Dairy products focusing on health have potential for growth

Though the market of dairy products had expanded in 2007, it has started to shrink in the first 8 months of 2008, mainly as a result of higher prices. There have been changes in the respective market shares of different categories. For example, yoghurt drinks have continued to produce double digit growth, while the market share of milk rice has dropped. Sales of products with health benefits show definite growth. The number of consumers who prefer products which improve their quality of life is increasing. Freisland has been focusing on its three leading brands (Milli, Pöttyös, Completa) for years. Several innovations like Milli Mia Joghurtos Krémtúró Light have been launched this year. Apart from product innovation, we have also introduced new marketing tools. The highly successful Pöttyös consumer promotion with a TV campaign, online banners, a funny virus film and various elements of guerrilla marketing, has been an example of these.