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Dairy Global Marketing Trends fromNutritional AnglesDairy Global Marketing Trends fromNutritional Angles

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All Natural, low salt/low sugar/low fat and high protein are important attributes of food

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Percentage of consumers that rate the following attributes very, moderately and slightly important- Copyright Nielsen Company Sep 2014-15

Fermented Milks

High Protein

Low Sugar

Low Fat

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European FM Market Trends 2014-15 focused on Protein, Low Lactose and Reduced Sugar and Naturally Functional

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Greek Yoghurts- Classic yoghurt with no additives- in new formats for snacking, cooking and on the go

Skyr – Icelandic heritage, purity and high protein capturing part of greekmarket

Lactose free fresh dairy ranges continue to increase across EMEA Reduce or replace white sugar is high

on dairy agenda

High Protein and Naturally Functional

No, Low Sugar and Lactose free

Healthier Snacking

High protein yogurts are reaching mass-market globally

Source: New Nutrition Business

Protein has gone mainstream in the US and is high on all

product developers’ agendas

In Europe interest in

protein is more niche

In Asia the trend is just

getting started

Source: GMI/QQSurvey/Mintel

Source: Mintel GNDP

Global use of protein in new food and drink products

Why so popular?

9Source: New Nutrition Business

Easy for consumers to understand

It’snatural

Connects to the powerful

Weight Wellness Trend

Benefits backed by science

“High” protein market overview

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0 1 2 3 4 5 6 7 8 9 10 11 12

Fat

Protein

Fage Classic

Dannon Greek US

Greek dessert and snacks

Pascual Spain

Arla MildHealthierBreakfastchoices

Müller Greek corner

yogurt dessertsand snacks Müller indulgent

Hotos Greek Olympus Classic

Greek Cooking

On the Go Snack-Greek & Skyr

Danio, FR

Skyr Norway

Chobani Greek

Olympus GR

SkyrCooking

Brands embrace protein for energy and performance

Yoplait Yopa! Plain Yogurt on a Strawberry Layer features a creamy and thick texture, and has been

made using two times the amount of milk compared to a standard yogurt,

and therefore contains twice as much protein (Belgium)

Lindahls Kefir Plain Kefir is made with kefir culture, contains 12%

protein and 0.2% fat, and is said to provide a natural recovery after

exercise (Sweden)

• The number of yogurts promising high protein content remains significantly small in the market appearing on less than 2% of the total innovations, but the segment is definitively an emerging area of development with brands positioning yogurt for sports recovery purposes or for general health benefits.

• Such products are likely to appeal to the 24% of US consumers who turn to the category for help in boosting their protein intake.

Plain Yogurt on a Strawberry Layer

Plain Kefir

Base: 1,353 internet users aged 18+ who buy yogurt or yogurt drinks for selfSource: Yogurt and Yogurt Drinks – US- August 2014

Brands embrace nuts to boost protein content (not new)

Italiamo Marzipan and Almonds Yogurt contains 20% marzipan and almond preparation, and has a 5%

fat content (Croatia)

Ja! Natürlich. Organic Muesli & Yogurt with Cranberries and

Cashews is made with milk from and around the national park HoheTauern in Austria. This product contains 1% fat and is free from

added sugar (Austria)

Zuivelhoeve Boer'n Yoghurt Yoghurtwith Nuts comes with walnuts,

almonds and cranberries (Netherlands)

Marzipan and Almonds YogurtOrganic Muesli & Yogurt with Cranberries and Cashews

Yogurt with Nuts

Greek yogurt opens the door for other healthy ethnic style yogurts

Siggi's Icelandic Style Vanilla Flavored Strained Whole-Milk Yogurt is all natural yogurt that

contains 4% milkfat (US)

The Australian inspired Wallaby Organic Greek Lowfat

Yogurt with Honey is made using all natural ingredients, including

organic milk from small, pasture-based family farms (US)

Saint Benoît Creamery French Vanilla Flavored French Style

Organic Whole Milk Yogurt is made with real vanilla beans and grade A

milk (US)

The continuing popularity of high-protein Greek yogurt in North America has opened up the market for yogurt products that are popular in other regions. This has led to the introduction of other ethnic style yogurts that offer similar health benefits of Greek and have clear foreign provenance.

Icelandic Style Vanilla Flavored Strained Whole-Milk

Yogurt

Australian inspired Organic Greek Lowfat Yogurt with

Honey

French Vanilla Flavored French Style Organic Whole

Milk Yogurt

Delta Greek Tradition

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Chobani US – Bear Advert (Superbowl Advert) – ‘All natural’

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So Greek – Greece local market – ‘SO GREEK’

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Arla brings Icelandic Skyr to Europe

Skyr (pronounced Skee-er) is a tradition-rich dairy product which has been part of Iceland’s cuisine for over a thousand years. Technically a soft cheese but marketed as a yogurt, Skyr is comparable in texture and nutrition to the popular Greek yogurt – equally creamy, yet even thicker. Made by incubating skimmed milk with active cultures and straining the whey, the concentrated product is low in fat and sugar, but high in protein. Outside the Nordic countries, Skyr was still fairly unknown in Europe, until Arla Foods brought the Icelandic product to the UK market in April 2015. Comprising two different sizes and eight varieties, the range very much underlines its origin, with flavours including Nordic Mixed Berries, Nordic Sour Cherry and Lingonberry. Beyond its close proximity to Greek yogurt, Skyr already show potential to become the next trend in the dairy category.

Source: http://www.arla.com

Skyr Advert – The Messenger, UK – ‘provenance’

Skyr Advert – The Cyclist UK

Brands embrace protein for satiety claims – ‘calming hunger’

Dos Pinos Deligurt Strawberry Flavor Double Protein Greek Yogurt contains twice as much protein as a regular yogurt to provide a high

satiety (Costa Rica)

Amo Mi Ser Joyful Peach Flavored Yogurt features less than 99 calories and double the protein of regular

yogurts to help calm hunger (Argentina)

According to Mintel research, 16% of Brazilian consumers indicate that they would eat yogurt more often if it would keep them fuller for longer. Some brands have looked to meet this demand by adding protein to their offerings.

“To provide high satiety” “To help calm hunger”

Base: 1,134 adults aged 16+ who consume yogurtSource: Yogurt and Yogurt Drinks – Brazil – September 2014

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Sports Nutrition – Protein for muscles,

Bone health, Satiety and Weight loss

WellFit Chocolate : Positioning & product inspiration

� On the GO Drink or Snack

� Young Male Segment

� Those who think normal Yoghurt is for

Women only

� Wants to build Muscle mass and stay fit

� Wants something filling

Protein has become a Mega Trend- High Protein Dairy Products “on the GO” attracts the Modern Consumer

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PROTEINThe new hot nutrient in class.Consumers perceive protein as good for

• Weight loss/weight management• Bodybuilding • General health

LOW CARBSPeople are becoming more and more health conscious and carbs is perceived as a weight gainer by many consumers following the Paleo trend

NORDIC CUISINEIncreasing interest for Scandinavian food tracing back to our ancestors

Source: http://www.dr.dk/levnu/mad/vi-elsker-islandsk-skyr

+

Inner Abs – lumber man

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Inner Abs – ping pong man

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Still a lot of Opportunity in Protein

• Protein has the benefit of being a nutrient that’s easily recognized and whosebenefits are readily understood – and even better, are underpinned by a growingbody of good science.

Dietitians, nutritionists and the collective opinion of American consumers arerallying around proteins as the soundest pillar of a balanced, long-term better-for-you diet:

• for weight control• to help build muscle mass in older adults• because high protein reduces ‘hunger pangs’• activity - slow-burning fuel for workouts

post exercise “recovery” food

• Ethnic fermented milks still popular- thanks to Greek yogurt.• Skyr offers natural health benefits beyond those of existing Greek yogurts (such

as high protein and low calorie content)• also offers an indulgent yogurt/quark hybrid texture.

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Fermented Milks

High Protein

Low Sugar

Low Fat

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Sugar in Dairy is a Global Concern

Fat move over, sugar is the new bad guy in town

The sugar content of foods is top-of-mind

A serious threat to the healthy halo of Yogurt

Redefining sweetness

Sugar is the new dietary demon, fast replacing fat in the minds of consumers and the media as

the single-greatest cause of society’s dietary ills. In fact, the number of Americans who want to

see added sugars spelled out on the front of packaging has grown steadily, while those who

similarly want to see fat facts displayed has been dropping, according to consumer research

agency HealthFocus International.

Sugar has become the most vilified food and beverage ingredient on the globe, thanks to its

suspected role in obesity and resulting diseases, and also in inflammation. The trend presents the

food and beverage industry with a specific challenge. Consumers don’t want sugar almost as

much as they don’t want calories.

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Sugar as an inflammatory – the next consumer concern?

One new research study after another points to the solid connection between high consumption of

“added sugars” and obesity, diabetes and other health problems. In October 2015, for instance,

researchers from two California universities offered new evidence from a study linking sugar

consumption with conditions that can lead to heart disease and diabetes in children (Obesity,

published online 26 October 2015).

The reputation of sugar as an inflammatory agent within the body is rising in popular science and

in online discussions. Concern about inflammation is currently strongest among older consumers,

but it will broaden.

Having your cake (or yoghurt) and eating it !

Current sweeteners used in Yogurt

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Low

High

High

Natural and taste perception

Health perception

Ha-Lactase

Sugar and variants

• Tastes good

• Natural

• Weight gain/Diabetes

• Bad for teeth

Natural sugar replacement

• Natural

• Can only replace part of sugar

• Formulation issues

• Off flavor

• Expensive

Artificial sugar replacement

• Calorie free

• Off flavor

• Unnatural

• Carcinogenic

Artificial Sweeteners are ‘so last year’

Consumers no longer want ‘artificial’

additives

Expensive to use

Sometimes unpleasant after taste

Unhealthy perception

Clean labels wanted

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A Clean Label

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Artificial sweeteners are dinosaurs

If the tide has turned on sugar, there is as yet no viable alternative to sugar among the many non-

calorific sweeteners that have been developed. In fact, the global market for non-sugar sweeteners

has reached an inflection point – one that few in the beverage and food industries saw coming until

very recently. And it is this: consumers just aren’t as interested in any artificial or even natural non-

sugar sweeteners as many had hoped – the search for which drove investments by ingredient

companies running into hundreds of millions of dollars.

Ingredient companies keep trying to come up with the holy grail of sweeteners – a natural one that

will taste as good as sugar but with many fewer calories. Meanwhile food and beverage companies

continue to work to fit the available (and unsatisfactory) sweetener options, sometimes in

combination with one another, to their product needs. These twin challenges mean two levels of

huge frustration.

Several once-promising alternatives have failed to live up to their promise: stevia, monkfruit,

agave, erythritol. But beverage companies are trying to make them work to varying degrees while

they continue the search for the ingredient that really could fill sugar’s big shoes.

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Sugar Tax – Does it Work ?

Mexico – obesity problem 1/3 of population

~ 9mill Diabetics

40% pop. obese

Sugar Tax of around 10% introduced

12% reduction in consumption of sugary drinks after 1 year

Chart 17: Fat vs sugar content per 100g

Rachel’s organic in the UK present the perfect example of how brands need to increase their

sugar content when reducing the fat content. Its full-fat Greek yoghurt has 5g of sugars, but,

when the same product is 0% fat the sugar content increases to approx. 9g.

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SUMMARY

• Sugar is the new fat:Sugar has replaced fat as a key consumer concernassociated with obesity and diabetes

• Tide has turned against sugar:Although in some cases consumers prefer the “honesty” of natural sugar, for themost part the tide has turned against sugar.However artificial sweeteners not the answer – people don’t want those either

• Losing our sweet tooth?Consumers appear to be turning away from sweetness altogether, as the rise offlavoured waters, plant waters and savoury snacks suggests.

• Embrace less-sweet:Industry investments in sweetener alternatives may never yield a good returnMarketing less-sweet products that still taste good is a new angleEg - juice companies, launch plant waters or plant waters blended with juice.

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Fermented Milks

High Protein

Low Sugar

Low Fat

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The yogurt and dessert market continues to grow, offering scope for brands to further innovate as the

category is still far from reaching saturation. Seventy-six percent of UK consumers believe that eating

yogurt/yogurt drinks is a good way to get nutrients (e.g. calcium, protein) in to your diet. Some brands have

therefore taken the advantage of these health and nutritional perceptions of yogurt by launching better-for-

you (BFY) varieties in the market.

Better-For-You (BFY) Yogurts

Base: 1,248 internet users aged 16+ who have bought and/or eaten yogurt/fromage frais and/or drunk yogurt drinks

Source: Yogurt and Yogurt Drinks – UK – July 2014

Low/no/reduced fat remains the main focus of innovation

Fage Total 0% Non-fat Greek Strained Yogurt with Honey is an all natural and free of gluten (Puerto

Rico)

Müller Passione Alla Greca Peach Flavoured Low Fat Compact Greek Style Yogurt is only made with

natural ingredients and has 0% fat (Italy)

Olympic Krema Plain Greek Yogurt with 0% Milk Fat is made with 100% natural ingredients and contains 0%

milk fat (Canada)

Low/no/reduced fat claim is the leading health claim in the global yogurt category, appearing on 21% of the total new product launches in the 12 months to June 2015. Many brands operating in this segment have innovated around 0% fat content and sought to emphasis this explicitly on-pack.

Non-fat Greek Strained Yogurt with Honey

Peach Flavoured Low Fat Compact Greek Style Yogurt

Plain Greek Yogurt with 0% Milk Fat

Herzgut Jovia Pomegranate-Orange Yogurt contains 44% less sugar than conventional sweetened yogurt, is low in fat and has been sweetened

with sugar beet (Germany)

Yakult Metchnikoff Plain Yogurt is described as authentic Caucasus style yogurt. The product features a low-sugar campaign to promote healthy

eating (South Korea)

Pomegranate-Orange Yogurt Plain Yogurt• Soft ‘Health claims’

• natural ingredients

• functional benefits

• Reformulations

• Removing artificial sweeteners

• Using less sugar

Yogurt evolves with healthier formulations

Brands highlight sugar reduction to convey a transparent image

Viking Vanilla Icelandic Yogurt is made with natural ingredients and contains 0% milk fat and 16g of

protein (US)

Danone Activia 0% Milk Fat Strawberry Probiotic Yogurt is reformulated with no artificial sweeteners. It is said to contain 40% less sugar than regular Activia

yogurt (2.9% M.F (Canada)

Jell-O Sugar Free Crème BruléeRice Pudding Snacks is a good

source of calcium and has reduced calories (US)

“More protein than sugar” “Contains 40% less sugar” “Sugar free”

Brands focus innovation around low/no/reduced fat claims

Danone Corpus Fermented Skimmed Milk with Fruit Pulp has been

reformulated and contains no fat or added sugar (Brazil)

Carrefour Strawberry Flavour Firm Skim Yogurt contains 0% cholesterol and fat, and 57% fewer calories

(Argentina)

Nestlé Grego Light Partially Skimmed Yogurt with Fruit Pulp & Juice has been reformulated and now contains 50% less fat than its

standard variety (Brazil)

The last 12 months to June 2015 have seen Latin American brands reducing fat in yogurts and chilled desserts in order to respond to the rising obesity issues in the region. This can also be reflected in NPD activity as 30% of the total new product launches in the last year were positioned with a low/no/reduced fat claim, an increase of 3 percentage points compared to the previous year.

Fermented Skimmed Milk with Fruit Pulp

Strawberry Flavour Firm Skim Yogurt

Partially Skimmed Yogurt with Fruit Pulp & Juice

Sweetness itself may become suspect

The trend against sugar does not present growth opportunities for companies by lowering sugar

levels in existing products – dairy companies, for example, report that lowering sugar content from

10g per 100g to 7g per 100g does little or nothing for sales – but it is a growth opportunity for

companies making:

• savoury snacks of all types

• healthier beverages that are “naturally low in sugar” such as plant waters

• new types of dairy products (such as savoury yoghurt and other naturally low/no sugar

yoghurts)

There’s strong evidence that many consumers are changing their consumption habits in Europe

and the US, with a small but growing number of people moving away from sweetness, as seen by:

• The growth in savoury snacking (it is savoury, not sweet, that is the hub of innovation and the

driver of growth)

• The transformation of the beverage category and the long slow slide in traditional categories

such as fruits juices, carbonated soft drinks and diet sodas and the trend towards water, fruit-

flavoured water and even “naturally sweet”, but also naturally low sugar, plant waters (Key

Trend 7)

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Cheese – Nutritional Trends

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Protein – use it

Fat

Salt

• Protein has become a hot topic in the dairy sector - yoghurts

• Cheese category has been slow to follow suit with less than 1% of the total product launches carrying the protein claim in the 12 months to October 2015.

• However, given that consumers in major cheese markets are aware of the high protein content in cheese, brands can do more to utilise this claim.

Brands portray cheese as a source of protein

Cheese can play a strong role as an alternative source of protein

Rotkäppchen Grill & Pfanne Sausage Grilling Cheese is described as a meat free sausage with gouda and emmental cheese, cream and egg whites and is suitable for grilling

and frying (Germany)

Blue River Monowai Halloumi Cheese is made using pure sheep milk sourced from Blue River owned Southland farms. This product features a higher

melting point making it suitable for grilling and frying (New Zealand)

Milbona Baking Cheese with Chilliand Apricot-Chilli Dip is breaded

and pre-baked (Germany)

• Cheese has recently played a strong role as an alternative source of protein, particularly in Germany.

• Some brands have therefore looked to overtly position their products as a meat substitute, such as Rotkäppchen’s“grill sausage”

• Classical baking cheeses that are designed to be consumed as a stand-alone meal

Rotkäppchen Grill & PfanneSausage Grilling Cheese

Monowai Halloumi CheeseBaking Cheese with Chilli and

Apricot-Chilli Dip

Arla Foods promote protein content on their quark range

Arla Natural Mild Quark (Sweden)

Quark is a low fat, slightly acidic soft cheese product which is very popular in Northern and Eastern Europe. It contains less than a fifth of the calories found in cream cheese. The low salt and sugar ‘superfood’ is also high in protein that contributes to high satiety.

Given that an increasing number of consumers believe that eating cheese is a good way to get protein into diets*, it seems that quark is well-suited to meet the demand of food and drink products with added health benefits.

Arla Natural Mild Quark is described as creamy and tasty. It features a naturally high protein content compared to ordinary yogurts, with 11g of protein per 100g. The product is made with high-pasteurisedmilk, contains 0.2% fat and is said to be perfect for breakfast or as a snack with nuts and fresh berries.

“Naturally rich in proteins, 11g per 100g”

Source: Lightspeed GMI/Mintel


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Protein

Reduced Fat

Salt

The European cheese category continues to be impacted by a host of health-related concerns.

Given that many consumers limit their intake of cheese due to its high fat and salt content, brands have

focused their innovation efforts in launching more better-for-you varieties (BFY).

A focus on Better-For-You (BFY) cheeses

Cathedral City Mature Lighter Cheese is a reduced fat mature

cheese which is made using British milk. This product is suitable for

vegetarians, is a source of calcium, and contains 30% less fat (UK)

Arla Paprika Flavoured Fresh Cheese is described as fresh, creamy and

naturally good. The product contains no additives and has a fat content of 22%

(Sweden)

“Our mature, yet mellow lighter cheese”

“No additives, naturally good”• A number of brands have

recently invested in communicating the healthiness of cheese

• Such innovations are likely to attract cheese eaters who believe that cheese is a part of a healthy diet (more than 70% of French, German and Spanish consumers).

Better-For-You (BFY) cheeses: An interval between indulgence and healthiness

Source: Lightspeed GMI/Mintel

Better-For-You (BFY) cheeses: Concerns surrounding fat content can be overcome by reinforcing the nutritional goodness of cheese

Arla Finello grated Light Cheese for Pizza is a blend of two light

cheeses, containing 43% less fat, and claiming to keep one's shape

(Spain)

OM Almsteirer Low Fat Styrian Cheese contains 1.8% fat and is free

from GMO and preservatives (Austria)

Mmmh... Exquisa Cottage Cheese with Yogurt is a soft and tasty

cheese that only contains 3% fat. It is also rich in proteins and free from preservatives and gluten

(Italy)

• Cheese has been demonized in the past for its high saturated fat content

• Attitudes towards saturated fat changing

• Some brands have focused on reinforcing the ‘nutritional goodness’ of cheese to fuel growth

“Naturally high in calcium and vitamin B12”

“Low fat cheese free from GMO and preservatives”

“Contains 3% fat and rich in proteins”

Source: Yellow Fats and Edible Oils – UK – September 2015

Better-For-You (BFY) cheeses: Diet crazes influences (BFY) innovations

Skrick Crunchy Cheese Snack s high in protein, nutrients and is low in fats and carbohydrates (Italy)

García Baquero Lactose Free Cheese Slices is made with cow, goat and sheep's milk, is said to be easy to

digest, is gluten-free and recommended by ADILAC. It

contains 55% fat and retails in a 150g easy-to-open pack (Portugal)

Cheese innovation in Europe has also been heavily influenced by a host of diet crazes in recent years. An increasing number of research points to high-fat diets as a tool for weight loss. This can somewhat be reflected in launch activity, where brands have released cheeses suitable for contemporary lifestyle diets, such as lactose-free diets.

“Suitable for low calories and protein diets”

“Lactose Free Cheese Slices”


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Protein

Fat

Reduced Salt

Salt - Governmental initiatives

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83 Member States of WHO have agreed to reduce daily salt intake by 30% by 2025

3 Governmental approaches:

Negotiating industry meetings (23)

Voluntary targets (38)

Regulations/mandatory targets (9)

Why is salt a concern?

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0 5 10 15 20 25 30 35 40 45

Poland

Kazakhstan

South Africa

Brazil

Chile

Russia

Kenya

Morocco

Saudi Arabia

Germany

Argentina

Iran

China

France

Italy

Spain

UK

Egypt

Greece

Turkey

Australia

US

Ratio: individuals with high blood pressure -number at risk

Prevalence of Raised Blood Pressure in Males >25 Years 2012

Source: World Health Statistics 2012, Implementation of the EU Salt Reduction Framework, Published June 2012

Countries prioritising salt reduction

Help reduce global salt* intake…

Global Daily Salt Intake

WHO DailyRecommended

Intake

* 2.5g of salt per 1g sodium

The Irish Heart Foundation estimated 3 g/day salt reduction would reduce:

Stroke mortality by approx. 13%

Coronary heart disease mortality by 10% (about 700 fewer deaths per year

nationally)

Healthier cheese marketed to children

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- 27% saltNetherlands

2015

WHO nutrient profile model for food marketed to children (Europe, 2015)3

This nutrient profile model has “specifically been

designed for the purpose of restricting the marketing of

foods to children” WHO, 20153

Source: 1 Scientific Advisory Committee on Nutrition, UK, Salt and health (2003), 2 NORDIC NUTRITION RECOMMENDATIONS, Integrating nutrition and physical activity, 5th edition (2012) 3 WHO Regional Office for Europe nutrient profile model (2015), 4 Sodium intake for adults and children, WHO (2012), 5 Young women’s health: global attitudes towards health, fitness and wellbeing among the under 30s and market impact, Euromonitor (2015)

Available data suggest that a reduction in sodium intake at a young age is associated with lower blood pressure in later life2

WHO strongly recommends a reduction in sodium intake to control blood pressure in

children (2012)4

Young women/mothers are more likely than average to check the ingredient list for

foods with limited or no added salt (21% )5

Recommended maximum salt intakes (UK, 2003)1

‘reduced’ saltCzech Republic

2013

General health – choosing the healthier option

Individuals with hypertension, diabetes, or chronic kidney disease tend to be more responsive to the blood pressure-raising effects of sodium than others 2. This group has often been recommended by their health professional to reduce sodium intake

Health conscious consumers, mainly younger female, are often more focused on clean label and reads the ingredient list. This group are aware of salt levels and has in-depth knowledge of the macro and micro nutrient in food3

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‘reduced’ saltAustralia2015

- 30% saltUK2013

Source: 1 U.S. Department of Agriculture, Agricultural Research Service and U.S. Department of Health and Human Services, Centers for Disease Control and Prevention. What We Eat In America, NHANES 2005–2006. 2 U.S. Department of Agriculture and U.S. Department of Health and Human Services. Dietary Guidelines for Americans, 2010. 7th Edition (2010), 3 Young women’s health: global attitudes towards health, fitness and wellbeing among the under 30s and market impact, Euromonitor (2015)

Estimated Mean daily sodium intake, by age–gender group, US study (2006) 1

Recommended intake

Upper tolerable level

- 30% saltNetherlands

2015

Keeping healthy throughout retirement

“Individuals aged 51 and older tends to be even more responsive

to the blood pressure-raising effects of sodium than others”1

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Suitable for diet restrictions‘low’ saltPortugal

Suitable for low sodium diet

-40%Greece

Source: 1U.S. Department of Agriculture and U.S. Department of Health and Human Services. Dietary Guidelines for Americans, 2010. 7th Edition (2010), 2 The global later lifers market: How the over 60s are coming into their own, Euromonitor (2014)

- 50% salt + Omega-3UK2011

+65 has a strong interest in health which is accelerated by government pressure to self-medicate and focus on preventative care

Foods and supplements that target bone health, digestive health and cardiovascular health are of key interest

Better for you products with reduced fat and/or salt have also performed well among +65, where heart disease and high blood pressure means a large number of consumers are pursuing low salt and/or low fat diets on the recommendation of their doctor2

Global sales of Better For You to +65 increases by

1.4% year

IPIROS- reduced salt FETA – 40% reduced salt !

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SO WHAT WILL BE THE NEXT BIG TREND IN FRESH DAIRY ?

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A key part of Dairy 2.0 – Reinventing traditional productsFrom local to global success

Part of Dairy 2.0 is about bringing formats that are established, traditional naturally functional in one market and introducing them in a new market where they can be positioned as “new and different”

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Greek is the most dominant success so far

Taking a traditional product, reinventing it and introducing it to

new markets and traditional

From local to global success

SKYR is starting the same journey



Kefir is the next big candidate – naturally functional, clean and traditional



Many occasions:BreakfastSnacking

Kid´s lunchbox…

Kefir – an ancient category on the rise

� Kefir is capturing new markets with more than 100 innovations a year

� Russia is the biggest kefir marked with 1170 million liter pr. year and the highest degree of innovation and new introductions

� USA is becoming 2nd in Kefir innovation from Lifeway activities

� Eastern Europe still the center of Kefir innovations with a high consumer awareness

Full

66Note: This is records, thus, more variants – e.g. flavors - of each exist. Jan 2010 to January 1st 2016 – Source: Mintel GNPD

Czech Republic 5%

Poland 10%

Hungary 10%

Ukraine

Globally

23%Russia

19%USA

12%

Misc. 9%

China 1%

Spain 2%

Germany 4%

Canada 5%

0

20

40

60

80

100

120

140

160

180

2011 2012 2013 2014 2015

New kefir variants launched

Globally

Kefir has been known in parts of Europe for many years with different positioning

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Russia and Eastern Europe• Classic kefir for all ages.

Breakfast, snacking, drinking, snack before bedtime

• Kefir for babies >4 months

Germany• Spoonable kefir• Snacking,

drinking, breakfast

USA / Canada• LifeWay (no yeast)

Spain• Snacking,

drinking, breakfast

• Spoonablekefir

There are different positioning opportunities depending on whether the market already knows kefir or if it is a completely new product type

Most of Europe

• Big potential South AmericaBig potential

Europe Big potential

Middle East & Africa

Big potential

Thank you !

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Chobani Follow Up Advert – Hungry Bear

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