Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Market size and forecast for UK retail value sales of yogurt and yogurt drinks, 2008-18
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- Figure 2: Market size and forecast for UK retail value sales of desserts, 2008-18
- Market factors
- Revised EFSA regulations hit the yogurt market
- Growth in 25-34s and 5-9s to boost the market…
- …while shrinking household sizes pose a challenge
- Companies, brands and innovation
- Müller leads in yogurts and chilled desserts
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- Figure 3: UK retail sales of leading brands in everyday and indulgent yogurts and desserts and pouring yogurt, by value, 2012/13*
- NPD activity in yogurt peaks in 2012
- An uptick in adspend in 2012
- The consumer
- Yogurts/yogurt drinks enjoy a high penetration of 84%
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- Figure 4: Types of yogurt/yogurt drink bought in the past three months, by gender, May 2013
- Consumers’ favourite flavour holds the most sway in yogurt choice
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- Figure 5: Factors considered when choosing yogurt/fromage frais, by gender, May 2013
- Yogurt benefits from its functional and health credentials
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- Figure 6: Attitudes towards yogurt/yogurt drinks, May 2013
- Chilled desserts are preferred to frozen or ambient formats
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- Figure 7: Types of desserts eaten and/or bought in the past three months, May 2013
- Consumers want to be able to see their desserts
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- Figure 8: Attitudes towards desserts, May 2013
- What we think
Issues in the Market
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- How has EFSA’s work on health claims affected the yogurt market?
- What steps can yogurt and dessert brands take to enhance their appeal among over-55s?
- How can yogurt brands grow usage occasions for yogurts and desserts?
- What attributes can help yogurt brands appeal to the younger generation?
Trend Application
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- Trend: Many Mes
- Trend: Miniaturize Me
- Mintel Futures: Human
Market Drivers
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- Key points
- Low fat is the go-to claim for healthy eaters
- Probiotics and antioxidants fall foul of the EFSA
- Population changes likely to boost the market
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- Figure 9: Trends in the age structure of the UK population, 2007-17
- Families provide a boost to the sector…
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- Figure 10: Forecast adult population trends, by lifestage, 2007-17
- ….however, household sizes are in decline
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- Figure 11: UK households, by size, 2007-17
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Spoonable yogurts dominate
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- Figure 12: Share of new product launches in the UK yogurt market, by segment, 2009-13
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- Figure 13: Share of new product launches within the UK yogurt market, by segment and company (top ten), 2012
- Brands continue to lead NPD
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- Figure 14: Share of new product launches in the UK yogurt market, branded vs. own-label, 2009-13
- Danone stepped up its new launch activity in 2012
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- Figure 15: Share of new product launches within the UK yogurt market, by company (top 15), 2009-13
- Müller looks to grow its premium yogurt offering
- Yeo Valley steps up its zero-fat yogurt innovation
- L/N/R fat claims become more prevalent
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- Figure 16: Share of new product launches within the UK yogurt market, by claim (top ten), 2009-13
- Danone sets the bar for environmentally friendly packaging
- Limited edition variants became more commonplace in 2012
- Organic and functional claims fall by the wayside
- Rise in new launches of chilled desserts
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- Figure 17: Share of new product launches within the UK dessert market, by segment, 2009-13
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- Figure 18: Share of new product launches in the UK dessert market, branded vs. own-label, 2012
- Morrisons ramps up its new launch activity in 2012
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- Figure 19: Share of new product launches within the UK dessert market, by company (top 15), 2009-13
- Müller moves into desserts in 2013
- Claims relating to fat content are less prevalent in desserts
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- Figure 20: Share of new product launches within the UK yogurt market, by claim (top 15), 2009-13
Market Size and Forecast
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- Key points
- Yogurt market value grows by 17% over 2008-13
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- Figure 21: Market size and forecast for UK retail volume and value sales of yogurt and yogurt drinks, 2008-18
- The future of the yogurt market
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- Figure 22: Market size and forecast for UK retail volume sales of yogurt and yogurt drinks, 2008-18
- Figure 23: Market size and forecast for UK retail value sales of yogurt and yogurt drinks, 2008-18
- Factors used in the forecast
- The dessert market sees sluggish value growth
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- Figure 24: Market size and forecast for UK retail volume and value sales of desserts, 2008-18
- Figure 25: Market size and forecast for UK retail volume sales of desserts, 2008-18
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- Figure 26: Market size and forecast for UK retail value sales of desserts, 2008-18
- Factors used in the forecast
Market Segmentation
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- Key points
- Spoonable and pouring yogurts dominate
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- Figure 27: UK retail value sales of spoonable and pouring yogurt and drinking yogurt, 2008-13
- Figure 28: UK retail volume sales of spoonable and pouring yogurt and drinking yogurt, 2008-13
- Yogurt drinks fall from favour
- Chilled desserts continue to outpace ambient, while frozen declines
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- Figure 29: UK retail value sales of ambient, chilled and frozen desserts, 2008-13
- Figure 30: UK retail volume sales of ambient, chilled and frozen desserts, 2008-13
- Volatility in the ambient dessert market
- Sales of frozen desserts tumble
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- Figure 31: Share of ambient, frozen and chilled desserts in total retail value sales of desserts, 2008-13
Market Share
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- Key points
- Müller leads in yogurts and chilled desserts
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- Figure 32: UK retail sales of leading brands in yogurt and chilled dessert, by value and volume, 2012 and 2013
- Figure 33: UK retail sales of leading manufacturers in yogurt and chilled dessert, by value and volume, 2012 and 2013
- Sales are down for Danone yogurt brands
- Own-label continues to steal share
- Yeo Valley is the big success story
- Only Yakult saw value growth in the drinking yogurt category
- Yoplait has a strong presence in the kids’ yogurt market
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- Figure 34: UK retail sales of leading brands in kids’ yogurt and desserts, by value and volume, 2012 and 2013
- Figure 35: UK retail sales of leading manufacturers in kids’ yogurt and desserts, by value and volume, 2012 and 2013
- Ambrosia outperforms the ambient dessert market
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- Figure 36: UK retail sales of leading brands in ambient desserts, by value and volume, 2012 and 2013
- Figure 37: UK retail sales of leading manufacturers in ambient desserts, by value and volume, 2012 and 2013
- Own-label has the upper hand in frozen desserts
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- Figure 38: UK retail sales of leading brands in frozen desserts, by value and volume, 2012 and 2013
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 39: Attitudes towards and usage of brands in the yogurt sector, May 2013
- Correspondence analysis
- Brand attitudes
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- Figure 40: Attitudes, by yogurt brand, May 2013
- Brand personality
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- Figure 41: Yogurt brand personality – macro image, May 2013
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- Figure 42: Yogurt brand personality – micro image, May 2013
- Brand experience
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- Figure 43: Yogurt brand usage, May 2013
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- Figure 44: Satisfaction with various yogurt brands, May 2013
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- Figure 45: Consideration of yogurt brands, May 2013
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- Figure 46: Consumer perceptions of current yogurt brand performance, May 2013
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- Figure 47: Yogurt brand recommendation – Net Promoter Score, May 2013
- Brand index
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- Figure 48: Yogurt brand index, May 2013
- Figure 49: Yogurt brand index vs. recommendation, May 2013
- Target group analysis
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- Figure 50: Target groups, May 2013
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- Figure 51: Yogurt brand usage, by target groups, May 2013
- 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
- Adspend growth returns in 2012
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- Figure 52: Topline advertising spend in the yogurts and desserts markets, 2009-13
- Müller Dairy overtakes Danone as top advertiser in 2012
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- Figure 53: Advertising expenditure in the UK yogurts market, by top ten advertisers, 2009-12
- Müller invests in Corner range in 2012
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- Figure 54: Advertising expenditure in the UK yogurts market, by top ten brands, 2009-12
- TV campaigns continue to be increasingly relied upon
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- Figure 55: Advertising expenditure in the UK yogurts market, by media type, 2009-13
- Premier Foods leads dessert investment in 2012
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- Figure 56: Advertising expenditure in the UK desserts* market, by top ten advertisers, 2009-12
- Ambrosia invests in adspend in 2012
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- Figure 57: Advertising expenditure in the UK desserts* market, by top ten brands, 2009-12
- Press overtakes TV as most popular form of advertising in the desserts category
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- Figure 58: Advertising expenditure in the UK desserts* market, by media type, 2009-13
Channels to Market
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- Key point
- Multiples continue to dominate
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- Figure 59: UK retail value sales of yogurts and dessert, by outlet type, 2009-12
The Consumer – Usage of Yogurt/Fromage Frais
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- Key points
- Yogurts/yogurt drinks enjoy a high penetration of 84%
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- Figure 60: Types of yogurt/yogurt drink bought in the past three months, by gender, May 2013
- Families are most likely to buy yogurts/yogurt drinks
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- Figure 61: Consumers who have purchased any yogurt/yogurt drink in the past three months, by age and presence of children and household size, May 2013
- Yogurt drinks
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- Figure 62: Consumers who have purchased yogurt/yogurt drink in the past three months, by age, May 2013
- Half of consumers only purchase one or two different types of yogurt
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- Figure 63: Repertoire of types of yogurt/yogurt drink bought in the past three months, May 2013
- Yogurt enjoys frequent usage
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- Figure 64: Frequency of eating yogurt and fromage frais, May 2013
The Consumer – Varieties of Yogurt/Fromage Frais Purchased
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- Key points
- Low fat is the most popular type of yogurt
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- Figure 65: Varieties of yogurt/fromage frais purchased, by gender, May 2013
- Low-fat yogurts are popular among older buyers
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- Figure 66: Consumers who have purchased low-fat, full-fat and non/zero-fat yogurts/fromage frais, by age, May 2013
- Natural versus Greek
- Organic yogurts attract a young, affluent crowd
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- Figure 67: Consumers who have purchased organic yogurts/fromage frais, by age and socio-economic group, May 2013
- Multipacks are most popular format
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- Figure 68: Pack types of yogurt/fromage frais purchased in the past three months, by gender, May 2013#
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- Figure 69: Pack types of yogurt/fromage frais purchased in the past three months, by varieties of yogurt/fromage frais purchased, May 2013
The Consumer – Choice Factors for Yogurts/Fromage Frais
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- Key points
- Consumers’ favourite flavour holds the most sway
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- Figure 70: Factors considered when choosing yogurt/fromage frais, by gender, May 2013
- Price versus special offers
- Over-55s are most interested in diet-related factors
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- Figure 71: Most popular factors considered when choosing yogurt/fromage frais, by all-natural ingredients, low sugar/sugar-free and reduced calorie claims, by age, May 2013
- Premium and ethical attributes
The Consumer – Attitudes Towards Yogurt/Yogurt Drinks
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- Key points
- Yogurt benefits from its functional credentials
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- Figure 72: Attitudes towards yogurt/yogurt drinks, May 2013
- Added health benefits give yogurts something extra
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- Figure 73: Consumers who are interested in yogurts and yogurt drinks with added health benefits, by gender, May 2013
- Guilt-free, indulgent treat ticks all the boxes for women
- Yogurt is also deemed to be a good cooking ingredient
The Consumer – Usage of Desserts
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- Key points
- Chilled desserts are preferred to frozen or ambient formats
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- Figure 74: Types of desserts eaten and/or bought in the past three months, May 2013
- Consumers are promiscuous in their dessert buying behaviour
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- Figure 75: Repertoire of types of dessert bought in the past three months, May 2013
The Consumer – Attitudes Towards Desserts
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- Key points
- Consumers concerned about visibility
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- Figure 76: Attitudes towards desserts, May 2013
- Smaller and individual portions appeal to lots of consumers
- Consumers watch calorie content
- Individual desserts could benefit from meal deal availability
Appendix – Market Size
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- Figure 77: Best- and worst-case forecasts for UK retail sales of yogurt and yogurt drinks, by volume, 2013-18
- Figure 78: Best- and worst-case forecasts for UK retail sales of yogurt and yogurt drinks, by value, 2013-18
- Figure 79: Best- and worst-case forecasts for UK retail sales of desserts, by volume, 2013-18
- Figure 80: Best- and worst-case forecasts for UK retail sales of desserts, by value, 2013-18
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Appendix – Brand Research
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- Figure 81: Brand usage, May 2013
- Figure 82: Brand commitment, May 2013
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- Figure 83: Brand momentum, May 2013
- Figure 84: Brand diversity, May 2013
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- Figure 85: Brand satisfaction, May 2013
- Figure 86: Brand recommendation, May 2013
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- Figure 87: Brand attitude, May 2013
- Figure 88: Brand image – macro image, May 2013
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- Figure 89: Brand image – micro image, May 2013
- Figure 90: Profile of target groups, by demographics, May 2013
- Figure 91: Psychographic segmentation, by target groups, May 2013
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- Figure 92: Brand usage, by target groups, May 2013
- Brand index
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- Figure 93: Brand index, May 2013
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Appendix – The Consumer – Usage of Yogurt/Fromage Frais
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- Figure 94: Types of yogurt/yogurt drink bought in the past three months, May 2013
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- Figure 95: Most popular types of yogurt/yogurt drink bought in the past three months, by demographics, May 2013
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- Figure 96: Next most popular types of yogurt/yogurt drink bought in the past three months, by demographics, May 2013
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- Figure 97: Repertoire of types of yogurt/yogurt drink bought in the past three months, by demographics, May 2013
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- Figure 98: Most popular frequency of eating yogurt, by demographics, May 2013
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- Figure 99: Next most popular frequency of eating fromage frais, by demographics, May 2013
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Appendix – The Consumer – Varieties of Yogurt/Fromage Frais Purchased
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- Figure 100: Varieties of yogurt/fromage frais purchased, May 2013
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- Figure 101: Most popular varieties of yogurt/fromage frais purchased, by demographics, May 2013
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- Figure 102: Next most popular varieties of yogurt/fromage frais purchased, by demographics, May 2013
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- Figure 103: Repertoire of varieties of yogurt/fromage frais purchased, by demographics, May 2013
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- Figure 104: Pack types of yogurt/fromage frais purchased in the past three months, by demographics, May 2013
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Appendix – Choice Factors for Yogurts/Fromage Frais
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- Figure 105: Factors considered when choosing yogurt/fromage frais, May 2013
- Figure 106: Most popular factors considered when choosing yogurt/fromage frais, by demographics, May 2013
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- Figure 107: Next most popular factors considered when choosing yogurt/fromage frais, by demographics, May 2013
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Appendix – The Consumer – Attitudes Towards Yogurt/Fromage Frais
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- Figure 108: Agreement with the statement ‘Yogurts make for a good guilt-free snack’, by demographics, May 2013
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- Figure 109: Agreement with the statement ‘I'd like to see a wider variety of yogurts with added health benefits’, by demographics, May 2013
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- Figure 110: Agreement with the statement ‘I trust the health benefits yogurts claim on the packaging’, by demographics, May 2013
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- Figure 111: Agreement with the statement ‘Yogurts with ‘healthy’ claims are still high in sugar’, by demographics, May 2013
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- Figure 112: Agreement with the statement ‘Yogurt is a good way to get calcium and Vitamin D in my diet’, by demographics, May 2013
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- Figure 113: Agreement with the statement ‘Yogurt/yogurt drinks are a good way to support digestive health’, by demographics, May 2013
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- Figure 114: Agreement with the statement ‘I would like to see more yogurts high in protein’, by demographics, May 2013
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- Figure 115: Agreement with the statement ‘Yogurts can be a good cooking ingredient (eg for sauces/dips)’, by demographics, May 2013
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- Figure 116: Agreement with the statement ‘The taste of a yogurt is more important to me than calorie content’, by demographics, May 2013
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- Figure 117: Agreement with the statement ‘A thick texture makes a yogurt feel more indulgent’, by demographics, May 2013
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- Figure 118: Agreement with the statement ‘Big pots allow you to control the portion size’, by demographics, May 2013
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- Figure 119: Agreement with the statement ‘I would eat yogurts more often if they kept me fuller for longer’, by demographics, May 2013
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Appendix – The Consumer – Usage of Desserts
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- Figure 120: Chilled desserts eaten and/or bought in the past three months, by demographics, May 2013
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- Figure 121: Custard/vanilla sauce eaten and/or bought in the past three months, by demographics, May 2013
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- Figure 122: Non-chilled dessert eaten and/or bought in the past three months, by demographics, May 2013
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- Figure 123: Packet dessert mixes eaten and/or bought in the past three months, by demographics, May 2013
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- Figure 124: Frozen dessert eaten and/or bought in the past three months, by demographics, May 2013
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- Figure 125: Other eaten and/or bought in the past three months, by demographics, May 2013
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- Figure 126: Repertoire of types of desserts eaten and/or bought in the past three months, by demographics, May 2013
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- Figure 127: Repertoire of types of desserts eaten and/or bought in the past three months, by demographics, May 2013 (continued)
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Appendix – The Consumer – Choice Factors for Desserts
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- Figure 128: Most popular factors considered when choosing desserts, by demographics, May 2013
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- Figure 129: Next most popular factors considered when choosing desserts, by demographics, May 2013
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- Figure 130: Other factors considered when choosing desserts, by demographics, May 2013
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Appendix – The Consumer – Attitudes Towards Desserts
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- Figure 131: Most popular attitudes towards desserts, by demographics, May 2013
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- Figure 132: Next most popular attitudes towards desserts, by demographics, May 2013
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