Research and Markets: Mller Dairy (UK) Ltd. Case Study: Leader in the UK Yogurt Market
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http://pdf.reuters.com/htmlnews/8knews.asp?i=43059c3bf0e37541&u=urn:newsml:reuters.com:20130306:nBw065533a DUBLIN--(Business Wire)-- Research and Markets (http://www.researchandmarkets.com/research/k3s94m/mller_dairy_uk) has announced the addition of the "Müller Dairy (UK) Ltd.: Leader in the UK yogurt market" report to their offering. Müller was established in Bavaria, Germany in 1896 by Ludwig Müller. The company was initially small, operating as a village dairy. The company began to expand throughout the 1970s. In 1988, Müller entered the UK market with Müller Corner. Following the success of this, the company went on to introduce a range of products to the market including Müller Rice, Müllerlight, and Müller Vitality. Highlights * An increased health consciousness amongst consumers has led to the UK yogurt market growing at a good rate in recent years. The growth of functional foods has also had a positive impact on this market. * Following rapid growth and uptake of its products, Müller achieved the status of UK market leader in 1992. This lead has been maintained over the years. * In order to maintain and increase its market share, Müller has to compete with its main contenders in the market, such as Danone and newer competitors such as Nom. Müller looks to promote growth in the market through innovation, advertising, and an emphasis on local production and natural ingredients. Your key questions answered How has the UK yogurt market been performing in recent years? What have been the main growth drivers? How has Müller grown in the UK market? Who are the company's main competitors? What strategies does the company use to maintain/grow market share? Key Topics Covered: OVERVIEW THE UK YOGURT MARKET * The yogurt market in the UK has been performing well in recent years * Growth in the UK market has been driven by consumers becoming increasingly health conscious THE GROWTH OF MÜLLER * Müller operated as a small local dairy from 1896 * The company began to expand from 1970 * Müller entered the UK market in 1988 * By 1992 Müller had become the market leader in the UK yogurts market * Müller has gone on to introduce a range of products to the UK market * The launch of Müllerlight in 1990 helped to link healthy eating with indulgence * The 1990s also saw the introduction of Müller Crumble Corner and Yogz * In 2000, the company introduced Müller Vitality * The Müller Amoré brand was launched in 2003 MÜLLER FACES STRONG COMPETITION * Müller faces competition in all sectors of the market * The company uses a variety of strategies to maintain market share * Innovation is a key strategy for the company * Advertising is important for Müller * The company has emphasized local production CONCLUSIONS * Innovation, advertising, and an emphasis on local production have been key to growth For more information visit http://www.researchandmarkets.com/research/k3s94m/mller_dairy_uk Research and Markets Laura Wood, Senior Manager. firstname.lastname@example.org U.S. Fax: 646-607-1907 Fax (outside U.S.): +353-1-481-1716 Sector: Yogurt Copyright Business Wire 2013
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