Trying to benefit from China’s booming demand for healthy yoghurt, Nestlé introduced its first Acti-V UHT yoghurt in the domestic market, sold through the Xiamen Yinlu Group, which showed disappointing sales figures in recent years.
In the beginning of December, Nestlé Acti-V UHT yoghurt was presented for the first time at the national dealer meeting 2018 of Xiamen Yinlu Group Co., Ltd. This product includes dietary fibre and sells in 200mL bottles in 2 different taste varieties.
Furthermore, Yinlu Group hopes to attract a growing number of customers with the new design of the yoghurt drink, which packaging design has been awarded before.
Whether Yinlu's launch into UHT yoghurt will be a success needs to be waited for, as competition in the market is significantly fierce.
For example, stimulated by the huge sales growth of yoghurt in China, the two domestic dairy giants Mengniu and Yili have released their popular products Just Yoghurt and Ambrosial in 2013 already, according to market intelligence firm CCM.
The two new products had a clear negative impact on the UHT yoghurt by Bright Dairy, Momchilovtsi, which sales went down 1.44% YoY in 2015. In 2016, the sales have been estimated at USD1017.60 million, but the company hasn't released any figures on Momchilovtsi since 2015 when it underperformed against a sales target of USD1210.9 million.
Beaten by the fierce competition in China’s UHT yoghurt market, Bright Dairy announced at a press conference in Hong Kong that it launches the product in this new market.
How successful Nestlé Acti-V UHT yoghurt can prove in the booming yoghurt market with high competition and growing demands of customers must be debatable, since it can be considered to be just another me-too product in the market.
About the article
The information for this article comes from CCM’s China Dairy Newsletter. This newsletter gets published monthly and reveals all relevant insights into China’s dairy products, including market trends, company dynamics, import and export data, and all newsworthy stories.
CCM is China’s leading market intelligence provider for the fields of agriculture, chemicals, food & feed. Contact our team at econtact@cnchemicals.com or call us directly at 86-20-37616606.
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