Table of Contents
Introduction
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- Definition
- Methodology
- Abbreviations
Executive Summary
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- The market
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- Figure 1: China yogurt market, retail volume and value sales, 2010-15
- Figure 2: China yogurt market, retail sales, by volume, 2010-20
- Figure 3: China yogurt market, retail sales, by value, 2010-20
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- Figure 4: Volume share and value share of China retail yogurt market, by segment, 2015
- Companies and brands
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- Figure 5: Top 10 companies’ market shares in the China retail yogurt market, by value, 2013 and 2014
- The consumer
- Different purposes of consuming yogurt and yogurt drinks
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- Figure 6: Purpose of consuming yogurt and yogurt drinks, April 2015
- Preference of different yogurt types
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- Figure 7: Consumer preferences of different types of yogurt, April 2015
- Purchase channel of yogurt and yogurt drinks
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- Figure 8: Purchase channel of yogurt and yogurt drinks, April 2015
- Opportunities for premiumisation
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- Figure 9: Product features that drive premiumisation, April 2015
- Perception of different types of yogurt
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- Figure 10: Consumer perception of different types of yogurt, April 2015
- Purchase behaviour of and attitudes towards yogurt and yogurt drinks
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- Figure 11: Purchase behaviour of yogurt and yogurt drinks, April 2015
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- Figure 12: Attitude towards yogurt and yogurt drinks, April 2015
- Key issues
- Snack-like yogurt is still a white space in the market
- Consumers’ increasing sophistication level calls for detailed information to enhance product appeal
- Specialised products fulfilling enjoyment and health needs of different segments
- What we think
Issues and Insights
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- Snack-like yogurt is still a white space in the market
- The facts
- The implications
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- Figure 13: Example of new dessert-like yogurt product, UK, 2014
- Consumers’ increasing sophistication levels call for detailed information to enhance product appeal
- The facts
- The implications
- Specialised products fulfilling enjoyment and health needs of different segments
- The facts
- The implications
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- Figure 14: Examples of new yogurt products targeting children, US and UK, 2015
- Figure 15: Example of new yogurt product targeting senior group, Japan, 2014
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- Figure 16: Examples of new yogurt products targeting females, Japan, 2015 and 2014
Market Size and Forecast
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- Key points
- Solid growth driven by ambient yogurt sales
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- Figure 17: China yogurt market, retail value sales, 2010-20
- Figure 18: China yogurt market, retail volume sales, 2010-20
- There is scope for further growth in consumption
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- Figure 19: Yogurt retail market volume consumption per capita (2014), retail volume growth (2013-14), China and global
- Modest double-digit growth expected over 2015-20
- Forecast methodology
Market Segmentation
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- Key points
- Drinking yogurt remains mainstream but growth will slow down
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- Figure 20: Volume and value sales of China retail yogurt market, by segment, 2013-15
- Figure 21: Retail value sales of drinking yogurt, China, 2010-20
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- Figure 22: Retail value sales of spoonable natural yogurt, China, 2010-20
- Spoonable flavoured yogurt sees potential to fulfil consumers’ needs for indulgent experience
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- Figure 23: Retail value sales of spoonable flavoured yogurt, China, 2010-20
- Ambient yogurt has been a key contributor to growth
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- Figure 24: Value sales of China retail yogurt market, by yogurt type, 2013-15
Market Share
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- Key points
- China yogurt market is consolidating
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- Figure 25: Top 10 companies’ market shares in the China retail yogurt market, by value and volume, 2013 and 2014
- Leading brands secure their places by being more innovative
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- Figure 26: Share of new product launch in China’s yogurt market, by market leaders and followers, 2014
- Yoplait’s entry signals international giant’s ambition to capitalise on China’s growing yogurt market
Who’s Innovating?
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- Key points
- New varieties surpass new product launches in 2014
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- Figure 27: Yogurt and yogurt drinks new product launches, by launch type, China, 2010-14
- Spoonable yogurt is a higher-potential segment
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- Figure 28: Yogurt and yogurt drinks new product launches, by sub-category, China, 2010-14
- Figure 29: Example of new spoonable yogurt featuring indulgent benefits, Germany, 2015
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- Figure 30: Example of new spoonable yogurt product featuring indulgent benefits, Italy, 2015
- Manufacturers start to differentiate by promoting probiotics
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- Figure 31: Examples of new yogurt products featuring probiotics, China, 2014 and 2015
- Targeting specific market segments, such as children and over-55s
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- Figure 32: Examples of new yogurt products targeting children, China, 2015
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- Figure 33: Example of new yogurt product targeting senior group, China, 2014
- Being made from fresh milk becomes an emerging product feature
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- Figure 34: Example of new yogurt product featuring fresh milk, China, 2015
- Packaging helps yogurt stand out on the shelf
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- Figure 35: Examples of new yogurt and ice cream products with good packaging design, China and global, 2015
- Room exists for flavour innovation
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- Figure 36: Yogurt and yogurt drinks new product launches, by top 10 flavours, China, 2010-14
- Figure 37: Top 10 flavours in yogurt and yogurt drinks new product launches, by top 10 countries, 2014
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- Figure 38: Example of new yogurt product with new flavours, UK, 2015
- Hunger marketing in the yogurt category
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- Figure 39: Examples of new yogurt products in limited edition, US, 2012 and 2013
- Co-branding to bring cross-category fun
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- Figure 40: Example of co-branded yogurt, US, 2014
Companies and Brands
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- China Mengniu Dairy Company Limited
- Inner Mongolia Yili Industrial Group Co., Ltd.
- Bright Dairy and Food Co., Ltd.
- Yakult Honsha Co., Ltd.
- General Mills, Inc
- Wei-Chuan Foods Corp
- Green’s Bioengineering (Shenzhen) Co., Ltd
- Meiji Dairies (Suzhou) Co., Ltd
The Consumer – Purpose of Consuming Yogurt and Yogurt Drinks
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- Key points
- Yogurt gains higher penetration than yogurt drinks
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- Figure 41: Usage of yogurt and yogurt drinks, April 2015
- Tying yogurt and yogurt drinks to specific consuming purpose
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- Figure 42: Purpose of consuming yogurt and yogurt drinks, April 2015
The Consumer – Preferred Yogurt Types
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- Key points
- Consumer preferences by yogurt flavour
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- Figure 43: Consumer preferences of different types of yogurt, April 2015
- Consumer preferences by yogurt format
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- Figure 44: Consumer preferences of different types of yogurt, April 2015 (continued)
- Spoonable yogurt sees potential to grow
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- Figure 45: New yogurt products launched in top 10 countries, by sub-category, 2010-14
The Consumer – Purchase Channel of Yogurt and Yogurt Drinks
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- Key points
- Online retailing and on-trade channels grew fast
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- Figure 46: Purchase channel of yogurt and yogurt drinks, April 2015
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- Figure 47: Yakult’s product display in the checkout area of a supermarket, Japan, August 2014
- Retail channels – More consumers buy yogurt from websites
- On-trade channels – Newly-emerged yogurt purchasing channel
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- Figure 48: Examples of yogurt sold in on-trade channels
The Consumer – Opportunities for Premiumisation
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- Key points
- Probiotics and being made from fresh milk offer differentiation opportunities
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- Figure 49: Product features that drive premiumisation, April 2015
- No additives – Important as a necessity but not a differentiator
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- Figure 50: Top 10 claims in new launched yogurt products, China, September 2014-August 2015
- Probiotics deliver appealing functional benefits but need market education to keep differentiation
- Made from fresh milk – A newly-emerged differentiating product feature
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- Figure 51: Percentage of new yogurt products with “made from fresh milk” claim, China, 2010-14
- A well-known brand – Less important compared with product features
The Consumer – Perception of Different Types of Yogurt
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- Key points
- Packaged yogurt loses to on-trade in authentic taste
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- Figure 52: Consumer perception of different types of yogurt, April 2015
- Packaged yogurts have opportunity to strengthen claims of rich nutrition and good milk source
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- Figure 53: Correspondence map of consumer perception of different types of yogurt, April 2015
The Consumer – Purchase Behaviour of and Attitudes towards Yogurt and Yogurt Drinks
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- Key points
- Increasingly sophisticated consumers check detailed product information
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- Figure 54: Purchase behaviour of yogurt and yogurt drinks, April 2015
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- Figure 55: Ingredient labelling by Champion, Mengniu, China 2015
- Consumers, especially high earners, are wary of price promotion
- Consumers like thick texture and glass bottles
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- Figure 56: Attitudes towards yogurt and yogurt drinks, April 2015
- Sweetness of yogurt drinks and DIY yogurt not threatening
The Consumer – Meet the Mintropolitans
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- Key points
- Why Mintropolitans?
- Who are they?
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- Figure 57: Demographic profile of Mintropolitans versus Non-Mintropolitans, by gender, age and personal income
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- Figure 58: Demographic profile of Mintropolitans versus Non-Mintropolitans, by marital status, city tier and education level
- Spoonable yogurt and flavoured yogurt with fruit bits are more welcomed by Mintropolitans
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- Figure 59: Consumer preference over different types of yogurt, by consumer classification, April 2015
- Mintropolitans are more likely to pay more for probiotics and fresh milk source
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- Figure 60: Product features that driver premiumisation, by consumer classification, April 2015
- Mintropolitans appreciate the craftsmanship of on-trade yogurt
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- Figure 61: Purchase channel of yogurt and yogurt drinks, by consumer classification, April 2015
Appendix – Market Size and Forecast
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- Figure 62: China yogurt market, total volume sales (000 tonnes), by retail and non-retail, 2010-20
- Figure 63: Volume sales of total yogurt market, China, 2010-20
- Figure 64: Volume sales of non-retail yogurt, China, 2010-20
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Appendix – Market Segmentation
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- Figure 65: China yogurt market, retail volume sales (000 tonnes), by segment, 2010-20
- Figure 66: China yogurt market, retail value sales (RMB bn), by segment, 2010-20
- Figure 67: Retail volume sales of drinking yogurt, China, 2010-20
- Figure 68: Retail volume sales of spoonable natural yogurt, China, 2010-20
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- Figure 69: Retail volume sales of spoonable flavoured yogurt, China, 2010-20
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