Kids’ products hit by massive reverse

Sales of dairy products aimed at German children fell by 1% in 2000 to 78,700 tonnes, according to market analyst AC Nielsen. This is in stark contrast to 1999, when the sector achieved a growth of 17% over the previous year.
Nearly all product types took a dive with whey items losing much of the ground gained in 1999, when sales increased by just under 50%. The bottom line in 2000 was a drop of around 53%.
Milk drinks and dairy desserts retained much of their popularity, losing only a fraction of sales during the two years. Sales of children’s yogurts, however, increased by 25%, saving the sector’s performance figures from looking much worse.
The children’s yogurt sector remained one of the most attractive for dairy processors with sales representing 21% of the total market. This is an example of a sector in which processors have kept up to date with creative innovations. But the days of spectacular increases for the sector as a whole have gone, said industry experts, who blamed the stagnating market on a dearth of innovative, sales-grabbing ideas.