Due to growing awareness of the need for a healthy diet consumers are increasingly looking for healthier options, with this also being seen in yoghurt. While flavoured yoghurt products have struggled, with many containing high sugar levels, Greek yoghurt has received growing interest.
Sour milk products struggled over the review period and this trend has continued in 2018, with sales stagnating. Although sour milk is claimed to have several health benefits, including helping to lower cholesterol and being generally suitable for lactose intolerant consumers, the category has continued to decline as consumers shift to alternatives such as plain yoghurt and Greek yoghurt.
With Latvian consumers leading increasingly busy lifestyles there has been a growing trend towards on-the-go consumption, which has supported sales of yoghurt and sour milk products packaged in conveniently sized packaging. This has been reflected in the growth of drinking yoghurt with leading players introducing new products in conveniently-sized bottles.
Tukuma Piens AS has retained its lead in yoghurt and sour milk products in 2018 with it continuing to develop new products as well as employing strong marketing campaigns. For example, in addition to the aforementioned launches of drinking yoghurt and kefir the company also launched its Baltais cream yoghurt with no additives in September 2017.
Valio Oy has been the most dynamic player in the category in 2018, with its Gefilus and Alma brands both seeing strong current value growth thanks to their wide offer that meets with current trends. The company’s Valio Gefilus Kefir yoghurt has proven particularly popular, with it seeing double-digit growth in sour milk products.
Groupe Danone has seen the largest increase in value share in 2018, with its brands proving popular among health conscious consumers. The company offers the Actimel, Activia and Danacol brands with it highlighting the health benefits of consuming its products.
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Discover the latest market trends and uncover sources of future market growth for the Yoghurt and Sour Milk Products industry in Latvia with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Packaged Food market research database.