Yoghurt's future as a functional food assured

The global yoghurt market is projected to surpass US$67 billion by 2015, driven by growing consumer desire for convenient and health promoting products, especially functional foods.

According to a new report published by Global Industry Analysts, the global dairy industry's rapid growth is attributed primarily to the advent of functional products with characteristics such as low-sugar, low-fat, cholesterol-reducing and favourable impact on digestive health.

The organisation's report Yoghurt: A Global Strategic Business Report' says that among all functional foods, yoghurt is considered an ideal medium for delivery of beneficial functional ingredients. Consumer focus on a healthy lifestyle is a major driving force for the global yoghurt and yoghurt drinks market. Over the years, the market has witnessed a shift from conventional spoonable products towards yogurt drinks, as well as products that are specifically targeted at children. In addition, demand for organic yogurt products with natural ingredients is also on the rise.

Innovative and premium products such as bio yoghurts or yoghurts enriched with juice and fruits are also finding favour among consumers. Attractive packaging and aggressive promotions play a major role in enticing consumers to purchase yoghurt products.

The global yoghurt market is characterised by intense competition prompting leading players to differentiate themselves by focusing on health benefits, branding, and incorporation of ingredients (namely fruits). Key players profiled in the report include Arla Foods UK, General Mills, Groupe Danone, Inner Mongolia Yili Industrial Company, Meiji Dairies Corporation, Mengniu Dairy Company, Nestle, Yoplait Dairy Crest and Yakult Honsha.

The first quarter of 2010 is bearing out the report's findings with a raft of new product releases. For example, General mills has launched a reformulated version of Yoplait YoPlus. It now contains 20 per cent of the daily value of antioxidant vitamins A and E, a blend of special probiotic cultures and fibres for digestive health, plus calcium and vitamin D for bone health. According to the US national health and nutrition examination survey, 80 per cent of women do not get enough calcium to maintain strong bones.

"Newly reformulated YoPlus is now an excellent source of antioxidants, perfect for individuals who are proactive about making nutritious food choices," said Christina Meyer-Jax, a nutrition communicator with the General Mills Bell Institute of Health and Nutrition. "YoPlus already serves as a way to help promote digestive health and support bone health. With the benefit of antioxidant vitamins A and E, it is truly the yoghurt that gives you more."

It also contains live and active yogurt cultures L. bulgaricus and S. thermophilus, and delivers Yoplait's popular taste. "With its smooth creamy texture and unique flavour combinations, Yoplait YoPlus is an ideal option for someone looking for a snack that offers health benefits and is full of flavour," said Betsy Storey, associate marketing manager for YoPlus. The company has also launched a YoPlus Light variety, which contains the same blend of ingredients as YoPlus, but at 70 calories per pot comes with about 30 per cent fewer calories.

Ocean Nutrition Canada (ONC), supplier of MEG-3 brand Omega-3 EPA/DHA food and dietary supplement ingredients, has announced that Turkey Hill Dairy has introduced a limited edition, pomblueberry chocolate truffle frozen yogurt containing MEG-3 ingredients.

Each half cup serving of the new product contains 32mg of Omega-3 EPA and DHA, as well as a healthy portion of live and active cultures, calcium and vitamin D. The company says that frozen dessert fanatics will love this new flavour, while also benefiting from the nutritious advantages of the two most beneficial Omega 3s.

More than 14 000 studies have shown that Omega-3 EPA/DHA is important for overall good health, and for normal growth and development. The American Heart Association recommends consumption of a minimum of 500mg each of EPA and DHA per day. Fish oil is the best source of EPA and DHA. As a result, demand for fish oil has increased in the US 30 per cent annually over the past five years. With Americans averaging only 100mg per day there is a clear dietary deficiency of Omega-3 EPA and DHA in their diet. ONC says that including MEG-3 ingredients in products like Turkey Hill frozen yogurt helps consumers address this nutritional deficiency.

Jon Getzinger, chief sales and marketing officer with ONC, said, "It's exciting to see Turkey Hill take their quality product line to the next level through the addition of our Omega-3 ingredient. Meg-3 is an excellent source of both of the crucial Omega-3s needed to support good health, growth and development in everyone."

Meanwhile, another US company, Old Home Foods, has developed an innovative yoghurt called Safflower Power Yoghurt, which it says is the first and only yoghurt incorporating conjugated linoleic acid (CLA) in the US market. Safflower power yoghurt is enhanced with clarinol CLA from Lipid Nutrition. It has all the benefits of yogurt, plus the distinctive health benefits of CLA, which include reducing body fat and increasing lean muscle.

The new yoghurt appeared on the shelves in early March. It comes in eight varieties: strawberry, black cherry, blueberry, banana-mango, marionberry, peach, pomegranate-blueberry and red raspberry. The yoghurt is free of gluten and high-fructose corn syrup and contains as little as 160 calories per cup.

The product is targeted to consumers who want to be fit and stay in shape. Old Home Foods says that by eating two six-ounce servings of Safflower power yogurt with clarinol CLA, along with a healthy diet and regular exercise, consumers can see improved body shape and tone in as little as 8-12 weeks.

Marianne O'Shea, director in North America for Lipid Nutrition says, "Safflower power yoghurt was developed to provide a great tasting and uniquely nutritious yoghurt to females and males that is highly differentiated from all the rest of the yoghurts in the marketplace. With the recent GRAS (generally recognised as safe) approval for Clarinol CLA, Lipid Nutrition was able to help Old Home Foods capitalise on the marketable claims around reducing body fat and increasing lean muscle that resonate well with their target consumers, provide application support and help them provide a delicious yogurt while incorporating a health functional ingredient like Clarinol CLA."

For its part, Dr Oetker is focusing on fat-free flavours for its latest Onken yoghurts: pink grapefruit and smooth vanilla. The company says that whether consumers want the right start to the day or a guilt-free evening treat, the new flavours are ideal as they contain almost zero percent fact. As such, they are designed to keep customers on a healthy track without having to compromise on taste.

In a new business development, Danone has announced that Clover SA has agreed to sell its 45 per cent shareholding in the South African joint-venture Danone Clover to Danone for an amount of Rand 1085m (EUR100m) in cash. Post completion of this transaction, which is subject to official approvals, Danone will hold 100 per cent of Danone Clover, the market leader in fermented fresh dairy products and desserts in South Africa.

Danone Clover was created in 1998 by Danone, a worldwide leader in fresh dairy products, and Clover SA, the leading player in the South African market of dairy products. Through the joint-venture, the two companies jointly re-invented the market and innovated over the last 12 years, driving a five-fold increase in the yoghurt consumption.

Since 2009 Danone Clover has held a 44 per cent share of the South African market with its Nutriday, Activia, Ultramel and Inkomazi brands. The company operates two production sites in Eastern Johannesburg.

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