Onken, a part of the Emmi Group, desires Brits to take higher discover of its portfolio of pure, flavored, low-fat and on-the-go pouches because the model deploys the providers of TV presenter and comic Paddy McGuinness in a year-long, multi-platform marketing campaign. McGuinness, a family identify within the UK, is tasked to drive dwelling the slogan ‘Make time to feed your interior happiness’ as Onken bets on a tried and examined components in yogurt promoting, the place consumption is linked with improved well being and wellbeing. We spoke to move of Onken, Mathilde van Roon, to search out out what drove the marketing campaign’s launch and the way client preferences are shaping yogurt NPD.
“Our marketing campaign technique at Onken revolves round selling making time for your self and ‘Feeding Your Interior Happiness’,” she opened. “As a model, we wish to inject a way of enjoyable into yogurt consumption and set up ourselves available in the market as advocates for celebrating and fulfilling your interior pleasure by means of Onken merchandise, particularly tailor-made to our shoppers’ preferences.”
Whereas the ‘good for you’ message is usually strengthened by yogurt manufacturers by means of promoting, Van Roon instructed that including a comedic voice might assist get by means of to the buyer extra successfully. “It is our objective to deliver our enjoyable tone of voice to the class and importantly, to remind shoppers that yogurt is and will be enjoyable and pleasing, too,” she defined.
Within the UK, Onken competes with a raft of branded and own-label grocery store merchandise, and differentiating is vital as shoppers proceed to face pricing pressures. In keeping with Nielsen retail gross sales information revealed by AHDB, the typical costs of yogurt and fromage frais merchandise elevated 10.5% yr on yr in February, however demand additionally grew as quantity gross sales elevated 1.8%. And it’s clear what customers are after – quantity gross sales of wholesome yogurt grew 21% through the interval, and nearly all dairy yogurt classes – flavored, fat-free, plain and split-pot – recorded development regardless of the worth will increase. In the meantime, plant-based options slid greater than 7%.
“Earlier than the pandemic, the place yogurt was beforehand declining or secure, the yogurt class is now experiencing important development,” Van Roon defined, including that the expansion of the pure yogurt section was propelled by rising penetration, frequency, and worth per store. “The recognition of pure yogurt is attributed to its well being credentials and flexibility, as shoppers incorporate it into numerous events corresponding to breakfast and cooking, driving its consumption throughout numerous demographics.”
Talking of events, they’re additionally altering, Van Roon defined. “Because the pandemic and with customers trying to save cash amidst the cost-of-living disaster, we’re observing a notable shift in client conduct in the direction of cooking from scratch. This presents a large alternative for the yogurt class as shoppers more and more combine yogurt into their culinary endeavors.”
“We’re seeing some scrumptious and attention-grabbing methods wherein our shoppers are utilizing Onken, in ways in which transcend consuming the product by itself.”
“There are shoppers that use Onken on toast and going past this, utilizing Onken Pure Set in a wide range of other ways for lunch and dinner, like utilizing the variant throughout cooking, marinading, curries and a lot extra,” she added.
“Having such versatility throughout the model permits our shoppers to get artistic and have some enjoyable inside their very own makes use of of the product.”
The marketing campaign will little question be keenly adopted at Emmi Group’s headquarters. In accordance The Group’s annual outcomes, its European division recorded a slight natural decline (-0.4%) in what it described as ‘a persistently difficult European market atmosphere with subdued client sentiment’. The efficiency was ‘considerably under proprietary expectations’, with powder and concentrates (-8.3%) and cheese (-6.6%) recording the steepest development declines. Dairy merchandise’ natural development (-2.1%) additionally slid, with gross sales down 42.4% and the consequences of the sale of natural dairy model Gläserne Molkerei to Mutares affecting the general determine.
For Mathilde van Roon, the duty to bolster and promote the model’s place within the pack of UK yogurt manufacturers is evident. “In a fiercely aggressive market panorama, Onken distinguishes itself by means of a dedication to high quality, style, and flavour,” she stated. “We prioritize delivering a superior snacking or culinary expertise that resonates with client preferences. Moreover, we recognise the rising significance of sustainability in client buying selections. One of many methods we’re actively contributing to a greener future is thru our Onken Pouch recycling scheme with Enval, which inspires shoppers to responsibly get rid of our packaging, contributing to the discount of waste and selling a round financial system.”
