Boston, MA -- (ReleaseWire) -- 06/03/2014 -- Active marketing campaigns by players such as Marigold and Yakult raised consumers' awareness of the benefits of yoghurt such as aiding digestion. This in turn continued to attract consumer interest in yoghurt during 2013, especially with consumers' rising health consciousness. As a result, yoghurt and sour milk drinks registered relatively high current value growth in 2013, albeit slightly slower than in 2012.
Malaysia Milk Sdn Bhd led yoghurt and sour milk drinks with a 37% value share in 2013, which was an increase from 2012. Consumers' increasingly aware of the benefits of pre/pro biotic drinking yoghurt benefitted the performance of its Vitagen brand during 2013. The player's active campaigns, such as Vitagen World Digestive Health Day 2013 and Vitagen Healthy Digest Walk, further reinforced consumers' brand awareness.
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Yoghurt and sour milk drinks is expected to witness positive constant value growth over the forecast period. Rising health consciousness of consumers will remain the key driver for yoghurt in the forecast period as they are more willing to pick up yoghurt for its health benefits such as improving digestive health. Players will also continue their strong marketing efforts in order to drive consumer awareness of the benefits of yoghurt. They will also seek to enhance the overall nutritional content of yoghurt with fortified/functional or better-for-you ingredients.
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The Yoghurt and Sour Milk Drinks in Malaysia market research report includes:
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- Historic volumes and values, company and brand market shares
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Our market research reports answer questions such as:
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- Which variety of yoghurt is performing better - spoonable or drinking?
- In the wake of recent controversies, what does the future hold for functional probiotic products?
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