Yogurt tops in Germany
Yogurt consumption in Germany is growing almost twice as fast as other dairy products; a trend that is set to continue. According to a new report from Canadean, ‘Market Focus: Trends and Developments in the Dairy Food Sector in Germany’ the taste and texture of yogurt is more important than price and calorie count.
Yogurt is set to grow fast in the otherwise fairly slow growing and saturated German dairy market and is expected to register the highest growth across all dairy categories at a compound annual growth rate (CAGR) of 2.7% during 20122017 , which is twice as fast as growth in milk at a CAGR of 1.4% and more than three times as fast as in cheese at a CAGR of 0.8%.
The study says that ‘indulgence’ is the leading trend motivating 35% of consumption by volume. This underlines the importance of taste, texture and emerging product categories such as frozen yogurt and dairy desserts. Price and value for money is the second most important motivation, however, with 22% it is significantly less important than the desire to indulge. The desire to treat oneself with tasty products is particularly important in emerging categories like frozen yogurt, which is considered to be a healthier alternative to other snacks and desserts. Products such as the successful Berlin frozen yoghurt upstart, Wonderpots, are gaining popularity by emphasising the flavours and textures offered rather than calorie count. Older people are a key group to target
In Germany, consumers aged 55 and over eat 34.9% of dairy products by volume. In contrast, consumers aged 0-15 years old eat only 16%. With the +55s increasing their share of the German population from 33.7% to 36.6% between 2012 and 2017, the importance of this group will only grow.
