Yoghurts for all occasions

If protecting one’s health is affordable and this is communicated intensively, negative market trends can be defied. Yoghurt is probably the best example for this. Sales of yoghurt have risen in spite of its price doing the same. Both fruit flavoured and natural yoghurts produced growth in the March 2008-February 2009 period. In the opinion of Éva Major Varga, marketing and export director of SOLE-MIZO Zrt., consumers spend their money more carefully than in the past and prefer products which have health benefits. This is good for yoghurt. In the fruit yoghurt segment, mainly yoghurt drinks and yoghurt desserts have produced growth, while demand for pulp yoghurts and light products has decreased. For health conscious consumers, “lightness” is no longer enough, as they want complex product advantages. Demand is shifting towards natural and functional yoghurts, like pro-biotic products. Strawberry and peach remain the most popular flavours in the fruit yoghurt segment, but consumers are getting increasingly open to innovations. According to an expert from FrieslandCampina, on-the-go consumption is becoming increasingly common, which has resulted in significant changes in packaging and product characteristics, with an increase in the popularity of drink type products. Activia, one of the strongest brands of Danone Kft. has also been introduced in the form of a yoghurt drink, boosting sales of the segment substantially. Refreshing flavour combinations are to be added to the Danone Activia yoghurt drink range containing Bifidus ActiRegularis®, which will be even lighter and smoother. These will come in 270 gram size. As a sign of its commitment to the protection of the environment, SOLE-MIZO Zrt. has launched its SOLE Flört product line of yoghurts in 450 and 900 gram size environment-friendly jugs. The image of the Milli umbrella brand was modernised by FrieslandCampina Hungária zrt in 2008, creating three sub-brands. Milli Life+ is targeted at highly health conscious consumers with products which have added health benefits. The SOLE-MIZO product range has also undergone major changes in recent months. Both umbrella brands have been repositioned. Basic dairy products belong to the Mizo brand, while products with higher added value belong to the SOLE brand. Unique yoghurts in special packaging have been launched in the Sole Probalance product line which represent the combined product advantages of fresh milk, fruit juice and yoghurt. The SOLE Update W-drink is another product launched in January 2009 and intended for health conscious consumers with its multiple advantages like helping to break down fats.