A yogurt straight out of the beauty case
Food Emmi's new aloe vera line is entering the wellness yogurt market with marketing power. The new "sensitive yogurt and drink" is set to achieve what its predecessor and sub-brand Aloe Vera 4plus failed to achieve: a breakthrough.
Food Emmi's new aloe vera line is entering the wellness yogurt market with marketing power. The new "sensitive yogurt and drink" is set to achieve what its predecessor and sub-brand Aloe Vera 4plus failed to achieve: a breakthrough.
With a clever takeover strategy, Emmi has become Switzerland's largest milk processor and prepared itself for its next expansion step. As the saying goes: hunger comes with eating. Especially when the Swiss spoon up some yogurt. According to ACNielsen, the appetite of the Swiss has not only increased, but above all become more refined. The total consumption of yogurts rose by a further two percent in 2002. The consumer research company also notes that yoghurt connoisseurs are increasingly turning to top-quality products and prefer small packs (up to 250 grams). With an increase of 32.4 percent, premium yogurts experienced the strongest growth in sales, ahead of bifidus (+18%) and organic yogurts (+8.6%). In addition, the Swiss are among the most avid yogurt consumers in Europe: since 1999, they have consumed around 17 kilograms of the Bulgarian national dish per capita per year.
Sandra Wüest from ACNielsen explains the increase with
the many new launches by milk processors,
that meet consumers' desire for a more varied and healthier (yoghurt) lifestyle. This is the only way to defend, or at best gain, market share in the crowded dairy products market, where vertical shifts are rare.
In this fast-moving market, only those who correctly anticipate changes in eating habits and are always one step ahead of the competition have a chance of survival. These prerequisites must be played out with quality and a good distribution network.
Despite the many new products on the dairy shelves of the major distributors, Swiss consumers are very conservative when it comes to flavors: they prefer to eat natural yogurt (13.5%), while they opt for strawberry flavor only half as often (6.5%).
These preferences should help the new aloe vera yogurt from Lucerne-based dairy company Emmi to be a success. This is because the fleshy leaves of the desert lily Aloe Vera barbadensis Miller have a tart, fresh taste that comes close to that of a natural yogurt.
However, the added value lies less in the pleasantly restrained taste and more in the transfer of the product properties of the medicinal plant that the consumer expects from consuming it. "Unlike when it is applied to the skin, aloe vera is
as a foodstuff still far
largely unknown," says Torsten Fankhänel, Head of Advertising at Emmi. He can explain this mainly by the fact that aloe vera is only available as an expensive
juice is available in drugstores and pharmacies. But that could change quickly. "Aloe vera yogurt is a big hit in Japan, where a good one and a half million cups are sold over the counter every day," says Fankhänel.
Emmi therefore wants to stand for the original and the highest quality, so that later competitors cannot make life difficult for the Lucerne-based company and, above all, cannot dispute its image as an innovative brand. To achieve this, Emmi wants to conquer the Swiss market from abroad. In October, the Central Swiss company surprised the industry at the Intermopro trade fair in Düsseldorf with the launch of its new yogurt.
After the launch, the campaignEmmi's aloe vera yoghurt pots found their way into the chiller cabinets of several German grocery chains back in December. The launch campaign was only added afterwards. A few days ago, the dairy company repeated what it had successfully done in Germany and also started selling the product in its home market ("Dritte Kraft", Coop, Migros as a private label). As in the neighboring country, the only slightly higher price is intended to suggest the feel-good properties of the product.
Since Emmi, as a pioneer in the new field of the food wellness market, is aiming for "clear market penetration", rapid and clear positioning was essential. Accordingly, the communication goals envisaged a rapid increase in awareness - from zero to 80 percent in the target group within six months - and the consolidation of the brand value for Emmi. In view of the unusually short deadlines, the decision was made to implement the campaign in-house with an impact strategy. "The product had to stand out and the message - beauty comes from within - had to be communicated clearly and quickly," recalls Fankhänel. Photographer Duncan Blum managed the balancing act between beauty and product shots that still retained a food character. Fankhänel only used tried-and-tested ad design recipes for the realization. The relatively low level of knowledge about the plant is to be improved with accompanying PR activities.
With the "sensitive yogurt" based on aloe vera, first mover Emmi confirms itself as an innovative brand.
Nutraceuticals: wellness in foodThe trend in the food sector is clearly pointing towards convenience and functional food. Because these terms are increasingly being used to describe well-being, marketing is also crystallizing the health-promoting effect. Products with natural ingredients are preferred to those with artificial substances. Trend researchers are convinced that when it comes to food, the issue of youth
is becoming more important in all aspects: Specific effects such as anti-ageing, wellness or beauty are also playing an increasingly important role in food and are therefore influencing purchasing behavior. Although the promising market for nutraceuticals - a neologism made up of nutrition and pharmaceuticals - is opening up, these products are not being used as a substitute for food.
products are advertised as food, as health claims for non-medicinal products are prohibited. This needn't bother marketing communication, as a certain image transfer still takes place with the public. (la)
Luca Aloisi
With a clever takeover strategy, Emmi has become Switzerland's largest milk processor and prepared itself for its next expansion step. As the saying goes: hunger comes with eating. Especially when the Swiss spoon up some yogurt. According to ACNielsen, the appetite of the Swiss has not only increased, but above all become more refined. The total consumption of yogurts rose by a further two percent in 2002. The consumer research company also notes that yoghurt connoisseurs are increasingly turning to top-quality products and prefer small packs (up to 250 grams). With an increase of 32.4 percent, premium yogurts experienced the strongest growth in sales, ahead of bifidus (+18%) and organic yogurts (+8.6%). In addition, the Swiss are among the most avid yogurt consumers in Europe: since 1999, they have consumed around 17 kilograms of the Bulgarian national dish per capita per year.
Sandra Wüest from ACNielsen explains the increase with
the many new launches by milk processors,
that meet consumers' desire for a more varied and healthier (yoghurt) lifestyle. This is the only way to defend, or at best gain, market share in the crowded dairy products market, where vertical shifts are rare.
In this fast-moving market, only those who correctly anticipate changes in eating habits and are always one step ahead of the competition have a chance of survival. These prerequisites must be played out with quality and a good distribution network.
Despite the many new products on the dairy shelves of the major distributors, Swiss consumers are very conservative when it comes to flavors: they prefer to eat natural yogurt (13.5%), while they opt for strawberry flavor only half as often (6.5%).
These preferences should help the new aloe vera yogurt from Lucerne-based dairy company Emmi to be a success. This is because the fleshy leaves of the desert lily Aloe Vera barbadensis Miller have a tart, fresh taste that comes close to that of a natural yogurt.
However, the added value lies less in the pleasantly restrained taste and more in the transfer of the product properties of the medicinal plant that the consumer expects from consuming it. "Unlike when it is applied to the skin, aloe vera is
as a foodstuff still far
largely unknown," says Torsten Fankhänel, Head of Advertising at Emmi. He can explain this mainly by the fact that aloe vera is only available as an expensive
juice is available in drugstores and pharmacies. But that could change quickly. "Aloe vera yogurt is a big hit in Japan, where a good one and a half million cups are sold over the counter every day," says Fankhänel.
Emmi therefore wants to stand for the original and the highest quality, so that later competitors cannot make life difficult for the Lucerne-based company and, above all, cannot dispute its image as an innovative brand. To achieve this, Emmi wants to conquer the Swiss market from abroad. In October, the Central Swiss company surprised the industry at the Intermopro trade fair in Düsseldorf with the launch of its new yogurt.
After the launch, the campaignEmmi's aloe vera yoghurt pots found their way into the chiller cabinets of several German grocery chains back in December. The launch campaign was only added afterwards. A few days ago, the dairy company repeated what it had successfully done in Germany and also started selling the product in its home market ("Dritte Kraft", Coop, Migros as a private label). As in the neighboring country, the only slightly higher price is intended to suggest the feel-good properties of the product.
Since Emmi, as a pioneer in the new field of the food wellness market, is aiming for "clear market penetration", rapid and clear positioning was essential. Accordingly, the communication goals envisaged a rapid increase in awareness - from zero to 80 percent in the target group within six months - and the consolidation of the brand value for Emmi. In view of the unusually short deadlines, the decision was made to implement the campaign in-house with an impact strategy. "The product had to stand out and the message - beauty comes from within - had to be communicated clearly and quickly," recalls Fankhänel. Photographer Duncan Blum managed the balancing act between beauty and product shots that still retained a food character. Fankhänel only used tried-and-tested ad design recipes for the realization. The relatively low level of knowledge about the plant is to be improved with accompanying PR activities.
With the "sensitive yogurt" based on aloe vera, first mover Emmi confirms itself as an innovative brand.
Nutraceuticals: wellness in foodThe trend in the food sector is clearly pointing towards convenience and functional food. Because these terms are increasingly being used to describe well-being, marketing is also crystallizing the health-promoting effect. Products with natural ingredients are preferred to those with artificial substances. Trend researchers are convinced that when it comes to food, the issue of youth
is becoming more important in all aspects: Specific effects such as anti-ageing, wellness or beauty are also playing an increasingly important role in food and are therefore influencing purchasing behavior. Although the promising market for nutraceuticals - a neologism made up of nutrition and pharmaceuticals - is opening up, these products are not being used as a substitute for food.
products are advertised as food, as health claims for non-medicinal products are prohibited. This needn't bother marketing communication, as a certain image transfer still takes place with the public. (la)
Luca Aloisi
