Yoghurt takes fizz out of beer, colas

A survey which covers covered 66 markets, reveals that drinkable yoghurt is emerging as the fastest growing beverage in the world, reports Aditya Ghosh.

Move over cola and beer — yoghurt has become the world's choice. Drinkable yoghurt has emerged as the fastest growing beverage across the world since 2005, according to a global survey conducted by AC Nielsen.

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Called 'What's Hot Around the Globe: Insights on Growth in Food and Beverage Products', the study covered 66 markets across more than 100 categories. The countries covered contribute to more than 90 per cent of the world's gross domestic product and over 75 per cent of the world's population.

The survey revealed that drinkable yoghurt was not only the fastest growing beverage but also the fastest growing item among all kinds of food and beverages. Surprisingly, China topped the list with 29 per cent growth, followed by markets as diverse as Greece, Romania, Finland, and Italy.

"Around the world, consumers are balancing health and nutrition concerns with a desire for convenience and value," said Jane Perrin, senior vice-president and managing director of AC Nielsen Global Services.

Indian experts are naturally overjoyed. "It has all the components of protein, fat and carbohydrates in the right," said nutritionist Neesha Choksy.

Also, with the world preferring more vegetarian food, yoghurt's popularity has shot up. "It is the best source for protein for vegetarians and it also has the right amount of vitamins and minerals because it is fermented," said Maria Vergese, head of nutrition, Nirmala Niketan College of Home Science.