Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market at a glance
- Activia and the Greeks tap into healthy-eating trend, drive category growth
- Plenty of room to grow further
- Bucking broader CPG trend, private label yogurt share declines
- Supermarkets dominate sales, lead category growth
- General Mills and Groupe Danone dominate yogurt market
- New product activity picks up in 2010
- Diverging marketing strategies for Greeks and Activia
- Consumer research findings
Insights and Opportunities
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- Craft yogurt in mainstream channels
- Bring the dairy case to life
- Accelerate store brands
- What’s next for Greek? To extend or not to extend…
- The case for not extending
- The case for extending
Inspire Insights
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- Trend: “Many Me’s”
Market Size and Forecast
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- Key points
- Steady growth continues
- Activia and the Greeks tap into healthy-eating trend, drive category
- Value perception on the rise
- Kids yogurt benefiting as well
- Plenty of room to grow
- FDMx sales and forecast
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- Figure 1: FDMx sales of yogurt and yogurt drinks, at current prices, 2005-15
- Figure 2: FDMx sales of yogurt and yogurt drinks, at inflation-adjusted prices, 2005-15
- Fan-chart forecast
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- Figure 3: FDMx sales and fan forecast of yogurt and yogurt drinks, at current prices, 2005-15
- Walmart sales
Market Drivers
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- Weight awareness
- Yogurt’s many benefits
- Wholesomeness and simplicity
Competitive Context
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- Bucking broader CPG trend, private label yogurt share declines
- PL drop reflects brand strength of Greeks and Activia
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- Figure 4: FDMx market share of yogurt and yogurt drinks, by segment, 2005-15
- Long term, PL competition likely to get tougher
- Other better-for-you snacks
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- Figure 5: FDMx sales of healthy snack foods, by segment, 2006 and 2008
- Cereal and snack bars
- Stomach remedies and supplements
- Frozen yogurt fares well among other spoonable desserts
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- Figure 6: Total U.S. sales of spoonable desserts, by segment, 2008-10
Segment Performance
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- Key points
- Refrigerated yogurt increasingly dominates category
- Sales of yogurt and yogurt drinks, by segment
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- Figure 7: FDMx sales of yogurt and yogurt drinks, by segment, 2005-15
- Figure 8: FDMx sales of yogurt and yogurt drinks, by type, 2008 and 2010
Segment Performance—Refrigerated Yogurt
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- Key points
- Refrigerated yogurt thrives on health and taste
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- Figure 9: FDMx price paid per pint of selected refrigerated yogurt brands, 2010
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- Figure 10: FDMx dollar sales, pint sales, and price paid per pint of refrigerated yogurt, 2005-2010
- Sales and forecast—refrigerated yogurt
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- Figure 11: FDMx sales and forecast of refrigerated yogurt, 2005-15
Segment Performance—Refrigerated Yogurt Drinks
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- Key points
- Drinkable concepts struggle to maintain momentum
- Sales and forecast—refrigerated yogurt drinks
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- Figure 12: FDMx sales of refrigerated yogurt drinks, 2005-15
Segment Performance—Frozen Yogurt/Tofu
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- Key points
- Respectable performance against more decadent desserts
- Competition from a new wave of “not-quite-so-bad-for-you” ice cream
- No new-product home runs
- Sales and forecast—frozen yogurt/tofu
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- Figure 13: FDMx sales and forecast of frozen yogurt/tofu, 2005-15
Segment Performance—Shelf-Stable Yogurt/Yogurt Mixes
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- Key points
- Sales fluctuate in category’s smallest segment
- Sales and forecast—shelf-stable yogurt/yogurt mixes
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- Figure 14: FDMx sales and forecast of shelf stable yogurt/yogurt mixes, 2005-15
Retail Channels
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- Key points
- Supermarkets lead category growth
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- Figure 15: FDMx sales of yogurt and yogurt drinks, by channel, 2009 and 2010
Retail Channels—Supermarkets
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- Key points
- Growing category an opportunity and challenge for supermarkets
- Opportunity to expand usage
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- Figure 16: Supermarket/food stores’ sales of yogurt and yogurt drinks, 2005-10
Retail Channels—Other FDMx Channels
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- Key points
- Other retailers place greater emphasis on food, bolstering yogurt sales
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- Figure 17: Sales of yogurt and yogurt drinks at other FDMx channels, 2005-10
Retail Channels—Natural Supermarkets
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- Key points
- Insights
- Sales of yogurt and yogurt drinks in the natural channel
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- Figure 18: Natural supermarket sales of yogurt and yogurt drinks, at current prices, 2008-10
- Figure 19: Natural supermarket sales of yogurt and yogurt drinks, at inflation-adjusted prices, 2008-10
- Natural channel sales by segment
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- Figure 20: Natural supermarket sales of yogurt and yogurt drinks, by segment, 2008 and 2010
- Leading brands
- Natural channel sales by organic content
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- Figure 21: Natural supermarket sales of yogurt and yogurt drinks, by organic content, 2008 and 2010
Leading Companies
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- Key points
- Groupe Danone
- General Mills
- FDMx sales of yogurt and yogurt drinks by manufacturer
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- Figure 22: FDMx sales of yogurt and yogurt drinks, by manufacturer, 2009-10
Brand Share—Refrigerated Yogurt
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- Key points
- Groupe Danone builds sales and share on multiple fronts
- General Mills loses share
- The Greek invasion
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- Figure 23: Selected FDMx manufacturer and brand sales of refrigerated yogurt, 2009 and 2010
Brand Share—Refrigerated Yogurt Drinks
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- Key points
- Danimals smoothies boosted by broader brand effort
- General Mills bows out
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- Figure 24: Selected FDMx manufacturer and brand sales of refrigerated yogurt drinks, 2009 and 2010
Brand Share—Frozen Yogurt/Tofu
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- Key points
- Specialized brands gain share
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- Figure 25: Selected FDMx manufacturer and brand sales of frozen yogurt/tofu, 2009 and 2010
Brand Share—Shelf Stable Yogurt/Yogurt Mixes
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- Key points
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- Figure 26: Selected FDMx manufacturer and brand sales of shelf stable yogurt/yogurt mixes, 2009 and 2010
Innovation and Innovators
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- New product activity picks up in 2010
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- Figure 27: Number of yogurt* introductions in the U.S., by product type, 2005-10
- Figure 28: Number of frozen yogurt introductions in the U.S., by product type, 2005-10
- Greek and probiotic on the rise
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- Figure 29: Appearance of “Greek” and “probiotic” in descriptors for U.S. yogurt* new product launches, 2005-10
- Yogurt’s healthy image enhanced with increasingly specific health claims
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- Figure 30: Product claims for U.S. yogurt* new product launches, 2005-10
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- Figure 31: U.S. yogurt* new product launches, by company, 2005-10
- Functional health benefits and probiotics
- Dessert/indulgence
- Organic, natural, and local
Marketing Strategies
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- Overview
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- Figure 32: Advertising spending for yoplait and Dannon by brand, 2008-09
- The Greek invasion
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- Figure 33: FDMx sales of Greek-style refrigerated yogurt, by brand, 2005-10
- Fage kicks off a trend, creates a category
- Chobani picks up on the momentum
- Stonyfield Oikos makes Greek organic
- Dannon and Yoplait enter the Greek market
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- Figure 34: Dannon Greek yogurt television ad, 2010
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- Figure 35: Yoplait Greek yogurt television ad, 2010
- Dannon Activia continues to grow
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- Figure 36: FDMx sales of Dannon Activia yogurt products, by variety, 2006-10
- Activia’s clinical proof provides a contrast to grassroots Greeks
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- Figure 37: Dannon Activia “regularity” television ad, 2010
- Figure 38: Dannon Activia dessert yogurt television ad, 2010
- Encouraging regular consumption—The Activia 14 Day Challenge
Trends in Yogurt Consumption
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- Key points
- Yogurt incidence on the rise
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- Figure 39: Overall consumption of yogurt, 2005-10
- Frequency of eating yogurt also inching up
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- Figure 40: Number of servings of yogurt eaten, 2005-10
- Spoonable most popular type among all family members
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- Figure 41: Who eats which types of yogurt, September 2010
- Adults and kids eat spoonable yogurt more frequently than drinkable
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- Figure 42: Frequency of eating of yogurt, by person in household, September 2010
- Frozen yogurt incidence holds steady
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- Figure 43: Overall consumption of frozen yogurt, 2005-10
- Frozen yogurt frequency increases slightly
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- Figure 44: Number of servings of frozen yogurt eaten, 2005-10
Types of Yogurt Eaten and What’s Added
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- Key points
- Low-fat and regular hold steady as most popular types
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- Figure 45: Types of yogurt eaten, 2005-10
- Fruit on the bottom a standard favorite
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- Figure 46: What people add to yogurt, 2005-10
- Regular and low-fat frozen yogurt more popular than fat-free
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- Figure 47: Types of frozen yogurt eaten, 2005-2010
Teen Consumption
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- Key points
- Yogurt incidence and frequency drop off among older male teens
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- Figure 48: Overall teen consumption of yogurt, by gender and age, April 2009-June 2010
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- Figure 49: Number of servings of yogurt eaten by teens, by gender and age, April 2009-June 2010
- Regular yogurt most widely used type
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- Figure 50: Types of yogurt eaten by teens, by gender and age, April 2009-June 2010
- Teens go for greater variety in yogurt, especially mix-ins
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- Figure 51: What teens add to yogurt, by gender and age, April 2009-June 2010
- Teens eat more frozen yogurt than adults
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- Figure 52: Overall teen consumption of frozen yogurt, by gender and age, April 2009-June 2010
- Figure 53: Number of servings of frozen yogurt eaten by teens, by gender and age, April 2009-June 2010
It’s All about the Pot
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- Key points
- How important is the right plastic for your yogurt?
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- Figure 54: Interest in type of plastic used for yogurt containers, by age, September 2010
- Secondary uses for yogurt containers
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- Figure 55: Secondary use of yogurt containers, by gender, September 2010
Sweeteners and Yogurt—Types Added, Looked For, or Avoided
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- Key points
- Few add sweeteners; when they do, it’s often honey
- Some look for zero-calorie sweeteners
- Half of yogurt eaters avoid certain sweeteners
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- Figure 56: Sweeteners and yogurt; types added, looked for, avoided, September 2010
- Older yogurt eaters far more likely to avoid all types of sugar
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- Figure 57: Sugar and yogurt; types added, looked for, avoided, by age, September 2010
- Artificial sweeteners
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- Figure 58: Artificial sweeteners and yogurt; types added, looked for, avoided, by age, September 2010
- Other sweeteners
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- Figure 59: Other sweeteners and yogurt; types added, looked for, avoided, by age, September 2010
Interest in Natural and Organic
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- Key points
- Interest in natural and organic is widespread
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- Figure 60: Interest in organic or natural yogurt, by gender, September 2010
Reasons for Eating or Serving Yogurt
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- Key points
- Health is important; taste is a deal breaker
- Yogurt viewed more as a snack than a meal or a dessert
- Female users more likely to appreciate yogurt’s taste, healthfulness, and convenience
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- Figure 61: Reasons for eating or serving yogurt, by gender, September 2010
- Figure 62: Reasons for eating or serving yogurt, by age, September 2010
Impact of Race/Hispanic Origin
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- Key points
- Yogurt incidence and frequency
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- Figure 63: Overall consumption of yogurt, by race/Hispanic origin, April 2009-June 2010
- Figure 64: Number of servings of yogurt eaten, by race/Hispanic origin, April 2009-June 2010
- Types of yogurt products consumed
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- Figure 65: Types of yogurt eaten, by race/Hispanic origin, April 2009-June 2010
- Frozen yogurt incidence and frequency
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- Figure 66: Overall consumption of frozen yogurt, by race/Hispanic origin, April 2009-June 2010
- Figure 67: Number of servings of frozen yogurt eaten, by race/Hispanic origin, April 2009-June 2010
- Interest in natural and organic
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- Figure 68: Interest in organic or natural yogurt, by race/Hispanic origin, September 2010
- Reasons for eating or serving yogurt
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- Figure 69: Reasons for eating or serving yogurt, by race/Hispanic origin, September 2010
- Kids and teens consumption
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- Figure 70: Yogurt consumption of kids and teens, by race/Hispanic origin, April 2009-June 2010
- Figure 71: Frozen yogurt consumption of kids and teens, by race/Hispanic origin, April 2009-June 2010
Custom Consumer Tables
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- Women of all ages more likely than men to consume yogurt
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- Figure 72: Overall consumption of yogurt, by gender and age, April 2009-June 2010
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- Figure 73: Number of servings of yogurt eaten, by gender and age, April 2009-June 2010
- Women less likely to eat regular yogurt
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- Figure 74: Types of yogurt eaten, by gender and age, April 2009-June 2010
- Frozen yogurt incidence also higher among women at all age groups
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- Figure 75: Overall consumption of frozen yogurt, by gender and age, April 2009-June 2010
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- Figure 76: Number of servings of frozen yogurt eaten, 2005-2010
- Women cite more reasons for eating yogurt
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- Figure 77: Reasons for eating or serving yogurt, by gender and age, September 2010
Cluster Analysis
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- Regulars
- Demographics
- Characteristics
- Opportunity
- Dabblers
- Demographics
- Characteristics
- Opportunity
- Hi-Cultures
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 78: Yogurt and yogurt drinks clusters, September 2010
- Figure 79: Reasons for eating or serving yogurt, by yogurt and yogurt drinks clusters, September 2010
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- Figure 80: Yogurt-eating behaviors, by yogurt and yogurt drinks clusters, September 2010
- Cluster demographics
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- Figure 81: Yogurt and yogurt drinks clusters, by gender, September 2010
- Figure 82: Yogurt and yogurt drinks clusters, by age group, September 2010
- Figure 83: Yogurt and yogurt drinks clusters, by household income, September 2010
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- Figure 84: Yogurt and yogurt drinks clusters, by race, September 2010
- Figure 85: Yogurt and yogurt drinks clusters, by Hispanic origin, September 2010
- Cluster methodology
Key Household Purchase Measures
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- Overview
- Refrigerated yogurt
- Consumer insights on key purchase measures
- Brand map
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- Figure 86: Brand map, selected brands of refrigerated yogurt buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 87: Key purchase measures for the top brands of refrigerated yogurt, by household penetration, 2010*
- Refrigerated yogurt drinks
- Consumer insights on key purchase measures
- Brand map
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- Figure 88: Brand map, selected brands of refrigerated yogurt drinks buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 89: Key purchase measures for the top brands of refrigerated yogurt, by household penetration, 2010*
Appendix—IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix—Other Useful Tables
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- Figure 90: Interest in type of plastic used for yogurt containers, by gender, September 2010
- Figure 91: Interest in type of plastic used for yogurt containers, by household income, September 2010
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- Figure 92: Interest in type of plastic used for yogurt containers, by urban status, September 2010
- Figure 93: Interest in type of plastic used for yogurt containers, by number of people in household, September 2010
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- Figure 94: Interest in type of plastic used for yogurt containers, by presence and number of children, September 2010
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Appendix—Trade Associations
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