Yoghurt and sour milk products is a category of products with a long tradition of consumption in Romania and this supported strong growth in sales during 2020 and 2021 as consumers turned to the category in search of nutritious, healthy food during the COVID-19 pandemic. However, it should be noted that growth rates were considerably slower during 2021 than what was seen during 2020 as the impact of the COVID-19 pandemic diminished somewhat over the course of the year.
As in many other packaged food categories, yoghurt and sour milk products benefited from the massive shift that was seen towards at-home consumption during 2020 and 2021. In response to the threat of contagion at the peak of the COVID-19 pandemic, many Romanians sought to avoid coming into contact with other people wherever possible, so as to minimise the chances that they would come into contact with the COVID-19 virus as well.
There is a strong tradition of the consumption of sour milk products in Romania, with such products having been consumed for their health benefits by a wide range of consumers for many decades. The varieties lapte batut (sour milk) and sana have a long history and tradition of consumption among Romanians of all ages and incomes.
The forecast period is expected to see positive growth in sales of yoghurt and sour milk products. The healthy image of yoghurt and, in particular, sour milk products is likely to be prominent among the major factors supporting positive sales growth trends during the forecast period, with the perception that yoghurt and sour milk products make a positive contribution to digestive health and, in turn, support immune system function likely to ensure a strong performance for the category, even as the impact of the COVID-19 pandemic subsides as the threat of contagion diminishes.
As mentioned above, health and wellness is likely to be one of the major factors influencing positive growth trends in yoghurt and sour milk products during the forecast period. Within the health and wellness paradigm, the most important area is fortified/functional yoghurt, while organic yoghurt, organic sour milk products and reduced fat yoghurt are also currently becoming more popular.
Private label is expected to have a more important role to play in yoghurt and sour milk products during the forecast period. The main influence on this trend is the ongoing expansion of modern retailing in Romania’s large towns and cities, with the spread of chained discounters to smaller towns in rural areas likely to be a crucial factor supporting sales of private label yoghurt and sour milk products.
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This report originates from Passport, our Yoghurt and Sour Milk Drinks research and analysis database.
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