Yoghurt and Sour Milk Products in Slovakia

PROSPECTS

Lactose-free yoghurt options are projected to record significant growth

Plant-based and soy-based yoghurts performed well in 2018, benefitting from stronger product availability and rising consumer-health-awareness. As practically all plant-based options are lactose-free and the number of lactose-intolerant consumers is rising, sales exceeded expectations.

Higher-fat yoghurt gains in popularity

Low-fat yoghurt did not perform well at the end of the review period, due to claims from nutritionists that higher-fat dairy products are more natural for a human body and that such products are considered to be of a higher quality. Low-fat yoghurt is still popular among consumers who closely track of their calorie intake; however, the trend currently favours thick, rich-in-fat yoghurt, such as Greek-style or skyr versions, and this development is very likely to continue in the forecast period.

Fortified products attract growing consumer interest

Probiotic cultures remain highly important to Slovak consumers as these are often associated with immunity and digestive health, while product labels simply indicate the presence of beneficial bacteria rather than actual health claims (due to EU regulation). Products fortified with probiotics, calcium or vitamins are expected to further gain in popularity over the forecast period, thanks to growing health-awareness among Slovak consumers, with the primary traditional flavours (such as strawberry, chocolate and blueberry) likely to remain the most common.

COMPETITIVE LANDSCAPE

Local production remains popular, but Czech Republic brands attract consumers too

Yoghurt products sourced domestically from local dairies dominated sales in 2018, with brands such as Rajo, Zvolensky, Tami and Sabi among the best-selling. In addition to this, private label products performed well, while imported products achieved modest gains, particularly those from brands sourced from the Czech Republic, such as Milko (by Polabske Mlekarny as).

Packaging innovation favours away-from-home consumption

In 2018, Hollandia Balance drinking yoghurt introduced an extension that is marketed as being a yoghurt smoothie that is free from artificial stabilising agents and fortified with probiotics. Its packaging has a special plastic cover, which allows the product to be consumed on the go.

New product development is strong in 2018, generating good growth prospects

Danone Oikos was introduced in the overall region in early 2018 and this launch was supported by an aggressive marketing campaign featuring television ads, online product support, in-store promotion and printed press ads. Other important innovations included skyr (thick yoghurt originating in Iceland), while Greek-style yoghurt remained a popular option.

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