The natural health credentials of yogurt are beating off concerns about carbohydrates, aided by light options

The majority of yogurts and chilled desserts have a strong health image and are perceived as healthy because of their dairy-based, low fat and calcium content.
Nevertheless, as consumers become more aware of, and more interested in, healthy diets, producers have had to raise their game.
Category sales received a boost last year as a number of manufacturers splashed out on new healthy option products, including diet desserts, and advertising to reinforce the natural health credentials of the majority of the sector and it is a trend that looks set to continue.
“Health is a big driver and this has been notable with the success of WeightWatchers products,” says Laura Kingsman, senior dairy buyer for Budgens. “It will be interesting to see what the players come up with, as the market is very competitive in this segment. Consumers are looking for products to give them their daily nutrients all in one go, especially with the current media focus on the
importance of dietary requirements.” The natural health sector of the yogurt category, which includes organic, bio, Greek, plain and soya products, grew by 10% in value last year, while sales of probiotic drinks, which include Actimel, Müller Vitality and Yakult, surged by 45% [ACNielsen Scantrack, MAT to February 21, 2004].
Danone Dairies says it expects rapid growth within both sectors and estimates that sales of natural health products will reach £200m in 2004, while probiotic drinks will reach the same figure in 2006.
With the steady year-on-year growth throughout the category, there seems to be little long-term effect from the highly-publicised Atkins-style low carbohydrate diets, while it is still too early to gauge the impact of one of last year’s biggest launches - low fat yogurt Sveltesse.
However, manufacturer Nestlé, which put £10m behind its launch, says Sveltesse is now the number three light brand behind Müller and WeightWatchers from Yoplaît Dairy Crest.
Not to be left out, Danone Dairies matched the £10m budget with a relaunch of Shape, aimed at repositioning the ailing yogurt and chilled desserts brand as products for a healthier lifestyle rather than a diet.
The dairy giant also earmarked £7m as a marketing launchpad for its new yogurt range Activia Sensation for the health conscious and, only last month, it announced plans to extend its Goodies range. The revitalised portfolio now includes low fat trifle variants, plus improved recipes and new packaging across the range.
Other health-oriented newcomers to
enter the arena in 2003 include Aloe Vera in the form of products from Onken and Emmi and Nestlé’s Munch Bunch Drinky+ probiotic yogurt drink.
Gerber Foods has stretched the health benefits of its Ocean Spray brand’s cranberry heritage further into the yogurt category by strengthening its alliance with dairy company Highgrove.
New products include an extended yogurt range of seven lines, including fat free and probiotic yogurts with natural plant extracts and a range of probiotic yogurt drinks in Cranberry and Cranberry & Raspberry.
As a sector, diet desserts are holding their own and grew by 6% in value last year, helped by products such as Del Monte’s new Fruitini which contains real fruit pieces. “Diets are generally getting healthier and people are turning to fruit more as they become more aware of what they are putting into their bodies,” says head of marketing at Del Monte, Rod Groundes-Peace.
The Fruitini range was supported by a £1m TV advertising campaign last year in addition to substantial press, cinema and sampling. And it looks like the company’s efforts paid off with sales showing a 45% increase over the four weeks to February 21 this year, according to ACNielsen.