Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Cool category posts hot sales growth
- Segment snapshot
- Snapshot: Chobani
- Key opportunities with Hispanics and Asians
- Snapshot of yogurt consumption
- How and why people consume yogurt
- What matters to yogurt consumers
- Other useful consumer findings
Insights and Opportunities
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- Driving consumption with 6-11s
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- Figure 1: Others in household who consume yogurt, August 2011
- Market yogurt to Hispanics...
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- Figure 2: U.S. Hispanic population, by age, 2004-14
- … and to Asians
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- Figure 3: U.S. Asian population, by age, 2006-16
- Figure 4: Top 10 metropolitan areas with the largest number of Asian residents, 2005-07
- A balm for the brain
- Capitalizing on trends outside of yogurt sector
Inspire Insights
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- Trend: Premiumization and Indulgence
- Trend: Carnivore, Herbivore...Locavore
Market Size and Forecast
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- Key points
- Category sales power ahead
- Key drivers of growth
- Sales and forecast of yogurt and yogurt drinks
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- Figure 5: Total U.S. retail sales of yogurt and yogurt drinks, at current prices, 2006-16
- Figure 6: Total U.S. retail sales of yogurt and yogurt drinks, at inflation-adjusted prices, 2006-16
- Fan-chart forecast
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- Figure 7: Fan chart forecast of yogurt and yogurt drinks, 2006-16
- Walmart sales
Market Drivers
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- Key points
- Yogurt and the obesity epidemic
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- Figure 8: Overweight and obesity among adults 20 years of age and over, 1988-1994 to 2007-08
- The changing taste of an aging America
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- Figure 9: Population, by age, 2006-16
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- Figure 10: Diabetes among adults, by gender, age, and race, 1998-2008
- Increase the price of dairy foods
- The price of milk rises…
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- Figure 11: Cwt for milk, January 2008-October 2011
- … along with diesel fuel
- The impact to the yogurt sector
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- Figure 12: Changes in food price indexes, 2009 through 2012
Competitive Context
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- Key points
- Competition from nuts, dried fruit, and trail mix
- Smoothie shops serve up yogurt
- Self-serve frozen yogurt stores
- Will Greek-style yogurt become a victim of its own success?
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- Figure 13: “Greek” yogurt product launches, 2007-11
Segment Performance
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- Key points
- Segment overview
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- Figure 14: Total U.S. sales of yogurt and yogurt drinks, by segment, 2009-11
Segment Performance—Refrigerated Yogurt
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- Key points
- Sales grow for refrigerated yogurt every year
- Greek is gold
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- Figure 15: Total U.S. sales of refrigerated yogurt, 2006-16
Segment Performance—Refrigerated Yogurt Drinks
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- Key points
- Sales decline every year since 2006
- Refrigerated yogurt drinks for children a bright spot
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- Figure 16: Total U.S. sales and forecast of refrigerated yogurt drinks, at current prices, 2006-16
Segment Performance—Frozen Yogurt
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- Key points
- A slow simmer for frozen yogurt sales
- Room for new flavors and brands
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- Figure 17: Total U.S. sales and forecast of frozen yogurt, at current prices, 2006-16
Segment Performance—Shelf-stable Yogurt/Yogurt Mixes
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- Key points
- Unchanging sales for shelf-stable yogurt/yogurt mixes
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- Figure 18: Total U.S. sales and forecast of shelf-stable yogurt/yogurt mixes, at current prices, 2006-16
Retail Channels
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- Key points
- Supermarkets are channel of choice
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- Figure 19: Total U.S. sales of yogurt and yogurt drinks, by channel, 2009 and 2011
- Channel performance 2006-11 (est.)
- Supermarkets poised to offer the most variety
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- Figure 20: Supermarket/food stores’ sales of yogurt and yogurt drinks, at current prices, 2006-11
- Expanded fresh food offerings helping mass outlets thrive with yogurt
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- Figure 21: Mass, supercenters, warehouse club stores’ sales of yogurt and yogurt drinks, at current prices, 2006-11
- Drug stores expanding their fresh food selection as well
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- Figure 22: Other retailers’ sales of yogurt and yogurt drinks, at current prices, 2006-11
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 23: Natural supermarket sales of yogurt and yogurt drinks, at current prices, 2009-11*
- Figure 24: Natural supermarket sales of yogurt and yogurt drinks, at inflation-adjusted prices, 2009-11*
- Natural channel sales by segment
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- Figure 25: Natural supermarket sales of yogurt and yogurt drinks, by segment, 2008 and 2010*
- Natural channel sales by organic content
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- Figure 26: Natural supermarket sales of yogurt and yogurt drinks, by organic content, 2008 and 2010*
Leading Companies
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- Key points
- Groupe Danone and General Mills dominate
- Sales of private label sour
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- Figure 27: Manufacturer FDMx sales of yogurt and yogurt drinks in the U.S., 2010 and 2011
Brand Share—Refrigerated Yogurt
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- Key points
- Yoplait GO-GURT and Yoplait have sales increases
- As do Dannon and Oikos
- Chobani is the big winner
- Sales of private label yogurt decline
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- Figure 28: Selected FDMx brand sales of refrigerated yogurt, 2010 and 2011
Brand Share—Refrigerated Yogurt Drinks
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- Key points
- Groupe Danone dominates
- Yogurt drinks targeting Hispanics grow
- Sales of private label sink
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- Figure 29: Selected FDMx brand sales of refrigerated yogurt drinks, 2010 and 2011
Brand Share—Frozen Yogurt
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- Key points
- Smaller brands succeeding
- Sales grow for private label frozen yogurt
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- Figure 30: Selected FDMx brand sales of frozen yogurt, 2010 and 2011
Brand Share—Shelf-stable Yogurt/Yogurt Mixes
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- Key points
- Klass Time and Concord Foods dominate segment
- Reconsidering opportunities
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- Figure 31: Selected FDMx brand sales of shelf-stable yogurt/yogurt mixes, 2010 and 2011
Innovations and Innovators
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- Key points
- Low/no/reduced fat and vitamin/mineral fortified top product claims for 2011
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- Figure 32: Yogurt and yogurt drinks product launches, by top claims, 2007-11
- Innovation snapshot
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- Figure 33: Yogurt and yogurt drinks product launches, by subcategory, 2007-11
- Innovation market share diminishing with store brands
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- Figure 34: Private label share of yogurt and yogurt drink product launches, 2007-11
- Functional products
- Premium yogurt
- Innovative flavors
- BFY drinkable yogurt and kefir
- BFY frozen yogurt
- Innovative flavors (frozen yogurt)
Marketing Strategies
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- Overview
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- Figure 35: Top yogurt advertisers, 2008-09
- Brand analysis: Yoplait fights breast cancer
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- Figure 36: Yoplait, 2011
- Brand analysis: Chobani targets the young, affluent, and health-conscious
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- Figure 37: Chobani Greek/Yogurt love/March 2011
- Dannon is about moms and kids
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- Figure 38: Dannon/Danonino 2011
- Fage celebrates its heritage
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- Figure 39: Fage/Regular Yogurt, 2011
- Other interesting ads
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- Figure 40: Yoplait, Yoplait Greek 2X Protein, 2011
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- Figure 41: Athenos, 2011
Household Consumption
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- Key points
- Spoonable yogurt is most popular
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- Figure 42: Personal consumption usage of yogurt, August 2011
- Women more likely to consume low-fat and light/sugar-free
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- Figure 43: Personal yogurt and smoothie usage by gender, February 2010-March 2011
- Older Americans more likely to eat/drink light/sugar-free yogurt
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- Figure 44: Personal yogurt and smoothie usage by age, February 2010-March 2011
- More affluent more likely to eat/drink low- and non-fat yogurt
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- Figure 45: Personal yogurt and smoothie usage by household income, February 2010-March 2011
Consumption Frequency by Yogurt Type
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- Key points
- Yogurt incidence remains unchanged
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- Figure 46: Overall consumption of yogurt, 2005-10
- Consumption of spoonable yogurt
- Three quarters consume spoonable yogurt; 26% almost every day
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- Figure 47: Spoonable yogurt consumption frequency, by gender, August 2011
- Consumption of spoonable yogurt increases with income
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- Figure 48: Spoonable yogurt consumption frequency by household income, August 2011
- Respondents with children consume more yogurt
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- Figure 49: Spoonable yogurt consumption frequency, by presence of children in household, August 2011
- Consumption of drinkable yogurt
- More than a third consume drinkable yogurt; 8% are heavy users
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- Figure 50: Drinkable yogurt consumption frequency, by gender, August 2011
- 18-44s more likely to consume drinkable yogurt
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- Figure 51: Drinkable yogurt consumption frequency, by age, August 2011
- Respondents with children consume more drinkable yogurt
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- Figure 52: Drinkable yogurt consumption frequency by presence of children in household, August 2011
Usage and Reasoning
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- Key points
- Yogurt is a very popular, healthy snack
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- Figure 53: Yogurt usage and reasoning, August 2011
- Weight management for women; an afternoon snack for men
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- Figure 54: Yogurt usage and reasoning, by gender, August 2011
- 18-24s consume it a snack; 25-44s as dessert
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- Figure 55: Yogurt usage and reasoning, by age, August 2011
- Parents consuming yogurt/kefir as a snack
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- Figure 56: Yogurt usage and reasoning by presence of children in household, August 2011
What Matters to Yogurt Consumers?
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- Key points
- Women have a more favorable opinion about yogurt
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- Figure 57: What matters to yogurt consumers, by gender, August 2011
- Seniors want reduced fat yogurt
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- Figure 58: What matters to yogurt consumers, by age, August 2011
Flavor and Usage Preferences
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- Key points
- Fruit flavor is most popular
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- Figure 59: Yogurt flavor and usage preferences, by gender, August 2011
- 18-34s more likely to consume plain and chocolate
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- Figure 60: Yogurt flavor and usage preferences, by age, August 2011
Attitudes toward Yogurt Sweeteners
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- Key points
- More than half don’t look for added sweeteners
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- Figure 61: Attitudes toward yogurt sweeteners, August 2011
- Women more likely to avoid Sweet’N Low; men more likely to look for Equal
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- Figure 62: Attitudes toward yogurt sweeteners, by gender, August 2011
- Over-55s avoiding Equal and other sweeteners in yogurt
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- Figure 63: Attitudes toward yogurt sweeteners, by age, August 2011
Impact of Race and Hispanic Origin
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- Key points
- Asians and Hispanics more likely to consume yogurt
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- Figure 64: Drinkable yogurt consumption frequency, by race/Hispanic origin, August 2011
- Asians, Hispanics want organic, locally made yogurt
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- Figure 65: What matters to yogurt consumers, by race/Hispanic origin, August 2011
- Asians avoid artificial sweeteners; blacks look for natural sweeteners
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- Figure 66: Attitudes toward yogurt sweeteners, by race/Hispanic origin, August 2011
Custom Consumer Groups
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- Key points
- Usage and reasoning
- Marketing yogurt as a healthy dessert to women and parents
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- Figure 67: Yogurt usage and reasoning, by yogurt consumption frequency, August 2011
- Drinkable yogurt as a pick-me-up for 18-44s, kids
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- Figure 68: Yogurt usage and reasoning, by yogurt consumption frequency, August 2011
- Position kefir as a hip and healthy alternative to desserts
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- Figure 69: Yogurt usage and reasoning, by yogurt consumption frequency, August 2011
- What matters to yogurt consumers
- Touting health benefits may increase usage
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- Figure 70: What matters to yogurt consumers, by yogurt consumption frequency, August 2011
- Side-by-side comparisons may help
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- Figure 71: What matters to yogurt consumers, by yogurt consumption frequency, August 2011
- Tell parents about the health benefits of kefir
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- Figure 72: What matters to yogurt consumers, by yogurt consumption frequency, August 2011
- Flavor and usage preferences
- Highlight the vanilla plant
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- Figure 73: Yogurt flavor and usage preferences by yogurt consumption frequency, August 2011
- Attitudes toward yogurt sweeteners
- Tout “free from white granulated sugar”
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- Figure 74: Attitudes toward yogurt sweeteners by yogurt consumption frequency, August 2011
SymphonyIRI/Builders—Key Household Purchase Measures
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- Overview of yogurt
- Refrigerated yogurt
- Consumer insights on key purchase measures – refrigerated yogurt
- Brand map
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- Figure 75: Brand map, selected brands of refrigerated yogurt buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 76: Key purchase measures for the top brands of refrigerated yogurt, by household penetration, 2011*
- Refrigerated yogurt drinks
- Consumer insights on key purchase measures – refrigerated yogurt drinks
- Brand map
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- Figure 77: Brand map, selected brands of refrigerated yogurt drinks buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 78: Key purchase measures for the top brands of refrigerated yogurt drinks, by household penetration, 2010*
Appendix: Other Useful Consumer Tables
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- Figure 79: Yogurt usage frequency in last 30 days, February 2010-March 2011
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- Figure 80: Frozen yogurt (retail for home consumption) yogurt consumption frequency, by age, August 2011
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- Figure 81: Kefir consumption frequency, by gender, August 2011
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- Figure 82: Kefir consumption frequency, by age, August 2011
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- Figure 83: Frozen yogurt (retail for home consumption) yogurt consumption frequency, by gender, August 2011
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- Figure 84: Spoonable yogurt consumption frequency, by presence of children in household, August 2011
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- Figure 85: Yogurt flavor and usage preferences by presence of children in household, August 2011
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- Figure 86: Attitudes toward yogurt sweeteners, by household income, August 2011
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- Figure 87: Attitudes toward yogurt sweeteners, by region, August 2011
- Market data
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- Figure 88: Population, by race and Hispanic origin, 2006-16
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Appendix—Trade Associations
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