Regional Insight: Dairy goods boom in new Europe

Much of central and eastern Europe is celebrating the 20th anniversary of the fall of the Berlin Wall, but the Communist era of sparsely-filled supermarket shelves is long gone for Europe’s economic tigers.

In just the last year, the four countries in central and eastern Europe covered by Mintel’s Global New Products Database – the Czech Republic, Hungary, Poland and Ukraine – have witnessed almost 10,000 new product launches.

Flexible packs dominate, and use of the format has jumped by around 40% in the past year. However, there has been an increase in the use of all pack types. Meanwhile dairy products top the list of new product categories along with non-alcoholic beverages – both have been mainstays of product innovation in the region for several years.

Top 10 new product types
Dairy 1000
Non-alcoholic beverages 971
Skincare 917
Soap and bath products 638
Bakery 629
Sauces and seasonings 538
Haircare 517
Processed fish, meat and egg products 398
Snacks 306
Chocolate confectionery 263

Top 10 pack types for new products
Flexible 3072
Bottle 2041
Carton 907
Tub 678
Tube 621
Can 562
Jar 487
Tray 335
Sleeve 63
Blister pack 59

Source: Mintel GNPD, products launched in 12 months to October 2009

New packs

1 Savo WC Active 2 in 1 Toilet Gel
Unusually shaped PE bottles are nothing new in the world of household cleaners, but this Czech gel from brand owner Bochemie has a more unusual shape than most.

2 Soplica Staropolska Liqueur
This Polish liqueur from the Bols drinks multinational is a traditional spirit made of infusions of walnut, plum and Polish honey. The asymmetrical 700ml glass bottle is unique.

3 Step Hot Drink Cranberry
Bulgarian brand owner Step has launched this sugar-free cranberry-flavoured drink powder in Hungary. It is sold in single 7g sachets.

4 Brie
A Frenchman might baulk at this packaging, but German group Käserei Champignon has launched this 125g carton of the cheese made from pasteurised milk in Ukraine.

5 Knorr Ketchupi
This fun-shaped Knorr ketchup from Unilever is new to Poland. It has German text but is adapted for the local market with a label in Polish covering nutritional information.

6 Lowickie low-fat milk
This Polish milk has just 1.5%. It has recently relaunched in a two-litre carton with a reclosable cap and features a rustic image designed to appeal to families.

Mintel GNPD is a web-based database capturing new product and packaging data from around the world. Information on packaging for each product includes photography, data on material, format, closure, label, decorative processes, inserts, production methods, style details and security aspects. GNPD also offers editorial features on packaging trends. Visit www.gnpd.com.

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