Ambient drinking yoghurt, an entirely new category of dairy drinks, has taken China by storm since its launch in 2010. The market for this exciting product innovation has grown at an astounding rate, accounting for 13% of the country’s total yoghurt category in 2014 and is expected to achieve sales of almost €5 billion by the end of 2017. This illustrates the scale of opportunity the product presents globally, according to Tetra Pak.
The success of ambient drinking yoghurt in China has been driven by consumer demand for convenience, taste and nutritional benefit, trends that are reflected in many other countries. Studies show that traditional meals are under pressure; consumers across the world are increasingly opting for snacks and treats that fit their busy and complex lifestyles.