Table of Contents
Executive Summary
-
- The market
-
- Figure 1: UK retail value sales of spoonable yogurt and drinking yogurt, 2010-20
- Protein a winner in EU health claims
- Sugar attracts negative media in 2014
- Companies, brands and innovation
- Müller leads in spoonable yogurt
-
- Figure 2: UK retail value sales of leading brands in spoonable yogurt, 2014/15*
- Müller’s adspend nudges ahead of Danone
- Yogurts boost the indulgence factor, while others leverage high protein content
- The consumer
- Two thirds of adults eat yogurt
-
- Figure 3: Usage of yogurt and yogurt drinks, April 2015
-
- Figure 4: Frequency of yogurt and yogurt drinks usage, April 2015
- The ‘health halo’ of yogurts is positive news for the market
-
- Figure 5: Attitudes towards yogurt, April 2015
- Thicker texture is distinctive feature of Greek/Greek-style yogurt
-
- Figure 6: Attitudes towards Greek/Greek-style yogurt, April 2015
- Healthy toppings at top of product enticements
-
- Figure 7: Interest in selected yogurt/fromage frais product concepts, April 2015
- Almost four in 10 adults would be interested in trying quark
-
- Figure 8: Usage of quark, April 2015
Issues and Insights
-
- Unrefined sources of sweetness offer route for operators to address health concerns
- The facts
- The implications
- High protein content of Greek/Greek-style yogurts presents opportunity to drive interest
- The facts
- The implications
- Boosting its indulgence proposition should benefit Greek yogurt
- The facts
- The implications
The Market – What You Need To Know
-
- Value sales grow but volumes fall over 2010-15
- Rejection of probiotic claims and sugar concerns affect 2014
- Modest volume growth predicted
- Ageing population presents a challenge to the industry
- Health claims relating to protein approved by EFSA
- Sugar attracts negative media in 2014
- Increase in incomes should support sales
Market Size and Forecast and Segment Performance
-
- Growth in the market comes on the back of rising prices
-
- Figure 9: UK retail value and volume sales of spoonable yogurt and drinking yogurt, 2010-20
- Figure 10: UK retail value sales of spoonable yogurt and drinking yogurt, 2010-20
- Spoonable yogurt expected to return to volume growth
-
- Figure 11: UK retail value and volume sales of spoonable yogurt, 2010-20
-
- Figure 12: UK retail value sales of spoonable yogurt, 2010-20
- Effects of EFSA ruling on drinking yogurts linger
-
- Figure 13: UK retail value and volume sales of drinking yogurt, 2010-20
- Figure 14: UK retail value sales of drinking yogurt, 2010-20
Market Drivers
-
- Ageing population poses challenge to yogurt market
-
- Figure 15: Trends in the age structure of the UK population, 2010-15 and 2015-20
- Consumers find themselves in a better financial situation
-
- Figure 16: Consumers’ financial wellbeing index , February 2009-April 2015
- Protein a winner in EU health claims
- Sugar attracts negative media in 2014
Key Players – What You Need to Know
-
- Müller biggest player in spoonable yogurt
- Activia loses market share
- Actimel leads drinking yogurt
- Yogurt strengthens high-protein proposition
- Boundary between yogurts and desserts narrows
Brand Research – Yogurts
-
- What you need to know
- Brand map
-
- Figure 17: Attitudes towards and usage of selected brands, April 2015
- Key brand metrics
-
- Figure 18: Key metrics for selected brands, April 2015
- Brand attitudes: Rachel’s evokes most premium connotations
-
- Figure 19: Attitudes, by brand, April 2015
- Brand personality: Activia and Müllerlight have accessible and fun brand images
-
- Figure 20: Brand personality – macro image, April 2015
- Yeo Valley has a central position, demonstrating an all-round brand image
-
- Figure 21: Brand personality – micro image, April 2015
- Brand analysis
- Rachel’s performance matches premium image
-
- Figure 22: User profile of Rachel’s, April 2015
- Yeo Valley enjoys greater accessibility than Rachel’s
-
- Figure 23: User profile of Yeo Valley, April 2015
- Activia has a strong healthy proposition
-
- Figure 24: User profile of Activia, April 2015
- Total lacks awareness and strength of brand image compared to others
-
- Figure 25: User profile of Total, April 2015
- Müllerlight has healthy and accessible image and generates high usage
-
- Figure 26: User profile of Müllerlight, April 2015
Market Share
-
- Müller leads spoonable yogurt
- Activia continues to lose market share
- Yeo Valley enjoys strong growth
-
- Figure 27: UK retail sales of leading brands in spoonable yogurt, by value and volume, 2013/14* and 2014/15**
- Danone’s Actimel leads drinking yogurt by a clear margin
-
- Figure 28: UK retail sales of leading brands in drinking yogurt, by value and volume, 2013/14* and 2014/15**
Launch Activity and Innovation
-
- Yogurt brands leverage high protein content
- Yogurts boost the indulgence factor
- Chocolate brands explore yogurts
- Greek/Greek-style yogurt attracts new launches
- Coffee features in limited edition flavours
- Yogurt drinks from other countries
Brand Communication and Promotion
-
- Müller’s adspend nudges ahead of Danone
-
- Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on yogurt and yogurt drinks, 2011-15
- Danone Activia Fibre receives adspend in 2015
- Alpro’s adspend dramatically increases
- Yogurt drinks receive adspend support
-
- Figure 30: Share of above-the-line, online display and direct mail total advertising expenditure on yogurt and yogurt drinks, by top 10 brands, 2014
The Consumer – What You Need to Know
-
- Two thirds of adults eat yogurt
- Yogurt drinks usage lags behind
- Healthy perception of yogurt good news for the market
- Benefits of Greek/Greek-style yogurt go unknown
- Health-related yogurt product concepts spark interest
- Quark category has potential for growth
Yogurt and Yogurt Drinks Usage
-
- Two thirds of adults eat yogurt
- Yogurt drinks lag behind
-
- Figure 31: Usage of yogurt and yogurt drinks, April 2015
- Only one in 10 users eat yogurt every day
-
- Figure 32: Frequency of yogurt and yogurt drinks usage, April 2015
Attitudes towards Yogurt
-
- The ‘health halo’ of yogurts is positive news for the market
- Yogurt acknowledged as a good source of protein
- Half of consumers worry about added sugar content
- Half of users are not concerned about naturally occurring sugar in yogurt
-
- Figure 33: Attitudes towards yogurt, April 2015
Attitudes towards Greek/Greek-style Yogurt
-
- Thicker texture is distinctive factor of Greek/Greek-style yogurt
- Healthy attributes of Greek/Greek-style yogurt unknown by many
- Quality of Greek-style yogurt considered as good as Greek yogurt by the majority
-
- Figure 34: Attitudes towards Greek/Greek-style yogurt, April 2015
Yogurt Product Enticements
-
- Healthy toppings at top of product enticements
- A third of consumers want no-added-sugar yogurt made without artificial sweeteners
-
- Figure 35: Interest in selected yogurt/fromage frais product concepts, April 2015
Quark Usage
-
- Almost four in 10 adults would be interested in trying quark
-
- Figure 36: Usage of quark, April 2015
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
- Fan chart forecast
- Brand Map
- Correspondence analysis
Appendix – Market Size and Forecast
-
-
- Figure 37: UK retail volume sales of spoonable yogurt and drinking yogurt, 2010-20
- Figure 38: UK retail volume sales of spoonable yogurt, 2010-20
- Figure 39: UK retail volume sales of drinking yogurt, 2010-20
-
Back to top