Totally dairy-free

By: Budai Klára Date: 2023. 05. 09. 10:31

2022 was full of challenges in the lactose- and dairy-free product category too, mainly owing to different economic effects and the high inflation.

This article is available for reading in Trade magazin 2023/5

Nóra Kis-Kajtár
Alpro brand manager
Danone Magyarország

Nóra Kis-Kajtár, Danone Magyarország Kft.’s Alpro brand manager told that the expansion of the category and the Alpro brand slowed down, because of the economic hardships and the growth of private labels, but they are still growing. Drinks make up for the majority of the plant-based category, but sales are increasing much faster in smaller categories such as gurts, desserts and creams.

“Sales data show it very well that consumers like almond, coconut and rice drinks the most, but it is the sales of our rice drinks that are growing the fastest. Demand is also on the rise for our oat-based This is not M!lk product”

– the brand manager added.

Milk alternatives

Danone Magyarország Kft. rolled out the This is Not M!lk range last year. This consists of two oat-based drinks, whose taste is very much similar to that of milk. Last autumn the company put soy and coconut gurts on the market. The soy gurts contains no added sugar, they are only sweetened with fruits. In the coconut gurt range a new stracciatella flavour hit the shops.

Drinks have a major share in the category

Growing penetration of lactose-free products

Aliz Varga
senior brand manager
Bonafarm

According to Aliz Varga, Bonafarm Zrt.’s senior brand manager, the category’s penetration grew, but this only translated into volume sales growth in a few segments, because the number of buying occasions dropped due to the rapidly rising prices. This trend was true for dairy products in general, and even more so for the more expensive lactose-free products. Shoppers can choose a lactose-free alternative in every dairy product category where Sole-Mizo is present.

“Last year Mizo product packaging underwent a renewal, but the characteristic yellow patches stayed. We believe that these make our lactose-free products easy to recognise”

– the senior brand manger explained. //