What the Competition Commission found out regarding yoghurts

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Yogurts produced under their own brand were well promoted by the “Family Basket” campaign, since sales volumes increased due to price stability, as the Competition Commission found when researching the dairy market.

The period for which the data was obtained covers 52 weeks, from 01/02/2022 to 01/02/2023, and, according to the findings of an independent body, in the 1st week of observation, the sales volume of private label products was 36.3%, and in 52- th week – 41.9%.

In particular, the Competition Commission decided in February 2023 to conduct a study/mapping of the competition conditions, including in the market for unflavored cow’s yoghurt. The objectives of the mapping were to find out the following:

1. dynamics of market shares of the 11 largest supermarkets (hereinafter referred to as “SM”),
2. dynamics of supplier shares (private label and branded products) in 11 supermarket chains
3. the impact of the Family Basket mechanism on prices for branded products under private labels
4. the impact of the Family Basket mechanism on consumer purchasing habits, as well as comparisons of branded products and private label products (inside and outside the UK).

As part of this study, the Directorate General for Competition sent questionnaires to 11 SM chains, which account for more than 95% of the food retail sector.

The main results are as follows:

Total sales of yoghurt by member countries EU for the reporting period is 133.4 million euros with an average price of 3.02 euros/kg.

In total sales largest market share (in value terms) is occupied by Sklavenitis (30–40%), followed by AB-Vassilopoulos and Lidl (10–20%). “My Market” and “Galaxias” have from 5% to 10%.

By sales volume branded yoghurts The largest share of the sales market is occupied by Sklavenitis (30%-40%), followed by AB-Vassilopoulos (15%-20%). By sales volume of products under its own brand LIDL has the largest market share in sales (40-50%), followed by Sklavenitis (20-30%), AB-Vassilopoulos (10%-15%) and My Market (5% -10%).

During the period 11/15/2022-01/31/2023, for which data was collected, significant changes in market shares SM is not observed.

The number of yoghurt suppliers is 71. The largest share of the sales market (by value), regardless of whether it is a branded product or a product under its own brand, is occupied by the KRI KRI company, followed by FAGE and ΕΛΛ. ΓΑΛΑΚΤΟΚΟΜΕΙΑ.” A small market share, from 0 to 5%, is occupied by the companies FRISLANDCAMPINA, NUMIL, KOUKAKI, MEVGAL, Naabtaler, EVROFARMA, SERGAL and STAMOU and others.

The largest share of the sales market (in value terms) in supermarkets of branded products is occupied by the company FAGE, followed by the company ΕΛΛ. ΓΑΛΑΚΤΟΚΟΜΕΙΑ” and “KRI KRI”. Regarding private label products, only two suppliers have a share of more than 10%, namely KRI KRI, which is the most important supplier by a large margin compared to the others, and KOLIOS.

During the Family Basket period, the weighted average price of items in the basket remained almost constant, while the price of items outside the basket increased by 17 cents. In terms of consumer preferences, during the reporting period there was a slight shift towards private label products.

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