In 2016 retail volume sales of sour milk products such as doogh declined by 1%, continuing the downward trend of the last three years of the review period (2011 to 2016) and demonstrating that the category has reached its maximum potential, says Euromonitor.
Plain yoghurt, on the other hand, grew by 1% in retail volume terms, an improvement over the negative retail volume CAGR of 3% recorded over the review period. This is due to the introduction of more sophisticated products with health and wellness adding value, Euromonitor said. The consumer tendency to switch from unpackaged to packaged yoghurt was another important reason for volume growth in 2016, the research firm added.
Kalleh Dairy maintained its leadership in yoghurt and sour milk drinks in Iran in 2016 with a 21% retail value share in last year. The company boasts a wide product portfolio of yoghurt, including spoonable and fruited yoghurt, flavoured, full fat and low fat products. Its probiotic yoghurt has attracted consumers with health concerns. Kalleh Dairy products are widely available throughout the country and enjoy loyalty from Iranians. Attractive packaging and a reputation as a manufacturer of quality products have also added to its popularity.
Overall, yoghurt and sour milk drinks is expected to record a 2% value CAGR at constant 2016 prices over the forecast period (2016 to 2021), compared to the negative constant value CAGR of 5% witnessed over the review period.
Interested?