Irish dairy farm commissions new research into dairy trends
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Posted: 6 June 2017 | New Food | No comments yet
After having secured a a significant Sainsbury’s listing for big pot yoghurt, Glenilen Farm, Ireland commissions research into upcoming dairy trends.
Family-run Irish dairy farm, Glenilen Farm, is to launch its popular range of natural fruit-layered yoghurts in more than 150 Sainsbury’s supermarkets across the UK.
To celebrate the launch, Glenilen Farm has commissioned research with YouGov to provide insight into consumer attitudes to dairy and yoghurt-eating habits across the UK.
The research, which was undertaken with more than 2,000 UK adults, revealed that despite some trends to reduce dairy intake, only one in five (20%) said they were trying to cut down the amount of dairy in their diet. Three quarters (79%) of UK adults think dairy products like yoghurt are an important part of a healthy lifestyle.
Glenilen Farm is one of Ireland’s largest independent yoghurt producers, with a 2% share of the Irish market. Run by farmers Alan and Valerie Kingston, the Cork-based dairy farm employs more than 40 people across production, NPD and commercial disciplines. The UK market already represents 16% of the dairy farm’s total annual turnover which will now grow further due to this significant listing.
With the listing in Sainsbury’s, Glenilen Farm is aiming to increase its share in the UK yoghurt market, estimated to be worth £2 billion(2).
“Our new listing in Sainsbury’s is a big step in our ambition to significantly grow our brand in this increasingly important category in the dairy sector and introduce Glenilen Farm to UK consumers. Our yoghurts are simply natural, healthy and importantly, taste great, and we think consumers new to our products will love them.”
As part of a wider marketing strategy, Glenilen Farm is also investing in a UK targeted social media campaign.
Glenilen Farm 500g big pots will be available in selected Sainsbury’s stores in three flavours: Raspberry, Mango & Passionfruit and Blueberry, with an RRP of £1.99.
Additional highlights from the research include:
- More than half (58%) of UK adults could not correctly identify how yoghurt is made, with 9% even claiming that yoghurt is made by letting milk ‘go off’
- More than half (53%) said if they were looking to eat healthier, they would include yoghurt in their breakfast
- Almost a third (30%) agree that if they were to cut back on dairy, they would be less likely to cut yoghurt out of their diet than other dairy products.
Yoghurt is made through the bacterial fermentation of milk. The milk is first heated, then cooled and cultures added in. Only a third (33%) of young UK adults (aged 18-24) knew this, compared to almost half (49%) of those aged 55+. This age group (55+) were also the biggest supporters of dairy products like yoghurt, with 84% agreeing they formed an important part of a healthy lifestyle.
Glenilen Farm’s UK presence is set to further increase next month with expanded availability of the 160g glass jar range expected. The single serve glass jars are available in both Raspberry and Mango & Passionfruit flavour with an RRP of 99p.
Although best known for their yoghurts, which are also available in Waitrose and Ocado, Glenilen Farm also produces a range of family-sized cheesecakes that can be found at Ocado, Budgens and Booths.
New product development (NPD), Research & development, Revenues