Yoghurt and sour milk products is expected to maintain a positive growth trajectory in both retail volume and current value terms over 2021, albeit slightly slower than the rates recorded in 2020. The shift to mass teleworking has provided consumers with more time to prepare and consume breakfast at home.
The positive growth in sales of sour milk products is supported by kefir, which accounts for a small portion of the category, but is growing fast in popularity. Importantly, kefir is perceived as beneficial for one’s digestive health.
As Dutch consumers become more conscious of the importance of immunity and health in general and consumption patterns, they often prefer functional ingredients, as well as sugar and fat-free products with no additives. This is boosting the appeal of plain yoghurt over flavoured yoghurt, while driving interest in kefir.
Yoghurt and sour milk products is projected to register retail volume and value (2021 constant prices) growth through the forecast period. Value sales are predicted to grow faster than volume sales, as health and other premiumisation trends exert upward pressure on unit prices in the category.
Kefir is predicted to become increasingly popular in the Netherlands. Demand is far from saturated, leaving plenty of room for growth and the release of more varieties.
The emphasis on locally-sourced produce is expected to continue in the forecast period. In addition to concerns over product origins, transparency and quality with regard to imports, and a general trust in Dutch products, this reflects the local consumer experience of the pandemic.
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This report originates from Passport, our Yoghurt and Sour Milk Drinks research and analysis database.
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