Table of Contents
Executive Summary
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- The market
- The future
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- Figure 1: Forecast of UK retail sales of yogurt and yogurt drinks, by value, 2009-19
- Figure 2: Forecast of UK retail sales of yogurt and yogurt drinks, by volume, 2009-19
- Market factors
- Health focus could switch to sugar content
- Kids are a lucrative group for yogurt/yogurt drink brands
- Predicted rise in consumer spending bodes well for encouraging trading up
- Companies, brands and innovation
- Müller Corner leads spoonable yogurt, with sales topping £250 million
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- Figure 3: Estimated UK retail sales of the top five leading brands in adult and children’s spoonable* yogurt, by value, 2013
- A decline in NPD in 2013
- Adspend reaches £53 million in 2013
- The consumer
- Around two in five associate yogurt/fromage frais and yogurt drinks with naturalness
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- Figure 4: Correspondence analysis of qualities associated with yogurts and yogurt drinks, April 2014
- Almost eight in 10 people eat yogurts
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- Figure 5: Usage of yogurt, fromage frais and/or yogurt drinks, April 2014
- Eight in 10 buy yogurt, standard variants being the most popular
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- Figure 6: Types of yogurt/yogurt drink bought in the past three months, April 2014
- Almost three in five eat yogurt as a dessert
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- Figure 7: Occasions when people eat yogurt/fromage frais and/or drink yogurt drinks, April 2014
- Around two in five eat yogurt/fromage frais as an alternative to other treats
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- Figure 8: Reasons for eating yogurt/fromage frais and/or drinking yogurt drinks, April 2014
- Three in four believe in the nutritious benefits of yogurt/yogurt drinks
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- Figure 9: Attitudes towards yogurt, fromage frais and yogurt drinks, April 2014
- What we think
Issues and Insights
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- Operators look to address consumer concerns on sugar
- The facts
- The implications
- On-the-go occasion provides potential for expanding usage
- The facts
- The implications
- Innovation on flavour can help to improve yogurt’s positioning as lacking in excitement
- The facts
- The implications
Trend Application
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- Trend: Guiding Choice
- Trend: Play Ethic
- Futures Trend: Generation Next
Market Drivers
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- Key points
- Health focus could switch to sugar content
- Greek yogurt must be made in Greece
- Predicted rise in consumer spending bodes well for encouraging trading up
- Kids are a lucrative group for yogurt/yogurt drink brands
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- Figure 10: Trends in the age structure of the UK population, 2009-14 and 2014-19
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Spoonable yogurts continue dominance
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- Figure 11: Share of new product launches in the UK yogurt market, by segment, 2010-14
- Danone leads innovation, with Tesco chasing
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- Figure 12: Share of new product launches within the UK yogurt market, by company (top 10), 2010-14
- Low/no/reduced fat claim is prominent
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- Figure 13: Share of new product launches within the UK yogurt market, by selected health claims, 2010-14
- Low/no/reduced sugar claims remain niche
- Rise of strained and Greek-style yogurt
- New entrants
- Flavoured variants
- Brands leverage protein message…
- …potentially broadening appeal to men
- NPD on flavour appeals to adventurous consumers
- Dessert-inspired
- Exotic
- Savoury variants
- Opportunity to cater to the on-the-go occasion
Market Size and Forecast
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- Key points
- Yogurt market sees 14% growth over 2009-14
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- Figure 14: UK retail value and volume sales of yogurt and yogurt drinks, 2009-19
- Forecast
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- Figure 15: Forecast of UK retail sales of yogurt and yogurt drinks, by value, 2009-19
- Figure 16: Forecast of UK retail sales of yogurt and yogurt drinks, by volume, 2009-19
- Methodology
Segment Performance
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- Key points
- Spoonable yogurt dominates
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- Figure 17: UK retail value and volume sales of spoonable yogurt and drinking yogurt, 2009-14
- Drinking yogurts continue to see value and volume decline
Market Share
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- Key points
- Müller Corner leads spoonable yogurt, with sales topping £250 million
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- Figure 18: Estimated UK retail sales of leading brands in spoonable* yogurt, by value and volume, 2012 and 2013
- Müllerlight volume sales struggle, with NPD on the cards
- Activia loses ground despite new variants
- Petits Filous leads kids’ yogurt
- Danone continues to lead drinking yogurt, despite sales decline
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- Figure 19: UK retail sales of leading brands in drinking yogurt, by value and volume, 2012/13 and 2013/14
Companies and Products
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- Danone
- Product range
- Innovation
- Marketing and promotion
- Emmi
- Product range
- Innovation
- Marketing and promotion
- Müller
- Product range
- Innovation
- Marketing and promotion
- Nestlé
- Product range
- Innovation
- Marketing and promotion
- Yeo Valley
- Product range
- Innovation
- Marketing and promotion
- Yoplait
- Product range
- Innovation
- Marketing and promotion
- Drinking yogurts
- McNeil/Johnson & Johnson
- Product range and innovation
- Marketing and promotion
- Yakult
- Product range and innovation
- Marketing and promotion
Brand Research
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- Figure 20: Attitudes towards and usage of brands in the yogurt sector, March 2014
- Correspondence analysis
- Brand attitudes
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- Figure 21: Attitudes, by yogurt brand, March 2014
- Brand personality
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- Figure 22: Yogurt brand personality – Macro image, March 2014
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- Figure 23: Yogurt brand personality – Micro image, March 2014
- Brand experience
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- Figure 24: Yogurt brand usage, March 2014
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- Figure 25: Satisfaction with various yogurt brands, March 2014
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- Figure 26: Consideration of yogurt brands, March 2014
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- Figure 27: Consumer perceptions of current yogurt brand performance, March 2014
- Brand recommendation
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- Figure 28: Likely recommendation of selected yogurt brands, March 2014
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Brand Communication and Promotion
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- Key points
- Yogurt continues to dominate adspend
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- Figure 29: Advertising expenditure in the UK yogurt and yogurt drinks market, 2010-14
- Danone remains the leading advertiser
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- Figure 30: Advertising expenditure in the UK yogurt and yogurt drinks market, by top 10 advertisers (sorted by 2013), 2010-14
- Müller reduces spend in 2013
- Yoplait increases spend in 2013
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- Figure 31: Share of advertising expenditure in the UK yogurt and yogurt drinks market, by top 10 brands, 2013
Channels to Market
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- Key points
- Multiples dominate, with more than 90% share
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- Figure 32: UK retail value sales of yogurt and yogurt drinks, by outlet type, 2010-13
The Consumer – Qualities Associated with Yogurt and Yogurt Drinks
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- Key points
- Around two in five associate yogurt/fromage frais and yogurt drinks with naturalness
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- Figure 33: Correspondence analysis of qualities associated with yogurts and yogurt drinks, April 2014
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- Figure 34: Qualities associated with yogurts and yogurt drinks, April 2014
- Yogurt/fromage frais is seen most widely to provide value for money
- Over-65s see yogurt drinks as providing value for money
- Just a fifth see yogurt/fromage frais and yogurt drinks as high quality
- Less than a fifth say yogurt keeps them fuller for longer
- Methodology
The Consumer – Usage
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- Key points
- Almost eight in 10 people eat yogurts
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- Figure 35: Usage of yogurt, fromage frais and/or yogurt drinks, April 2014
- Nearly a fifth eat yogurt once a day or more
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- Figure 36: Frequency of eating/drinking yogurt, fromage frais and/or yogurt drinks, April 2014
- Usage of fromage frais and yogurt drinks is less frequent
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- Figure 37: Those drinking yogurt drinks once a day or more, by presence of children, April 2014
The Consumer – Purchasing Habits
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- Key points
- Eight in 10 buy yogurt, standard variants being the most popular
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- Figure 38: Types of yogurt/yogurt drink bought in the past three months, April 2014
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- Figure 39: Purchasing of kids’ yogurt in the past three months, by presence of own children, April 2014
- Half buy just one or two types
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- Figure 40: Repertoire of types of yogurt/yogurt drink bought in the past three months, April 2014
- Low fat is the most popular variety, bought by more than six in 10
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- Figure 41: Varieties of yogurt/yogurt drink bought in the past three months, April 2014
- Greek-style variants are almost as popular as Greek yogurt
The Consumer – Occasions
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- Key points
- Almost three in five eat yogurt as a dessert
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- Figure 42: Occasions when people eat yogurt/fromage frais and/or drink yogurt drinks, April 2014
- Snacking is the second most popular occasion
- Yogurts fail to tap into the on-the-go occasion
- Breakfast is the most popular occasion for yogurt drinks
- Snacking poses potential for yogurt drinks
The Consumer – Reasons to Eat Yogurt/Drink Yogurt Drinks
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- Key points
- Around two in five eat yogurt/fromage frais as an alternative to other treats
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- Figure 43: Reasons for eating yogurt/fromage frais and/or drinking yogurt drinks, April 2014
- Around a fifth eat yogurt for protein and calcium
- More than two in five drink yogurt drinks for digestive health
The Consumer – Attitudes Towards Yogurt and Yogurt Drinks
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- Key points
- Three in four believe in the nutritious benefits of yogurt/yogurt drinks
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- Figure 44: Attitudes towards yogurt, fromage frais and yogurt drinks, April 2014
- Sugar content is under attention
- Older consumers are less likely to switch based on promotions
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- Figure 45: Agreement with the statement ‘If buying yogurt, I would switch to a brand that is on promotion’, by age, April 2014
- Younger adults are most interested in the on-the-go formats and new flavours
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- Figure 46: Agreement with statements on yogurt/yogurt drinks, by age, April 2014
- Opportunities to promote support of farmers/producers to gain favour
Appendix – Market Drivers
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- Figure 47: GDP, PDI, consumer expenditure and savings, at current prices, 2009-19
- Figure 48: GfK NOP consumer confidence index, monthly, January 2008-May 2014
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Appendix – Who’s Innovating?
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- Figure 49: Share of new product launches in the UK yogurt market, branded vs. own-label, 2010-14
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Appendix – Market Size and Forecast
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- Figure 50: Best- and worst-case forecasts for retail sales of yogurt and yogurt drinks, by value, 2014-19
- Figure 51: Best- and worst-case forecasts for retail sales of yogurt and yogurt drinks, by volume, 2014-19
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Appendix – Market Share
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- Figure 52: UK retail sales of leading manufacturers in drinking yogurt, by value and volume, 2012/13 and 2013/14
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Appendix – Brand Research
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- Figure 53: Brand usage, March 2014
- Figure 54: Brand commitment, March 2014
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- Figure 55: Brand momentum, March 2014
- Figure 56: Brand diversity, March 2014
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- Figure 57: Brand satisfaction, March 2014
- Figure 58: Brand recommendation, March 2014
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- Figure 59: Brand attitude, March 2014
- Figure 60: Brand image – Macro image, March 2014
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- Figure 61: Brand image – Micro image, March 2014
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Appendix – Brand Communication and Promotion
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- Figure 62: Advertising expenditure in the UK yogurt and yogurt drinks market, by top 10 brands (sorted by 2013), 2010-14
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Appendix – The Consumer – Qualities Associated with Yogurt and Yogurt Drinks
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- Figure 63: Qualities associated with yogurts, ice cream and desserts, April 2014
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- Figure 64: Most popular qualities associated with ice cream, by demographics, April 2014
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- Figure 65: Next most popular qualities associated with ice cream, by demographics, April 2014
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- Figure 66: Other qualities associated with ice cream, by demographics, April 2014
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- Figure 67: Most popular qualities associated with chilled desserts, by demographics, April 2014
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- Figure 68: Next most popular qualities associated with chilled desserts, by demographics, April 2014
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- Figure 69: Other qualities associated with chilled desserts, by demographics, April 2014
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- Figure 70: Most popular qualities associated with desserts stored at room temperature, by demographics, April 2014
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- Figure 71: Next most popular qualities associated with desserts stored at room temperature, by demographics, April 2014
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- Figure 72: Other qualities associated with desserts stored at room temperature, by demographics, April 2014
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- Figure 73: Most popular qualities associated with frozen desserts, by demographics, April 2014
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- Figure 74: Next most popular qualities associated with frozen desserts, by demographics, April 2014
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- Figure 75: Other qualities associated with frozen desserts, by demographics, April 2014
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- Figure 76: Most popular qualities associated with yogurt/fromage frais, by demographics, April 2014
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- Figure 77: Next most popular qualities associated with yogurt/fromage frais, by demographics, April 2014
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- Figure 78: Other qualities associated with yogurt/fromage frais, by demographics, April 2014
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- Figure 79: Most popular qualities associated with yogurt drinks, by demographics, April 2014
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- Figure 80: Next most popular qualities associated with yogurt drinks, by demographics, April 2014
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- Figure 81: Other qualities associated with yogurt drinks, by demographics, April 2014
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Appendix – The Consumer – Usage
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- Figure 82: Frequency of eating/drinking yogurt, fromage frais and/or yogurt drinks, April 2014
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- Figure 83: Frequency of eating/drinking yogurt, by demographics, April 2014
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- Figure 84: Frequency of eating/drinking fromage frais, by demographics, April 2014
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- Figure 85: Frequency of eating/drinking yogurt drinks, by demographics, April 2014
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Appendix – The Consumer – Purchasing Habits
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- Figure 86: Types of yogurt/yogurt drink bought in the past three months, April 2014
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- Figure 87: Most popular types of yogurt/yogurt drink bought in the past three months, by demographics, April 2014
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- Figure 88: Next most popular types of yogurt/yogurt drink bought in the past three months, by demographics, April 2014
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- Figure 89: Repertoire of types of yogurt/yogurt drink bought in the past three months, April 2014
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- Figure 90: Repertoire of types of yogurt/yogurt drink bought in the past three months, by demographics, April 2014
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- Figure 91: Varieties of yogurt/yogurt drink bought in the past three months, April 2014
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- Figure 92: Most popular varieties of yogurt/yogurt drink bought in the past three months, by demographics, April 2014
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- Figure 93: Next most popular varieties of yogurt/yogurt drink bought in the past three months, by demographics, April 2014
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Appendix – The Consumer – Occasions
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- Figure 94: Occasions when people eat yogurt/fromage frais and/or drink yogurt drinks, April 2014
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- Figure 95: Occasions when people eat yogurt, by demographics, April 2014
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- Figure 96: Occasions when people eat fromage frais (eg Petits Filous), by demographics, April 2014
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- Figure 97: Occasions when people drink yogurt drink (eg Actimel, Benecol), by demographics, April 2014
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Appendix – The Consumer – Reasons to Eat Yogurt/Drink Yogurt Drinks
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- Figure 98: Reasons for eating yogurt/fromage frais and/or drinking yogurt drinks, April 2014
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- Figure 99: Reasons for eating yogurt, by demographics, April 2014
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- Figure 100: Reasons for eating fromage frais, by demographics, April 2014
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- Figure 101: Reasons for drinking yogurt drinks, by demographics, April 2014
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Appendix – The Consumer – Attitudes Towards Yogurt and Yogurt Drinks
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- Figure 102: Attitudes towards yogurt, fromage frais and yogurt drinks, April 2014
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- Figure 103: Agreement with the statement ‘Eating yogurt/yogurt drinks is a good way to get nutrients in to your diet’, by demographics, April 2014
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- Figure 104: Agreement with the statement ‘More money from yogurt sales should go directly to the farmer/producer’, by demographics, April 2014
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- Figure 105: Agreement with the statement ‘If buying yogurt, I would switch to a brand that is on promotion’, by demographics, April 2014
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- Figure 106: Agreement with the statement ‘Drinking yogurts are not filling enough as a snack’, by demographics, April 2014
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- Figure 107: Agreement with the statement ‘I worry about the sugar content in yogurts/yogurt drinks’, by demographics, April 2014
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- Figure 108: Agreement with the statement ‘I would be interested in buying yogurts that are easier to eat out of home/on the go’, by demographics, April 2014
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- Figure 109: Agreement with the statement ‘Yogurts inspired by ingredients from different countries’, by demographics, April 2014
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- Figure 110: Agreement with the statement ‘Yogurt made with local/regional ingredients’, by demographics, April 2014
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- Figure 111: Agreement with the statement ‘I would be interested in trying thicker drinking yogurts’, by demographics, April 2014
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- Figure 112: Agreement with the statement ‘I would rather eat less yogurt than switch to a lighter version’, by demographics, April 2014
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- Figure 113: Agreement with the statement ‘I would pay more for yogurts with added calcium compared to standard yogurt’, by demographics, April 2014
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- Figure 114: Agreement with the statement ‘I would be interested in trying savoury flavours in yogurt’, by demographics, April 2014
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