Virtually fat-free yoghurts have not performed particularly well, with the focus on health additives and exotic flavours
Health is such a buzzword across the food sector that you’d think low-fat yoghurts would be one of the biggest winners. However, although Weight Watchers and Sveltesse have experienced market value growth this year (up 4.1% and 441% respectively) the virtually fat-free market has grown only 1.7% [ACNielsen 52 w/e December 25, 2004] with Müllerlight sales down 6% year-on-year.
It could be because most consumers reckon yoghurts are pretty healthy anyway, along with the fact that there’s so much product sold on promotion, according to Müller MD Andrew Harrison. He aims to give the category a fillip by launching Healthy Balance Corners, which are aimed at consumers who like traditional Müller Corners but want to maintain a more balanced diet. These are probiotic, and contain less sugar and fat than the standard brand.
Danone is also bidding to shake up the diet sector with the launch of Shape Solo, a diet yoghurt in single pots in three flavours: Sumptuous Strawberry, Really Raspberry and Blissful Blackberry. The products have the “lowest-ever calories” and “best-ever taste”, according to the firm.
Steve Dixon, Nisachill/freeze buying controller, reckons that the majority of growth is coming from healthy ranges, while flavour profiles are going towards
more exotic and confectionery/ dessert-based flavours.
Danone is taking this a step further and recently added six essential vitamins to its Shape product. As commercial director Adam Grant explains: “It’s not just about flavour; consumers want added value and are becoming more demanding. They want products that deliver incremental benefits.”
Healthy can also mean dairy-free, according to John Allaway, Alpro’s commercial director, who says the profile of the dairy-free yoghurt shopper has changed considerably. “Today, it is those who realise that what they eat and drink can help with their general health and well-being - it’s not just shoppers who are vegetarians,
vegans or affected by lactose intolerance.”
Health issues, fuelled by government debates on obesity, look set to drive the sector forward, particularly in view of the spotlight on advertising of sweetened products to children. It’s something that Yoplait Dairy Crest plans to address by continuing to push the healthy message on Petit Filous - a brand which already pulls in health-conscious mums.
Uniq Prepared Foods is also playing the children’s health card with its reduced sugar Tweenies yoghurt and Balamory fromage frais. “Healthier options are becoming increasingly relevant in the kids sector as a result of concerns about childhood obesity.” In view of BBC Worldwide’s refusal to grant licences to high sugar/fat products, “we have been working for some time to significantly reduce the sugar content of our character-licensed kids’ yoghurts and desserts”, says Uniq MD Jed Kenrick.
Health is such a buzzword across the food sector that you’d think low-fat yoghurts would be one of the biggest winners. However, although Weight Watchers and Sveltesse have experienced market value growth this year (up 4.1% and 441% respectively) the virtually fat-free market has grown only 1.7% [ACNielsen 52 w/e December 25, 2004] with Müllerlight sales down 6% year-on-year.
It could be because most consumers reckon yoghurts are pretty healthy anyway, along with the fact that there’s so much product sold on promotion, according to Müller MD Andrew Harrison. He aims to give the category a fillip by launching Healthy Balance Corners, which are aimed at consumers who like traditional Müller Corners but want to maintain a more balanced diet. These are probiotic, and contain less sugar and fat than the standard brand.
Danone is also bidding to shake up the diet sector with the launch of Shape Solo, a diet yoghurt in single pots in three flavours: Sumptuous Strawberry, Really Raspberry and Blissful Blackberry. The products have the “lowest-ever calories” and “best-ever taste”, according to the firm.
Steve Dixon, Nisachill/freeze buying controller, reckons that the majority of growth is coming from healthy ranges, while flavour profiles are going towards
more exotic and confectionery/ dessert-based flavours.
Danone is taking this a step further and recently added six essential vitamins to its Shape product. As commercial director Adam Grant explains: “It’s not just about flavour; consumers want added value and are becoming more demanding. They want products that deliver incremental benefits.”
Healthy can also mean dairy-free, according to John Allaway, Alpro’s commercial director, who says the profile of the dairy-free yoghurt shopper has changed considerably. “Today, it is those who realise that what they eat and drink can help with their general health and well-being - it’s not just shoppers who are vegetarians,
vegans or affected by lactose intolerance.”
Health issues, fuelled by government debates on obesity, look set to drive the sector forward, particularly in view of the spotlight on advertising of sweetened products to children. It’s something that Yoplait Dairy Crest plans to address by continuing to push the healthy message on Petit Filous - a brand which already pulls in health-conscious mums.
Uniq Prepared Foods is also playing the children’s health card with its reduced sugar Tweenies yoghurt and Balamory fromage frais. “Healthier options are becoming increasingly relevant in the kids sector as a result of concerns about childhood obesity.” In view of BBC Worldwide’s refusal to grant licences to high sugar/fat products, “we have been working for some time to significantly reduce the sugar content of our character-licensed kids’ yoghurts and desserts”, says Uniq MD Jed Kenrick.
No comments yet