Boston, MA -- (ReleaseWire) -- 05/30/2014 -- The review period witnessed a significant change in consumer behaviour. Italian consumers became increasingly suspicious of functional products, particularly pre/probiotic yoghurt, the previous growth driver in the category, and returned to simpler and more natural products. In any case, 2012 and 2013 were quite successful years for yoghurt and sour milk products, especially if compared with other dairy categories.
Danone is expected to remain the undisputed leader in yoghurt and sour milk products in 2013, with a 30% value share. Yoghurt is its core business; thus the company continues to be the trendsetter and the top spender on advertising in the category. Due to its leadership, it was unable to escape the sluggish performance in yoghurt during the middle of the review period, and the collapse of most functional products in 2012 and 2013, whilst Activia and Actimel were its previous growth drivers. However, most non-functional brands in Danone's wide portfolio continued to post growth in early 2013.
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Yoghurt and sour milk products is a mature category; thus more substantial growth will be difficult to achieve. Growth will nevertheless be driven by demand for products positioned as health and wellness, functional, organic, low fat and low lactose. Consumers will buy new flavours and flavour combinations which offer a new taste experience.
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The Yoghurt and Sour Milk Drinks in Italy market research report includes:
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