Yoghurt and Sour Milk Products in the Netherlands

PROSPECTS

Plain yoghurt offers consumers high protein and alternative breakfast option

Yoghurt and sour milk products continued to enjoy stable demand supported by the stronger retail volume growth of plain yoghurt and sour milk products. Dutch consumers are searching for more natural and healthier unprocessed options within packaged food, and plain dairy offers them a protein-rich product without artificial flavourings or additives, that can be used for a variety of dishes.

Consumers appreciate various origins of plain yoghurt as point of differentiation

With ongoing demand for more natural products, Dutch consumers are increasingly looking for yoghurt that offers them some point of differentiation. Yoghurt from various countries of origin or styles appeal to consumers who appreciate provenance and localisation with Greek yoghurt, Turkish yoghurt, Dutch strained yoghurt (hangop) and Icelandic skyr all gaining in popularity.

Increasing demand for sour milk products supported by emerging niche of kefir

Demand for sour milk products continued to gain momentum in 2019, supported by the trend for kefir, a cultured fermented drink traditionally made from cow’s or goat milk, which is perceived to be high in nutrients and probiotics, which are beneficial for digestion and gut health. This is a fairly new product for the Netherlands, with local consumers more used to purchasing traditional Dutch sour milk products called karnemelk, which are naturally high in protein and low in sugar and usually sold plain, with consumers increasingly favouring plain dairy over flavoured.

COMPETITIVE LANDSCAPE

Despite losing ground, leader Royal FrieslandCampina experiences stronger performance in sour milk products

Royal FrieslandCampina retained its leadership of overall yoghurt and sour milk products in 2019, offering a wide product portfolio across the category. However, the player continued to lose value share to competitors Arla Foods and Albert Heijn, and recording flat value sales.

Arla Foods continues to gain momentum within yoghurt and sour milk products

Second-ranked Arla Foods BV continued to gain ground on leader Royal FrieslandCampina, with the player introducing organic kefir to the Netherlands in 2018. This new product is offered in three flavours of plain, blueberry and ginger/lemon, although in line with the natural trend at the end of the review period, the plain variety has been the most popular, and is offered in a 1-litre carton, which along with Albert Heijn, is the only brand of kefir to offer this larger packaging, making it suitable for family consumption.

Muller launches lower fat varieties of Almhof plain yoghurt

Muller Nederland experienced ongoing strong value growth in 2019. Although its brand Almhof continued to lead flavoured yoghurt, it performed better in current value growth terms in plain yoghurt in line with the growing trend for this type.

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