PRODUCT AND MARKETING INNOVATION ON THE YOGHURT MARKET IN POLAND

The paper attempts to identify activities undertaken with respect to the introduction of product and marketing innovations by companies operating in the milk processing (dairy) sector in Poland. Dynamic changes on the dairy product market necessitate innovative actions aimed to ensure competitive advantage of companies operating in the milk processing industry. The results presented in the paper are a part of the research devoted to the innovative nature of the Polish economy with special emphasis on food companies (dairy sector). The author has observed changes in the dairy product production and consumption structure in the period 2000-2011. The importance of the dairy products (yoghurts, milk beverages, and cheeses) grows in parallel with the declining popularity of the base product (milk, cream, and spreads). In response to the market needs, producers offer innovative product lines and marketing activities. Innovative activities in the yoghurt segment are aimed to introduce changes in the product composition, use of additives, consistency, and expansion of offer by using varied base weights, modification of the packaging patterns, and concentration on distinguishing the products in advertising campaigns by emphasising health aspects and targeting them at specific customer/recipient groups. The results of the analysis provide a synthetic overview of the product and marketing innovations in the yoghurt segment in Poland and may be used by the companies operating in the milk processing sector to foster further development and innovation in the discussed segment of the dairy product market.