Heavyweight support above the line and promotions help Müller to reign supreme in a sector that is driven by adult tastes
Müller’s dominance continues, though other manufacturers are making innovative and value-adding moves.
Müller is promoting regularly and has much above-the-line support to help maintain its presence. New product development has been limited to seasonal lines and new flavour variants but, as category captain, there is no real need to make any dramatic changes.
The adult sector is driving growth within yogurts and dairy desserts, helped by the rise of Onken which is the number three brand. A high quality product and a point of difference in its large pot size has allowed Onken to charge more than average with very little promotion.
Yoplait has also enjoyed impressive growth: Petits Filous has been well supported which has helped drive the brand from seventh place last year to fourth in 2003. While firmly aimed at children, Petits Filous is also eaten by adults, something that is less likely with the licensed kids pot desserts and yogurts.
Weight Watchers sales rose almost £12m, well above sector growth. Organic yogurt is growing fast and Yeo Valley is one of the leading manufacturers of this style. Like Onken, it provides a big pot alternative to the standard single portion.
Müller’s dominance continues, though other manufacturers are making innovative and value-adding moves.
Müller is promoting regularly and has much above-the-line support to help maintain its presence. New product development has been limited to seasonal lines and new flavour variants but, as category captain, there is no real need to make any dramatic changes.
The adult sector is driving growth within yogurts and dairy desserts, helped by the rise of Onken which is the number three brand. A high quality product and a point of difference in its large pot size has allowed Onken to charge more than average with very little promotion.
Yoplait has also enjoyed impressive growth: Petits Filous has been well supported which has helped drive the brand from seventh place last year to fourth in 2003. While firmly aimed at children, Petits Filous is also eaten by adults, something that is less likely with the licensed kids pot desserts and yogurts.
Weight Watchers sales rose almost £12m, well above sector growth. Organic yogurt is growing fast and Yeo Valley is one of the leading manufacturers of this style. Like Onken, it provides a big pot alternative to the standard single portion.
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