ANALYSE ❙ LEH
MOPRO-EIGENMARKEN
DIE BEDEUTUNG VON HANDELSMARKEN
BEI MOLKEREIPRODUKTEN IN DEUTSCHLAND
MENGENANTEIL WERTANTEIL
2018 2019 Differenz 2018 2019 Different
Mopro insgesamt 60,2% 58,9% -1,7% 53,9% 52,0% -1,9%
Blauschimmelkäse SB 47.9% 44.1% -3.8% 43.6% 40.3% -3.4%
Brotaufstrich auf
40.1% 41.7% 1.6% 36.2% 36.2% 0.0%
pflanzlicher und Milchbasis
Butter 59.1% 57.0% -2.1% 56.2% 53.0% -3.2%
Butterkonzentrate 33.5% 36.8% 3.3% 43.7% 43.3% -0.4%
Buttermilch 60.6% 58.4% -2.2% 43.8% 42.7% -1.1%
Crème fraiche 80.4% 80.5% 0.0% 75.4% 74.5% -0.9%
Fertigpudding 45.1% 40.3% -4.8% 33.7% 29.9% -3.8%
Fetakäse SB 65.3% 63.7% -1.6% 54.7% 53.5% -1.2%
Frischkäse SB 47.7% 45.0% -2.7% 43.0% 41.7% -1.4%
Fruchtjoghurt inkl. probiotisch 36.0% 33.1% -2.9% 29.2% 27.2% -2.0%
Fruchtquark 37.9% 35.0% -2.9% 36.6% 33.7% -2.9%
Gekühlter Milchsnack 8.0% 8.5% 0.5% 6.6% 6.5% -0.1%
Geriebener Käse SB 84.4% 84.7% 0.3% 83.2% 82.9% -0.3%
Gewürzquark 45.3% 44.8% -0.4% 33.3% 33.1% -0.2%
Halbfester Schnittkäse SB 47.9% 47.3% -0.6% 47.1% 46.2% -0.8%
Hart- und Schnittkäse SB 67.2% 64.6% -2.6% 67.8% 65.7% -2.1%
Käsefondue 38.7% 35.0% -3.7% 32.5% 29.7% -2.8%
Kefir 60.7% 60.9% 0.2% 47.3% 47.7% 0.4%
Kochkäse 16.8% 14.3% -2.6% 13.7% 11.3% -2.4%
Körniger Frischkäse SB 82.4% 78.2% -4.2% 72.1% 69.4% -2.7%
Margarine 35.3% 36.1% 0.8% 27.5% 27.5% 0.1%
Milchmischgetränke 37.3% 36.3% -1.0% 29.4% 28.9% -0.5%
Milchreis 42.6% 42.0% -0.6% 34.9% 35.0% 0.1%
Mischfette 28.4% 29.2% 0.8% 27.2% 25.5% -1.7%
Molke 8.0% 9.1% 1.1% 8.7% 9.9% 1.2%
Mozzarella SB 83.1% 81.5% -1.6% 69.3% 67.2% -2.1%
Naturjoghurt inkl. probiotisch 65.5% 64.9% -0.6% 52.3% 52.3% 0.1%
Naturquark 82.1% 82.4% 0.3% 72.8% 72.5% -0.2%
Ricotta SB 37.5% 35.2% -2.3% 30.7% 29.5% -1.2%
Rotschmierkäse SB 35.1% 34.8% -0.4% 30.9% 30.2% -0.7%
Sauermilchkäse 56.1% 61.3% 5.2% 43.1% 48.7% 5.7%
Saure Sahne und Schmand 78.9% 77.0% -1.9% 68.8% 66.7% -2.1%
Schlagsahne 78.7% 78.4% -0.3% 68.8% 67.4% -1.4%
Schmalz 11.3% 7.6% -3.7% 17.6% 11.1% -6.5%
Schmelzkäse SB 65.6% 63.7% -1.9% 56.2% 54.5% -1.7%
Speisefette 54.8% 53.9% -0.9% 56.8% 55.1% -1.7%
Speiseöl 69.2% 67.9% -1.3% 59.3% 57.3% -2.0%
Sprühsahne 85.8% 84.5% -1.3% 76.0% 73.8% -2.1%
Trinkjoghurt inkl. Probiotisch 45.2% 43.5% -1.7% 29.7% 27.3% -2.4%
Trinkmilch 79.3% 77.1% -2.1% 71.9% 69.2% -2.7%
Weichkäse SB 54.4% 52.0% -2.4% 43.7% 41.7% -2.0%
Bei Fruchtjogurt
geht der Absatzanteil
der Eigenmarken
seit Jahren kontinuierlich
zurück. Im
Jahr 2015 lag er bei
41,2 Prozent, heute
nur noch bei 33,1
Prozent.
07/20 milch-marketing.de 11