt towards flavoured yoghurt. Although plain yoghurt is perceived as the healthier choice, and “cleaner” and lower in sugar, consumers increasingly choose flavoured yoghurt which is seen as more interesting and pampering.

Consumption shifts towards higher-fat products

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

COMPETITIVE LANDSCAPE

Strauss Group strengthens thanks to innovation

Strauss Group Ltd leads yoghurt and sour milk products with a growing value share. The company is a leader of innovation; it is fast to recognise consumer trends and invests in constant development of new products to address them.

Tnuva Food Industries loses share

Tnuva Food Industries Ltd is the second strongest player in yoghurt and sour milk products. Its value share is on the decline despite launches of new products.

Other launches seen in yoghurt and sour milk products

While the two leading players focus on launching high-protein products, targeting consumers who engage in sports, Tara Dairy Ltd directs its marketing efforts based on the indulgence and pampering trends. In 2018, the company launched Müller Froop flavoured yoghurt with only 0.

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