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Onken Case Study: Promoting Yogurt as a Health and Premium Food Suitable for Breakfast and Dinner Occasions Product Image

Onken Case Study: Promoting Yogurt as a Health and Premium Food Suitable for Breakfast and Dinner Occasions

  • Published: March 2009
  • Region: Global
  • 11 pages
  • Datamonitor

This report on Onken forms part of a series of case studies, which explores business practices across a variety of disciplines and business sectors. It looks at how the brand has been successfully aligned to the consumer trends of health and premium, which have strong relevancy to both yogurt and chilled dessert markets.

Key reasons to purchase this title

- Gain insight into the methods used by important industry players to give them a competitive edge

- Identify specific areas for operational improvements

- Capitalize on the knowledge of experienced companies when entering a new niche or market


Dr Oetker has repositioned the Onken range to appeal to both premium and health trends 2
Premium and health trends are driving the yogurt market 3
Onken was given a health makeover in 2008 to appeal to consumers growing health awareness 4
Organic ingredients remain absent from the Onken product line, which could prove to be a disadvantage 4
The Dr Oetker Mousse brand has been redesigned to emphasize a more premium offering 5
The Mousse range has been criticized for shrinking in size, but is now in a healthier portion size 6
Dr Oetker aims to capitalize on the growing popularity of healthy breakfast options with its Onken Smooth range 6
Yogurt is becoming a popular European breakfast food 6
Onken Natural Smooth is a new yogurt promoted as a versatile breakfast food 7
The Smooth variant is been marketed via a £500,000 campaign, utilizing print ads and sampling to highlight its versatility 7
Lunch and dinner remain important occasions for yogurt consumption 8
At home lunch and dinner occasions could rise as the recession hits out-of-home spending 8
The company has targeted the dinner market by providing recipe ideas on its packs for both savory and sweet meals 9

Case study series 10
Methodology 10
Secondary sources 10
Further reading 10
Ask the analyst 10
Disclaimer 11

List of Tables
Table 1: The UK chilled desserts market is smaller but faster growing than the yogurt market 3

List of Figures
Figure 1: The Onken range has been repositioned to capitalize on health and premium trends 2
Figure 2: A number of new yogurt launches have focused on both premium and health trends 3
Figure 3: Organic yogurt launches, UK, 2004-2008 5
Figure 4: Cereal is the most popular breakfast item in Europe 7
Figure 5: Dr Oetker has promoted its Onken Natural Smooth yogurt as being an ideal breakfast ingredient 8
Figure 6: Onken Natural yogurt has been marketed as an ideal ingredient for savory recipes 9

Note: Product cover images may vary from those shown