The European ice-cream sector has been stagnant for many companies due to a maturation of the sector, health concerns and growing competition from cheaper private-label products, according to analysts. As a result companies are moving into the market for more premium products and unusual combinations of flavours. Danisco's goat's milk ice cream formulation is made with fresh, organic goat's milk. It is low in fat, but when combined with its Cremodan 809 Creamline and Litesse II products the formulation achieves a "smooth and rich body", claims the company. "The Danisco vanilla flavouring still leaves room for a mild, tangy note of goat's milk," stated the company. Danisco also claims health benefits for the formulation. Goat's milk has a high level of medium chain triglycerides and easy accessible proteins, improving its digestibility compared to traditional cow's milk, the company stated. "In addition, goat's milk is claimed to contain more calcium, less lactose, less cholesterol and fewer allergens," said Danisco. According to a Euromonitor study companies in the ice cream market need sensitivity to changing regional tastes, exotic flavour mixes, labelling and packaging to be successful in attacking Western Europe's stagnant ice cream market Sales of ice cream decreased by 0.4 per cent to US$20.3bn in 2004 in the region, according to Euromonitor. Processors are focusing on introducing unusual flavors and premium brands to hold on to their market shares. The trend is known in the industry as the "premiumisation of flavour". More demanding consumers are willing both to experiment with new taste sensations and to pay a higher price for more sophisticated and less traditional products, the analyst said.