Table of Contents
Executive Summary
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- The market
- Yogurt and yogurt drink sales increase by 46% from 2009-14, slowed growth projected
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- Figure 1: Total US retail sales and forecast of yogurt and yogurt drinks, at current prices, 2009-19
- Leading companies
- Greek yogurt continues to dominate, but brands look to differentiate in 2015
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- Figure 2: MULO sales of yogurt and yogurt drinks at retail, by leading companies, rolling 52 weeks 2013 and 2014
- Segment performance
- Strong growth in yogurt drives gains in category
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- Figure 3: Total US retail sales of yogurt and yogurt drinks (and percentage change) ($ millions), by segment, at current prices, 2009-14
- The consumer
- 25-34s appear as key consumer group
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- Figure 4: Yogurt and yogurt drink purchase (for self), by age, June 2014
- Category appears more as a health option than a treat
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- Figure 5: Reasons for consumption (top five), June 2014
- What we think
Issues and Insights
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- Should the category focus on health or indulgence?
- Issue
- Insight: Yogurt and yogurt drinks let health-conscious consumers have their (strawberry cheese)cake (flavor) and eat it too
- What follows Greek?
- Issue
- Insight: Greek will stick around, but new options will appeal to a primed consumer base
- How strong is the demand for non-dairy offerings?
- Issue
- Insight: Non-dairy presents an attention-getting option for those looking for health and flavor variety
Trend Application
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- Trend: The Real Thing
- Trend: Transumers
- Trend: Non-Standard Society
Market Size and Forecast
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- Key points
- Sales and forecast of yogurt and yogurt drinks
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- Figure 6: Total US retail sales and forecast of yogurt and yogurt drinks, at current prices, 2009-19
- Figure 7: Total US retail sales and forecast of yogurt and yogurt drinks, at inflation-adjusted prices, 2009-19
- Continued growth projected, but at a slower pace
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- Figure 8: Total US retail sales and forecast of yogurt and yogurt drinks, at current prices, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Strong growth in yogurt drives growth in category
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- Figure 9: Total US retail sales of yogurt and yogurt drinks, by segment, at current prices, 2012 and 2014
- Yogurt sales grow by 51% from 2009-14
- US retail sales of yogurt
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- Figure 10: Total US retail sales and forecast of yogurt at current prices, 2009-19
- Figure 11: Total US retail sales and forecast of yogurt at inflation-adjusted prices, 2009-19
- Spotlight on Greek yogurt
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- Figure 12: Attitudes toward yogurt and yogurt drinks by any agree (Greek), by yogurt consumption frequency, June 2014
- US retail sales of Greek yogurt brands within the yogurt segment
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- Figure 13: Total US retail sales and forecast of Greek yogurt brands within the yogurt segment at current prices, 2009-19
- Sales of yogurt drink sales are sluggish
- US retail sales of yogurt drinks
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- Figure 14: Total US retail sales and forecast of yogurt drinks at current prices, 2009-19
- Figure 15: Total US retail sales and forecast of yogurt at inflation-adjusted prices, 2009-19
- Yogurt drink launch activity trails behind, slows
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- Figure 16: Yogurt and yogurt drinks launches, by subcategory, 2010-14*
- Full fat sales grow in natural channel
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- Figure 17: Natural supermarket sales of yogurt and kefir, by fat content, at current prices, rolling 52 weeks 2012-14
Retail Channels
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- Key points
- Supermarkets represent two thirds of category sales
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- Figure 18: US retail sales of yogurt and yogurt drinks, by channel, at current prices, 2012-14
- Limited-availability offerings allow retailers to corner the market
- Retailers attempt to shine in the spotlight of brand stances
- Store brands represent less than a quarter of launches
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- Figure 19: Yogurt and yogurt drink launches, by private label, 2010-14*
Leading Companies and Brand Analysis
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- Key points
- Greek yogurt continues to dominate, but brands look to differentiate in 2015
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- Figure 20: Fage, “Bobby Flay Crafts a Greek Inspired Meal,” TV Ad, 2014
- MULO sales of yogurt and yogurt drinks
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- Figure 2: MULO sales of yogurt and yogurt drinks at retail, by leading companies, rolling 52 weeks 2013 and 2014
- Greek continues to dominate the yogurt segment as manufacturers differentiate
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- Figure 21: Dannon Oikos, “The Spill,” TV Ad, 2014
- Figure 22: Dannon Light & Fit Greek, “Ice Cream in the Park,” TV Ad, 2014
- MULO sales of yogurt
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- Figure 23: MULO sales of yogurt at retail, by leading companies, rolling 52 weeks 2013 and 2014
- Chobani’s household penetration grows, Dannon Oikos makes gains across key measures
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- Figure 24: Key purchase measures for the top yogurt brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
- Figure 25: Danimals, “Danimals Power Up Your Adventure Sweeps,” TV Ad, 2014
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- Figure 26: Stonyfield, “Pure Fruit,” YouTube Video, 2013
- MULO sales of yogurt drinks
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- Figure 27: MULO sales of Yogurt Drinks at retail, by leading companies, rolling 52 weeks 2013 and 2014
- Key measures remain constant
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- Figure 28: Key purchase measures for the top yogurt brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
Innovations and Innovators
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- New varieties surpass new product launches in 2014
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- Figure 29: Yogurt and yogurt drink launches, by launch type, 2010-14*
- Tubs rule, but consumers are open to pouches
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- Figure 30: Yogurt and yogurt drink launches, by top package type, 2010-14*
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- Figure 31: Attitudes toward yogurt and yogurt drinks by any agree (packaging), by yogurt consumption frequency, June 2014
- Could bigger be better?
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- Figure 32: Attitudes toward yogurt and yogurt drinks by any agree, by personal consumption by segment, June 2014
- Room exists for flavor innovation
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- Figure 33: Yogurt and yogurt drinks launches, by top 10 flavors, 2010-14*
- Beverage-inspired offerings make for a refreshing approach
- Tropical flavors keep fruit flavors exciting, may appeal to Hispanics/Asians
- …as might ethnic-inspired offerings
- Seasonal flavors mimic confectionery to create limited-time indulgence
- Will consumers be sweet on savory yogurt?
- Hormone-free, allergen claims see strong growth
- Ingredients get “real”
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- Figure 34: Yogurt and yogurt drinks launches, by top 10 claims, 2010-14*
- Greek opens the doors for other styles
Yogurt and Yogurt Drink Consumption
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- Key points
- More than two thirds of consumers eat products in the category
- Non-dairy provides outlet for flavor variety, health boost
- Women more likely to use yogurt and yogurt drinks
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- Figure 35: Yogurt and yogurt drink purchase (for self), by gender, June 2014
- Men use yogurt drinks with greater frequency
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- Figure 36: Consumption frequency – Yogurt drink, by gender, June 2014
- 25-34s appear as key consumer group
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- Figure 37: Yogurt and yogurt drink purchase (for self), by age, June 2014
- Figure 38: Consumption frequency – Yogurt, by age, June 2014
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- Figure 39: Repertoire, by age, June 2014
- Figure 40: Consumption frequency – Yogurt, by gender and age, June 2014
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- Figure 41: Consumption frequency – Yogurt drink, by gender and age, June 2014
- More than a third of yogurt drink consumers do so every day
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- Figure 42: Consumption frequency – Yogurt drink, by age, June 2014
- Yogurt may be perceived as expensive by some
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- Figure 43: Yogurt and yogurt drink purchase (for self), by household income, June 2014
- Fruit options popular among non-dairy buyers
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- Figure 44: Yogurt and yogurt drink purchase (for self), by personal consumption by segment, June 2014
- Figure 45: Consumption frequency – Yogurt, by personal consumption by segment, June 2014
Consumption Occasion
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- Key points
- Meal, mid-afternoon snack positioning should resonate
- Expanded formats allow for expanded eating occasions
- Yogurt on the side
- Yogurt for dessert
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- Figure 46: Consumption occasion, by personal consumption by segment, June 2014
- Opportunity exists for premium breakfast yogurt
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- Figure 47: Consumption occasion, by household income, June 2014
- Morning positioning is a good start for high-frequency eaters
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- Figure 48: Consumption occasion, by consumption frequency, June 2014
Reasons for Consumption
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- Key points
- Category appears more as health option than treat
- Digestion claims may allow products to appear specialized
- A quarter of category participants seek protein
- Women prioritize health/calcium, men attracted to energy boost
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- Figure 49: Reasons for consumption, by gender, June 2014
- Older consumers like health benefits, 18-24s want on-the-go
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- Figure 50: Reasons for consumption, by age, June 2014
- Younger consumers much more likely to see these products as indulgent
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- Figure 51: Attitudes toward yogurt and yogurt drinks by any agree, by gender and age, June 2014
- Category is a treat to lower earners, functional for higher earners
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- Figure 52: Reasons for consumption, by household income, June 2014
- Yogurt drinks lead for energy boost
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- Figure 53: Reasons for consumption, by personal consumption by segment, June 2014
- Dairy-free does not present a limitation
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- Figure 54: Attitudes toward yogurt and yogurt drinks by any agree, by personal consumption by segment, June 2014
- More than a quarter of daily yogurt users do so for weight loss
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- Figure 55: Reasons for consumption, by yogurt, June 2014
- Indulgence important among frequent eaters
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- Figure 56: Attitudes toward yogurt and yogurt drinks by any agree, by yogurt, June 2014
Purchase Decision
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- Key points
- Flavor rules among yogurt and yogurt drink buyers
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- Figure 57: Purchase decision, by age, June 2014
- Low fat/low sodium important to older shoppers
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- Figure 58: Purchase decision (health-related), by age, June 2014
- Younger consumers are a strong target for sugar alternatives
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- Figure 59: Attitudes toward yogurt and yogurt drinks by any agree, by gender and age, June 2014
- Whole milk may represent one of those added health benefits
- New styles may appeal to high-income earners
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- Figure 60: Purchase decision, by household income, June 2014
- Branded mix-ins take a base product and make it healthy or fun
- Non-dairy users significantly more interested in premium/indulgence
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- Figure 61: Purchase decision, by personal consumption by segment, June 2014
- …and are less price conscious than other shoppers
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- Figure 62: Purchase decision, by purchase by segment, June 2014
- Figure 63: Purchase decision, by purchase by segment, June 2014 (continued)
Impact of Race and Hispanic Origin
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- Key points
- More than three quarters of Hispanics buy products in the category
- Vegetable flavors may appeal to Asian parents
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- Figure 64: Yogurt and yogurt drink purchase, by race/Hispanic origin, June 2014
- More than half of Hispanic yogurt eaters do so at least once a day
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- Figure 65: Consumption frequency – Yogurt, by race/Hispanic origin, June 2014
- Boosting non-diary positioning may grow sales among Hispanics
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- Figure 66: Attitudes toward yogurt and yogurt drinks by any agree, by race/Hispanic origin, June 2014
- High-earning Hispanics least concerned about price
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- Figure 67: Purchase decision, by Hispanic origin and household income, June 2014
- …more interested in added health
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- Figure 68: Purchase decision (health-related), by Hispanic origin and household income, June 2014
- …may be a good target for alternative sweeteners
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- Figure 69: Attitudes toward yogurt and yogurt drinks by any agree, by race/Hispanic origin, June 2014
- Treat positioning may resonate with high earning Hispanics
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- Figure 70: Reasons for consumption, by Hispanic origin and household income, June 2014
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- Figure 71: Attitudes toward yogurt and yogurt drinks by any agree, by race/Hispanic origin, June 2014
Custom Consumer Group – Households with Children
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- Key points
- Close to 90% of households with children purchase products in the category
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- Figure 72: Yogurt and yogurt drink purchase, by presence of children in household, June 2014
- …and are more likely to eat products in the category
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- Figure 73: Yogurt and yogurt drink purchase (for self), by presence of children in household, June 2014
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- Figure 74: Consumption frequency – Yogurt, by presence of children in household, June 2014
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- Figure 75: Consumption frequency – Yogurt drink, by presence of children in household, June 2014
- 6-11 year-olds appear as target age group
- Kefir for kids
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- Figure 76: Yogurt and yogurt drink purchase, June 2014
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- Figure 77: Yogurt, November 2012-December 2013
- Connecting with dads will be important to growing sales
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- Figure 78: Yogurt and yogurt drink purchase, by parents with children in household, June 2014
- Households with children are less price conscious
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- Figure 79: Purchase decision, by presence of children in household, June 2014
- It’s Greek to parents
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- Figure 80: Attitudes toward yogurt and yogurt drinks by any agree (Greek), by presence of children in household, June 2014
Appendix – Other Useful Tables
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- Yogurt and yogurt drink purchase
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- Figure 81: Yogurt and yogurt drink purchase (for self), by gender and age, June 2014
- Figure 82: Yogurt and yogurt drink purchase (for self), by region, June 2014
- Figure 83: Yogurt and yogurt drink purchase, by purchase by segment, June 2014
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- Figure 84: Yogurt and yogurt drink purchase, by purchase by segment, June 2014 (continued)
- Purchase decision
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- Figure 85: Purchase decision, by gender and age, June 2014
- Purchase decision (health-related)
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- Figure 86: Purchase decision (health-related), by gender and age, June 2014
- Figure 87: Purchase decision (health-related), by household income, June 2014
- Reasons for consumption
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- Figure 88: Reasons for consumption, by gender and age, June 2014
- Reasons for consumption
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- Figure 89: Consumption occasion, by gender and age, June 2014
- Attitudes toward yogurt and yogurt drinks
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- Figure 90: Attitudes toward yogurt and yogurt drinks, June 2014
- Figure 91: Attitudes toward yogurt and yogurt drinks by any agree, by gender and age, June 2014
- Figure 92: Attitudes toward yogurt and yogurt drinks by any agree, by household income, June 2014
Appendix – Information Resources Inc. Builders Panel Data Definitions
Appendix – Trade Associations
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