2013-03-16 12:06:20 -
Fast Market Research recommends "Muller Dairy (UK) Ltd.: Leader in the UK yogurt market" from MarketLine, now available
Muller was established in Bavaria, Germany in 1896 by Ludwig Muller. The company was initially small, operating as a village dairy. The company began to expand throughout the 1970s. In 1988, Muller entered the UK market with Muller Corner. Following the success of this, the company went on to introduce a range of products to the market including Muller Rice, Mullerlight, and Muller Vitality.
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Full Report Details at
- www.fastmr.com/prod/546464_muller_dairy_uk_ltd_leader_in_the_uk_ ..
Highlights
An increased health consciousness
amongst consumers has led to the UK yogurt market growing at a good rate in recent years. The growth of functional foods has also had a positive impact on this market.
Following rapid growth and uptake of its products, Muller achieved the status of UK market leader in 1992. This lead has been maintained over the years.
In order to maintain and increase its market share, Muller has to compete with its main contenders in the market, such as Danone and newer competitors such as Nom. Muller looks to promote growth in the market through innovation, advertising, and an emphasis on local production and natural ingredients.
Your key questions answered
* How has the UK yogurt market been performing in recent years? What have been the main growth drivers?
* How has Muller grown in the UK market?
* Who are the company's main competitors?
* What strategies does the company use to maintain/grow market share?
Report Table of Contents:
OVERVIEW
Catalyst
Summary
THE UK YOGURT MARKET
The yogurt market in the UK has been performing well in recent years
Growth in the UK market has been driven by consumers becoming increasingly health conscious
THE GROWTH OF MULLER
Muller operated as a small local dairy from 1896
The company began to expand from 1970
Muller entered the UK market in 1988
By 1992 Muller had become the market leader in the UK yogurts market
Muller has gone on to introduce a range of products to the UK market
The launch of Mullerlight in 1990 helped to link healthy eating with indulgence
The 1990s also saw the introduction of Muller Crumble Corner and Yogz
In 2000, the company introduced Muller Vitality
The Muller Amore brand was launched in 2003
MULLER FACES STRONG COMPETITION
Muller faces competition in all sectors of the market
The company uses a variety of strategies to maintain market share
Innovation is a key strategy for the company
Advertising is important for Muller
The company has emphasized local production
CONCLUSIONS
Innovation, advertising, and an emphasis on local production have been key to growth
APPENDIX
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