"VkusVill" Reports Doubling Sales of High-Protein Dairy Products

Overall, sales of key products with increased protein content grew on average by 1.5–2 times. The company attributes the dynamic to the spread of the protein snack format and the growing demand for functional foods. 

The main growth in the dairy category was driven by soft curds, low-fat curds, spoonable and drinkable yogurts. The retailer also expanded its range with high-protein fermented milk drinks, shakes, and kefir.

"VkusVill" plans to develop its dairy line in two directions. The first includes everyday consumption products — milk, kefir, curds, and yogurts. The second is focused on portioned products for out-of-home consumption, including drinkable yogurts, shakes, and desserts.

According to Daria Krasova, brand strategist for the company's dairy category, manufacturers may increasingly combine several functional characteristics in one product in the future. In particular, this involves lactose-free products with increased protein content, as well as the combination of protein and collagen.

Growth has also been noted in the cheese category. The network's assortment includes high-protein options of mozzarella, Maasdam, and light cheeses, including lactose-free positions. For the portioned snack segment, the company is developing cheese sticks weighing about 29 grams.

Demand for high-protein products is also increasing in other food categories. Sales of meat chips grew by 57% over six months, protein smoothies by 33%, and protein desserts and sweets by 48%. In June, sales of ready-to-eat poultry products increased by 17% year-on-year, and meat products by 43%.

The data presented indicate an expanding audience for high-protein products: the category is gradually moving beyond specialized sports nutrition and becoming part of the everyday assortment of food retail.