6 February 2015 ZF.ro
Albalact, the second largest player on the diary market, entered the period between May – November 2014 with a 20% increase in market share in milk category, from around 22% up to 27.6%, mainly thanks to the launch of the milk plastic bottle with handle with handle for Zuzu.
“With the milk plastic bottle with handle, we managed to grew the milk category overall, or at least to bring the consumers who used to by milk from markets to packed products. Furthermore, this can helped us grew the market share in the milk segment. In November 2014, Albalact held 27.6% of the milk market’s volume, and 31.6% its value”, says Stephane Batoux, the General Manager of the company with revenues of RON 423 million (almost EUR 96 million) in 2013.
The non-taxed market is one of the biggest challenges of the companies which act on the diary market, accounting for 40% of an industry which the crisis robbed by more than 100 factories from. Albalact is the leader on the milk, sour cream and butter markets. According to the information supplied by the company, the lion’s cut in Albalact business is taken by milk, followed by yogurt, sour cream, butter, and cottage cheese.
Zuzu is the star in Albalact’s portfolio, accounting for approximately 37% of the company’s business, as per the latest data. Zuzu sales are estimated at more than EUR 35 million per year.