Magazine: Milk desserts are in great shape

The milk dessert market is growing year by year, but the sales growth is different in different segments. Viktória Főfainé Kiss, brand manager of FrieslandCampina Hungária Zrt. told our magazine that the rice pudding segment is developing the fastest: sales were up 39 percent in comparison with the previous year. Sales of cream puddings, cottage cheese based and after-meal desserts (profiterole, tiramisu, somlói, panna cotta) also improved.

Milk dessert sales have two big ‘enemies’: the summer month and the period before Christmas. This is the reason why one of the innovation directions aims at reducing the category’s seasonality. For instance cottage cheese cream Milli Krémtúró, a market leader product from FrieslandCampina, comes out with seasonal specialties in both the summer and winter months. Last autumn the company put the lactose-free version of Milli Krémtúró on the market.

Viktória Főfainé Kiss
brand manager
FrieslandCampina Hungária

The company’s other brand is Landliebe, which has a 6-flavour semolina pudding portfolio. Some of them are marketed in one-chamber cups, while others come in two-chamber cups – this creates a wide range of consumption opportunities. Consumers are price-and promotion-sensitive in this category too, but they are willing to pay an extra for natural and premium products such as Landliebe.

Lactalis Hungária Kft.’s Parmalat brand launched two chilled milk dessert products in 2017, because the company sees potential in this continuously growing category. Junior trade marketing manager Krisztina Molnár told that they position Parmalat as a modern, premium brand. This year the company put Parmalat Extra fruit yogurts and Parmalat Dolce Cremoso mascarpone-based yogurts on the market.

Krisztina Molnár
junior trade marketing manager
Lactalis Hungária

The dairy snack market has also been growing dynamically in recent years, just like that of milk desserts. Andrea Princz, marketing manager of FrieslandCampina Hungária Zrt. told Trade magazin that one of the company’s most successful product launches was this year’s new product line, Fitt Pöttyös. These yogurt-coated Túró Rudi products, which contain 30 percent less sugar, found their buyers rapidly. They are available in plain, raspberry-muesli and apple-muesli flavours. The muesli in Fitt Pöttyös products is gluten-free.

Andrea Princz
marketing manager
FrieslandCampina Hungária

Éva Gereczné Rudnai
sales manager
Real Nature

According to Éva Gereczné Rudnai, sales manager of Real Nature Kft., new innovations soon become shoppers’ favourites. Good examples of this are the D’Oro Tiramisu and Cappucino bars distributed by Real Nature Kft. – these aren’t primarily made for children (the main target group of dairy snacks) but for adults. Consumers are now increasingly conscious and pay more attention to their health when buying food. This trend also has an influence on the milk and yogurt segments, in which Real Nature educates consumers. This year the company launches the following new products: My Little CowCow, an organic bar made with honey, milky bar Choco and its chocolate-hazelnut version, Choco Nut Snack. //