Danone’s business to register a lower growth pace in 2009, but above that of the market

The company wants to add new products to its portfolio in 2009, to be able to meet its target for this year, but also to maintain its leading position on the dairy market, with an almost 60 percent market share.

“Our main goal in 2009 is to ensure a product offer which will maintain our position in the lead of consumer preferences, to respond to their consumer needs in terms of quality and nutrition, and to their financial means, affected by the crisis” Danone officials said.

Danone plans to invest €4 mln in “innovation, and the development of the product portfolio, as well as in technology and infrastructure.” The company raised its promotion budget by 15 percent year-on-year, and intends to continue exporting. “Although our priority is covering demand on the Romanian market, last year we exported some 2,000 tons of yoghourt,” company officials added.

The value of the domestic dairy market exceeds €1 billion, and its main producers are Danone, Friesland Foods, Albalact, Covalact, Tnuva, and LaDorna (taken over by Lactalis).