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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- Market factors
- Yogurt sales top $7 billion in fifth consecutive year of growth
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- Figure 1: Total market sales and fan chart forecast of yogurt, at current prices, 2008-18
- Greek yogurt drives demand
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- Figure 2: MULO sales of refrigerated yogurt, by leading companies, rolling 52 weeks 2012 and 2013
- The consumer
- Women key audience for spoonable yogurts
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- Figure 3: Yogurt consumption, by gender, June 2013
- Parents may provide growth opportunity
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- Figure 4: Yogurt types purchased, by presence of children in household, June 2013
- Greek yogurt buyers beginning to look for value
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- Figure 5: Yogurt types purchased, by yogurt pricing attitudes, June 2013
- Consumers agree yogurt provides many health benefits
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- Figure 6: Agreement with yogurt attitudes, June 2013
- Affluent consumers demand all-natural ingredients
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- Figure 7: Characteristics affecting which spoonable yogurt types chosen, by household income, June 2013
- What we think
Issues and Insights
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- How can Greek yogurts continue to drive sales as the market matures?
- Insight: There is a significant opportunity for value-priced lines of Greek yogurt
- How can marketers better attract parents and kids?
- Insight: Market yogurt as a healthier option for kids
- How can the supermarket channel compete with Walmart’s growing influence?
- Insight: There is opportunity for more private label yogurts, notably Greek
Trend Applications
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- Trend: Help Me Help Myself
- Trend: The Man in the Mirror
- Mintel Futures: Old Gold
Market Size and Forecast
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- Key points
- Yogurt sales top $7 billion in fifth consecutive year of growth
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- Figure 8: Total U.S. retail sales and forecast of yogurt and yogurt drinks, at current prices, 2008-18
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- Figure 9: Total U.S. retail sales and forecast of yogurt and yogurt drinks, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 10: Total Market sales and fan chart forecast of market, at current prices, 2008-18
Market Drivers
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- Key points
- Economic recovery could spark sales growth
- Rising prices could affect yogurt sales
- Nationwide obesity rates call for increased awareness
- Rapid growth of minorities will drive demand
- Parents a key demographic for marketers
Competitive Context
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- Other nutritional snacks present key competitors
- Breakfast cereals and other breakfast foods present additional choice
- Yogurt now competes with dessert options, too
Segment Performance
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- Key points
- Spoonable yogurt accounts for 93% of estimated market share
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- Figure 11: Total U.S. retail sales of yogurt and yogurt drinks, by segment, at current prices, 2011 and 2013 (est.)
Segment Performance—Spoonable Yogurt
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- Key points
- Greek drives growth for another year
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- Figure 12: Total U.S. retail sales and forecast of yogurt, at current prices, 2008-13
Segment Performance—Yogurt Drinks
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- Key points
- Yogurt drinks sales increase for second consecutive year
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- Figure 13: Total U.S. retail sales and forecast of yogurt drinks, at current prices, 2008-13
Retail Channels
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- Key points
- Supermarkets slowly losing market share
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- Figure 14: Total U.S. retail sales of yogurt and yogurt drinks, by channel, at current prices, 2008-13
Retail Channels—Supermarkets
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- Key points
- Supermarket yogurt sales estimated to reach $4.9 billion
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- Figure 15: U.S. supermarket sales of yogurt and yogurt drinks, at current prices, 2008-13
Retail Channels—Drug Stores
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- Key points
- Drug stores account for essentially no yogurt sales
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- Figure 16: U.S. drug store sales of yogurt and yogurt drinks, at current prices, 2008-13
Retail Channels—Other Retail Channels
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- Key points
- Sales through other retail channels continue impressive growth
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- Figure 17: U.S. sales of yogurt and yogurt drinks through other retail channels, at current prices, 2008-13
- Walmart receives dominant share of grocery shopping
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- Figure 18: Shopping frequency by supermarket and food store, October 2007-November 2012
Retail Channels—Natural Supermarkets
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- Key points
- Insights
- Sales of yogurt and yogurt drinks in the natural channel
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- Figure 19: Natural supermarket sales of yogurt and yogurt drinks, at current prices, 2011-13*
- Figure 20: Natural supermarket sales of yogurt and yogurt drinks, at inflation-adjusted prices, 2011-13*
- Natural channel sales of yogurt by segment
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- Figure 21: Natural supermarket sales of yogurt and yogurt drinks, by segment, 2011 and 2013*
- Natural channel sales of refrigerated dairy yogurt by type
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- Figure 22: Natural supermarket sales of refrigerated dairy yogurt by type, by segment, 2011* and 2013*
- Brands of note
- Natural channel sales of breakfast yogurt by organic
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- Figure 23: Natural supermarket sales of yogurt and yogurt drinks, by organic, 2010 and 2012*
Leading Companies
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- Key points
- Three companies account for almost 75% market share
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- Figure 24: MULO sales of yogurt and yogurt drinks, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share—Yogurt
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- Key points
- Dannon Oikos and Chobani win big with consumers
- Chobani Champions makes successful pitch at parents
- Non-Greek healthy options lose share
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- Figure 25: MULO sales of refrigerated yogurt, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share—Yogurt Drinks
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- Key points
- Kid-friendly yogurt drinks drive segment growth
- Probiotic yogurt drink products gain appeal
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- Figure 26: MULO sales of yogurt drinks, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- New Greek product introductions
- Dessert-inspired products speak to consumers’ indulgences
- Kid-friendly products make a crowded market
Marketing Strategies
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- Chobani asks consumers to “Go Real”
- Chobani Real is Simple ads
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- Figure 27: Chobani, real is simple ad, 2013
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- Figure 28: Chobani, Start with the best ad, 2013
- Dannon positions popular Oikos brand as ideal for both genders
- Dannon ads speak to genders
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- Figure 29: Dannon, There’s a new protein in town ad, 2013
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- Figure 30: Dannon, Linda sacrificed ad, 2013
- Yoplait looks to reenergize the brand by refocusing on strengths
- Yoplait ad speaks to its strength in variety
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- Figure 31: Yoplait, Forty delicious flavors ad, 2012
- Figure 32: Yoplait, Yoplait Greek 100 ad, 2013
Social Media—Yogurt and Yogurt Drinks
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- Key points
- Key social media metrics
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- Figure 33: Key brand metrics, yogurt and yogurt drink brands, July 2013
- Market overview
- Brand usage and awareness
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- Figure 34: Usage and awareness of selected yogurt and yogurt drink brands, May 2013
- Interaction with brands
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- Figure 35: Interaction with selected yogurt and yogurt drink brands, May 2013
- Online conversations
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- Figure 36: Online conversations on selected yogurt and yogurt drink brands, by day July 2-Aug. 1, 2013
- Where are people talking about yogurt and yogurt drink brands?
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- Figure 37: Online conversations on selected yogurt and yogurt drink brands, by page type, July 2-Aug. 1, 2013
- What are people talking about?
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- Figure 38: Types of conversations around selected yogurt and yogurt drink brands, July 2-Aug. 1, 2013
- Figure 39: Types of conversations around selected yogurt and yogurt drink brands, by day, July 2-Aug. 1, 2013
- Brand analysis
- Chobani
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- Figure 40: Chobani key social media indicators, July 2013
- Key online campaigns
- What we think
- Yoplait
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- Figure 41: Yoplait key social media indicators, July 2013
- Key online campaigns
- What we think
- Activia
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- Figure 42: Activia key social media indicators, July 2013
- Key online campaigns
- What we think
- Dannon
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- Figure 43: Dannon key social media indicators, July 2013
- Key online campaigns
- What we think
- Oikos
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- Figure 44: Oikos key social media indicators, July 2013
- Key online campaigns
- What we think
- FAGE
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- Figure 45: FAGE key social media indicators, July 2013
- Key online campaigns
- What we think
Adult Usage
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- Key points
- Yogurt market crowded with many brands
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- Figure 46: Yogurt brands, by gender, January 2012-March 2013
- Chobani most popular among 34-44s
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- Figure 47: Yogurt brands, by age, January 2012-March 2013
- Opportunity for Chobani and other Greek brands for value line
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- Figure 48: Yogurt brands, by household income, January 2012-March 2013
Yogurt Consumption
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- Key points
- One out of four respondents eating more Greek yogurt this year
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- Figure 49: Yogurt consumption, June 2013
- Women key audience for spoonable yogurts
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- Figure 50: Yogurt consumption, by gender, June 2013
- Market opportunity for low-priced Greek option
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- Figure 51: Yogurt consumption, by household income, June 2013
- Natural ingredients key attraction for Greek yogurt buyers
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- Figure 52: Characteristics affecting which spoonable yogurt types chosen, by yogurt consumption—More, June 2013
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- Figure 53: Agreement with yogurt attitudes, by yogurt consumption – More, June 2013
- Price increases may affect Greek yogurt and yogurt drink consumption
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- Figure 54: Yogurt pricing attitudes, by yogurt consumption – Less, June 2013
Yogurt Types Purchased
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- Key points
- Female consumers drive spoonable yogurt segment buying
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- Figure 55: Yogurt types purchased, by gender, June 2013
- High demand for less traditional products among young adults
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- Figure 56: Yogurt types purchased, by age, June 2013
- Yogurt purchased by more affluent consumers
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- Figure 57: Yogurt types purchased, by household income, June 2013
- Parents more likely to buy yogurt of all types
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- Figure 58: Yogurt types purchased, by presence of children in household, June 2013
- Greek yogurt buyers choose health, non-Greek yogurt buyers choose price
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- Figure 59: Yogurt types purchased, by characteristics affecting which spoonable yogurt types chosen, June 2013
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- Figure 60: Yogurt types purchased, by characteristics affecting which spoonable yogurt types chosen, June 2013 (continued)
- Greek yogurt buyers looking for new values
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- Figure 61: Yogurt types purchased, by yogurt pricing attitudes, June 2013
- Kids think of yogurt drinks as a dessert/treat
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- Figure 62: Yogurt types purchased, by attitudes regarding yogurt taste and flavors, June 2013
Reasons Why Spoonable Yogurt Chosen
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- Key points
- Price is the most important factor
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- Figure 63: Characteristics affecting which spoonable yogurt types chosen, by gender, June 2013
- Young consumers want value, variety, and a known brand
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- Figure 64: Characteristics affecting which spoonable yogurt types chosen, by age, June 2013
- Demand for all-natural ingredients among higher income households
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- Figure 65: Characteristics affecting which spoonable yogurt types chosen, by household income, June 2013
Yogurt Pricing Attitudes
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- Key points
- Pricing concerns not dominating thought
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- Figure 66: Yogurt pricing attitudes, by gender, June 2013
- Young consumers switching to less expensive options
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- Figure 67: Yogurt pricing attitudes, by age, June 2013
- Private label brands just as good for less affluent consumers
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- Figure 68: Yogurt pricing attitudes, by household income, June 2013
- More evidence Greek yogurt buyers now looking to spend less
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- Figure 69: Yogurt pricing attitudes, by awareness of yogurt or yogurt drink brands, June 2013
- Price-sensitive consumers open to private labels
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- Figure 70: Yogurt pricing attitudes, by characteristics affecting which spoonable yogurt types chosen, June 2013
Yogurt General Attitudes
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- Key points
- Yogurt provides many health benefits, consumers agree
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- Figure 71: Agreement with yogurt attitudes, by gender, June 2013
- Young consumers enjoy thick texture
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- Figure 72: Agreement with yogurt attitudes, by age, June 2013
Yogurt Taste and Flavors
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- Key points
- Demand for natural fruit flavors
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- Figure 73: Attitudes regarding yogurt taste and flavors, by gender, June 2013
- Young consumers seek wide variety of health benefits, flavors
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- Figure 74: Attitudes regarding yogurt taste and flavors, by age, June 2013
Race and Hispanic Origin
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- Key points
- Hispanics embracing the category
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- Figure 75: Yogurt consumption, by race/Hispanic origin, June 2013
- Opportunity for Chobani and other Greek brands among Hispanics
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- Figure 76: Yogurt brands, by race/Hispanic origin, January 2012-March 2013
- Hispanics purchasing yogurt varieties attractive to kids
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- Figure 77: Yogurt types purchased, by race/Hispanic origin, June 2013
- Black consumers interested in new flavors from known brands
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- Figure 78: Characteristics affecting which spoonable yogurt types chosen, by race/Hispanic origin, June 2013
- Large-size yogurt attractive to blacks, Asians, Hispanics
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- Figure 79: Agreement with yogurt attitudes, by race/Hispanic origin, June 2013
Cluster Analysis
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- Cluster analysis
- Cluster 1: Enthusiasts
- Demographics
- Characteristics
- Opportunity
- Cluster 2: Traditionalists
- Demographics
- Characteristics
- Opportunity
- Cluster 3: Uninspireds
- Demographics
- Characteristics
- Opportunity
- Cluster methodology
- Cluster characteristic tables
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- Figure 80: Target clusters, June 2013
- Figure 81: Yogurt consumption, by target clusters, June 2013
- Figure 82: Yogurt types purchased, by target clusters, June 2013
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- Figure 83: Characteristics affecting which spoonable yogurt types chosen, by target clusters, June 2013
- Figure 84: Yogurt pricing attitudes, by target clusters, June 2013
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- Figure 85: Agreement with yogurt attitudes, by target clusters, June 2013
- Figure 86: Attitudes regarding yogurt taste and flavors, by target clusters, June 2013
- Cluster demographic tables
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- Figure 87: Target clusters, June 2013
Appendix – Market Drivers
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- Consumer confidence
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- Figure 88: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 89: U.S. Unemployment Rate, by month, 2002-13
- Figure 90: U.S. unemployment and underemployment rates, 2007-13
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- Figure 91: Number of employed civilians in U.S., in thousands, 2007-13
- Food cost pressures
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- Figure 92: Changes in USDA Food Price Indexes, 2011 through June 25, 2013
- Obesity
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- Figure 93: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
- Childhood and teen obesity—highest in decades
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- Figure 94: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 95: U.S. population, by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 96: Households with children, by race and Hispanic origin of householder, 2012
- Shifting U.S. demographics
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- Figure 97: U.S. population, by age, 2008-18
- Figure 98: U.S. households, by presence of own children, 2002-12
Appendix—Social Media—Yogurt and Yogurt Drinks
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- Brand usage and awareness
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- Figure 99: Brand usage or awareness, May 2013
- Figure 100: Dannon usage or awareness, by demographics, May 2013
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- Figure 101: Yoplait usage or awareness, by demographics, May 2013
- Figure 102: Activia usage or awareness, by demographics, May 2013
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- Figure 103: Chobani usage or awareness, by demographics, May 2013
- Figure 104: Oikos usage or awareness, by demographics, May 2013
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- Figure 105: FAGE usage or awareness, by demographics, May 2013
- Activities done
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- Figure 106: Activities done, May 2013
- Figure 107: Dannon – Activities done, by demographics, May 2013
- Figure 108: Activia – Activities done, by demographics, May 2013
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- Figure 109: Chobani – Activities done, by demographics, May 2013
- Figure 110: Oikos – Activities done, by demographics, May 2013
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- Figure 111: FAGE – Activities done, by demographics, May 2013
- Online conversations
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- Figure 112: Online conversations on selected yogurt and yogurt drink brands, by day July 2-Aug. 1, 2013
- Figure 113: Online conversations on selected yogurt and yogurt drink brands, by page type, July 2-Aug. 1, 2013
- Figure 114: Types of conversations around selected yogurt and yogurt drink brands, July 2-Aug. 1, 2013
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- Figure 115: Types of conversations around selected yogurt and yogurt drink brands, by day, July 2-Aug. 1, 2013
Appendix – Other Tables
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- Yogurt consumption and age
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- Figure 116: Yogurt consumption, by age, June 2013
- Agreement with yogurt attitudes and household income
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- Figure 117: Agreement with yogurt attitudes, by household income, June 2013
- Attitudes regarding yogurt taste and flavors and household income
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- Figure 118: Attitudes regarding yogurt taste and flavors, by household income, June 2013
- Yogurt pricing attitudes and race/Hispanic origin
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- Figure 119: Yogurt pricing attitudes, by race/Hispanic origin, June 2013
CHAID Analysis—Yogurt and Yogurt Drinks
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- Methodology
- Parents who like all-natural fruit choosing Yoplait
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- Figure 120: Eaten/purchased the following yogurt or yogurt drink brands—CHAID—Tree output, May, 2013
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- Figure 121: Eaten/purchased the following yogurt or yogurt drink brands—CHAID—Table output, May, 2013
Appendix – SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix – Trade Associations
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