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MARKET OVERVIEW

1.1 Presentation of the market

Yogurt is a coagulated milk product produced by the bacterial fermentation of milk. The bacteria used to make yogurt are known as yogurt cultures. The fermentation of lactose by these bacteria produces lactic acid, which acts on the milk proteins to give the yogurt its characteristic acidic texture and flavour.

Globally, the market is growing in parallel to the perceived health benefits of yogurt. Asia is the largest consumption region, accounting for 26%. Asia is also expected to drive growth going forward as spending power increases and health awareness rises.

In France, yogurt is a widely consumed product. Indeed, France is the second-highest consumer of yogurt in Europe. However, the market has stagnated amid higher price pressure and competition on the market. 

Market concentration is high; Danone, Yoplait and Nestlé clearly dominate the competition and account for around 77% of sales. On the one hand, competition is strong in this sector because large groups such as Danone and Nestlé have to deal with new actors wishing to take part in new trends by relying on the will to eat healthier, and also by offering new products targeted at different customer groups. However, acquisition activity by the three giants is high, which consolidates and maintains the grip of power.

Going forward, players seek organic growth via innovation in particular, as well as the multiplication of the diversity of the offer. The market for organic products continues to grow strongly, with the organic yogurt sub-segment benefiting from this growth. This appeal is expected to continue in the future and has the most lucrative outlook.

1.2 The global market is growing

Turnover of the yoghurt market World, ****-****, in $ billion Source: ****

The global yoghurt market is in full bloom; between **** and **** it is expected to grow at a CAGR of *.*% to reach $***.** billion in ****. 

Several reasons contribute to this growth; first, yoghurt is associated with health benefits, which appeal to an ever-increasing ...

1.3 Stability in the domestic market

Yogurt is strongly rooted in the French culinary culture. At the European level, the French are the second-largest consumers of yogurt in Europe, after the Germans. [***] In **** the penetration rate was **.*%. 

Turnover and volumes sold of the yoghurt market France, ****-****, in € million and tonnes Source: ****

In France, the yogurt market ...

1.4 International Trade

This section provides an overview of France's foreign trade of yoghurt. In particular, we use data from the UN Comtrade code "****** - Dairy produce; yoghurt, whether or not concentrated or containing added sugar or other sweetening matter or flavoured or containing added fruit or cocoa" to obtain figures on exports and ...

DEMAND ANALYSIS

2.1 Profile Analysis: The French Consumer

This section analyses consumption patterns of French consumers.

In ****, there were almost ** million active consumers of yoghurt (***). This is close to half of the French population which implies that the penetration rate is very high. A study from **** from Ipsos revealed that yoghurt is one of the * preferred products during a ...

2.2 Product breakdown

In the graph below, yoghurts are broken down into sub-categories and ranked based on sales. From this we find that the sales value of brewed yoghurts was the highest in **** (***).

Yoghurt with taste (***) had a highest sales value than natural yoghurt, which is due to the fact that the supply offer ...

2.3 Demand trends: yoghurt consumption going forward

Bio

The organic sector is a field that is growing in importance: it grew by **.*% between **** and **** [***] and is thus the most dynamic segment. Nielsen believes that the organic segment in "animal" products where yoghurt is included could rapidly reach **% of the market share in large supermarkets. 

The rise in bio ...

2.4 Les marques de yaourt préférées des Français

Le graphique ci-dessous a été obtenu à partir de données issues du sondage mené par OpinionWay au sujet des marques préférées des Français. Il présente les réponses des sondés à la question "aimez-vous telle marque?" pour différentes marques de yaourt.

La Laitière est ...

MARKET STRUCTURE

3.1 Production is stable

This section looks at France's production of yoghurt. In general, yoghurt can be classified into two categories: natural and non-natural. After this, another three broad categories based on the underlying animal with which it is produced exist. In this scope we find cow milk, sheep's milk and goat milk. Finally, it ...

3.2 Distribution

  Distribution of sales for yoghurt France, ****, in % Source: France Agrimer In ****, almost half of all purchases (***) were the second most common point of sale. E-commerce remains relatively small in terms of sales with a *.*% share.   Distribution of sales for bio yoghurt France, ****, in % Source: ****

For bio yoghurt, the distribution of sales ...

3.3 Sales are concentrated

This section looks at brand sales. We find that the two top brands (***) accounted for more than **% of sales in **** in total. 

Yoplait is owned by General Mills but is headquartered in France. In ****, the brand held **.*%. In second place we find Activia **.*%.

Yoghurt and fromage frais brands ranked by number ...

3.4 M&A activity

ANALYSIS OF THE OFFER

4.1 Product Overview

Pasteurization: milk is pasteurized to prevent deactivation of bacterias. Moreover, it denatures whey proteins. Adjusting Milk Composition and Blending Ingredients: sweeteners, stabilizers and nonfat dry milk powder is added to prevent coagulation of milk proteints. Homogenization: this is made to ensure a stable consistency, but does not apply to all yoghurts.  Heating: ...

4.2 Price analysis

Prices for yoghurt in France have been decreasing over the past years; below is a the price index evolution with base year in **** with a value of ***. 

In ****, the index value reached **.*, which implies a *.*% decrease in prices since ****. This can be explained by higher competition on the market, which consequently ...

4.3 Bio production is on the rise

In the section *.*, the rising demand for bio yoghurt has been mentionned. This trend is also apparent when looking at suppliers' production levels of bio yoghurt; between **** and **** the production levels more than doubled, as can be seen below.

Production of bio yoghurt France, ****-****, in tonnes Source: ****

4.4 Yoghurt as a key in our diet

Contribution of yoghurts to energy, macronutrients, calcium and sodium in the diets of children (***) in France. France, ****, in % Source: ****

To improve the image of yoghurt, marketers should emphasize the fact that the product contributes greatly to humans' intake of calcium and sugar intake. In particular, yoghurt's contribution to children's nutrition is ...

REGULATION

5.1 Regulatory framework

A strict definition

In France, the marketing of yoghurt is regulated at several levels. The term yoghurt is defined as an fermented milk packed in jars. However, the terms of fermented milk and yoghurt are protected designations by decree N° **-****.

A fermented milk is a milk product prepared from different ...

POSITIONING OF THE PLAYERS

6.1 Positioning of the actors

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Reviews (1)

The yoghurt market - France

Publicado en 04/11/2021 by Lorraine Ferry

Very complete study. We can clearly see the relatively new trend towards healthy, organic, gluten-free products, and the emerging aversion of consumers to products with too much sugar


Businesscoot Response:

Hello Lorraine, Thank you very much for your feedback, we are delighted if our study has perfectly met your expectations. :)