Fruity flavours trend in new global yoghurt launches
Fruit flavours dominate the international yoghurt market, featuring in over two-thirds of new products globally in the year to March 2013, according to market research organisation Innova Market Insights.
That figure rises to three-quarters of new yoghurt products in the US, and nearly 70 per cent in Latin America. Innova Market Insights said the flavours come from a wide range of fruit, from the more traditional strawberry and peach to more unusual flavours such as papaya, damson and coconut.
Plain, natural or unflavoured yoghurts are the second most popular option globally, featuring in about 12 per cent of product launches globally, according to Innova Market Insights. This category is more popular in Asia, rising to over 22 per cent, but less so in the US, where it drops to less than 5 per cent.
Brown flavours, such as chocolate and caramel, were the third most popular flavour category globally, ahead of vanilla.
“The yoghurt market is generally showing good growth, and this is reflected in terms of new product activity, where levels are continuing to rise globally,” said Lu Ann Williams, Director of Innovation at Innova Market Insights.
“With an increasingly competitive marketplace, the need for product differentiation has led to developments in flavours over recent years, most notably into more upmarket and complex options, often featuring a number of different ingredients, sometimes with formulations taken from other sectors of the market, such as desserts, bakery and confectionary,” Ms Williams said.
Innova Market Insights also noted that companies are trying to ring in the changes with increasing numbers of limited edition and seasonal options.
‘Split-pot’ concept allows for extras
The ‘split-pot’ concept has helped to move the level of “flavour sophistication” forward, according to Innova Market Insights. The concept has allowed for the addition of sauces and purees, as well as inclusions such as chocolate or mini-biscuits, which can be used with plain or flavoured yoghurt to add further interest in terms of texture.
Originally confined to dual-compartment pots, Innova Market Insights said the market has now extended to include three-compartment pots, permitting a greater number and type of ingredients to be offered.
Innova Market Insights said German dairy company Ehrmann has been a leader in the multi-section pot with its Almighurt Nach Herzenslust (‘for our Heart’s Desire’) range, first launched in Germany in 2011 in a heart-shaped three-compartment pot. The latest addition to the range in 2013 is Zitronen-Käsekuchen & Knusperwaffeln (Lemon Cheesecake with Crispy Wafers) variant. This features vanilla yogurt in the main pot, and lemon sauce and crisp wafer pieces in the two smaller pots.
Flavour trends becoming more exotic
Meanwhile, flavour trends in the yoghurt market in 2013 appear to be following a similar path to recent years, according to Innova Market Insights, with the exotic, unusual and more complex featuring strongly across a range of countries.
In the UK, dairy company the Collective Dairy has launched a new natural yoghurt variant sweetened with honey, giving the product its own identity under the ‘Plain Jane’ name. Other range extensions featured the more exotic and upmarket, include Banoffi and White Peach and Raspberry, while a limited edition Papaya and Coconut variant replaced the previous Might Mango line.
In Germany, Stracciatella (with chocolate flakes) appears to be a new area of focus, with introductions under the Landliebe and Activia brands in the first part of 2013. Stracciatella is one of three new flavours added to the Landliebe premium range, along with chocolate and caramel, while Activia Creme Cenuss is being marketed as the first ever Activia product to contain fine chocolate.