Thirsty Thoughts: Drinking yoghurt recovers lost volumes
BRAND ACTIVITY
Nov 21st 2011, 09:50
BMI quantifies the drinking yoghurt category annually and has a wealth of insights into the market dynamics at play. Drinking yoghurt competes with other dairy beverages such as milk, dairy juice blends and flavoured milk, as well fruit juices. The unique selling proposition of drinking yoghurt lies in the ability to be supplemented by means of value addition ingredients, such as probiotics.
Drinking yoghurt recovers lost volumes
• Drinking yoghurt is a popular drink amongst the younger generation, with marketing focus placed on the young adult demographic. The category leader is the Yogi-sip brand, which is marketed as a vibrant, energy-filled product, aimed at the university or young working population.
• Drinking yoghurt saw large growth in 2010 as several large players expanded their lines. This growth also represents a recovery in volumes lost during the 2009 recession.
Read more about trends within the drinking yoghurt category in the Annual Market Quantification (September 2011) presented by BMI. Click here for more information on BMI Research
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