Table of Contents
Issues in the Market
-
- Key themes
- Definitions
- Abbreviations
Future Opportunities
-
- The forgotten teens
- Feeding the snack society
- Superfoods for Pure health
- Forgotten yogurt
- Customization
Market in Brief
-
- Slowing, but healthy growth ahead
- Children’s yogurts strong, active health largely lacklustre
- Müller leads in a concentrated market
- Themes of 2008
- Seen as a healthy snack, choice driven by offers
Internal Market Environment
-
- Key points
- A quest for health
-
- Figure 1: Agreement that “I should do a lot more about my health ", by selected demographics, 2008
- A natural trend
-
- Figure 2: Trend in willingness to pay more for additive free and organic food, 2004-08
-
- Figure 3: Willingness to pay more for additive-free and organic food, by age (indexed), 2008
- Half the population try to slim
-
- Figure 4: Trend in adults dieting/trying to get slim, 2004-08 and adults dieting/trying to get slim, by age, 2008
-
- Figure 5: Agreement with statements about healthy lifestyles and eating habits, 2008
- Quick health fixes can bloom in recession
-
- Figure 6: Complaints suffered from in the last 12 months, 2004-08
Broader Market Environment
-
- Key points
- AB socio-economic group to grow
-
- Figure 7: Changes in UK adult population, by socio-economic group, 2004-04 and 2009-14
- Ageing population is good for yogurts
-
- Figure 8: Changes in the UK population, by age, 2004, 2009 and 2014
- EC and ASA get tough on health claims
- Milk price rises put pressure on brands
-
- Figure 9: UK farmgate price of milk, January 2004-January 2009
- Dairy alternatives
Competitive Context
-
- Key points
- Yogurt within the dairy market
-
- Figure 10: UK retail value sales of dairy products, 2004-08
- Wide competitive set
-
- Figure 11: Performance of competing markets, Index, 2004-08 (WIP)
-
- Figure 12: Performance of competing markets, 2004-08 (WIP)
- Yogurts as a dessert
- Yogurts in the snack market
- Yogurt not tapping into on-the-go growth
- Healthier school meals an opportunity
- Yogurt as breakfast
- As a natural food
Strengths and Weaknesses in the Market
-
- Strengths
- Weaknesses
Who’s Innovating
-
- Key points
- Focus on soft innovation
-
- Figure 13: NPD activity, by launch type within the UK yogurt market, 2008
- Figure 14: Change in type of NPD activity within the UK yogurt market, 2006-08
- Top claims taken as given
-
- Figure 15: NPD activity, by leading claims within the UK yogurt market, 2008
- Figure 16: Change in NPD activity, by selected claims within the UK yogurt market, 2006-08
-
- Figure 17: NPD activity, by claims category within the UK yogurt market, 2006-08
- Who’s driving innovation?
-
- Figure 18: Top Five companies, by NPD activity within the UK yogurt market, 2006-08
-
- Figure 19: Own-label NPD activity within the UK yogurt market, 2006-08
- Themes in new product launches
- Limited editions
- Natural functionality
- Desserts/indulgence
Market Size and Forecast
-
- Key points
-
- Figure 20: UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), and index of growth, 2004-14
-
- Figure 21: UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), at current and constant prices, 2004-14
- 10% real growth forecast for yogurt and fromage frais
-
- Figure 22: UK retail value sales of yogurt and fromage frais (pots, tubes), at current and constant prices, 2004-14
- Yogurt drinks looking healthier
-
- Figure 23: UK retail value sales of yogurt drinks, at current and constant prices, 2004-14
- Factors used in the forecast
Segment Performance
-
- Key points
- Market segmentation – by format
- Pots and tubes dominate
-
- Figure 24: UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), percentage by format, 2004-09
-
- Figure 25: UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), by format, 2004-09
- Market segmentation – by function
-
- Figure 26: UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), by positioning, 2006-08
- Active health – regaining momentum?
- Organic loses momentum
- Light/diet out of favour
- Health to boost children’s yogurts
- Mixed fortunes for other categories
Market Share and Product Positioning
-
- Key points
- Top manufacturers dominate
-
- Figure 27: Manufacturers’ shares in UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), 2008
- Yogurt pots
-
- Figure 28: Leading brands in UK retail value sales of yogurt and fromage frais (pots and tubes), 2005-08
- Activia steams ahead
- Market leader Müller holds its ground
- Petits Filous strong at Yoplait
- Nestlé struggles
- Mixed fortunes in organics
- Own brands steady
- Yogurt drinks
-
- Figure 29: Leading brands in the UK yogurt drink market, 2005-08
- Product positioning
- Active health earns highest premiums
-
- Figure 30: Typical retail prices of selected yogurts, April 2009
Companies and Products
-
- Key points
- Manufacturers and brands
-
- Figure 31: Leading companies in the yogurt market and their brands
- Major players
- Alpro
- Arla Foods UK
- Benecol
- Dale Farm
- Fage
- Groupe Danone
- Müller
- Nestlé
- Onken (Dr Oetker)
- Rachel’s Organic
- St Helen’s Farm
- Unilever UK Foods (Flora pro-activ)
- Yakult
- Yeo Valley
- Yoplait
Brand Elements
-
- Brand map
-
- Figure 32: Attitudes and usage of yogurt brands, April 2009
- Brand qualities of yogurt brands
- Yeo Valley most natural, but Activia healthiest
-
- Figure 33: Personalities of various yogurt brands, April 2009
- Experience of yogurt brands
- Müller most used, Yakult least used
-
- Figure 34: Consumer usage of various yogurt brands, April 2009
- Brand intentions for yogurt brands
- Müller has best retention, Munch Bunch more niche appeal
-
- Figure 35: Consideration of various yogurt brands, April 2009
- Brand satisfaction for yogurt brands
- Müller and Activia most satisfying
-
- Figure 36: Satisfaction with various yogurt brands, April 2009
- Brand commitment to yogurt brands
- Müller has strongest commitment
-
- Figure 37: Commitment to various yogurt brands, April 2009
- Müller
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 38: Attitudes towards the Müller brand, April 2009
- Munch Bunch
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 39: Attitudes towards the Munch Bunch brand, April 2009
- Activia
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 40: Attitudes towards the Activia brand, April 2009
- Yeo Valley Organic
- What the brand is trying to achieve
- What the consumer thinks
-
- Figure 41: Attitudes towards the Yeo Valley Organic brand, April 2009
- Round up
Brand Communication and Promotion
-
- Key points
- Main media spend drops in 2008
-
- Figure 42: Main monitored media advertising spend on yogurt, 2004-08
- Three manufacturers dominate
-
- Figure 43: Main monitored media advertising spend on yogurt and fromage frais, by advertiser, 2006-08
- Five brands – half of adspend
-
- Figure 44: Main monitored media advertising expenditure on yogurts, by brand, 2007-08
- Summer the season for yogurt?
- TV the media of choice
-
- Figure 46: Main monitored media advertising spend on yogurt and fromage frais, by media type, 2006-08
- Testimonials remain central in active health
- Empowering the consumer
Channels to Market
-
- Key points
- Multiples dominate
-
- Figure 47: UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), by outlet type, 2005-08
- Special offers key for Asda shoppers
- Own brand steady but small in yogurt
Consumer Usage
-
- Key points
- Yogurt usage in decline
-
- Figure 48: Trend in usage of yogurt and fromage frais, 2004-08
- Heavy users – 65+
-
- Figure 49: Consumption of yogurt and fromage frais in the last 12 months, by demographics, 2008
-
- Figure 50: Daily consumption of yogurt and fromage frais in the last 12 months, by demographics, 2008
-
- Figure 51: Most valuable consumers for volume sales of yogurt, 2008
- Yogurt drinks lose users in 2008
-
- Figure 52: Trends in usage of yogurt drinks, 2004-08
Consumer Attitudes Towards Use and Purchase
-
- Key points
- Yogurt is a jack of all occasions, but is it the master of any?
-
- Figure 53: Ways in which yogurt is eaten/used, July 2007 and January 2009
- Snack and breakfast for the young
- Offers are the main trigger
-
- Figure 54: Attitudes to yogurt, January 2009
- Brands for the young, health for older
- Healthy above all
-
- Figure 55: Words associated with yogurt, January 2009
- What you see is what you get
-
- Figure 56: Attributes of yogurt, by age group, January 2009
The Consumer – Target Groups
-
- Key points
-
- Figure 57: Target groups for yogurt, January 2009
- Offer watchers (32%)
- Brand loyal (31%)
- Health-conscious (20%)
- Indulgers (17%)
Appendix – Internal Market Environment
-
-
- Figure 58: Trend in healthy lifestyles and eating habits, 2004-08
- Figure 59: Healthy lifestyles and eating habits, by detailed demographics, 2008
-
- Figure 60: Healthy lifestyles and eating habits, by detailed demographics, 2008 (continued)
- Figure 61: Trend in adults dieting/trying to get slim, 2004-08
-
- Figure 62: Adults dieting/trying to get slim, by detailed demographics, 2008
- Figure 63: Digestive conditions, by detailed demographics, 2008
-
Appendix – Consumer Usage
-
-
- Figure 64: Consumption of yogurt and fromage frais in the last 12 months, by demographics, 2008
-
- Figure 65: Usage of yogurt drinks, by demographics, 2008
-
Appendix – Consumer Attitudes Towards Use and Purchase
-
-
- Figure 66: Ways in which yogurts are eaten/used, by detailed demographics, January 2009
-
- Figure 67: Ways in which yogurts are eaten/used, by detailed demographics, January 2009
-
- Figure 68: Statements about yogurts, by detailed demographics, January 2009
-
- Figure 69: Statements about yogurts, by detailed demographics, January 2009 (continued)
-
- Figure 70: Words associated with yogurt, by detailed demographics, January 2009
-
- Figure 71: Words associated with yogurt, by detailed demographics, January 2009
-
- Figure 72: Words associated with yogurt, by ways in which yogurts are eaten/used, January 2009
-
- Figure 73: Words associated with yogurt, by ways in which yogurts are eaten/used, January 2009 (continued)
-
- Figure 74: Words associated with yogurt, by statements about yogurts, January 2009
-
- Figure 75: Words associated with yogurt, by dtatements about yogurts, January 2009 (continued)
-
Appendix – The Consumer – Target Groups
-
-
- Figure 76: Target groups, by detailed demographics, January 2009
-
- Figure 77: Ways in which yogurts are eaten/used, by target groups, January 2009
-
- Figure 78: Statements about yogurts, by target groups, January 2009
-
- Figure 79: Words associated with yogurt, by target groups, January 2009
-
- Figure 80: Grocery shopping habits, by target groups, January 2009
-
- Figure 81: Health statements, by target groups, January 2009
-
- Figure 82: Statements on eating habits, by target groups, January 2009
-
Back to top