Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Inflation masks volatile volume sales performance from 2013-18
- Inflation and slow volume growth anticipated for 2018-23
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- Figure 1: UK retail value sales for spoonable and drinking yogurt, 2013-23
- Milk prices remain volatile
- Government health initiatives affect the market
- Companies and brands
- Müllerlight sees sales slip while other Müller brands continue to decline
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- Figure 2: Leading brands’ sales in the UK spoonable yogurt market, 2017/18*
- Actimel remains leader on yogurt drinks but loses sales
- Further NPD in low-fat and L/N/R sugar yogurts
- Growth in lactose- and dairy-free segments helps to drive rise in L/N/R allergen claims
- Advertising spend falls in 2017
- Müller continues to focus on permissibility for Müllerlight
- The consumer
- Three quarters of adults eat yogurt, while one in five drink yogurt drinks
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- Figure 3: Usage of yogurt and yogurt drinks, by type, May 2018
- Yogurts supporting digestive and immune health appeal particularly to older people
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- Figure 4: Desired benefits from yogurt/yogurt drinks, May 2018
- Environmentally friendly products have wide appeal
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- Figure 5: Interest in innovation in yogurt and yogurt drinks, May 2018
- Consumers’ label scrutiny adds pressure for the industry to improve its health credentials
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- Figure 6: Behaviours relating to yogurt and yogurt drinks, May 2018
- Most people’s maximum sugar level for yogurt is below even PHE targets
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- Figure 7: Attitudes towards yogurt and yogurt drinks, May 2018
- What we think
Issues and Insights
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- Environmentally friendly products enjoy wide appeal
- The facts
- The implications
- Many parents would welcome less sweet-tasting children’s yogurts
- The facts
- The implications
- Multiple opportunities to tap the consumer interest in functional benefits
- The facts
- The implications
The Market – What You Need to Know
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- Inflation masks volatile volume sales performance from 2013-18
- Inflation and slow volume growth anticipated for 2018-23
- Milk prices remain volatile
- Government health initiatives affect the market
Market Size, Segmentation and Forecast
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- Inflation masks volatile volume sales performance from 2013-18
- Inflation and slow volume sales growth expected for 2018-23
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- Figure 8: UK retail sales for spoonable and drinking yogurt, by value and volume, 2013-23
- Figure 9: UK retail value sales for spoonable and drinking yogurt, 2013-23
- Spoonable yogurts bounce back in 2018
- Ageing population to offer little support to spoonable yogurt from 2018-23
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- Figure 10: UK retail sales for spoonable yogurt, by value and volume, 2013-23
- Figure 11: UK retail value sales for spoonable yogurt, 2013-23
- Lacklustre sales performance for drinking yogurt in 2017/18
- Limited volume sales growth expected for drinking yogurt from 2018-23
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- Figure 12: UK retail sales for drinking yogurt, by value and volume, 2013-23
- Figure 13: UK retail value sales for drinking yogurt, 2013-23
- Forecast methodology
Market Drivers
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- Milk prices remain volatile
- Future trade agreements are pivotal for spoonable and drinking yogurts
- Government health initiatives affect the market
- Yogurt manufacturers are tasked with cutting sugar
- EFSA rules make it difficult for dairy products to make a low-sugar claim
- Manufacturers take action on sugar
- Soft Drinks Sugar Levy comes into effect
- Kids’ yogurts can capitalise on PHE snack guidelines
- Ageing UK population offers little support to yogurt
- Growth in children to support sales, but to a lesser extent than previously
- Yogurt benefits from the world foods trend
Companies and Brands – What You Need to Know
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- Müllerlight sees sales slip while other Müller brands continue to decline
- Actimel remains leader on yogurt drinks but loses sales
- Further NPD in low-fat and L/N/R sugar yogurts
- Growth in lactose- and dairy-free segments helps to drive rise in L/N/R allergen claims
- Advertising spend falls in 2017
- Müller continues to focus on permissibility for Müllerlight
Market Share
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- Müllerlight sees sales slip as consumers move against ‘diet’ foods
- Other Müller brands continue to decline
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- Figure 14: Leading brands’ sales and shares in the UK spoonable yogurt market, 2015/16-2017/18
- Danone brands experience mixed fortunes
- Alpro continues to benefit from growth in the free-from segment
- Danone takes over WhiteWave
- Actimel remains market leader in yogurt drinks but loses sales
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- Figure 15: Leading brands’ sales and shares in the UK drinking yogurt market, 2015/16-2017/18
Launch Activity and Innovation
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- Low fat remains the primary health claim in 2017
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- Figure 16: New product launches in the UK yogurt and yogurt drinks market, by top 20 claims (sorted by 2017), 2014-18
- Brands take differing approaches to cutting sugar in low-fat yogurts
- Alpro launches no-added-sugar yogurts
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- Figure 17: Low-fat and L/N/R sugar yogurt examples, UK, 2017-18
- Benecol Light rebrands as no added sugar
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- Figure 18: Benecol Original Yogurt Drink with Plant Stanols – before and after, UK, 2017
- High-protein claims feature on quarter of low-fat yogurt launches in 2017
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- Figure 19: High-protein low-fat yogurt launch example, UK, 2017
- Brands and retailers extend their high-protein low-fat ranges
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- Figure 20: High-protein low-fat yogurt range extension examples, UK, 2017
- Leading players launch quark products
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- Figure 21: Quark product launches, UK, 2018
- Competition heats up in 0% fat Greek yogurts
- References to provenance used to underline authenticity
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- Figure 22: Greek yogurts with 0% fat examples, UK, 2017-18
- Further growth in L/N/R sugar launches
- Müller continues its reformulation efforts
- Organic brand launches vegetable yogurts
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- Figure 23: L/N/R sugar yogurt launch examples, UK, 2017-18
- Growth in lactose- and dairy-free segments helps to drive rise in L/N/R allergen claims
- Brands and retailers launch lactose-free variants
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- Figure 24: Lactose-free yogurt launch examples, UK, 2017-18
- Further nut milk yogurts enter the market
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- Figure 25: Nut milk yogurt launch examples, UK, 2017-18
- Nush claims UK first with almond milk yogurt tubes
- Coconut Collaborative extends into other plants
- Organic claims rise in 2018
- Yeo Valley and Rachel’s continue to explore on-trend ingredients
- Yeo Valley continues with Left Yeovers anti-food waste initiative
- Arla offers people an easy route to meet fibre recommendations
- Kefir launches continue yogurt drinks’ quest to appeal to a general audience
- Greek goat’s milk kefir highlights provenance
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- Figure 26: Kefir launch examples, UK, 2017-18
- Müller continues to lead on launches
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- Figure 27: Müller launch examples, UK, 2017
- Figure 28: New product launches in the UK yogurt and yogurt drinks market, by top 10 companies (sorted by 2017), 2014-18
- Yoplait looks to expand the pool of users of its kids’ yogurts
- Lancashire Farm introduces free-range label to its yogurts range
Advertising and Marketing Activity
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- Advertising spend falls in 2017
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- Figure 29: Total above-the-line, online display and direct mail advertising expenditure on yogurt and yogurt drinks, 2014-18 (sorted by 2017)
- Müller continues to push permissibility message for Müllerlight
- TV advert for White Velvet looks to boost plain yogurt’s taste associations
- Müller continues its links with sporting events
- Danone continues to focus on Activia
- Advert for reformulated Activia emphasises unchanged taste despite sugar removal
- Actimel continues with the ‘Stay Strong’ campaign
- Yogurt and yogurt drink brands aim for lifestyle positioning
- Activia again targets people wanting to make a healthy start to the New Year
- Arla Fibre puts unnoticeable fibre in spotlight
- Actimel emphasises taste as well as health…
- …and looks to build associations with active lifestyles
- Yakult focuses on mental as well as physical wellbeing
- Onken interactive campaign offers people the chance to choose flavours
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Three quarters of adults eat yogurt, while one in five drink yogurt drinks
- Yogurts supporting digestive and immune health appeal particularly to older people
- Environmentally friendly products have wide appeal
- Consumers’ label scrutiny adds pressure for the industry to improve its health credentials
- Most people’s maximum sugar level for yogurt is below even PHE targets
Usage of Yogurt and Yogurt Drinks
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- Three quarters of adults eat yogurt
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- Figure 30: Usage of yogurt and yogurt drinks, by type, May 2018
- Under-35s and parents have the most varied repertoires
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- Figure 31: Repertoire of spoonable yogurt/fromage frais types eaten, May 2018
- One in five adults drink yogurt drinks
- Over-65s are the most likely to drink yogurt drinks daily
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- Figure 32: Usage frequency for yogurt and yogurt drinks, May 2018
Desired Benefits from Yogurt/Yogurt Drinks
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- Yogurt’s associations with digestive health remain strong
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- Figure 33: Desired benefits from yogurt/yogurt drinks, May 2018
- Immune health support appeals particularly to over-55s
- Immune health claims remain rare
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- Figure 34: Own-label Vitamin C-fortified yogurt drink launch example, UK, 2017
- Scope to explore Vitamin C in spoonable yogurt
- References to calcium per serving could help to make yogurt’s bone health proposition more tangible
- Marketing around the importance of calcium for teenagers has untapped potential
- A quarter are interested in products which boost energy
Interest in Innovation in Yogurt and Yogurt Drinks
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- Environmentally friendly products enjoy wide appeal
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- Figure 35: Interest in innovation in yogurt and yogurt drinks, May 2018
- Government and media focus on plastic makes packaging innovation timely
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- Figure 36: Example of a yogurt pot with partly recycled packaging, South Africa, 2017
- Environmental claims are rare in yogurts
- Brands with good environmental credentials need to make this tangible to consumers
- ‘No unnecessary antibiotics’ guarantees appeal to many
- Organic producers should be well placed to address concerns around antibiotics…
- …as should the non-dairy yogurt segment
- Yogurts with free-range milk appeal especially to under-35s
- Organic producers should benefit from highlighting their policies on grazing access
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- Figure 37: International yogurts with on-pack animal welfare statements, 2018
Behaviours Relating to Yogurt and Yogurt Drinks
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- Consumers’ label scrutiny adds pressure for the industry to improve its health credentials
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- Figure 38: Behaviours relating to yogurt and yogurt drinks, May 2018
- Over half of parents buy standard rather than children’s yogurts
- Many parents would welcome less sweet-tasting children’s yogurts
- Yogurt benefits from the world foods trend
- Cross-promotions and in-store positioning can help to encourage use in cooking
Attitudes towards Yogurt and Yogurt Drinks
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- Most users’ maximum sugar level for yogurt is below even PHE targets
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- Figure 39: Attitudes towards yogurt and yogurt drinks, May 2018
- Lower-sugar yogurts will need to highlight these credentials prominently on-pack
- Opportunity for non-dairy yogurts to appeal beyond their free-from status
- No-added-sugar low-fat yogurts will need to emphasise their clean-label credentials
- Multiple barriers to eating spoonable yogurts out of home
- Opportunities for more ‘grown-up’ pouched yogurts
- Ambient pouched yogurts are rare
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- Figure 40: Children’s pouched yogurts with an on-the-go positioning, UK, 2018
- Opportunities to market yogurt drinks for on-the-go usage
- Four in 10 see fermented foods as important
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Figure 41: Best- and worst-case forecast of UK sales of spoonable and drinking yogurt, by value, 2018-23
- Figure 42: Best- and worst-case forecast of UK sales of spoonable and drinking yogurt, by volume, 2018-23
- Figure 43: Best- and worst-case forecast of UK sales of spoonable yogurt, by value, 2018-23
- Figure 44: Best- and worst-case forecast of UK sales of spoonable yogurt, by volume, 2018-23
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- Figure 45: Best- and worst-case forecast of UK sales of drinking yogurt, by value, 2018-23
- Figure 46: Best- and worst-case forecast of UK sales of drinking yogurt, by volume, 2018-23
- Figure 47: UK retail volume sales of spoonable and drinking yogurt, 2013-23
- Figure 48: UK retail volume sales of spoonable yogurt, 2013-23
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- Figure 49: UK retail volume sales of drinking yogurt, 2013-23
- Forecast methodology
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Appendix – Advertising and Marketing Activity
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- Figure 50: Total above-the-line, online display and direct mail advertising expenditure on yogurt and yogurt drinks, by top three advertisers, 2016-18
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