Danone uses schools and gas stations to navigate supermarket brand crisis
Source: dairynews.today
Danone is diversifying its distribution channels by expanding to over 103,000 out-of-home sales points to avoid the supermarket brand crisis.
Danone has surpassed 103,000 out-of-home sales points this year, as it seeks to avoid the supermarket brand crisis by diversifying its distribution channels. With the rise of private labels in supermarkets limiting shelf space for major brands, Danone is targeting schools, gas stations, nursing homes, and hospitals as new growth areas. The company aims to offer a more solid and robust portfolio of value-added products to these new channels.
During the Horeca Professional Expo (HIP 2025), Danone outlined its growth strategies in the Out-of-Home Channel, emphasizing a personalized approach to expand its offerings. As part of its efforts, Danone has launched its first dedicated webpage for the out-of-home channel, presenting recipes and expert advice to enhance customer experience.
By integrating its dairy essentials, plant-based products, and water categories, Danone’s out-of-home sales have become increasingly vital, making Spain a significant market in Europe and globally.
The dependence on out-of-home markets is growing, especially for brands like Alpro, which saw an 85% increase last year in this segment, reaching 7,500 cafés and aiming for 10,000 this year. Danone is also pushing its dairy brands like Activia to new generations beyond the home, and promoting water brands such as Font Vella and Lanjarón in hospitality.
With these efforts, Danone is positioning itself as a leader in out-of-home channels and striving to capture segments where it still holds potential for expansion.
During the Horeca Professional Expo (HIP 2025), Danone outlined its growth strategies in the Out-of-Home Channel, emphasizing a personalized approach to expand its offerings. As part of its efforts, Danone has launched its first dedicated webpage for the out-of-home channel, presenting recipes and expert advice to enhance customer experience.
By integrating its dairy essentials, plant-based products, and water categories, Danone’s out-of-home sales have become increasingly vital, making Spain a significant market in Europe and globally.
The dependence on out-of-home markets is growing, especially for brands like Alpro, which saw an 85% increase last year in this segment, reaching 7,500 cafés and aiming for 10,000 this year. Danone is also pushing its dairy brands like Activia to new generations beyond the home, and promoting water brands such as Font Vella and Lanjarón in hospitality.
With these efforts, Danone is positioning itself as a leader in out-of-home channels and striving to capture segments where it still holds potential for expansion.
