BMi Research Annual Quantification Report, Yoghurt in South Africa, July 2013
BRAND ACTIVITY
Oct 14th, 10:13
Market Trends
The drinking yoghurt market continues to increase in both volume and value. The market is dominated by larger players, but there is also a plethora of smaller dairies that produce drinking yoghurt.
It is hypothesised that drinking yoghurt marketing campaigns have played an effective role in the year on year growth of this category. Players in the market feel that the rise in the popularity of drinking yoghurt is sourced primarily within brand activities and the health positioning of the category.
Top-end retail demand for drinking yoghurt continues to be the dominant consumption channel. Bottom-end retail outlets have also shown growth by ensuring that the product is within reach in within this sector.
Rigid plastic is the dominating pack type in this category. Players have projected growth in this pack type with new additional pack sizes. Sachets are expected to grow in this market as there are players planning to enter this pack type category.
Product Definition
Drinking Yoghurt
This product is not as coagulated as yoghurt, but rather has a smoother and more liquid-like consistency, making it suitable for drinking. The market size displayed for the category excludes exports throughout
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