Yoghurt and Sour Milk Products in New Zealand

PROSPECTS

Flavoured yoghurt drives overall performance

Strong growth within flavoured yoghurt helped drive the overall performance of the category in 2018, with its value growth rate corresponding to overall yoghurt and sour milk products. Strong flavour innovation, particularly in Greek style yoghurt, helped to drive value growth in the category.

Drinking yoghurt is strongest performer

While remaining the smallest category within yoghurt and sour milk products, drinking yoghurt was the strongest performer in value terms in 2018. The strong performance of the category was attributable to new product development focused on single serve offerings targeting children, offering healthy and nutritious snack options.

Strong unit price growth driven by premiumisation and new product development

Higher levels of premium position and strong new product development, particularly in flavoured yoghurt, helped drive strong unit price growth in 2018. Increasing levels of new product activity focusing on more premium products, as well as limited growth in pack sizes, helped drive unit price growth.

COMPETITIVE LANDSCAPE

Fonterra Brands continues to lead

Fonterra Brands (NZ) Ltd continued to lead yoghurt and sour milk products in 2018. The company led plain and flavoured yoghurt, while ranking fourth in drinking yoghurt.

Goodman Fielder retains second rank

Goodman Fielder continued to rank second in 2018, with stable value share. The company’s performance was largely derived from its leadership of drinking yoghurt, while it was ranked second in flavoured yoghurt.

Innovation driving Epicurean Dairy’s Growth

Local player Epicurean Dairy Holdings was one of the standout performers in the category again in 2018, with its strong new product development driving the overall performance of drinking yoghurt. Through brand The Collective, the company has been at the forefront of driving the popularity of pouch drinking yoghurt as a snack option for children during the review period, and is thus well placed to be one of the strongest performing brands over the forecast period.

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