Danone claims 10% market share in Cyprus with Activia

Danone, the world’s leader in fresh dairy products, has achieved a 10% market share in Cyprus in its first year of commercial operations, thanks mainly to the Activia probiotic yoghurt with cultures that enhance digestion, the Actimel yoghurt drink, the Danino children’s yoghurt enriched with vitamin D and the Danette dessert introduced in February this year.
Although these products are distributed by G&I Keses, with a first-year sales turnover of 2.4 mln euros, Danone has also entered into a strategic alliance with Lifepharma, the health products division of the MSJ Jacovides Group, in order to promote the benefits of the Activia brand, primarily through health care providers.
The ‘actiregularis’ bifidobacteria culture, developed exclusively by Danone, claims to improve digestion within 14 days of regular consumption of the Activia products, which should come in useful in Cyprus where data from gastroenterologists suggests that 30% of Cypriots suffer from bloating.
Ranked second worldwide in bottled water products, Danone’s Evian and Volvic brands are distributed in Cyprus by Iacovos Photiades Foodstuff Suppliers (IPH). Second also in baby nutrition, the Nutricia brand (known historically as Cow & Gate) is distributed by Lifepharma (MSJ Group) and the Milupa products by Arbor Vitae, while the medical nutrition products Nutricia SHS, the third best-selling brand in the world, is also distributed by Lifepharma MSJ Group.