The Short Life Dairy Products market continued to prosper in 2003 with 7.4 per cent growth, but market leader, Muller, is issuing a warning that fierce competition, solely on price, may damage the market long term. The Muller Short Life Dairy Products market report shows a vibrant market worth ?1.55 billion with Muller remaining the clear market leader with a 26.8 per cent share. It also shows, however, that value is being driven out of every sector of the market due to fierce competition on price - an approach, it says, being led by Danone and Nestle. When Danone bought Shape and Nestle acquired Ski in 2002, the competition for share in the short life dairy product market intensified. Core product ranges have been the main battleground with deep cut promotions and aggressive trading but, warns Muller, this approach will not deliver sustained growth or successful brands.
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