Muller Case Study: maintaining a leadership position by addressing changing consumer trends

Consumer

Publication Date	September 2009
Publisher	Datamonitor
Product Type	Report
Pages	13
ISBN Number	not applicable
Product Code	DAT16043

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Summary

Introduction

This case study on Muller forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It examines how the UK based yogurt company has managed to retain its leadership position by responding to key consumer trends, adapting its portfolio to address the demands of the contemporary consumer.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

Datamonitor View
Catalyst
Summary
Analysis
- The UK yogurt market is performing well due to its alignment to health and convenience trends
- The yogurt market has experienced strong growth and is forecast to continue to do so over the next five years
- Leading yogurt claims have a health focus, highlighting the strong appeal of yogurt as a healthy food
- Yogurt growth has been aided by consumer demand for functional food and drink products
- Consumers are becoming increasingly skeptical of food health claims and demand they have proven value
- M? 1/4 ller is the leading yogurt brand in the UK, and has performed well due to its focus on key consumer trends
- M? 1/4 ller is a century-old German company that has performed strongly in the UK
- M? 1/4 ller has maintained its leading UK position by adapting its portfolio to key consumer trends
- M? 1/4 ller Corner is the leading yogurt brand in the UK, which retains strong growth due to its memorable marketing that stresses a fun approach to life
- M? 1/4 ller Rice has been successfully marketed as a snack product that fulfills health and sensory demands
- M? 1/4 llerlight is the UK's leading fat-free yogurt that is promoted as a healthy alternative to fad diets
- M? 1/4 ller Vitality has been relaunched to promote its functional benefits more clearly following consumer skepticism of digestive health products
- Amor?(C) has moved away from its original continental positioning to focus on indulgence appeal
- Little Stars is a healthy children's brand that has faced controversy over its natural ingredient claims
- Conclusion
Appendix
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
List of Tables
- Table 1: Leading flavors and product claims for new yogurts launched in the UK, Aug 2008-09
- Table 2: Functional food market in Europe, 2002-12 ($m)
- Table 3: Top five leading UK yogurt brands, 2008
List of Figures
- Figure 1: Probiotics have been a popular ingredient in yogurt launches
- Figure 2: Functional food benefits are sought by a significant proportion of UK consumers
- Figure 3: Probiotic yogurts have fallen in popularity due to consumer skepticism over their health claims
- Figure 4: Consumer are not significantly influenced by probiotics in food and drink products
- Figure 5: M? 1/4 ller now produces six sub-brands in the UK market