UAE – Decypha: Yoplait, part of the Abu Dhabi-based Agthia Group, jumped to reach 43.4% in the Kids’ yogurt segment, in comparison to a previous standing of 35.8%. The company additionally increased its market share in the fruit yogurt segment from 10.3% to reach 11.1%, according to the latest data from AC Nielsen.
The same data places the brand among the top-ten players in the value-added yogurt market, becoming the fastest growing brand in its related market.
Petits Filous, the Yoplait Kid’s yogurt brand, has established itself as the clear leader in its segment, with a growing distance between it and the market’s second biggest brand.
In the case of the fruit yogurt segment, the brand today has established itself value-wise as the market’s third top brand.
The value-added yogurt market as a whole has been impacted by the overall economic slowdown, in addition to an overall decrease in consumption frequencies.
“Yoplait’s performance this year is due to its strong and unique position in the consumer mind space. Agthia has been successful in building upon the brand’s global popularity, by locally developing a unique line that excites and brings joy to the people of the UAE. Each new product introduced as part of our constantly growing portfolio, is carefully developed to meet the needs of the local palate. Meanwhile, we persistently invest on brand-building via focused communication that fuels awareness as well as equity,” commented Fasahat Beg, Agthia Group’s Executive Vice President - Water, Beverages and Dairy Businesses.
In a bid to strengthen its position in the upcoming months, Yoplait is gearing up to leverage its current popularity and expand its footprint by introducing exciting new flavors to complement its core range. “We plan on offering products of a superior sensory profile, based on high-quality and wholesome ingredients to take indulgence a step further in our category,” said Beg.
Established in 2004, Agthia Group is listed on the Abu Dhabi Securities Exchange (ADX). 51% of the Company’s shares are held by Senaat (General Holding Corporation), an Abu Dhabi Government entity, with the balance held by retail and institutional investors. The Company’s assets are located in the UAE, Oman, Egypt and Turkey. Agthia offers a world class portfolio of integrated businesses providing high quality and trusted food and beverage products for customers and consumers across the UAE, GCC, Turkey and the wider Middle East. More than 3,000 employees are engaged in manufacturing, distribution and marketing various food and beverage products.
By Decypha Editorial Team
