Yoghurt and Sour Milk Products in Italy

PROSPECTS

Strong promotional activity supports sales of traditional products

In recent years, Italian consumers embraced health and wellness products such as organic or lactose-free products, considering them the cure for all ills. In yoghurt, traditional products suffered from the growth of novelty items, and brands had to implement strong promotional activity to drive sales.

After Greece, Iceland

Greek yoghurt was the latest innovation within yoghurt and sour milk products. Plain and flavoured, Italians appreciate the fact that it is tasty, and creamier than regular yoghurt.

Sales of drinking yoghurt are supported by promotional activity

In Italy, a large number of drinking yoghurt brands target people who want to maintain healthy gut flora, and consume such products daily. Targeting these “heavy users”, some brands have been implementing strong promotional activity, ranging from price discounts to offering free bottles in regular multipacks.

COMPETITIVE LANDSCAPE

Danone invests in new products and promotional activity

For the first time in 15 years, Danone decided to extend the portfolio for its drinking yoghurt, with the launch in early 2017 of drinking Activia reference Activia Da Bere, a 195g bottle at EUR1.25.

Granarolo launches new products to due to falling sales of traditional yoghurt

Granarolo’s sales of traditional yoghurt continue to suffer, given that consumers increasingly appreciate health and wellness products. Sales of Greek yoghurt, by contrast, were instrumental in maintaining its sales in recent years, together with specific activities such as the co-marketing between Yomo and Melinda apples.

Latte Montagna Alto Adige launches Mila Skyr

In December 2017, Mila launched Mila Skyr, a new product made according to a special yoghurt recipe from Iceland. The company has always invested in new product developments; however, innovation in the past was limited to the introduction of new and unexpected flavours, more recently combinations of exotic fruits.

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