Boston, MA -- (ReleaseWire) -- 06/09/2014 -- The biggest story of 2013 was the continuous decline of fortified/functional products. This phenomenon has to do with two interconnected factors: on one side, the emerging trends towards high quality and traditional products have led consumers to either indulging themselves or to prefer organic products. On the other side, the refusal of several health claims by the European Commission has further affected the category, as products previously labelled as pro/pre biotic yoghurt had to be repackaged without health claims.
With a 36% share, Danone NV/SA remained top of the category. For years Danone was the major trend-setter in the category and the biggest advertising spender. However, faced with the decline of fortified/functional and better-for-you variants, the company saw its value share decline in 2013.
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By the end of the forecast period, Belgian consumers are likely to have held to their opinion that yoghurt is not an essential part of their diet. The category is set to decline in value terms over 2014-2018. Value sales will be affected by the expected decrease in unit price as well as declining volume sales in certain categories.
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