Table of Contents
Executive Summary
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- The issues
- Spoonable yogurt growth slows as Greek yogurt novelty fades
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- Figure 1: Total US retail sales and forecast of yogurt and yogurt drinks – Percent change, by segment, at current prices, 2010-20
- Unfamiliarity, yogurt-eating preferences challenge yogurt drink segment
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- Figure 2: Negative yogurt drink attributes, May 2015
- Room for greater adult, teen consumption
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- Figure 3: Yogurt consumption, trended 2010-14
- The opportunities
- Greater interest in yogurt drink information before trial
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- Figure 4: Yogurt drink trial interest, May 2015
- Yogurt drinks seen as convenient, spoonable yogurts, as filling
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- Figure 5: Yogurt and yogurt drink attributes and characteristics, May 2015
- Health is choice factor for spoonable yogurt; yogurt drinkers more environmentally driven
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- Figure 6: Spoonable yogurt purchasing factors, May 2015
- What it means
The Market – What You Need to Know
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- Category continues growth
- Spoonable yogurt dominates sales, drinks see strong growth
- Core consumer population growth supports category’s future
Market Size and Forecast
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- Yogurt sales growth continues
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- Figure 8: Total US retail sales and forecast of yogurt and yogurt drinks, at current prices, 2010-20
- Figure 9: Total US retail sales and forecast of yogurt and yogurt drinks, at inflation-adjusted prices, 2010-20
Market Breakdown
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- Spoonable yogurt dominates sales, drinks see strong growth
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- Figure 10: Total US retail sales and forecast of yogurt and yogurt drinks, by segment, at current prices, 2010-20
- Segments experience growth through 2020
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- Figure 11: Total US retail sales and forecast of yogurt and yogurt drinks – Percent change, by segment, at current prices, 2010-20
- Supermarkets dominate category sales
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- Figure 12: Total US retail sales of yogurt and yogurt drinks, by channel, at current prices, 2013 and 2015
- Natural channel sales stall
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- Figure 13: Natural supermarket sales of yogurt and yogurt drinks, at current prices, rolling 52 weeks April 2013 - 15
Market Factors
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- Households with families’ income increasing, positive impact on yogurt consumption
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- Figure 14: Median household income, in inflation-adjusted dollars, 2003-13
- Households with children decline
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- Figure 15: Households, by presence of own children, 2003-13
- Overweight/obesity remain an issue
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- Figure 16: National percent of adults aged 18+ who are obese or overweight, 2011-13
- Figure 17: National percent of students in grades 9-12 who are obese or overweight, 2001-13
- Hispanic, Asians experiencing population growth
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- Figure 18: US population by race and Hispanic origin, 2010-20
Key Players – What You Need to Know
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- Leading companies reflect overall category growth
- Yogurt drinks, non-dairy yogurt see success
- Chobani, private label struggles
- Yogurts highlight new flavors, suspensions, cultural varieties
Manufacturer Sales of Yogurt and Yogurt Drinks
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- Leading company performance reflects overall category growth
- Manufacturer sales of yogurt and yogurt drinks
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- Figure 19: MULO sales of yogurt, by leading companies, rolling 52 weeks 2014 and 2015
What’s Working?
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- Yogurt drinks
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- Figure 20: MULO sales of drinkable yogurt, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Non-dairy yogurts
- Yoplait sees growth
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- Figure 21: MULO sales of spoonable yogurt, by leading companies and brands, rolling 52 weeks 2014 and 2015
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- Figure 22: Adult yogurt consumption, by brand, Feb 2014 – March 2015
- Figure 23: Teen yogurt consumption, by brand, Nov 2013 – Dec 2014
Who’s Struggling?
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- Private label stalls
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- Figure 24: MULO sales of spoonable and drinkable yogurt, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Greek yogurt competition challenges Chobani
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- Figure 25: MULO sales of spoonable yogurt, by leading companies and brands, rolling 52 weeks 2014 and 2015
What’s Next?
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- New flavors
- Suspensions outside of fruit
- First comes Greek, then comes Icelandic, then comes…
- Beyond cows’ milk
The Consumer – What You Need to Know
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- 68% of adults eat yogurt, only 22% drink it
- Spoonable, drinkable yogurt considered similar
- 42% of non-yogurt drinkers interested in trial, 46% hesitant
Spoonable Yogurt Consumption
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- 68% consume spoonable yogurt
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- Figure 26: Spoonable yogurt purchase – Any consumption, May 2015
- Teen/children consumption increases with household income level
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- Figure 27: Spoonable yogurt purchase, by income, May 2015
- Young men, women are key yogurt consumer groups
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- Figure 28: Spoonable yogurt purchase – Personal consumption, by gender and age, May 2015
- Families most likely to eat yogurt
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- Figure 29: Spoonable yogurt purchase – Personal consumption, by parental status, May 2015
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- Figure 30: Spoonable yogurt purchase – Any teen/child consumption, by gender and age, May 2015
- Hispanics, Asians most likely to eat yogurt
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- Figure 31: Spoonable yogurt purchase – Personal consumption, by race and Hispanic origin, May 2015
Yogurt Drink Consumption
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- 22% drink yogurt drinks
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- Figure 32: Yogurt drink purchase – Any consumption, May 2015
- Affluent consumers target market
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- Figure 33: Yogurt drinks purchase, by income, May 2015
- Young men primary audience
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- Figure 34: Yogurt drink purchase – Personal consumption, by gender and age, May 2015
- Dads more apt to purchase/consume yogurt drinks
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- Figure 35: Yogurt drink purchase – Personal consumption, by parental status, May 2015
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- Figure 36: Yogurt drink purchase – Any teen/child consumption, by gender and age, May 2015
- Hispanics key target for yogurt drinks
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- Figure 37: Yogurt drink purchase – Personal consumption, by race and Hispanic origin, May 2015
Similarities and Differences of Yogurt/Yogurt Drinks
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- Spoonable, drinkable yogurts have similar characteristics
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- Figure 38: Correspondence analysis – Yogurt and yogurt drink attributes, May 2015
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- Figure 39: Yogurt and yogurt drink attributes, May 2015
- Spoonable, drinkable yogurt health attributes considered equal
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- Figure 40: Correspondence analysis – Yogurt and yogurt drink characteristics, May 2015
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- Figure 41: Yogurt and yogurt drink characteristics, May 2015
Spoonable Yogurt Purchases
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- Health, natural important purchasing factors
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- Figure 42: Spoonable yogurt purchasing factors, May 2015
- Usage ideas, sustainable practices important to yogurt drinkers
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- Figure 43: Spoonable yogurt purchasing factors, by yogurt drink consumers, May 2015
Yogurt Drink Interest
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- 41% of non-yogurt drinkers interested in trying yogurt drinks
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- Figure 44: Yogurt drink trial interest, May 2015
- Consumers looking for yogurt drink variety
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- Figure 45: Attitudes and behaviors toward yogurt drinks, May 2015
- Half of consumers interested in yogurt drinks that cater to gender
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- Figure 46: Interest in yogurt drinks catering to gender needs– CHAID – Tree output, May 2015
Aversions to Yogurt Drinks
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- Taste, texture, unfamiliarity, fuel aversion
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- Figure 47: Negative yogurt drink attributes, May 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Correspondence Analysis
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- Methodology
Appendix – CHAID Analysis
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- Methodology
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- Figure 48: Attitudes and behaviors – CHAID – Table output, May 2015
Appendix – Market
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- Figure 49: Total US retail sales and forecast of spoonable yogurt, at current prices, 2010-20
- Figure 50: Total US retail sales and forecast of spoonable yogurt, at inflation-adjusted prices, 2010-20
- Figure 51: Total US retail sales and forecast of yogurt drinks, at current prices, 2010-20
- Figure 52: Total US retail sales and forecast of yogurt drinks, at inflation-adjusted prices, 2010-20
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- Figure 53: Total US retail sales of yogurt and yogurt drinks, by channel, at current prices, 2010-15
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Appendix – Key Players
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- Figure 54: MULO sales of spoonable yogurt, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 55: MULO sales of drinkable yogurt, by leading companies and brands, rolling 52 weeks 2014 and 2015
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Appendix – Consumer
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- Figure 56: Adult yogurt consumption, trended 2010-14
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- Figure 57: Teen yogurt consumption, trended 2010-14
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- Figure 58: Children yogurt consumption, trended 2010-14
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