Yoghurt and Sour Milk Products in Indonesia

...In terms of flavours, local companies do better than multinationals as they are better attuned to local culture. ...It is the new product by Ultra Prima Artaboga PT � a subsidiary of consumer goods giant Orang Tua Group. Claiming to be the first collagen-fortified multi-probiotic sugar-free drink in Indonesia, it contains -,---mg of collagen, a substance which has anti-ageing benefit (increasing skin elasticity) and multi-probiotic benefit for maintaining a healthy digestive system. It is also sugar free, so it is suitable to be consumed by those who are on a diet and those with diabetes. ...Sour milk drinks such as Milkuat, Yes! and Calpico are in direct competition with other soft drinks. Activia and Milkuat are positioned as standard products to improve consumer familiarity with yoghurt and reach out to a larger consumer base.

...Danone Dairy Indonesia PT will continue to lead yoghurt and sour milk in ----, accruing more than -- value share. With the Milkuat brand, the company will clearly lead sour milk products with -- value share. In ----, the company introduced Milkuat Yogurt, which is targeted at children and benefits from the strong brand awareness of Milkuat in the first place. Thanks to the wide availability of Milkuat and Activia in traditional retail outlets as well as its aggressive promotional efforts, the company has managed to retain its leadership in yoghurt and sour milk up to the end of the review period. Yakult Indonesia Persada PT will remain as the second leading player in yoghurt and sour milk in ----, registering a value share of more than -- . ...Local companies have attempted to imitate these by offering more affordable products. For example, VitaCharm attempts to challenge Yakult, whilst Fajar Taurus aims to compete with other spoonable yoghurt products

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