Danone Campaign to Woo US over Benefits of Probiotic Yoghurts

  摘要：數(shù)據(jù)顯示，今年美國的酸奶市場3.8 billion euro，益生菌酸奶為half a billion euros，而歐洲酸奶市場12 billion euro， 益生菌酸奶為 2 billion 。另外，美國人酸奶的人均消費(fèi)量只有歐洲市場的三分之一，無形之中有著非常巨大的市場。達(dá)能準(zhǔn)備在美國推廣其益生菌酸奶。與此同時(shí)，還有General Mill's 和 Kashi公司的競爭。

  French dairy giant Groupe Danone is bidding to make significant in-roads into the lucrative US market with its probiotic yoghurts.

  Under its US subsidiary Dannon, the company is seeking to persuade sceptical consumers and the medical community of the benefits of its yoghurts that carry patented bacteria. Tests have shown these "good bacteria" help digestion, say the manufacturer.

  The US yoghurt market is a potentially lucrative one and, since Americans, on average, only consume one third of their counterparts in Western Europe, one where there is room for growth.

  Figures released by Euromonitor International reveal the American yoghurt market will be worth 3.8 billion euro this year, with probiotics accounting for half a billion euros of that amount. In Europe the total yoghurt market is 12 billion euro, where probiotics sales reach over 2 billion euro.

  In an effort to persuade sceptics in the US, Dannon teamed up with rival Yakult to fund a symposium last year on the health impact of probiotics at Harvard Medical School's Division of Nutrition. Dannon has also focused some of it marketing in specialised medical publications.

  Dannon said it views the US as a growth market and has plans to launch one of its best-known probiotic brands there after its extensive market research indicated the market might be more receptive.

  But it will have competition after General Mill's and Kashi, a natural food company, also put their own probiotic products on the market.