Excellent health among yoghurts

Manufacturers have succeeded in linking yoghurts with the concept of health in the minds of consumers. Health-focused sub-brands are evidence of this success. Market data from Nielsen reveals favourable trends in the market of fruit yoghurts, with sales showing substantial growth in terms of value. This is however, mainly the result of the increase of VAT from 15 to 20 per cent. Though private labels only hold a 12 per cent share in this market, this percentage is expected to grow as discount store continue to become more popular. – A positive development for the whole category is that products with special functional advantages (like boosting the immune system, or being lactose-free) have become a special segment – says Beáta Kiss, corporate relations director from Danone Kft. Demand for larger size products is growing. The type of packaging which shows the most dynamic increase is the 4-pack, primarily in hyper markets. In more advanced markets however, 8 or 12 packs are the present trend, which is also expected to arrive here soon. An interesting phenomena is the “crossover” between categories, with the absence of definite dividing lines between milk desserts, yoghurts and curd-based products. Another important trend in innovation is enhancing health. Among Danone products, fruit yoghurts represent the largest segment. The three best selling yoghurts in the market are Danone brands. Zott Hungaria Kft. is the second largest player in the yoghurt market. Their strongest brand among fruit yoghurts is Jogobella, sold in a wide range of versions and flavours. The brands Primafrutta and Früchte Gut also belong to them. – We introduced Jogobella Drink in several flavours in March 2007 – says Erika Kancsár, marketing manager of Zott Hungaria Kft. The main activity of Mark-Nagisz is the production of curd. As dr. Zoltán Hagymási, sales director has told us, their intention was to develop a product with higher added value for health-conscious consumers.Their new product, Koronás Csemege is a crossover milk dessert made with yoghurt, curd and jam. The base yoghurt is pro-biotic and free of preservatives.