Executive Summary

Aug 2018
PROSPECTS
High maturity and a lack of significant innovations affect yoghurt’s performance

Yoghurt in Portugal has already reached a high level of penetration. Despite positive movement in terms of sales options linked to health and wellness, such as lactose-free, organic, vegetable-based or probiotic yoghurts, this was not enough to compensate for the decline of more-traditional versions.

Plain yoghurt presents a positive performance

Despite an overall decline for yoghurt, almost all versions linked to the health and wellness trend recorded an increase in sales in 2018. Plain yoghurt benefited from consumers looking for simpler, sugar-free, less-processed and personalised products.

Diversifications and complexity within yoghurt are not helping sales

Yoghurt has become a large and very complex category, with dozens of products of different types and flavours. This is not helping consumers’ purchasing decisions or the attractiveness of the category, marked by its poor performance in recent years.

COMPETITIVE LANDSCAPE
Danone Portugal leads, but posts a decline in sales

Danone Portugal is the clear leader of yoghurt and sour milk products in Portugal. The company’s strong presence in all major categories through a differentiated range of brands that includes Activia, Corpos, Oikos, Actimel, Dan’Up, Danacol, Danonino and more recently Danette explains its outstanding share within the category.

Icelandic-styled skyr records strong growth

Due to its low fat and high protein level, skyr yoghurt has moved from a small niche of intensive gym users to an increasingly larger base of consumers who have mainly become aware of its benefits through social media. From a limited number of product lines available in 2017, with Lidl being the most notable supplier, such products registered very significant growth in 2018.

Private label is on top of new trends

Private label managed to gain value share within yoghurt and sour milk products in 2018, which was due to significant dynamism in terms of new launches, mainly in the most attractive area of health and wellness products. This, together with very competitive prices, promotional activities and consumers’ increasing confidence in its quality, resulted in private label performing better than manufacturers’ brands within yoghurt.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Yoghurt and Sour Milk Products industry in Portugal with research from Euromonitor's team of in-country analysts.

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If you're in the Yoghurt and Sour Milk Products industry in Portugal, our research will save you time and money while empowering you to make informed, profitable decisions.

The Yoghurt and Sour Milk Products in Portugal market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Yoghurt and Sour Milk Products in Portugal?
  • What are the major brands in Portugal?
  • Which variety of yoghurt is performing better – spoonable or drinking?
  • In the wake of recent controversies, what does the future hold for functional probiotic products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Packaged Food in Portugal - Industry Overview

EXECUTIVE SUMMARY

Upmarket shift in demand
Health and convenience drive growth
Private label remains strong but loses share
Modern grocery retailing sees share eroded
Positive outlook

FOODSERVICE

Sales to Foodservice
Ongoing volume growth expected
Blurring the boundries between retail and foodservice
Health a key influence on sales
Consumer Foodservice
Positive consumer foodservice environment
Health and convenience shaping demand
Diversification and premiumisation
Category Data
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Penetration of Private Label by Category: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format: % Value 2013-2018
Table 14 Distribution of Packaged Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources