Premium is dominated by individual pots as consumers demand their proper treats
There’s a steady stream of newcomers to the yogurts and pot desserts fixture. It’s a sexy, healthy, indulgent category and one where consumers demand a repertoire of choice.
In fact, chilled dairy desserts has the highest representation of any category in Cambridge Market Research Foodfax’s survey of consumer-rated new products.
Manufacturers have naturally been keen to explore the potential of consumers’ hunger for products that fit into their busy lifestyles and health regimes. The yogurts sector, in particular, has had a head start with its ‘good for you’ positioning.
Rod Groundes-Peace, head of marketing at Del Monte, producer of the fruit-based pot dessert range Fruitini, says: “An honest healthy proposition is a winning formulation in any NPD strategy.
An increase in both adult and children being classified as clinically obese has fuelled both the media and consumer beliefs and attitudes, which has resulted in manufacturers needing to reflect this in their NPD."
But, at the other end of the scale, the need for a ‘proper’ treat has also risen, which is where the growth in premium products and fruit-based pot desserts fits in. Gü Puds, Rachel’s Divine Rice
Puddings, Müller Amoré and Land & Sea’s Goshua brand are a few of the new premium products to have hit shelves in the last year.
Müller’s group MD Ken Wood describes the dairy giant’s move into the luxury market with Amoré as a natural progression and says it offers consumers a new proposition. According to a number of manufacturers there is plenty more to come from the premium end of the market. “There will always be a market for premium yogurt products, so we think they should continue to do well,” says Gerry Roads, marketing director of Yoplaît Dairy Crest, which includes Yoplaît Best There Is! yogurts within its premium range.
However, branded products are not ruling the roost when it comes to premium products. The sector is growing by nearly 70% year-on-year [ACNielsen Scantrack, MAT to February 21, 2004] and is driven by own labels such as Tesco’s Finest and Sainsbury’s Taste the Difference ranges.
Products within this category are mainly single pots filled with textured yogurt and sophisticated flavours.
Some areas of natural health can also be seen as premium, with organic and some bio lines commanding a higher retail price.
Another trend that has emerged is a taste for smaller pots such as Yeo Valley’s Ubley which was launched a year ago. Other small pot brands include Petits Filous fromage frais and Wildlife, which manufacturer Yoplaît Dairy Crest says are increasing market share.
There’s a steady stream of newcomers to the yogurts and pot desserts fixture. It’s a sexy, healthy, indulgent category and one where consumers demand a repertoire of choice.
In fact, chilled dairy desserts has the highest representation of any category in Cambridge Market Research Foodfax’s survey of consumer-rated new products.
Manufacturers have naturally been keen to explore the potential of consumers’ hunger for products that fit into their busy lifestyles and health regimes. The yogurts sector, in particular, has had a head start with its ‘good for you’ positioning.
Rod Groundes-Peace, head of marketing at Del Monte, producer of the fruit-based pot dessert range Fruitini, says: “An honest healthy proposition is a winning formulation in any NPD strategy.
An increase in both adult and children being classified as clinically obese has fuelled both the media and consumer beliefs and attitudes, which has resulted in manufacturers needing to reflect this in their NPD."
But, at the other end of the scale, the need for a ‘proper’ treat has also risen, which is where the growth in premium products and fruit-based pot desserts fits in. Gü Puds, Rachel’s Divine Rice
Puddings, Müller Amoré and Land & Sea’s Goshua brand are a few of the new premium products to have hit shelves in the last year.
Müller’s group MD Ken Wood describes the dairy giant’s move into the luxury market with Amoré as a natural progression and says it offers consumers a new proposition. According to a number of manufacturers there is plenty more to come from the premium end of the market. “There will always be a market for premium yogurt products, so we think they should continue to do well,” says Gerry Roads, marketing director of Yoplaît Dairy Crest, which includes Yoplaît Best There Is! yogurts within its premium range.
However, branded products are not ruling the roost when it comes to premium products. The sector is growing by nearly 70% year-on-year [ACNielsen Scantrack, MAT to February 21, 2004] and is driven by own labels such as Tesco’s Finest and Sainsbury’s Taste the Difference ranges.
Products within this category are mainly single pots filled with textured yogurt and sophisticated flavours.
Some areas of natural health can also be seen as premium, with organic and some bio lines commanding a higher retail price.
Another trend that has emerged is a taste for smaller pots such as Yeo Valley’s Ubley which was launched a year ago. Other small pot brands include Petits Filous fromage frais and Wildlife, which manufacturer Yoplaît Dairy Crest says are increasing market share.
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