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Competition Stepping up in European
Non-Dairy Sector
The European non-dairy products market
is becoming increasingly competitive due to consolidation
activity and new product launches.
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News broke last month that the American organic & natural foods
company, Hain Celestial purchased Natumi. The German company Natumi
produces a range of non-dairy drinks and soya-based desserts. It
started production in 2001 and has been developing a pan-European
presence, reporting a 150% sales increase in 2003.
The addition of Natumi to the Hain Celestial stable gives the
American giant a direct presence in the European non-dairy products
market. |
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Hain Celestial
previously bought Belgian-firm Lima and California-based Imagine Foods.
Both companies offer non-dairy drinks in the European market with the
Rice Dream brand of Imagine Foods the leading rice drink in Europe.
The acquisition of Natumi is highly significant for it provides Hain
Celestial a strong platform to challenge Alpro in the fast growing
non-dairy products market. The Belgian firm Alpro has dominated the
European market since it first started producing soya milk in the 1980s.
It has successfully deployed a brand extension strategy in which it has
launched a range of soya-based drinks, yoghurts and desserts under the
Alpro and Provamel brands.
New product launches are also putting competitive pressure on
Alpro’s market position. One significant development is the launch of
soya-based desserts by Murcia-based Laboratories Almond. Natur Green
soya desserts are one of the few organic non-dairy desserts available in
the European market.
Natur Green soya desserts come in three flavours - vanilla, chocolate,
and apricot, and they are being rolled out across Europe. Although the
target market for the soya desserts are specialist retailers they are
expected to attract interest from supermarkets due to growing consumer
demand for dairy alternatives.
Laboratories Almond also produces organic almond-based desserts, which
are also marketed under the Natur Green brand. Its sister company
Nutriops is the leading producer of nut-based dairy milk alternatives in
Europe.
Organic Monitor sees this as a bold move by Laboratories Almond. Many
companies are eyeing the non-dairy desserts market in Europe, however
few firms have ventured out from the drinks segment. Laboratories Almond
is likely to put some competitive pressure on Alpro, which leads the
soya-based desserts market. It is also likely to trigger a number of
product launches from competing firms. More soya-based desserts are
likely to be introduced, however Natur Green could build market share by
taking advantage of its established distribution infrastructure for
nut-based products.
New product launches and consolidation activity are raising competitive
stakes in the non-dairy sector. The emergence of large companies like
Hain Celestial is to ensure that Alpro does not rest on its laurels in
this dynamic market.
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Related Reports:
#1002-50
The European Market for Non-Dairy Drinks
#1001-52 The
European Market for Non-Dairy Desserts
Posted: March 22nd 2004
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