Yogurt market shrinks in the country, but Force still grows

Sao Paulo-the Force seems to have fared better than their competitors in the dairy market in the last year, driven by the Greek yogurt. The company has gained market share in the category with the product.
The company sold 261.3 1000 tonnes in the dairy category-containing products of higher added value-in 2015, up 12.7% over a year earlier.
In a conference call yesterday, ceo of Force, Gilberto Xandó, highlighted the company''s performance in the line of yogurts, especially with the Greek brand, grew up on the wrong side of the market. According to him, the company reached 36.1% share of this segment in the country.
"In the State of São Paulo, this slice is 54.8%. We add another three million new homes buyers the product in Brazil, "he said, citing data from the consultancy Nielsen and Kantar, respectively.
In terms of consolidated net revenue, the Force had 19 percent expansion, the R$ 5.2 billion, compared to the previous year, sales of dairy products, grocery and spreads and UHT milk. Net profit reached R$ 242.8 million, 102.3% advance before 2014.
Xandó noted that this growth is due, in part, to the launch of new products in high-margin categories. Nevertheless, the Executive pointed out that the last year has been challenging and 2016 will be no different. "
The perception is the same between Danone and Nestlé multinationals, which divide the milk market, for example. Danone had fall of 0.7% in fresh milk around the world from January to September, while Nestlé pointed slower sales in the last year. The two companies have noted the volatile market in Latin America, with emphasis on the retraction in Brazil.
A survey by Kantar points out that with the worsening of the crisis the yogurt is being left aside by the population. The Greek type suffered more.