Yoghurt and Sour Milk Products in the Netherlands

PROSPECTS

Plain yoghurt continues to record strong growth

Whilst many traditional dairy categories have come under pressure in 2018, plain yoghurt has shown healthy growth. The major trend in food is for natural and pure products as consumers look for healthier and unprocessed options.

Flavoured yoghurt sees strong decline because of health concerns

While plain yoghurt has continued to record strong growth, flavoured yoghurt recorded a further decline in retail volume terms in 2017 and 2018, with relatively flat value growth. Consumers in general have turned away from products that they perceive as being high in sugar, calories or which are seen as artificial.

Sour milk products shows growth potential

For the first time in many years, sour milk products has recorded growth in 2017 and 2018 in current value terms. Traditional Dutch sour milk products called karnemelk are still a major product.

COMPETITIVE LANDSCAPE

New products emphasise protein

Protein-rich dairy is a major trend in 2018 and is set to continue to be popular over the forecast period. Arla Foods BV was a pioneer when it introduced its Breaker High Protein variant for its Breaker yoghurt in a stand-up pouch earlier in the review period.

Producers use the concept of provenance and localisation to add value

Greek yoghurt, Turkish yoghurt, Dutch strained yoghurt (hangop) and Icelandic Skyr are just a few examples of the way producers are using the concepts of provenance and localisation for their products. Greek yoghurt and Icelandic Skyr in particular have been extremely successful as these are both very filling and naturally high in protein while low in sugar.

New players expected to enter sour milk drinks as kefir becomes more mainstream

The Healthy People Kefir brand is becoming a popular product, while leading retailer Albert Heijn even has a private label kefir brand available. The expectation is that more brands will enter this area over the forecast period as consumers have an appetite for more sour dairy products instead of sweetened products and are also looking for products which are naturally healthy.

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