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Ireland yoghurt market led by Danone Ireland Ltd in 2013
Yoghurt and Sour Milk Products in Ireland - a new market research report on 2014-04-10 15:53:03
The full impact of the imposition of more stringent European Food Safety Agency (EFSA) regulations relating to the way in which companies are able to promote the functional benefits of their yoghurt became particularly evident during 2013 as pre/pro-biotic yoghurt brands which were formerly positioned as being beneficial for digestive health were repositioned as promoting general wellbeing. These changes came about as the regulations called for players offering these types of products within the EU to provide scientific evidence of the health benefits of various products, which resulted in numerous claims of the benefits of pre/pro-biotic strains of yoghurt being rejected.

Danone Ireland Ltd is set to maintain its status as the leading player in yoghurt and sour milk products in 2013 with a 29% value share. Danone´s brands hold strong positions in all of the individual yoghurt categories. Danone´s Actimel brand is expected to remain the leading brand in yoghurt in 2013 with a 17% value share, while its Activia brand is set to maintain fourth position with a 6% value share. Within drinking yoghurt, Actimel is set to lead in 2013 with 42% of total retail value sales, while Activia is set to lead in spoonable yoghurt with a 11% value share. Danone continues to strengthen its leading position in yoghurt in Ireland through ongoing innovation and the launch of regular new flavour formulations.

Yoghurt and sour milk products is set to decline in constant value at a CAGR of -1% over the forecast period as price discounting and price promotions remain prevalent in the category, most notably during the first half of the forecast period as the economic situation in Ireland is expected to remain challenging. In general, disposable income levels are not expected to improve as taxation and charges are likely to increase as Ireland´s government strives to balance its budget. And although unemployment levels are not expected to rise beyond the current level of 14%, it is unlikely that the prospects for Ireland´s unemployed and underemployed will improve to any significant extent during the forecast period.

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