Competitor Analysis

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  • Topic: Milk, Dairy product, Yoghurt
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  • Published : April 4, 2013
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Competitors Analysis

Are there competitors in some out-of-home channels providing functional food/drinks? We are going to focus on the 4 main out of home channels that distribute functional foods and those are Universities, gyms , canteens and cafes. First in the Universities the main competitors of Yakult are Actimel, Activia, Friesche Vlag, FrieslandCampina, and also fresh fruit drinks ( orange juice , apple juice) . For the Gym we can find a different type of assortments, like Gatorade, Powerrade, AA high energy drink, Aquarius drink, and all kind of fresh fruit drinks but no milks sometimes you can find also some milkshake with vitamins like BuildUp Shakes from Nestle and also VitaminWater, VitaminWater is providing a large range of products and flavors and you can find them easily in any gym. When we are referring to canteens we mean the restaurants that are usually assembled in the first floor of big buildings that are accommodating different companies and so on, this is a self-service restaurant and usually they carry all kinds of cooked food, sandwiches and different drinks. In this out-of-home channel we found that we are having as competitors Actimel, Activia, Friesche Vlag, FrieslandCampina, and fresh fruit drinks and also VitaminWater, Fruity King. Cafes on the other hand they are focusing in providing all kind of fresh fruit drinks and milkshakes or shakes of fruits ( that are made by the café stuff) but also brands like DubbelFrisss, Cool Best and Appelsientje, Fruity King but also they are caring sometimes some milk drinks like Actimel or Activia ( these drinks are usually carried by the cafes that are serving also breakfast).

What kind of functional food/drinks can be found in our relevant out-of-home channels? Functional food is a food where a new ingredient(s) (or more of an existing ingredient) has been added to a food and the new product has an additional function (often one related to health-promotion or disease prevention). In...
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