Table of Contents
Executive Summary
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- Market overview
- Impact of COVID-19 in the yogurt category
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- Figure 1: Predicted impact of COVID-19 in short, medium and long term on the food and the yogurt categories, October 2020
- Impact up until now
- Short- and medium-term impact (October 2020 to December 2021)
- Long-term impact (2022-2025)
- Mintel Trend Drivers
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- Figure 2: Mintel GlobalTrend Drivers
- Challenges
- The sub-categories with more added value should be particularly impacted by the economic crisis
- Concern for animal welfare and the environment may impact yogurt consumption
- New labeling rules represent a challenge for the whole category
- Opportunities
- Organic yogurts with dessert flavors might expand their consumption as a snack
- Sleep improvement claim might encourage consumption of yogurt as a nighttime snack
- More than half of yogurt consumers look for indulgence
- Added health benefits can increase the sales of plant-based yogurts
Factors That Will Influence the Market
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- The economic crisis and reduction of Brazilians’ disposable income should have a negative impact on the category
- New labeling rules represent a challenge for the whole category
Companies, Brands and Innovations – What You Need to Know
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- Danone remains the market leader, but other positions change due to acquisitions
- Campaigns and launches talk about indulgence and the impact of COVID-19
- Yogurts with ethical animal farming claim and dessert flavors can grow in Brazil
- Quality of ingredients and authenticity has led to brands’ success
Market Share
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- Danone remains the market leader and Lactalis takes second place due to acquisition of Itambé
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- Figure 3: Retail sales of yogurt, by value, Brazil, 2018-2019
- Figure 4: Retail sales of yogurt, by volume, Brazil, 2018-2019
Campaigns and Marketing Actions
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- Vigor’s line of high-protein yogurts campaigns to help consumers create exercise routine at home
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- Figure 5: Campaign Vigor #TreinoComVigor, Brazil, July 2020
- Vigor brings messages of support and donates products to frontline medical staff in the fight against COVID-19
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- Figure 6: Video of the campaign #ObrigadoPeloSeuVigor
- Vigor celebrates Halloween with a special edition of its fermented milk
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- Figure 7: Special edition of the fermented milk “gostosuras ou travessuras” (trick or treat), Brazil, October 2020
- Nestlé launches a line of yogurts Nesfit
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- Figure 8: Launching campaign of Nesfit yogurts, Brazil, February 2020
- Nestlé reformulates its line of Greek yogurts to offer more creaminess
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- Figure 9: Campaign for the launch of the new Greek yogurt Nestlé, Brazil, March 2020
- Danoninho enters the chocolate drinks category
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- Figure 10: Danoninho Achocolatado, Brazil, August 2020
- Danoninho has collectible Pixar characters on their packaging
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- Figure 11: Special edition Danoninho Pixar, Brazil, October 2020
Who Is Innovating?
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- Claims related to ethical animal farming might see growth in Brazil
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- Figure 12: Total launches of yogurts with animal welfare claims, by global regions, 2017-2019
- Yogurt with added cereals and vegetables could see growth as a meal replacement
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- Figure 13: Launches of yogurts containing cereals and/or vegetables in the last three full years, October 2020
Case Studies
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- Noosa flourishes using premium ingredients in their yogurts and engaging with sustainable causes
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- Figure 14: Premium ingredients used in the production of Noosa yogurts, October 2020
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- Figure 15: Ellenos Greek yogurt with orange and turmeric
The Consumer – What You Need to Know
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- Organic yogurts with dessert flavors could expand their consumption as a snack
- Sleep improvement claim might encourage consumption of yogurt as a nighttime snack
- More than half of yogurt consumers look for indulgence
- Added health benefits might increase sales of plant-based yogurts
- Mixed yogurts might attract consumers who are trying to reduce their intake of animal-origin products
Types of Yogurt Purchased
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- Yogurts with immunity-boosting claims might attract consumers, even during the economic crisis
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- Figure 16: Purchase of yogurts, by type, Brazil, June 2020.
- Indulgent fruit yogurts might attract the interest of mothers
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- Figure 17: Regular fruit yogurt purchase, by gender and by children under 18 at home, Brazil, June 2020
- Organic yogurts with dessert flavors may expand consumption as a snack
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- Figure 18: Change in consumption habits, by purchase of organic yogurts, Brazil, June 2020
Yogurt Consumption Occasions
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- Fruit yogurts containing only natural ingredients might increase the consumption of the category as a dessert
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- Figure 19: Types of yogurt purchased, by consumption of yogurt for dessert, Brazil, June 2020
- Sleep improvement claim might encourage consumption of yogurt as a nighttime snack
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- Figure 20: Yogurt consumption occasions, Brazil, June 2020
Important Attributes
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- More than half of yogurt consumers look for indulgence
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- Figure 21: Main attributes when purchasing yogurt, Brazil, June 2020
- Eye health claim and low fat content might attract consumers aged 55+
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- Figure 22: Relevance of the attribute “low calorie content,” by age group, Brazil, June 2020
- Plant-based yogurts rich in protein might interest people who practice sports activities and exercise
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- Figure 23: Consumption occasions, by people who consider plant-based an important attribute, Brazil, June 2020
Interest in Innovations
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- Besides its high-protein content, kefir has added health benefits that might attract the interest of Brazilians
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- Figure 24: Innovations that would encourage consumers to buy more yogurt, Brazil, June 2020
- Kefir with no-added sugar could increase sales among women
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- Figure 25: Interest in innovations, by gender and age group, Brazil, June 2020
- Added health benefits might increase sales of plant-based yogurts
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- Figure 26: Interest in innovations, by attitudes toward yogurt, Brazil, June 2020
Consumption Habits
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- Clean label products should continue guiding consumer preferences
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- Figure 27: Attitudes toward yogurt, Brazil, June 2020
- Yogurts made with blend of plant-based and animal milk might attract consumers who are trying to reduce their consumption of animal-origin products
Impact of COVID-19 on the Yogurt Category
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- Cheaper versions might help keep turnover stable
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- Figure 28: Changes in yogurt consumption habits due to COVID-19, Brazil, June 2020
- Yogurt brands can invest more in their own online channels to reach out to their consumers
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- Figure 29: Fazenda Bela Vista website, Brazil, October 2020
- Figure 30: Screenshot of the website Delicari, Brazil, October 2020
Appendix – Abbreviations
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- Abbreviations
Appendix – Market Size and Share
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- Market size
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- Figure 31: Sales in the category 2014-2019
- Market share
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- Figure 32: Yogurt retail sales leaders’ share, by volume – Brazil, 2018-2019
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