Yoghurt and Sour Milk Products in Portugal

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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