Anything But Sour
by Lynn Petrak
Contributing Editor
The cultured products category continues to rise, thanks to concurrent market trends.
Big things are fermenting
in the cultured dairy product category. And the starter cultures are
ongoing consumer demand for health and nutrition, indulgent and intense
flavors and convenient formats.
The analogy between the product itself and the state
of the category is an apt one, given that it has taken time and a certain
convergence of factors to spur growth in many cultured subcategories. While
the yogurt segment burst forth in a remarkable way during the 1990s, other
sectors are starting to experience a renaissance of sorts, from stalwarts
like cottage cheese to emerging ethnic favorites like kefir.
The reasons behind the expansion are varied, but all
signs point to consumers’ seemingly insatiable appetite for new and
intriguing products as well as for foods and beverages they deem better for
their overall health. Cultured products fit those bills, in that they
provide sensory attributes like rich taste, smooth texture and creamy
mouthfeel along with functional benefits like ingredient compatibility,
extended shelf life and high levels of calcium, protein, probiotics and
fiber. Cultured products are also versatile, commonly used in ingredients
or consumed individually for a quick meal or snack at home or on the go.
Research bears out the current dynamic of the category.
According to the latest Dairy Facts published by the International
Dairy Foods Association (IDFA), Washington, D.C., sales of most cultured
dairy products increased in 2005 (the last year tracked), continuing the
trend that began a decade ago. Within the category, sour cream and dips
experienced record movement, reaching more than 1.3 billion pounds in sales
by volume.
Meanwhile, according to Chicago-based Information
Resources Inc. (IRI), sales of yogurt, yogurt drinks, sour cream, kefir and
another combined segment spanning flavored milk, eggnog and buttermilk all
experienced increases in the past year. Some brands in each category jumped
50 to 90 percent.
Bugging Out
Yogurt comprises the largest part of the cultured
products market in the United States. According to IRI, sales of yogurt and
yogurt drinks reached $3.2 billion in the last 12 months, a nearly 7
percent increase over the previous time period.
While sales growth has stabilized or even slowed in
some areas, there is still a remarkable difference in the yogurt selections
of 2007 versus 1997. “The category continues to outperform overall
food, and we think yogurt has tremendous upside potential,” says Tim
Kenny, senior vice president of sales and marketing for Londonderry,
N.H.-based organic yogurt maker Stonyfield Farm, who cites European
consumption trends as a model.
Within yogurt, the trend sparking the most buzz
recently has been the emphasis on the health attributes of yogurt, namely
probiotics — the active cultures, also known as “good”
bacteria, found in cultured products. Live and active cultures, which help
convert sugars and other carbohydrates into lactic acid, have been shown to
improve digestive health and aid nutrient bioavailability of B vitamins,
calcium, iron, zinc, copper magnesium and phosphorus, among other benefits.
Alan Hiebert, an analyst in the education department at
the Madison, Wis.- based International Dairy Deli Bakery Association
(IDDBA), says promoting the attributes of live cultures has been a boon to
many yogurt manufacturers. “In the yogurt category, I think the trend
is toward drawing attention to the naturally-occurring health benefits of
yogurt and toward fortification,” he says. “On the additive
side, we’ve seen yogurt products with cultures that can speed
digestion, which can lead to weight loss; yogurts with cultures designed to
boost the immune system; yogurts designed to lower cholesterol; and yogurts
with added omega-3 fatty acids and with added grain for more
fiber.”
The Dannon Co., White Plains, N.Y., has focused
intently on this area. “Dannon has embarked on a mission to bring
Americans foods that provide benefits beyond basic nutrition in addition to
great taste,” says Michael Neuwirth, senior director of public
relations. “These ‘high-health’ products have
clinically-proven functional benefits beyond that of traditional
yogurt.”
As part of that philosophy-driven strategy, Dannon has
adapted some global innovations of its France-based parent company, Group
Danone, including the development of a cultured fresh dairy drink called
DanActive, made with the Lactobacillus casei culture. In 2006, Dannon also
rolled out the probiotic yogurt Activia in stores around the country. “Activia is
clinically proven to help naturally regulate your digestive system by
helping with slow intestinal transit,” Neuwrith explains, adding that
during its first year of availability, Activia generated more than $130
million in sales. A light version was released earlier this year.
This year, Dannon has expanded on that probiotic
groundwork with an expanded national launch of DanActive and the
reformulation of its popular Danimals smoothies for kids. The drinkable
children-oriented yogurts now include Lactobacillus GG, a culture that has
been clinically proven to have positive effects on gastrointestinal
function, the function of the immune system and maintenance of oral health.
Neuwirth says the high health sector has just begun to
be tapped. “We have a lot we can learn about retail merchandising
from other parts of the world with more developed yogurt markets,” he
says. “One example of this is the categorization of cultured dairy
products by their benefit — whether it be ‘regularity,’
‘immunity,’ ‘cardio-vascular’ — rather than
by product format. It is very interesting to imagine what could be
possible here in the future.”
Further backing up its commitment to the category,
Dannon is expanding its U.S. manufacturing facilities in a bid to double
its sales over the next five years.
Stonyfield Farm (85 percent owned by Groupe Danone)
has also brought to the fore many yogurts with functional-food status.
“The fastest growth recently has come from product or segments that
have a promise of some added health assurance beyond what yogurt normally
provides, and that includes organic as well as any enhanced
probiotics,” Kenny says. “When you combine organic and enhanced
probiotics, those now account for about 12 percent of the
category.”
Although Stonyfield Farm has not created products with
specific strains for purposes like digestive health or immunity, Kenny
says, its yogurts feature a “cocktail” of live and active
cultures and the prebiotic fiber inulin, which aids the body’s use of
probiotics and also helps better absorb nutrients.
Stonyfield Farm has been busy on the R&D front,
too. One of its latest products is a new 2-a-Day yogurt that provides twice
the calcium of other leading yogurts. “Most 6-ounce yogurts provide
roughly 20 percent of daily calcium. Our regular yogurt is a little higher
because we don’t use fillers, but nothing is as high as 50 percent,
which is what you get with 2-a Day,” Kenny explains.
Another new product from the nation’s leading
organic yogurt company is geared toward younger consumers. Stonyfield
Farms’ Shift yogurt-based beverage was created to make a dent in the
thriving energy drink category. “Consumers have told us that energy
drinks are disappointing because they are basically water pumped with
caffeine,” Kenny says. “They are looking for a food that could
provide energy benefit, but that have real food value.”
Other yogurt manufacturers have joined the culture
club, so to speak. Dallas-based Dean Foods, for example, reports that its
Mountain High Original Style Plain is the best-selling multi-serve yogurt
in the western United States, a product that features five live and active
cultures.
Meanwhile, although there was no official announcement
as of press time, category leader Yoplait, from Minneapolis-based General
Mills, may have something in the probiotic pipeline. Yoplait associate
marketing manager Derek Herbst acknowledges burgeoning consumer interest in
live and active cultures and probiotics, and reports that some new products
would be coming soon. “By the end of May, we’ll probably get
some indication of the thing we will bring to market,” Herbst says.
The focus on probiotics isn’t limited to cup or
drinkable yogurt products. TCBY, the Salt Lake City-based chain of frozen
yogurt retail stores, recently celebrated the 20th anniversary of its White
Chocolate Mousse flavor by touting its inclusion of seven live and active
cultures.
While much of the news in the yogurt segment revolves
around health and wellness, flavor has continued to be a marked trend, with
a continued expansion into bolder, more intense and sometimes indulgent
flavors.
The Yoplait brand, for example, now includes three new
flavors of its mousse-like Whips!® line. Dulce de Leche, Creamy Latte and Chocolate Mint
are follow-ups to last year’s debut of Chocolate Whips.
“It’s permissible indulgence, from the consumer aspect,”
Herbst says. “One of the things we see with indulgence in general,
with our Chocolate Whips, is that people are definitely looking to be able
to have indulgence but it doesn’t have to cost them a whole lot in
terms of calories or fat.”
Indeed, bolder and more dessert-inspired flavors are
cropping up among many brands and many formats of yogurts. LightFull Foods
Inc., San Francisco, recently reformulated its smoothie line to include
flavors like Chocolate Satisfaction, Café Latte and Mango Oasis,
among others, all formulated to create a feeling of fullness, or satiety.
Flavors are also a draw for the still-booming youth
part of the yogurt segment. While strawberry, banana and vanilla are
best-sellers, some brands are experimenting with bolder varieties, like
Dannon’s Danimals Xtreme in Smashin’ Passionfruit and Banana
Guava Cliffhanger geared for older children, and Yoplait’s Go-Gurt® in Crazy
Berry Bolt and Extreme Red Rush, among other flavors.
Another hallmark of the youth yogurt market is the
ongoing splintering within it. Stonyfield Farm, for example, continues to
score well with its YoBaby line for of whole milk yogurt for babies and
toddlers, while Yoplait has aimed for young children with its Yoplait Kids,
omega 3-enhanced yogurts sold in colorful cups in flavors like strawberry
and strawberry banana with marketing tie-ins to kids’ television
programs like “Blue’s Clues” and “Dora the
Explorer.”
Not Just Yogurt
Although yogurt has taken much of the spotlight in the
cultured products category for the better part of a decade, other
subcategories are showing signs of vitalization.
Sales of cottage cheese are up, to the tune of 771
million pounds a year sold, according to IDFA. In that segment,
manufacturers are starting to follow the lead of the health-oriented yogurt
makers.
One influential example is Northfield, Ill.-based Kraft
Foods, Heeding consumer feedback about functional foods, Kraft recently
introduced LiveActive Cottage Cheese for Digestive Health, sold under its
Breakstone’s and Knudsen brands. This cottage cheese has been
enhanced with prebiotic fiber to help consumers boost fiber intake and
naturally regulate digestive systems. “Consumers have indicated
interest in digestive health products — more than 70 percent of
Americans are more likely to try a new product offering a digestive health
benefit,” explains John Lazowski, senior director of marketing,
cultured.
Lazowski says the Breakstone’s and Knudsen brands
are driving innovation in other ways. “They are the only national
brands available in single-serving packaging, with four-packs of individual
4-ounce servings,” he says. Cottage Doubles are also convenience
oriented, featuring a single-serving, two-compartment cup that pairs
cottage cheese with a consumer’s favorite fruit topping.
Lazowksi says cottage cheese is becoming more relevant
to consumers. “We look at our cottage cheese products in a broader
category we call healthy dairy snacking,” he says. “We feel
there is an opportunity to grow demand for cottage cheese by appealing to
consumers who enjoy yogurt.”
Dean Foods, meantime, is also going the
better-is-better route. In late March, the company began offering a version
of probiotic cottage cheese made with Lactobacillus acidophilus,
Bifidobacterium and Lactobacillus casei, sold under its Dean’s, Land
O’Lakes and Country Fresh brands. Further, the dairy giant recently
added New York-based cottage cheese maker Friendship Dairies to its
portfolio.
In addition to improving the nutrient profile of
cottage cheese, dairy manufacturers also are zeroing in on taste. Cabot
Creamery, Montpelier, Vt., launched a new technology for cottage cheese
production using a horizontal cottage cheese closed-vat system to improve
consistency and texture. Smith Dairy, Orrville, Ohio, also has worked to
improve the quality of its cottage cheese through a slow-cooked process and
recently introduced new flavors, like Pineapple Cottage Cheese sold in a
bright orange container.
And for another hint that this category is the new
place to be, Dallas-based sour cream stalwart Daisy has launched its own
line of cottage cheese.
Cream cheese is another example of a mature segment
that reflects consumer trends for flavor and convenience. Along with its
signature brick cream cheese, Kraft’s Philadelphia brand includes
flavored cream cheeses ready for spreading like Cream Swirls and
Jammin’ Swirls, and different formats like soft cream cheese, whipped
cream cheese and, for the convenience-driven crowd, Ready to Eat cheesecake
filling.
Smaller and regional cream cheese companies are also
mixing things up a bit, sometimes literally. Franklin Foods Inc. Enosburg
Falls, Vt., recently added a new Yogurt & Cream Cheese product to its
Hahn’s line of cream cheese, made with both cream cheese and yogurt
for a smooth texture and reduced-fat profile.
Elsewhere in cultured products, sales of sour cream are
up, to the yearly tune of nearly $7 million in sales, according to IRI, and
1.3 million pounds in volume, according to IDFA. “Sour cream as a
category is viewed by many consumers as more of an indulgence, but
we’ve found they’re incorporating more light sour cream as a
healthier alternative,” Lazowski says. “Also, a growing
Hispanic population may help spur more growth in sour cream. Hispanic
consumers often use sour cream at least once a day in traditional dishes
such as tacos, tostadas, enchilada, fajitas, soups and layered
dips.”
In the companion segment to sour cream, sour-cream
based dips, there has been some new product presence as well. Smith Dairy,
for example, offers popular varieties like French Onion, but also a newer
Lite Zesty French Onion dip. Likewise, Dean Foods has complemented its
French Onion dip with no-fat and light versions as well as a flavorful
French Onion with Bacon.
Another subcategory showing consistent growth is kefir,
a cultured, enzyme-rich drink replete with good microorganisms for health
and nutrition that was first popular in mainstream Russia. Once relegated
to small corners of health food stores and European markets in the United
States, kefir can now be found in many supermarkets. Brands like
subcategory leader Lifeway Foods Inc., Morton Grove, Ill., have helped spur
this segment’s growth, with products like organic, low-fat and
kid-oriented varieties, in a host of flavor profiles and user-friendly,
colorful packaging.
Some yogurt makers offer kefir as well, like the
Nancy’s Cultured Dairy and Soy line from Eugene, Ore.-based
Springfield Creamery, which has made kefir for more than 30 years and
recently added a new low-fat, fully organic version.
Lynn Petrak is a freelance journalist based in the
Chicago area.
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