Girau introduces two new products in the goat milk segment: lactose-free yoghurt and kefir with cereals

Girau, the brand dedicated to goat milk and yoghurt from Latte Arborea, has announced the arrival on supermarket shelves of two new products: a lactose-free goat yoghurt and a goat kefir with cereals.

With a 60% share of the goat yoghurt market, Girau aims to expand its range, making it easier for health-conscious consumers seeking natural and digestible options to access these products, while actively contributing to the expansion of a category that is still niche. The goat yoghurt segment has in fact [[ARTW_HTMLOPEN_AAAE] significant growth potential, also representing an interesting opportunity for retailers.

The two products

The Girau lactose-free goat yoghurt in 2x125 g format represents a new offering for the market. With this launch, the brand is opening up a further segment and offering a new product that combines the distinctive characteristics of goat yoghurt with the needs of consumers who are lactose intolerant. The new plain goat kefir with cereals, offered in the 140 g format, combines the taste of whole goat milk with a cereal-based preparation, creating a product that combines enjoyment and practicality while multiplying consumption occasions.

A food that is still “mysterious” to Italians

The context of knowledge and consumption of goat dairy products remains “mysterious” to many Italians. According to research commissioned by Arborea from AstraRicerche, 42,7% of Italians say they know little or nothing about goat milk and yoghurt, and 40% do not buy them for this reason. This percentage rises to 71,4% among younger people, particularly Gen Z men. Despite this, alongside those who are still reluctant to put goat milk or yoghurt in the fridge, “there are those who say no” and are instead aware of their benefits.

In particular, when it comes to goat products, Millennials are the best informed (35,3% of respondents in this demographic say they know these products very or fairly well), especially men (37,7%). What is more, Millennial men are also the ones most likely to serve at least one of these goat dairy products, milk or yoghurt, at the table every month or every week (15,7%).

In general, Italians associate these foods with their distinctive taste and wellbeing. 65,7% of the sample say that they have a stronger flavour than cow’s milk products, while 56,5% consider them suitable both for healthy recipes and for sportspeople. In addition, the research findings confirm the perception of these foods as allies for a healthy diet: 58,9% of respondents mention their supply of high-quality and varied proteins, 43,2% their digestibility, 40,4% associate them with the need to keep cholesterol under control, and 36,6% consider them suitable for people who are lactose intolerant. Looking at consumption frequency across demographic groups, those including minors show a greater likelihood of consuming goat milk or yoghurt once a month or even once a week (11,4%).

The comment

“Goat yoghurt, thanks to its generally higher price positioning and growth driven by structural changes in demand, can make a tangible contribution to margins. Girau’s strategy starts from this opportunity and finds a decisive factor in collaboration with organised large-scale retail”, says Mario Landriscina, Commercial Director of Latte Arborea. “The main obstacles to the segment’s expansion include a lack of consumer awareness and limited visibility. Our shared path with the distribution sector aims to bring category penetration to at least 15% by 2030, doubling the average number of products available in Italian supermarkets and investing in digital communication and educational initiatives at the point of sale to encourage product trial”.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.