The yoghurt market is a sub-sector of the more global dairy products market. The players on the global dairy market are also generally present on the yoghurt market.
The yoghurt market in 2013 generated 5 billion euros in France (source: Syndicat du frais). The French market is a significant, accounting for 8% of the world market.
Competition is strong in this sector because large groups such as Danone and Nestlé have to face new players who want to rush into trends such as the recent Greek yogurt. Thus, the market is seeing the arrival of specialist producers developing factories to allow themselves to supply supermarkets. However, the reputation of the brands owned by Danone and Nestlé, as well as their power in terms of communication, gives them a dominant position in the market.
The firms are looking for organic growth through innovation and the multiplication of the products on offer. Greek yoghurt, for example, is a very fast-growing product on which leaders are competing with product specialists. In recent years, consumers have seen many new products on the shelves that allow players to create value in a globally mature market.
Faced with global consumption without growth, regional companies are increasingly turning to private label manufacturing. Leaders are looking to keep their supermarket shelves in supermarkets through innovation (e.g. product or packaging) in contrast to the dessert sector.
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