Yoghurt and Sour Milk Products in Poland

PROSPECTS

Convenience has a major impact

Among all dairy products, yoghurt and sour milk products is the most heavily affected by the importance of convenience in terms of packaging and consumption. Increasing workloads, paired with higher salaries, allow consumers to look for on-the-go snacks that can be eaten at work, at school or while walking, while being relatively healthy.

Health attributes and added features are in demand

In parallel with convenience, with rising incomes Poles will look for higher-quality yoghurt and sour milk products. Being cleaner than the competition will no longer be sufficient and manufacturers will face growing demand for yoghurt with higher protein content, added vitamins, minerals or healthy grains, or higher fruit content.

Despite saturation there is room for development

Yoghurt and sour milk products has a decades-long tradition in Poland and fairly established brands, preferences and flavours. However, niches and opportunities still exist for new players to enter and for existing brands to expand their portfolios.

COMPETITIVE LANDSCAPE

Challenges for Danone’s leadership

Danone Sp zoo controls a wide portfolio of products and well-known brands in yoghurt and sour milk products, such as Danone, Actimel, Activia, Fantasia and Kefir. Thanks to strong advertising support and significant financial spending on appropriate promotions, the company has sustained its position as the leading player.

Yoghurt and sour milk products benefits from significant marketing and investments

New yoghurt and sour milk products in Poland are supported intensively by marketing campaigns, aimed at various age groups, from children to working adults to older consumers, based on the products’ properties. The main channels are television, the internet and trade press, as they present colourful advertisements and direct information about a product’s advantages, an important factor in highly competitive yoghurt and sour milk products.

Brand loyalty is relatively limited

The vast majority of yoghurt and sour milk products are positioned within the standard price segment. The increasing number of brands and variety of flavours and packaging types have encouraged producers to conduct price wars.

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