Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Forecast of UK retail sales of yogurts and desserts, by value, 2007-17
- Spoonable yogurt value sales are robust but volatile volume sales are a concern
- Yogurt drinks are quickly losing ground
- Chilled segment boost desserts’ overall performance
- Enthusiasm for DIY desserts support ambient dessert sector
- Frozen sector lacks impetus for change
- Forecast
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- Figure 2: UK retail sales and forecast of yogurts, by value, 2007-17
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- Figure 3: UK retail sales and forecast of desserts, by value, 2007-17
- Market factors
- Healthy eating intentions waver during the downturn
- Increase in diet-related health problems sustains interest in the functional market
- Changing demographics
- Companies, brands and innovation
- Own-label grows its presence in yogurts
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- Figure 4: Leading brands in UK retail sales of spoonable yogurt and fromage frais, by value, 2011
- Own-label has a firmer grasp of dessert sales
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- Figure 5: Leading brands in UK retail sales of chilled desserts, by value, 2009-11
- NPD activity in yogurt reaches five-year high in 2011
- 2010’s significant upturn in above-the-line marketing investment is not sustained in 2011
- The consumer
- Expanding usage occasions is a priority for yogurt
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- Figure 6: Usage of spoonable yogurt and yogurt drinks by occasion, March 2012
- Yogurt drinks are stuck in a breakfast rut
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- Figure 7: Repertoire of usage of spoonable yogurt and yogurt drinks by occasion, March 2012
- ‘Low fat’ tops important factors when choosing yogurts and yogurt drinks
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- Figure 8: Factors influencing choice of yogurt and yogurt drinks, March 2012
- Attitudes towards yogurt and yogurt drinks
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- Figure 9: Attitudes towards yogurts and yogurt drinks, March 2012
- Almost half reserve dessert treats for weekends
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- Figure 10: Usage of desserts, by type, March 2012
- Figure 11: Purchase of desserts, by occasion, March 2012
- Desserts benefit from comfort connotations and cutbacks
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- Figure 12: Attitudes towards desserts, March 2012
- What we think
Issues in the Market
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- How can yogurt support usage among over-55s?
- What avenues can yogurt drinks explore beyond health to drive demand?
- How can frozen desserts leverage NPD to support uptake?
- How can desserts compete more effectively with other snacks?
Future Opportunities
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- Trend: Life Hacking
- Trend: A Simple Balance for Health
- 2015 trend: Old Gold
Market Drivers
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- Key points
- Healthy eating intentions waver during the downturn…
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- Figure 13: Trends in attitudes towards healthy diets, 2007-11 and 2009-11
- Dairy UK commits to lower calories
- …while obesity and other diet-related health problems continue to rise
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- Figure 14: Trends in obesity, 2007-11
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- Figure 15: Reported health problems, by age, 2011
- Developments in functional health – EFSA has yet to approve a probiotic claim
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- Figure 16: EFSA, status of selected health claims in the dairy market, April 2009-April 2012
- Capitalising on snacking trends
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- Figure 17: Top six reasons for snacking on a weekday and on a weekend, 2011
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- Figure 18: Attitudes towards healthy diets among 25-34-year-olds compared to average, 2011
- Need for comfort stays as consumer pockets remain under pressure
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- Figure 19: Percentage year-on-year change in average weekly earnings compared to inflation in the UK, January 2006-December 2011
- Catering for changing demographics
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- Figure 20: Forecast adult population trends, by lifestage, 2007-17
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- Figure 21: UK households, by size, 2007-17
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- NPD activity in yogurt reaches five-year high in 2011
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- Figure 22: New product launches in the yogurt market, by segment, 2007-12
- Own brands are a driving force in yogurt NPD
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- Figure 23: Share of own-label and brands IN NPD in the yogurt market, 2007-12
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- Figure 24: NPD in yogurt, by product segment, by most active companies in the yogurt market, 2011
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- Figure 25: Share of top ten companies by NPD in NPD in spoonable yogurt, 2007-12
- Low-fat claims most common in yogurt/yogurt drinks
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- Figure 26: Leading claims in NPD in the spoonable yogurt market, 2007-12
- Big pot packaging continues to take hold
- Greek frenzy shows no sign of abating
- Influx of ambient desserts in 2011
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- Figure 27: New product launches in the dessert market, by segment, 2007-12
- Own-label activity outweighs brands in chilled and non-dairy based frozen desserts
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- Figure 28: Share of own-label and brands in NPD in the dessert market, by segment, 2011
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- Figure 29: Share of top ten companies by NPD in NPD in desserts, 2011
- Health claims integral to dessert NPD while microwaveable and ‘ease of use’ also feature
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- Figure 30: New product claims in the dessert market, 2007-12
Market Size and Forecast
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- Key points
- Growth momentum slows for yogurts
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- Figure 31: UK retail sales and forecast of yogurts (including fromage frais), 2007-17
- Desserts enjoy a slight recovery boosted by chilled pot format
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- Figure 32: UK retail sales and forecast of desserts, 2007-17
- Forecast
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- Figure 33: UK retail value sales and forecast of yogurts, 2007-17
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- Figure 34: UK retail value sales and forecast of desserts, 2007-17
- Forecast methodology
Market Segmentation
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- Key points
- Little evidence of volume sales growth
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- Figure 35: Trend in retail sales of yogurts and desserts, value and volume sales, 2010-11
- Robust spoonable yogurt sales contrast with poor drinking yogurt sales
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- Figure 36: UK retail value sales of spoonable and drinking yogurt, 2007-12
- Figure 37: UK retail sales of yogurts, by volume, 2007-12
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- Figure 38: Percentage year-on-year change in spoonable and drinking yogurt value sales, 2007-12
- ‘Non-active’ yogurt drinks offer interesting prospects for growth
- Chilled desserts continue to outpace ambient, while frozen declines
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- Figure 39: UK retail value sales of ambient, frozen and chilled desserts, 2007-12
- Figure 40: UK retail sales of desserts, by volume, 2007-12
- Sales decline further in the frozen segment
- Ambient desserts struggle
- Opportunities for growth through lunchbox approval
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- Figure 41: Share of ambient, frozen and chilled desserts in total retail value sales of desserts, 2007-12
- Figure 42: Percentage year-on-year changes in value sales of ambient, frozen and chilled desserts, 2007-12
Market Share
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- Key points
- Activia extends its lead in yogurts
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- Figure 43: Leading brands in UK retail sales of spoonable yogurt and fromage frais, by value, 2009-11
- Danone’s Activia success story
- Mixed fortunes for Müller in 2011 but growth plans ahead
- Own-label intensifies its yogurt onslaught in 2012
- Yeo Valley reinforces British farming link
- Yoplait sustains Petits Filous’ high profile amidst a struggling children’s sector
- Yogurt drinks ripe for revival
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- Figure 44: Leading brands in UK retail sales of drinking yogurt, by value, 2009-11
- Benecol benefits from proven health claims
- Chilled desserts respond to consumers’ craving for affordable puds
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- Figure 45: Leading brands in UK retail sales of chilled desserts, by value, 2009-11
- Gü capitalises on dine at home trend with occasion-led NPD
- Frozen desserts dominated by own-label
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- Figure 46: Leading brands, by UK retail value sales of frozen desserts, 2011
Companies and Products
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- Danone
- Müller
- Nestlé
- Onken
- Yeo Valley
- Yoplait
Brand Research
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- Brand map
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- Figure 47: Attitudes towards and usage of brands in the yogurt sector, February 2012
- Correspondence analysis
- Brand attitudes
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- Figure 48: Attitudes, by yogurt brand, February 2012
- Brand personality
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- Figure 49: Yogurt brand personality – macro image, February 2012
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- Figure 50: Yogurt brand personality – micro image, February 2012
- Brand experience
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- Figure 51: Yogurt brand usage, February 2012
- Figure 52: Satisfaction with various yogurt brands, February 2012
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- Figure 53: Consideration of yogurt brands, February 2012
- Figure 54: Consumer perceptions of current yogurt brand performance, February 2012
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- Figure 55: Yogurt brand recommendation – Net Promoter Score, February 2012
- Brand index
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- Figure 56: Yogurt brand index, February 2012
- Figure 57: Yogurt brand index vs. recommendation, February 2012
- Target group analysis
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- Figure 58: Target groups, February 2012
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- Figure 59: Yogurt brand usage, by target groups, February 2012
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Above-the-line investment takes a downturn in 2011
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- Figure 60: Topline advertising spend in the yogurts and desserts markets, 2007-12
- Danone takes the lead in 2011/12
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- Figure 61: Advertising expenditure in the UK yogurts market, by top ten companies and brands, 2011
- 2011 sees new brand entrants in the top ten of ad spenders
- TV campaigns increasingly relied upon to target yogurt’s mainstream audience
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- Figure 62: Advertising expenditure in the UK yogurts market, by media type, 2007-12
- Yogurt drinks keep a low profile in 2011
- Müller is the top advertiser in desserts
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- Figure 63: Advertising expenditure in the UK desserts* market, by top ten companies and brands, 2011
- TV and press work together for desserts
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- Figure 64: Advertising expenditure in the UK desserts* market, by media type, 2007-12
Channels to Market
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- Key points
- Tough economic climate reinforces bargain hunting mindset
- Independents and other retailers struggle to compete on price and choice/range
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- Figure 65: UK retail value sales of yogurt, by outlet type, 2009-11
- Figure 66: UK retail value sales of desserts, by outlet type, 2009-11
Consumer – Trends in Usage
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- Key points
- Yogurt and fromage frais
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- Figure 67: Trends in types and varieties of yogurt and fromage frais eaten most often, 2008-11
- Yogurt usage levels plateau in 2011
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- Figure 68: Trends in frequency of eating yogurt and fromage frais, 2007-11
- Opportunities exist to recruit new users from both ends of the age spectrum
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- Figure 69: Selected demographic groups which are above-average ‘non-users’ of yogurt and fromage frais, 2007-11
- Desserts compete for share of treats
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- Figure 70: Trends in topline usage of cakes and pastries, 2009-11
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- Figure 71: Trends in topline usage of ready-to-eat and instant desserts, 2009-11
- Ready-to-eat desserts
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- Figure 72: Trends in frequency of use of ready-to-eat desserts and instant desserts (eg need to add water/milk) or toppings, 2009-11
- Weekly usage rises among instant dessert users
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- Figure 73: Usage of yogurt/fromage frais and cakes, by Volume Importance Index, by presence of children, 2011
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- Figure 74: Usage of RTE and instant desserts, by Volume Importance Index, by presence of children, 2011
Consumer – Usage of Yogurt and Yogurt Drinks by Occasion
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- Key points
- Yogurt’s versatility shines at home, rather than out of home despite portability
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- Figure 75: Usage of spoonable yogurt and yogurt drinks, by occasion, March 2012
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- Figure 76: Usage of spoonable yogurt in a child/ren’s packed lunch, by presence of children, March 2012
- Yogurt needs to widen consumer repertoires to maximise usage opportunities
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- Figure 77: Repertoire of usage of spoonable yogurt and yogurt drinks, by occasion, March 2012
- Yogurt drinks’ lack of versatility takes its toll
Consumer – Important Factors When Choosing Yogurts and Yogurt Drinks
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- Key points
- ‘Low in fat’ is most important when choosing yogurt
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- Figure 78: Factors influencing choice of yogurt and yogurt drinks, by purchase of spoonable yogurt or yogurt drinks, March 2012
- Choice of yogurt depends on the occasion and the target audience
- Healthy yogurts are a priority for those eating yogurt at breakfast time
- Indulgence, thickness and creaminess required for treats
- Catering for the kids
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- Figure 79: Factors influencing choice of yogurt or yogurt drinks of those using yogurt/yogurt drinks as part of a child/ren’s packed lunch, March 2012
- All-natural ingredients hold the broadest appeal to consumers
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- Figure 80: Factors influencing choice of yogurt or yogurt drinks, selected demographics showing above-average response, March 2012
Consumer – Attitudes Towards Yogurt and Yogurt Drinks
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- Key points
- Yogurt’s appeal is multidimensional
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- Figure 81: Attitudes towards yogurts and yogurt drinks, March 2012
- Big pots offer better value for money
- Yogurt drinks split the vote
Consumer – Usage of Desserts by Type and by Occasion
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- Key points
- Chilled desserts chosen ahead of ambient and frozen
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- Figure 82: Usage of desserts, by type, March 2012
- Almost half reserve dessert treats for weekends
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- Figure 83: Purchase of desserts, by occasion, March 2012
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- Figure 84: Repertoire of usage of desserts, by occasion, March 2012
Consumer – Attitudes Towards Desserts
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- Key points
- Mood of austerity boosts enthusiasm for desserts
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- Figure 85: Attitudes towards desserts, March 2012
- Smaller portions appeal to a wide spectrum of users
- Desserts help soothe recessionary blues
- Chocolate bars present stiff competition from men’s perspective
- Parents of under-10s feel neglected on the dessert front
Consumer Target Groups
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- Key points
- Four target groups
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- Figure 86: Target groups, March 2012
- Health-Focused (25%)
- Superfood Heroes (31%)
- Natural Goodness (24%)
- Dessert-Lovers (20%)
Appendix – Market Environment
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- Figure 87: Trends in attitudes towards healthy diets, 2007-11
- Figure 88: Attitudes towards healthy diets, by demographics, 2011
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- Figure 89: Attitudes towards healthy diets, by demographics, 2011 (continued)
- Figure 90: Trends in proportion of people that claim to suffer from diet-related health problems, 2007-11
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- Figure 91: Proportion of people that claim to suffer from diet-related health problems, by demographics, 2011
- Figure 92: Selected health complaints suffered from in the last 12 months, by age, 2011
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Appendix – Who’s Innovating?
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- Figure 93: Share of own-label and other brands in NPD in the dessert market, 2007-12
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Appendix – Market Segmentation
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- Figure 94: Change in UK retail sales of yogurts and desserts, by segment, by value and volume, 2010-11
- Figure 95: Change in UK retail sales of desserts, by segment, by value and volume, 2010-11
- Figure 96: Change in UK retail sales of drinking yogurts, by segment, by value and volume, 2010-11
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Appendix – Market Size and Forecast
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- Figure 97: Best- and worst-case forecasts of UK retail sales of yogurts and desserts, by value, 2012-17
- Figure 98: Best- and worst-case forecasts of UK retail sales of yogurts and desserts, by volume, 2012-17
- Figure 99: UK retail volume sales and forecast of yogurts and desserts, 2007-17
- Figure 100: Best- and worst-case forecasts of UK retail sales of yogurts, by value, 2012-17
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- Figure 101: Best- and worst-case forecasts of UK retail sales of yogurts, by volume, 2012-17
- Figure 102: UK retail volume sales and forecast of yogurts, 2007-17
- Figure 103: Best- and worst-case forecasts of UK retail sales of desserts, by value, 2012-17
- Figure 104: Best- and worst-case forecasts of UK retail sales of desserts, by volume, 2012-17
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- Figure 105: UK retail volume sales and forecast of desserts, 2007-17
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Appendix – Brand Research
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- Figure 106: Brand usage, February 2012
- Figure 107: Brand commitment, February 2012
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- Figure 108: Brand momentum, February 2012
- Figure 109: Brand diversity, February 2012
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- Figure 110: Brand satisfaction, February 2012
- Figure 111: Brand recommendation, February 2012
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- Figure 112: Brand attitude, February 2012
- Figure 113: Brand image – macro image, February 2012
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- Figure 114: Brand image – micro image, February 2012
- Figure 115: Profile of target groups, by demographics, February 2012
- Figure 116: Psychographic segmentation, by target groups, February 2012
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- Figure 117: Brand usage, by target group, February 2012
- Brand index
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- Figure 118: Brand index, February 2012
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Appendix – Brand Communication and Promotion
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- Figure 119: Topline advertising spend in the yogurt market, by top 10 companies, 2007-12
- Figure 120: Topline advertising spend in the dessert market, by top ten companies, 2007-12
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Appendix – Consumer – Trends in Usage
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- Figure 121: Trends in frequency of eating yogurt and fromage frais, % point change, 2007-11
- Topline tables
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- Figure 122: Trends in frequency of eating yogurt and fromage frais, 2007-11
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- Figure 123: Trends in eating cakes and pastries including frozen cakes and gateaux, 2007-11
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- Figure 124: Trends in frequency of eating chilled cakes, 2008-11
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- Figure 125: Trends in frequency of eating frozen cakes, 2007-11
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- Figure 126: Trends in types of yogurt and fromage frais eaten most often, 2008-11
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- Figure 127: Trends in varieties of yogurt and fromage frais eaten most often, 2008-11
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- Figure 128: Trends in frequency of use of ready-to-eat desserts and instant desserts (eg need to add water/milk) or toppings, 2009-11
- Detailed demographics
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- Figure 129: Frequency of eating yogurt and fromage frais, by demographics, 2011
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- Figure 130: Frequency of use of ready-to-eat desserts, by demographics, 2011
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- Figure 131: Frequency of use of instant desserts (eg need to add water/milk) or toppings, by demographics, 2011
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- Figure 132: Usage of cakes and pastries including frozen cakes and gateaux, by demographics, 2011
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- Figure 133: Frequency of eating chilled cakes, by demographics, 2011
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- Figure 134: Frequency of eating frozen cakes, by demographics, 2011
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Appendix – Consumer – Usage of Yogurt and Yogurt Drinks by Occasion
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- Figure 135: Usage of spoonable yogurt, by occasion, March 2012
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- Figure 136: Most popular occasions for using spoonable yogurt, by demographics, March 2012
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- Figure 137: Next most popular occasions for using spoonable yogurt, by demographics, March 2012
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- Figure 138: Other occasions for using spoonable yogurt, by demographics, March 2012
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- Figure 139: Usage of drinking yogurt, by occasion, March 2012
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- Figure 140: Most popular occasions for using drinking yogurt, by demographics, March 2012
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- Figure 141: Next most popular occasions for using drinking yogurt, by demographics, March 2012
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- Figure 142: Repertoire of usage of spoonable yogurts, by occasion, March 2012
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- Figure 143: Repertoire of usage of yogurt drinks, by occasion, March 2012
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- Figure 144: Usage of yogurt by occasion, by repertoire of usage, March 2012
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- Figure 145: Usage of yogurt drinks by occasion, by repertoire of usage, March 2012
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- Figure 146: Repertoire of usage of spoonable yogurts, by demographics, March 2012
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- Figure 147: Repertoire of usage of yogurt drinks, by demographics, March 2012
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Appendix – Consumer – Important Factors When Choosing Yogurts and Yogurt drinks
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- Figure 148: Most popular factors influencing choice of yogurt or yogurt drinks, by demographics, March 2012
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- Figure 149: Next most popular factors influencing choice of yogurt or yogurt drinks, by demographics, March 2012
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- Figure 150: Other factors influencing choice of yogurt or yogurt drinks, by demographics, March 2012
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- Figure 151: Factors influencing choice of yogurt or yogurt drinks, by most popular usage occasions, March 2012
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- Figure 152: Factors influencing choice of yogurt or yogurt drinks, by next most popular usage occasions, March 2012
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- Figure 153: Factors influencing choice of yogurt or yogurt drinks, by other usage occasion, March 2012
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Appendix – Consumer – Attitudes Towards Yogurt and Yogurt Drinks
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- Figure 154: Attitudes towards yogurts and yogurt drinks, March 2012
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- Figure 155: Agreement with the statements ‘I like to eat a variety of yogurt flavours’ and ‘Supermarket premium own-label is more indulgent than ordinary own-label’, by demographics, March 2012
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- Figure 156: Agreement with the statements ‘Yogurt is a healthy alternative to treats’ and ‘Yogurt is a quick and easy treat’, by demographics, March 2012
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- Figure 157: Agreement with the statements ‘I enjoy drinking yogurt drinks’ and ‘I pay attention to the health claims on yogurt/yogurt drinks’, by demographics, March 2012
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- Figure 158: Agreement with the statements ‘I prefer other snacks to yogurts because they are more filling’ and ‘I would like to see more fromage frais for adults’, by demographics, March 2012
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- Figure 159: Agreement with the statements ‘Big pots of yogurt go off too quickly’ and ‘I like big pots of yogurt because I can choose how much to eat’, by demographics, March 2012
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- Figure 160: Agreement with the statements ‘Big pots of yogurt are better value than small pots’ and ‘I would like to see more yogurt/yogurt drinks with ‘super food’ ingredients’, by demographics, March 2012
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Appendix – Consumer – Usage of Desserts by Type
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- Figure 161: Usage of desserts, by type, by demographics, March 2012
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- Figure 162: Types of dessert used, by most popular usage occasion, March 2012
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- Figure 163: Types of dessert used, by next most popular usage occasion, March 2012
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- Figure 164: Usage of desserts by occasion, by repertoire of usage of desserts, by occasion, March 2012
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Appendix – Consumer – Usage of Desserts by Occasion
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- Figure 165: Most popular occasions for using desserts, by demographics, March 2012
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- Figure 166: Next most popular occasions for using desserts, by demographics, March 2012
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- Figure 167: Repertoire of usage of desserts, by demographics, March 2012
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Appendix – Consumer – Attitudes towards desserts
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- Figure 168: Most popular attitudes towards desserts, by demographics, March 2012
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- Figure 169: Next most popular attitudes towards desserts, by demographics, March 2012
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Appendix – Consumer Target Groups
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- Figure 170: Target groups, by demographics, March 2012
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- Figure 171: Usage of yogurt and yogurt drinks, by occasion, by target groups, March 2012
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- Figure 172: Usage of yogurt and yogurt drinks, by occasion, by target groups, March 2012
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- Figure 173: Attitudes towards yogurts and yogurt drinks, by target groups, March 2012
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- Figure 174: Factors influencing choice of yogurt or yogurt drinks, by target groups, March 2012
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- Figure 175: Usage of desserts by type, by target groups, March 2012
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- Figure 176: Change in grocery shopping habits, by target groups, March 2012
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- Figure 177: Agreement with lifestyle statements on health, by target groups, March 2012
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