Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- Sales continue to grow at a healthy pace in 2012
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- Figure 1: Total U.S. retail sales of yogurt and yogurt drinks, at current prices, 2007-12
- Growth likely to continue at a steady pace through 2017
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- Figure 2: Total U.S. retail sales and fan chart forecast of yogurt and yogurt drinks, at current prices, 2007-17
- Market factors
- Health and wellness aspirations drive demand for yogurt
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- Figure 3: Reasons for “watching diet” among the 52% doing so, October 2009–December 2010
- Other BFY snacks compete with yogurt
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- Figure 4: Snack consumption, by type, March 2012
- Companies, brands, and innovation
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- Figure 5: Yogurt and smoothie brands used by 5% or more of users, October 2010-November 2011
- Most sales made at supermarkets
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- Figure 6: Retail channels choice to purchase yogurt/yogurt drinks, by age, February-March 2012
- The consumer
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- Figure 7: Personal incidence of buying yogurt and yogurt drinks for self and someone else in the household by gender, February-March 2012
- Low fat is the most popular type
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- Figure 8: Yogurt and smoothie consumption, October 2010-November 2011
- What we think
Issues in the Market
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- What types of products drive growth?
- Which consumer segments over-index on yogurt use and how can companies effectively target them?
- How can national brands position to compete more effectively with private label?
Insights and Opportunities
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- Self-select multipacks could drive sales volume
- Offer insulated containers to make products more portable
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- Figure 9: Yogurtini insulated frozen yogurt container, 2012
- Innovative new Greek products likely to drive growth in 2012-13
- Chobani Champions a sign of things to come
- Frozen Greek another key opportunity for manufacturers
- Yogurt Entrants and Exits reflect big opportunities, and challenges
Trend Applications
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- Trend: The Real Thing
- Trend: Transumers
- 2015 Trend
- Old Gold
Market Size and Forecast
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- Key points
- 2012 will be another year of impressive growth
- Greek continues to drive growth
- Demand for BFY snacks another key driver
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- Figure 10: Total U.S. retail sales of yogurt and yogurt drinks, at current prices, 2007-17
- Figure 11: Total U.S. retail sales of yogurt and yogurt drinks, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 12: Total U.S. retail sales and fan chart forecast, yogurt and yogurt drinks, at current prices, 2007-17
- Walmart sales
Market Drivers
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- Key points
- Languishing recovery could undermine growth potential
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- Figure 13: Unemployment trends, 2007-12
- Figure 14: Median household income in inflation-adjusted dollars, 2000-10
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- Figure 15: Consumer confidence trends, 2007-12
- Most watching their diet
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- Figure 16: Watching diet and reasons for doing so, by gender, October 2009–December 2010
- Obesity remains a big problem in U.S.
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- Figure 17: Incidence of being overweight or obese in the U.S. among adults aged 18+, 2005-10
- Population growth will drive long-term demand
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- Figure 18: U.S. population, by age, 2006-16
- Parents and kids a key segment for marketers
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- Figure 19: Households, by presence and ages of children, 2011
- Rapid growth of minority segments will drive demand
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- Figure 20: Personal incidence of buying yogurt and yogurt drinks for self and someone else in the household, by race/Hispanic origin, February-March 2012
- Figure 21: Population, by race and Hispanic origin, 2006-16
- Pricing a key consideration when targeting Hispanics and blacks
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- Figure 22: Median household income, by race and Hispanic origin of householder, 2010
- Price of milk down from July 2010 peak but likely to increase in Q4
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- Figure 23: Cost per 100 pounds (hundredweight or cwt) for milk, 2010-12
- Languishing recovery could undermine growth potential
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- Figure 24: Unemployment trends, 2007-12
- Figure 25: Median household income in inflation-adjusted dollars, 2000-10
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- Figure 26: Consumer confidence trends, 2007-12
Competitive Context
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- Ice cream, cheese, fruit, and cereal among key snack competitors
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- Figure 27: Snack consumption, by type, March 2012
- Cereal, fruit, snack bars, and bread key competitors in breakfast
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- Figure 28: Foods eaten as a part of weekday breakfast, August 2009
Segment Performance
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- Spoonable and frozen yogurt still driving growth
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- Figure 29: Total U.S. retail sales of yogurt and yogurt drinks, segmented, by type, 2010-12
Segment Performance—Refrigerated Yogurt
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- Key points
- Greek continues to drive growth
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- Figure 30: Total U.S. retail sales of refrigerated spoonable, at current prices, 2007-17
Segment Performance—Yogurt Drinks
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- Key points
- Sales shows a rebound in 2012
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- Figure 31: Total U.S. retail sales of yogurt and yogurt drinks, at current prices, 2007-17
Segment Performance—Frozen Yogurt
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- Key points
- Sales expected to spike in 2012
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- Figure 32: Total U.S. retail sales of yogurt and yogurt drinks, at current prices, 2007-17
Retail Channels
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- Key points
- Most buy from supermarkets
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- Figure 33: Total U.S. retail sales of yogurt and yogurt drinks, by channel, 2010 and 2012
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- Figure 34: U.S. retail sales of yogurt and yogurt drinks from supermarkets, at current prices, 2007-12
- Young adults more likely to shop Walmart and natural channel
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- Figure 35: Retail channels choice to purchase yogurt/yogurt drinks by age, February-March 2012
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- Figure 36: U.S. retail sales of yogurt and yogurt drinks in “other” channels, at current prices, 2007-12
- Target affluents in supermarket, club, and natural channels
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- Figure 37: Retail channels choice to purchase yogurt/yogurt drinks, by household income, February-March 2012
Retail Channels—Natural Supermarkets
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- Key points
- Natural sales growing faster than other channels
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- Figure 38: Natural supermarket sales of yogurt and yogurt drinks, at current prices, 2009-11*
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- Figure 39: Natural supermarket sales of yogurt and yogurt drinks, at inflation-adjusted prices, 2009-11*
- Natural channel sales of yogurt and yogurt drinks by segment
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- Figure 40: Natural supermarket sales of yogurt and yogurt drinks, by segment, 2009 and 2011*
- Natural channel sales of refrigerated dairy yogurt by type
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- Figure 41: Natural supermarket sales of refrigerated dairy yogurt, by type, 2009 and 2011*
- Leading brands
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- Figure 42: Selected natural supermarket brand sales of yogurt and yogurt drinks, 2009 and 2011*
- Natural channel sales of organic yogurt and yogurt drinks
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- Figure 43: Natural supermarket sales of yogurt and yogurt drinks, by organic, 2009 and 2011*
Leading Companies
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- Key points
- Category leaders remain dominant but are losing ground
- Private label could become more formidable competitor
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- Figure 44: Select FDMx manufacturer sales of yogurt and yogurt drinks in the U.S., 2011 and 2012
Brand Share—Refrigerated Yogurt
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- Key points
- Variety of flavors helps explain the dominance of Light & Fit
- Dannon Oikos and Chobani achieving big gains with Greek style
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- Figure 45: Select FDMx brand sales and market share of refrigerated in the U.S., 2011 and 2012
Brand Share—Yogurt Drinks
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- Key points
- Dannon achieves some gains with Go-Gurt
- Yakult Honsha drive growth with Yakult
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- Figure 46: Select FDMx brand sales and market share of yogurt drinks in the U.S., 2011 and 2012
Brand Share—Frozen Yogurt
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- Key points
- Kemp wins with frozen yogurt made with live cultures
- Ben and Jerry’s achieve some gains with indulgent flavors
- Private label wins with competitively priced premium SKUs
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- Figure 47: Select FDMx brand sales and market share of frozen yogurt in the U.S., 2011 and 2012
Innovations and Innovators
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- Key points
- Innovation snapshot
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- Figure 48: New spoonable and drinkable yogurt launches in the U.S., 2007 -12
- Many continue to bring new Greek products to market
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- Figure 49: New Greek yogurt launches in the U.S., by subcategory, 2007-12
- Dannon and Yoplait win with innovation
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- Figure 50: Top 10 claims associated with new spoonable yogurt launches in the U.S., 2007 -12
- Health-related claims commonly associated with new spoonable launches
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- Figure 51: Top 10 claims associated with new spoonable yogurt launches in the U.S., 2007 -12
- New Greek launches often wellness-oriented, sometimes indulgent
- Greek parfaits becoming more common
- Products designed for kids could drive growth
- Health, kids and on-the-go key claims in drinkable category
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- Figure 52: Top 10 claims associated with drinkable yogurt and cultured milk launches in the U.S., 2007 -12
- Many children’s products are sold as indulgent treats
- Wellness-oriented drinks could drive growth in natural and premium chanhnel
Marketing Strategies
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- Overview of the brand landscape
- Dannon
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- Figure 53: Brand analysis of Dannon Activia, 2012
- Television advertising
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- Figure 54: Activia ad, 2012
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- Figure 55: Dannon Oikos Greek Yogurt television ad, 2011
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- Figure 56: Danimals television ad, 2011
- Online
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- Figure 57: Dannon website, 2012
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- Figure 58: Light & Fit Facebook page, July 2012
- Yoplait
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- Figure 59: Brand analysis of Yoplait, 2012
- Television advertising
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- Figure 60: Yoplait television ad, 2011
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- Figure 61: Go-Gurt television ad, 2012
- Online
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- Figure 62: Yoplait website, 2012
Adult Usage Trends
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- Key points
- Incidence of use remains steady
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- Figure 63: Personal incidence of eating or drinking yogurt and drinking smoothies, January 2007-November 2011
- But users consuming more per month
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- Figure 64: Volume consumption of yogurt and smoothies, January 2007-November 2011
- Demand for low fat trending upward
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- Figure 65: Yogurt and smoothie consumption, by type, January 2007-November 2011
- Demand for frozen yogurt is rising
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- Figure 66: Personal incidence of eating frozen yogurt, January 2007-November 2011
- Figure 67: Volume consumption of frozen yogurt, January 2007-November 2011
Incidence of Yogurt and Yogurt Drinks Consumption
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- Key points
- Women a key segment for marketers
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- Figure 68: Personal incidence of buying yogurt and yogurt drinks for self and someone else in the household, by gender, February-March 2012
- Demand high among young adults
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- Figure 69: Personal incidence of buying yogurt and yogurt drinks for self and someone else in the household, by age, February-March 2012
- Affluents somewhat more likely to be users
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- Figure 70: Personal incidence of buying yogurt and yogurt drinks for self and someone else in the household, by household income, February-March 2012
- Households with kids are a very high-demand segment
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- Figure 71: Personal incidence of buying yogurt and yogurt drinks for self and someone else in the household, by presence of children in household, February-March 2012
Frequency of Yogurt and Yogurt Drinks Consumption
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- Key points
- Female users tend to consume more
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- Figure 72: Volume consumption of yogurt and smoothies, by gender, October 2010-November 2011
- Households with kids use more per month
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- Figure 73: Volume consumption of yogurt and smoothies, by presence of children in household, October 2010-November 2011
Regular vs. BFY Preferences
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- Key points
- Most users prefer low fat
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- Figure 74: Yogurt and smoothie consumption, by gender, October 2010-November 2011
- Demand for low fat particularly high among affluents
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- Figure 75: Yogurt and smoothie consumption by household income, October 2010-November 2011
Yogurt/Yogurt Drinks Consumption by Location
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- Key points
- Affluents more likely to eat spoonable yogurt at work
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- Figure 76: Yogurt/yogurt drinks consumption by location – spoonable yogurt, by household income, February-March 2012
- Nearly all users, across age segments, eat yogurt at home
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- Figure 77: Yogurt/yogurt drinks consumption by location – spoonable yogurt, by age, February-March 2012
- Many young adults enjoy frozen yogurt when away from home
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- Figure 78: Yogurt/yogurt drinks consumption, by location – frozen yogurt, by age, February-March 2012
- Drinkable yogurt often used on the go
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- Figure 79: Yogurt/yogurt drinks consumption by location – drinkable yogurt, by age, February-March 2012
Yogurt/Yogurt Drinks Consumption by Occasion
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- Key points
- Snacking most common usage occasion
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- Figure 80: Yogurt/yogurt drinks consumption, by occasion – spoonable yogurt, by gender, February-March 2012
- Yogurt consumed by half of 18-24s for breakfast
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- Figure 81: Yogurt/yogurt drinks consumption, by occasion – spoonable yogurt, by age, February-March 2012
- Many yogurt snackers have modest incomes
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- Figure 82: Yogurt/yogurt drinks consumption, by occasion – spoonable yogurt, by household income, February-March 2012
- Frozen yogurt often consumed as a dessert or snack
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- Figure 83: Yogurt/yogurt drinks consumption, by occasion – frozen yogurt, by household income, February-March 2012
Brand Preferences
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- Key points
- Leading brands resonate with users in all income brackets
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- Figure 84: Yogurt and smoothie consumption by brands, by household income, October 2010-November 2011
- Yoplait especially effective at targeting households with kids
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- Figure 85: Yogurt and smoothie consumption by brands, by presence of children in household, October 2010-November 2011
Yogurt/Yogurt Drinks Purchase by Packaging Type
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- Key points
- Most use single-serve containers
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- Figure 86: Yogurt/yogurt drinks purchase, by packaging type – spoonable yogurt, by age, February-March 2012
- Affluents more likely to use single serve
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- Figure 87: Yogurt/yogurt drinks purchase, by packaging type – spoonable yogurt, by household income, February-March 2012
- Greek rarely purchased in family-size containers
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- Figure 88: Yogurt/yogurt drinks purchase, by packaging type – Greek style yogurt, by age, February-March 2012
Reasons for Buying Greek Yogurt
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- Key points
- Greek a key driver of sales growth
- Taste and health both key drivers of Greek usage
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- Figure 89: Reasons for buying Greek yogurt, by age, February-March 2012
- Key drivers more likely to influence affluents
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- Figure 90: Reasons for buying Greek yogurt, by age, February-March 2012
Attitude Toward Australian Yogurt
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- Key points
- Most still unfamiliar with Australian yogurt
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- Figure 91: Attitudes toward Australian yogurt, by age, February-March 2012
- Households with kids more likely to have experimented with Australian
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- Figure 92: Attitudes toward Australian yogurt, by presence of children in household, February-March 2012
Yogurt/Yogurt Drink Behavior
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- Key points
- Vitamin content and probiotics key purchase drivers
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- Figure 93: Consumer behavior toward yogurt/yogurt drinks, by age, February-March 2012
- Upper-income parents more likely to give yogurt to kids
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- Figure 94: Consumer behavior toward yogurt/yogurt drinks, by household income, February-March 2012
Attitudes Toward Yogurt/Yogurt Drink Brands
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- Key points
- Many driven to purchase by discounts and coupons
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- Figure 95: Attitudes toward yogurt/yogurt drinks brands, by gender, February-March 2012
- Young adults more likely to be brand loyal
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- Figure 96: Attitudes toward yogurt/yogurt drinks brands, by age, February-March 2012
Teen Usage
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- Key points
- Usage among teens trending upward
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- Figure 97: Personal incidence of eating or drinking yogurt among teens, January 2007-November 2011
- Girls aged 12-14 a key segment
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- Figure 98: Personal incidence of eating or drinking yogurt among teens, by gender and age, October 2010-November 2011
- Figure 99: Personal incidence of eating frozen yogurt, by gender and age, October 2010-November 2011
- Most teens prefer regular
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- Figure 100: Yogurt consumption among teens by type, January 2007-November 2011
- Among teen users, volume consumed trending upward
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- Figure 101: Volume consumption of yogurt among teens, January 2007-November 2011
- Figure 102: Volume consumption of yogurt among teens, by gender and age, October 2010-November 2011
- Many adopting SKUs designed primarily for adults
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- Figure 103: Yogurt consumption among teens, by brands, January 2007-November 2011
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- Figure 104: Yogurt consumption among teens by brands, by gender and age, October 2010-November 2011
- Nearly four in 10 teens eat frozen yogurt
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- Figure 105: Personal incidence of eating frozen yogurt, January 2007-November 2011
- Most kids prefer SKUs with pre-mixed fruit
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- Figure 106: Yogurt consumption among teens by kinds, by gender and age, October 2010-November 2011
Race and Hispanic Origin
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- Key points
- Ethnic groups embracing the category
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- Figure 107: Personal incidence of buying yogurt and yogurt drinks for self and someone else in the household, by race/Hispanic origin, February-March 2012
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- Figure 108: Volume consumption of yogurt and smoothies, by race/Hispanic origin, October 2010-November 2011
- Hispanics and blacks more likely to prefer regular varieties
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- Figure 109: Yogurt and smoothie consumption, by race/Hispanic origin, October 2010-November 2011
- Hispanics much more likely to have tried Australian varieties
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- Figure 110: Attitudes toward Australian yogurt, by race/Hispanic origin, February-March 2012
- Target minorities with probiotics and frozen SKUs
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- Figure 111: Consumer behavior toward yogurt/yogurt drinks, by race/Hispanic origin, February-March 2012
Custom Consumer Groups
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- Calorie counters use more per month
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- Figure 112: Volume consumption of yogurt and smoothies, by attitudes/opinions (food) – any agree, October 2010-November 2011
- Healthy snackers tend to use more per month
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- Figure 113: Volume consumption of yogurt and smoothies, by attitudes/opinions (food) – any agree, October 2010-November 2011
- Frozen users more likely to prefer low and non-fat
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- Figure 114: Yogurt and smoothie consumption, October 2010-November 2011
IRI/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 115: Brand map, selected brands of refrigerated yogurt buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 116: 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 117: 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 118: 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 119: Yogurt/yogurt drinks consumption, by location – drinkable yogurt, by gender, February-March 2012
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- Figure 120: Yogurt/yogurt drinks consumption, by occasion – frozen yogurt, by age, February-March 2012
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- Figure 121: Yogurt/yogurt drinks consumption, by occasion – drinkable yogurt, by gender, February-March 2012
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- Figure 122: Retail channels choice to purchase yogurt/yogurt drinks, by gender, February-March 2012
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- Figure 123: Yogurt/yogurt drinks purchase, by packaging type – frozen yogurt, by race/Hispanic origin, February-March 2012
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- Figure 124: Retail channels choice to purchase yogurt/yogurt drinks, by race/Hispanic origin, February-March 2012
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Appendix—Trade Associations
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