Page 100 - FoodFocusThailand No.210 SEPTEMBER 2023

SEE THROUGH MARKET

SuperValu is an American retail chain managed by Avonmore’s Super Milk, which
Musgrave Group. It is the biggest food retailer and distributor fortified nutrients such as vitamin B,
in Ireland, with 223 branches across the entire country. Currently, vitamin D, vitamin E, folic acid, and
it has 20 percent of the market share and champions community- calcium, targets consumers who do not
based, high-quality products derived from natural sources. More receive enough daily nutrients. One cup,
than 75 percent of the products sold in SuperValu are produced or 250 milliliters, offers 50 percent of
in Ireland. calcium, 30 percent of vitamin B 12, 45
LIDL, managed by Schwarz Group, is a German percent of folic acid, and vitamin D, all
supermarket chain first inaugurated in 2000. It focuses on of which correspond to the reference
affordable private-label products and has more than 180 intake (RI). The product is offered both
branches. Its market share has risen to 13.7 percent at a growth low-fat and fat-free for consumers’
rate of 15.5 percent. The advancing inflation rate and price preference.
increases have obliged consumers to look for products with a Pasteurized milk with added
justifiable price-quality ratio and value rather than focus only protein from SuperValu targets
on the brand.
These three supermarkets offer a wide range of dairy consumers who need high protein, have
products with different flavors and packaging sizes. Apart from an active lifestyle, and love to exercise.
the mainstream brands, they also encourage small local farms Every 500 milliliters of milk contain 30
to produce homemade products under their own brands and grams of protein and only 1 percent of
collaborate with these farms to produce private-label fat. It also contains calcium and vitamin
commodities at both affordable and premium prices. Every D, which helps promote bone, tooth, and
supermarket features similar layout concept: fresh fruits and muscle strength, while vitamin B 12 helps
vegetables are displayed in the first zone to evoke the feeling relieve tiredness and fatigue.
of freshness and healthiness; instant foods, such as baked
products, pizzas, and ready-to-eat foods, are positioned in the Glenisk is a widely recognized brand known for its
second zone so that the products’ aromas can boost consumer’s specialization in organic dairy products. It uses raw milk from
appetite; and dairy products are shelved in the farthest section farms certified by the Irish Organic Association (IOA) and
as they are main products Irish customers always want to buy, has undergone periodic audits. It offers fresh cream cheese
and the layout help increase the walking distance and made from organic, fresh milk, and yogurt culture under the
opportunities to present other products along the way. Some Baby Fromage Frais brand, designed for children over 6
interesting examples of dairy products from these supermarkets years old. The product is made from fresh organic milk and
are as follows: yogurt culture and has a soft, creamy texture with no added
Lullaby Milk is a milk product from a sugar. Apart from natural flavor, it also has strawberry, apricot,
long-standing dairy farm located in the and mango flavors made from high-quality fruit puree.
northern part of Cork and has been in
operation for more than 100 years.
Pure-bred cows are milked before dawn to
guarantee high-quality, creamy, and
delicious milk, which helps promote sleep
quality without relying on food additives. It
is suitable for consumers of all ages and
genders and is best consumed in the late
afternoon or early evening. This product
has won multiple awards and is one of the
consumers’ favorites. Pasteurized milk and yogurt made from goat milk
Fibre Plus Milk from Avonmore are ideal for consumers allergic to cow milk or nut products.
is enjoying rising popularity as consumers Goat milk products are tasty and rich in protein, but they do
are now paying more attention to their not contain lactose or sugar. Goat milk has similar amounts
digestive system and intestinal health. of nutrients as cow milk, although its vitamin B12 and folic
According to a survey on the Irish adult acid levels are lower. An advantage of goat milk
population, around 80 percent* of is that it has more easily digestible protein and
consumers fail to consume sufficient fiber, fat, which can promote the intestines’ absorption
whose recommended daily intake is and the digestive systems. Irish consumers
between 24 and 35 grams**. This believe that goat milk can naturally promote
pasteurized milk has additional fiber skin health and be used for cosmetic
from chicory root, which helps increase purposes. It also relieves the
the amount of fiber needed for the body symptoms of asthma and certain
each day and promotes intestinal dermatological conditions.
functions***.

100 FOOD FOCUS THAILAND SEP 2023

21/8/2566 BE 11:48
96-101_See Through Market_Irelanc.indd 100
96-101_See Through Market_Irelanc.indd 100 21/8/2566 BE 11:48