Campina Again the Best-Selling Brand in Dutch Supermarkets
In 2008, Campina once again headed the retail top 100, achieving sales of € 426 million. Turnover from supermarket sales of Campina products was 4.5% higher than in 2007, according to the IRI.
26/02/09 In 2008, Campina was again the biggest-selling A brand in Dutch supermarkets. No less than nine FrieslandCampina brands featured in the list of top 100 A brands in the Netherlands, compiled each year by market research agency IRI for the Foodmagazine trade journal. Chocomel reported especially strong growth.
In 2008, Campina once again headed the retail top 100, achieving sales of € 426 million. Turnover from supermarket sales of Campina products was 4.5% higher than in 2007, according to the IRI. Moreover, it is the only brand to exceed € 400 million in supermarket sales. The Campina brand sold nearly one and a half times more than the second and third brands on the list: Marlboro (€ 302 million) and Douwe Egberts (€ 297 million).
The dairy organisation markets the following products under the Campina brand: milk, yoghurt, custard (with a healthier fatty acid composition), cream and coffee creamers, Campina Optimel (yoghurt drinks, yoghurts, quark, custard, Smoothie and Control with zero fat and no added sugar), Campina Vifit (for balanced intestinal flora) and Campina Botergoud (butter). There have been some shifts in consumer patterns since the previous year. Sales of classic dairy products such as milk, custard and yoghurt have shrunk further. The flip side however is higher brand turnover for value-added products such as extra healthy dairy and yoghurt drinks.
Other success formulas
Friesche Vlag came sixth in the brand ranking with sales of € 215 million. Turnover remained largely unchanged with a sales index of 99.8. Sales of coffee creamers and long-life dairy grew.
Mona is the Dutch consumer’s favourite dessert and luxury dairy brand. In 2008, Mona repositioned itself as a fully-fledged luxury brand. This put it in 20th place in the retail top 100, with a turnover of € 93 million and a sales index of 102.
Appelsientje achieved 24th place in the retail top 100 with a turnover of € 86 million and a sales index of 102. Sales of Appelsientje Mild in particular showed continued growth.
Milner products achieved 25th place. Sales of Milner grew vigorously by 16% to € 85 million, reflecting the strong ongoing popularity of reduced-fat cheese.
CoolBest occupied 47th place with a turnover of € 53 million and a sales index of 105. The use of relatively new fruit flavours ensured that CoolBest stood out from other brands.
Chocomel is one of the strongest growing brands on the supermarket shelves, with a spectacular 24% growth in turnover. This was largely due to the successful launch of Chocomel Hot, the concept designed for Senseo coffee machines. Chocomel took 50th position with a turnover of € 51 million.
DubbelFrisss maintained its position in 60th place, with a 2% increase in turnover to € 46 million. The new DubbelFrisss Minder Zoet flavour successfully responded to consumer demand for less sweet products.
Frico took 70th place with a consumer turnover of € 39 million and a sales index of 94 percent.
Research by the IRI showed that the A brands achieved 5.1% growth in turnover, compared with 7.2% growth for the supermarkets. Innovation continues to be vital for the A brands as a way of maintaining a distinctive profile against private label brands. Health and weight control in particular continue to be a major preoccupation for many consumers. This was reflected in an increase in purchases of yoghurts and yoghurt drinks with little or no fat and as little sugar as possible, and fruit juices and drinks containing antioxidants and less sugar. Demand for reduced-fat cheese is also growing. The success of Chocomel Hot also reflects the importance of innovation. Valess, though not yet in the retail top 100, is another innovative product which achieved strong sales growth.
