Finding new moments of consumption is a powerful lever for growth. Dairy is a complex market with many sectors for growing brands to stretch across.
One way that brands can grow is by identifying shifting patterns of consumption, whether that is yoghurt brands playing into the breakfast occasion or cheese brands creating snack versions for eating on the go.
While sales of adult yoghurt are down 1% this year, the luxury sector is in strong single digit growth. This is an opportunity that Müller, the number one dairy brand, capitalised on with the launch of Amore. In a development which reflects our requirement for products which meet multiple needs, Amore appeals specifically to super-creamy yoghurt shoppers, and is also fat free and high in protein. The brand has also launched gin and tonic flavour yoghurts in a six-pack to appeal to the fashion for all things gin.
Oykos, although currently outside the Top 20 in position 29, had a very significant growth of 28% in CRPs this year. This is because the luxury yoghurt sector is in growth and the brand has attracted new shoppers, increasing penetration by two percentage points to 15%. This year the brand launched, Oykos Signatures, which is multi-layered with a solid base of either biscuit, nuts or shortbread designed to appeal at the dessert yoghurt occasion.
Hear more from Marcelina Fedczyszyn on why understanding the dairy market and beyond is key to discovering opportunities for growth for dairy brands.
Arla is a brand that is very successful at moving into new spaces of the market through new product lines. The brand, in position 15, grew CRPs by 13% driven by increasing frequency by 22%. The brand encompasses several product lines, with Skyr, BOB and Organic all growing particularly well. This year it launched Arla Explorers yoghurts aimed at children, with 30% less sugar than other children’s yoghurts.
(excluding milk)
The roast and ground coffee market is having a craft-like revolution at the moment with many people making their favourite brew at home. The dairy alternatives brands have been quick to identify this changed need for their products. Swedish brand Oatly launched a foaming barista milk which doesn’t separate for use in both coffee and tea. The brand, which has expanded rapidly in recent times, also launched three flavours of ice cream, more recently followed by a fourth, into Tesco.
Alpro, in position three, is the highest placed of the dairy-free brands in the ranking with strong growth of 4% in CRPs. The brand this year also launched a barista milk, available in soya, oat or almond, specifically formulated to complement the coffee occasion. Alpro had a brand relaunch in summer 2019 with a new look and feel, and a number of new products. This included Greek yoghurt and low calorie ice-cream. Its UHT range has been particularly successful, growing at 29% year on year, an increase of £17 million.
