Table of Contents
Introduction
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- Definitions
- Market segments
- Demographics
Executive Summary
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- The market
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- Figure 1: China yogurt market value, 2007-12
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- Figure 2: China yogurt market volume, 2007-12
- Enablers and inhibitors to industry growth
- The forecast
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- Figure 3: Yogurt market value, 2007-17
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- Figure 4: Yogurt market volume, 2007-17
- Companies
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- Figure 5: Dairy market share of leading yogurt makers in China by value, 2009-12
- Dairy scandals focus Mengniu’s development strategy
- Yili grows despite setbacks
- Bright growth through acquisitions
- International makers face serious challenges in China
- Consumer groups
- From a demographic perspective
- From a psychographic perspective
- Key issues
- Three domestic brands dominate the market
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- Figure 6: Repertoire of yogurt brands bought in the past 6 months, October 2012
- Consumers wary of additive claims for greater health and beauty
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- Figure 7: Top 3 factors to consider when buying yogurt, October 2012
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- Figure 8: Most popular top ranked factors to consider when buying yogurt, by demographics, October 2012
- Back to basics: Yogurt flavour and texture trump complexity in consumer tastes
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- Figure 9: Frequency of having yogurt, October 2012
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- Figure 10: Top 3 factors to consider when buying yogurt, October 2012
- Engaging consumers who have been neglected in the market
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- Figure 11: Agreement with the statement ‘Yogurt is a healthy alternative to treats like dessert or ice cream’, by demographics, October 2012
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- Figure 12: Agreement with the statement ‘yogurts with nutritional benefits such as probiotics are worth paying more for’, by demographics, October 2012
- Figure 13: Most popular occasions of having yogurt, by demographics, October 2012
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- Figure 14: Next most popular occasions of having yogurt, by demographics, October 2012
Three Domestic Brands Dominate the Market
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- Key points
- State-owned or government-backed dairies dominate the market
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- Figure 15: Yogurt brands bought in the past 6 months, October 2012
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- Figure 16: Number of yogurt brands bought in the past 6 months, October 2012
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- Figure 17: Number of yogurt brands bought in the past 6 months, by demographics, October 2012
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- Figure 18: Yogurt brands bought most often in the past 6 months, October 2012
- Figure 19: Market share by value of top three dairy producers in China, 2009-12
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- Figure 20: Market share by volume of top three dairy producers in China, 2009-12
- Figure 21: Yogurt brands bought most often in the past 6 months, October 2012
- Sources of dominance – secured and sufficient supply of high quality raw milk
- Local brands remain strong in their home markets
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- Figure 22: Most popular yogurt brands bought in the past 6 months, by demographics, October 2012
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- Figure 23: Brands bought most often in the past 6 months, by cities, October 2012
- Consumers purchase big and familiar brands due to safety concerns
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- Figure 24: Attitudes toward yogurt, October 2012
- International brands find it difficult to thrive in the market despite positive image
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- Figure 25: Attitudes toward yogurt, October 2012
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- Figure 26: Agreement with the statement ‘International yogurt brands are of higher quality than local brands’, by regions, October 2012
- Figure 27: Agreement with the statement ‘International yogurt brands are of higher quality than local brands’, by demographics, October 2012
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- Figure 28: Agreement with the statement ‘International yogurt brands are of higher quality than local brands’, by demographics, October 2012
- Opportunities for international brands
- Investment in cow farm or R&D center
- M&A & JV activity
- Marketing to target the affluent
- What it means
Great Opportunities Still Exist in Health Benefits and Beyond
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- Key points
- Digestive is one of the main health benefits people look for
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- Figure 29: Consumers’ attitude towards yogurt/yogurt drinks’, by demographics, October 2012
- Figure 30: Attitudes toward yogurt, October 2012
- Vanity aspects of the health benefits are under-appreciated
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- Figure 31: Top 3 factors to consider when buying yogurt, October 2012
- Figure 32: Share of new yogurt product claims in China, 2008-12
- Exploring yogurt’s health benefits and more
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- Figure 33: Occasions of having yogurt, October 2012
- Food pairing for digestion, both on-trade and off-trade
- Snacking is another trigger for consuming yogurt
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- Figure 34: Occasions of having yogurt, October 2012
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- Figure 35: ‘Yogurt is a healthy alternative to treats like dessert or ice cream’, by demographics, October 2012
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- Figure 36: Comparison of occasions for eating ice cream vs yogurt, 2012
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- Figure 37: Comparison of channels through which yogurt vs ice cream purchased, 2012
- What it means
Back to Basics: Yogurt Flavour and Texture Trump Complexity in Consumer Tastes
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- Key points
- Consumers most keen on All Natural yogurt
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- Figure 38: Top 3 factors to consider when buying yogurt, October 2012
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- Figure 39: Attitudes towards yogurt, October 2012
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- Figure 40: Share of no additives/preservatives claims for new yogurt products launched into China market, January 2008-December 2012
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- Figure 41: Share of yogurt flavours launched in China, 2008-12
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- Figure 42: Top ingredients promoted by yogurt products sold in China
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- Figure 43: Frequency of having yogurt, October 2012
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- Figure 44: Usage of top ingredients promoted by yogurt products sold in China, 1997-2012
- Brands respond by introducing all sorts of ‘natural’ yogurt products
- Greek yogurt becomes very popular because of its natural image
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- Figure 45: Most popular frequency of having Greek-style yogurt, by demographics, October 2012
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- Figure 46: Most popular frequency of having Greek-style yogurt, by demographics, October 2012
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- Figure 47: Most popular frequency of having Greek-style yogurt, by demographics, October 2012
- ‘Old’ Yogurt has jumped on the ‘all natural’ bandwagon
- Consumers want a sense of control over what goes into their yogurt
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- Figure 48: Top 3 factors to consider when buying yogurt, October 2012
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- Figure 49: Frequency of having yogurt, October 2012
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- Figure 50: Most popular frequency of having flavoured yogurt, by demographics, October 2012
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- Figure 51: Most popular frequency of having greek-style yogurt, by demographics, October 2012
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- Figure 52: Agreement with the statement ‘I prefer natural/Greek-style yogurts with a neutral flavour, which I can modify myself’, by demographics, October 2012
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- Figure 53: Agreement with the statement ‘I prefer natural/Greek-style yogurts with a neutral flavour, which I can modify myself’, by demographics, October 2012
- What it means
Underserved Consumer Segments: Convenience Seekers, Men in Their Forties and Low Income Earners
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- Key points
- Convenience seekers
- Convenience is one of the USPs for yogurt drink
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- Figure 54: Most popular occasions of having yogurt drinks, by demographics, October 2012
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- Figure 55: Attitudes towards yogurt, October 2012
- Reasons for not drinking yogurt drink more frequently
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- Figure 56: Frequency of having yogurt, October 2012
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- Figure 57: Cost of store drinks relative to yogurt drink, 2012
- Opportunities to increase the frequency of drinking yogurt drink
- Men aged 40+ another consumer group that has been neglected
- Men are less interested in the health benefits of yogurt
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- Figure 58: Agreement with statements ‘, by demographics, October 2012
- Men less likely to consume yogurt on most occasions
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- Figure 59: Occasions of having yogurt, by demographics, October 2012
- Reasons for men’s lack of interest in yogurt
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- Figure 60: Key grocery shopping decision maker, by demographics, April 2012
- Importance of men and how yogurt brands have been dealing with them so far
- Opportunities in the men segment
- Consumers with low income are missed as well
- Low income earners are wary of additional health benefits and ingredients
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- Figure 61: Agreement with the statements ‘I believe yogurt is good for one's digestion’, by demographics, October 2012
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- Figure 62: Most popular top ranked factors to consider when buying yogurt, by demographics, October 2012
- What yogurt brands have been doing so far?
- Opportunities to sell yogurt to consumers with low income
- What it means
The Future of the Market
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- Figure 63: Total yogurt market value, 2007-17
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- Figure 64: Market value projections for spoonable unflavoured yogurt, 2007-17
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- Figure 65: Market value projections for spoonable flavoured, 2007-17
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- Figure 66: Market value projections for drinkable/cultured yogurt, 2007-17
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Appendix – Frequency of Having Yogurt
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- Figure 67: Frequency of having yogurt, October 2012
- Figure 68: Frequency of having yogurt, October 2012
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- Figure 69: Most popular frequency of having natural yogurt, by demographics, October 2012
- Figure 70: Next most popular frequency of having natural yogurt, by demographics, October 2012
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- Figure 71: Most popular frequency of having flavoured yogurt, by demographics, October 2012
- Figure 72: Next most popular frequency of having flavoured yogurt, by demographics, October 2012
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- Figure 73: Most popular frequency of having Greek-style yogurt, by demographics, October 2012
- Figure 74: Next most popular frequency of having Greek-style yogurt, by demographics, October 2012
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- Figure 75: Most popular frequency of having yogurt drink, by demographics, October 2012
- Figure 76: Next most popular frequency of having yogurt drink, by demographics, October 2012
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- Figure 77: Most popular frequency of having other type of yogurt, by demographics, October 2012
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Appendix – Occasions of Having Yogurt
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- Figure 78: Occasions of having yogurt, October 2012
- Figure 79: Most popular occasions of having yogurt, by demographics, October 2012
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- Figure 80: Next most popular occasions of having yogurt, by demographics, October 2012
- Figure 81: Occasions of having yogurt drinks, October 2012
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- Figure 82: Most popular occasions of having yogurt drinks, by demographics, October 2012
- Figure 83: Next most popular occasions of having yogurt drinks, by demographics, October 2012
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Appendix – Yogurt Brands Bought in the Past 6 Months
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- Figure 84: Yogurt brands bought in the past 6 months, October 2012
- Figure 85: Most popular yogurt brands bought in the past 6 months, by demographics, October 2012
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- Figure 86: Next most popular yogurt brands bought in the past 6 months, by demographics, October 2012
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Appendix – Number of Yogurt Brands Bought
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- Figure 87: Number of yogurt brands bought in the past 6 months, October 2012
- Figure 88: Number of yogurt brands bought in the past 6 months, by demographics, October 2012
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Appendix – Yogurt Brands Bought Most Often in the Past 6 Months
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- Figure 89: Yogurt brands bought most often in the past 6 months, October 2012
- Figure 90: Most popular yogurt brands bought most often in the past 6 months, by demographics, October 2012
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Appendix – Channels of Buying Yogurt
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- Figure 91: Channels of buying yogurt, October 2012
- Figure 92: Most popular channels of buying yogurt, by demographics, October 2012
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- Figure 93: Next most popular channels of buying yogurt, by demographics, October 2012
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Appendix – Top Three Factors to Consider when Buying Yogurt
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- Figure 94: Top 3 factors to consider when buying yogurt, October 2012
- Figure 95: Most popular top ranked factors to consider when buying yogurt, by demographics, October 2012
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- Figure 96: Next most popular top ranked factors to consider when buying yogurt, by demographics, October 2012
- Figure 97: Other top ranked factors to consider when buying yogurt, by demographics, October 2012
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- Figure 98: Most popular second ranked factors to consider when buying yogurt, by demographics, October 2012
- Figure 99: Next most popular second ranked factors to consider when buying yogurt, by demographics, October 2012
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- Figure 100: Other second ranked factors to consider when buying yogurt, by demographics, October 2012
- Figure 101: Most popular third ranked factors to consider when buying yogurt, by demographics, October 2012
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- Figure 102: Next most popular third ranked factors to consider when buying yogurt, by demographics, October 2012
- Figure 103: Other third ranked factors to consider when buying yogurt, by demographics, October 2012
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Appendix – Attitudes toward Yogurt
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- Figure 104: Attitudes toward yogurt, October 2012
- Figure 105: Agreement with the statements ‘I believe yogurt is good for one's digestion’ and ‘I generally pay attention to the health claims on yogurt/yogurt drinks, by demographics, October 2012
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- Figure 106: Agreement with the statements ‘Yogurt is a healthy alternative to treats like dessert or ice cream’ and ‘It is not very convenient to eat yogurt while on the go’, by demographics, October 2012
- Figure 107: Agreement with the statements ‘yogurt/yogurt drinks make a perfect snack in between meals’ and ‘yogurt is a good accompaniment to other food such as cracker, biscuits, cereals or salad’, by demographics, October 2012
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- Figure 108: Agreement with the statements ‘I prefer yogurt with fruit bits’ and ‘yogurts with nutritional benefits such as probiotics are worth paying more for’, by demographics, October 2012
- Figure 109: Agreement with the statements ‘I am concerned about preservatives used in yogurt’ and ‘I would like to see more yogurt/yogurt drinks with 'super food' ingredients’, by demographics, October 2012
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- Figure 110: Agreement with the statements ‘I would like to see a greater variety of yogurt flavours’ and ‘I prefer natural/Greek-style yogurts with a neutral flavour, which I can modify myself’, by demographics, October 2012
- Figure 111: Agreement with the statements ‘International yogurt brands are of higher quality than local brands’ and ‘I prefer well known yogurt brands for safety reasons’, by demographics, October 2012
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- Figure 112: Agreement with the statement ‘Own label yogurt is just as good as well-known yogurt brands’, by demographics, October 2012
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