SanCor Cooperativas Unidas is set to lead sales with a 22% retail value share in 2013, followed closely by Mastellone Hnos with 20%. SanCor benefited from its position as a specialist cheese producer and its leadership is stronger in hard cheese, processed cheese, and soft cheese.
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Given the penetration of Argentinean cheese in Latin America and the fact that the Argentinean market is relatively mature, producers are aiming at the European market, which is more demanding, and where it is key for products to have denomination of origin to be able to compete.
Drinking Milk ProductsThe federal government has subsidised and regulated the milk drinks industry since 2008, and spends millions of ARS reducing retail prices in order to keep milk drinks affordable for lower-income groups. The federal price control system is structured around three classes of products: Mainstream, which includes fresh/pasteurised milk in sachets; selected, including long-life/UHT milk enhanced with vitamins, calcium, and iron, available in carton packs; and premium dairy products, including dairy-based desserts, and fromage frais and quark. Price rises were approved in 2012/2013 as follows: mainstream at 8%, selected at 12%, and premium at 25%.
Domestic companies, led by Mastellone Hermanos and SanCor Cooperativas Unidas, are set to account for 52% of total retail value sales in 2013. This leadership is based mainly on fresh/pasteurised milk, long-life/UHT milk and powdered milk. Foreign companies, such as Nestle, Danone and Unilever, lead in flavoured powder milk drinks, dairy only flavoured milk drinks and soy drinks, respectively.
Growth in drinking milk products will be driven by innovation in functional and fortified products. Mastellone is expected to lead this trend, although SanCor Cooperativas Unidas is making an effort to fight for this leadership.
Yoghurt and Sour Milk Drinks
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