Yoghurt and sour milk products shows healthy value and volume growth in 2021, following a similar pattern seen across the review period and with little impacts from the event of COVID-19. Drinking yoghurt is noted as being the most dynamic in terms of new product launches, with an increase in the number of available flavours contributing to the category’s positive growth.
One positive event coming from the pandemic is the acceleration of health and wellness trends, with an increasing number of consumers paying more attention to their lifestyles and diets. Within this, they are seeking healthy and nutritious products, especially those which offer additional health and immune system support.
Domestic multi-category leader Société Tunisienne des Industries Alimentaires STIAL maintains its strong lead in yoghurt and sour milk products in 2021, again thanks to its ubiquitous Délice brand. The company’s strong position can be attributed to its widespread distribution network, which covers both modern and traditional channels, as well as an ongoing focus on research and development, leading to the frequent launch of new products, flavours and packaging formats.
The leading Tunisian companies in yoghurt, including Société Tunisienne des Industries Alimentaires STIAL, all invest in strong advertising and promotional support, including social networks, television advertising, and special offers and discounts in stores. Therefore, yoghurt brands remain front-of-mind for consumers, with frequent marketing campaigns every time a new product is released.
Sour milk products is expected to see healthy growth over the forecast period. These products are traditionally accompanied with couscous, which is the main dish in Tunisia.
Yoghurt will also benefit from the rapid expansion of supermarkets in Tunisia. Within this, such products are growing in availability and gradually replacing unpackaged yoghurt.
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This report originates from Passport, our Yoghurt and Sour Milk Drinks research and analysis database.
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