Innovation and segmentation promote yoghurt.

摘要

In the last 20 years, the demand for yoghurt in Italy has increased 4-fold, but Italy is still near the bottom of the European league, with the lowest levels of yoghurt consumption registered in the south of Italy. In recent years, radical changes in product distribution together with an innovative approach to production have contributed to boosting the yoghurt market in Italy. The introduction of fruit-flavoured yoghurt, the production of yoghurt-related products such as drinking yoghurt, dessertsand yoghurt for children, and the introduction of new multi-package formats have all contributed to increasing consumer demand. Yomo and Danone still remain undisputed leaders in this sector. Recently, Muller has become the third producer and distributor of yoghurt in Italy. Its success is due to the marketing of its lead product, Muller Cream, a yoghurt characterized by the addition of white grape sugar to the cream. With Muller Cream, Muller has introduced a new yoghurt- related product for which there is an increasing demand.