Table of Contents
Executive Summary
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- The market
- Values static but volumes in slight growth in 2015
- Spoonable yogurt feels effects of falling prices more acutely
- Spoonable yogurts’ faltering will swallow up drinking yogurts’ gains in 2016
- Static volumes but gradually rising inflation 2017-21
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- Figure 1: UK retail value sales of spoonable yogurt and drinking yogurt, 2011-21
- Ageing population and revised Government health advice could discourage sales
- Companies and brands
- Müllerlight pushes ahead while Activia slips back
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- Figure 2: Leading brands’ shares in the UK retail spoonable yogurt market, by value, 2015/16*
- Actimel strengthens its lead in drinking yogurt
- Brands look to no added sugar as well as low-fat
- Müller adds new flavours and reformulates Müller Corner
- Danone aims for emotional appeal in its marketing
- Arla promotes Skyr
- The consumer
- Spoonable yogurt usage higher but yogurt drinks used more frequently
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- Figure 3: Usage of yogurt and yogurt drinks, by type, May 2016
- Opportunity to build on yogurts’ dessert associations
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- Figure 4: Usage occasions for selected types of yogurts/yogurt drinks, by occasion, May 2016
- Prices and promotions key drivers for spoonable yogurt buying, but brand loyalty low
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- Figure 5: Spoonable yogurt buying factors, May 2016
- Interest in triple-layer yogurts and thicker-textured yogurt drinks
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- Figure 6: Interest in new product concepts in yogurts/yogurt drinks, May 2016
- Ethical claims should enable companies to differentiate themselves
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- Figure 7: Attitudes towards yogurts and yogurt drinks, May 2016
- Larger formats could allow yogurt drinks to better compete with CSDs
- What we think
Issues and Insights
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- Ethical claims should allow companies to differentiate themselves
- The facts
- The implications
- Fruit & vegetable blends offer innovative way to cut sugar in yogurts
- The facts
- The implications
- Larger formats could enable yogurt drinks to benefit from sugar tax
- The facts
- The implications
The Market – What You Need to Know
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- Values static but volumes in slight growth in 2015
- Spoonable yogurt feels effects of falling prices more acutely
- Spoonable yogurts’ faltering will swallow up drinking yogurts’ gains in 2016
- Static volumes but gradually rising inflation 2017-21
- Ageing population and revised Government health advice could discourage sales
Market Size, Segmentation and Forecast
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- Values static but volumes grow slightly in 2015
- Values to remain flat for the rest of 2016
- Volumes to remain largely static but values to creep up 2017-21
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- Figure 8: UK retail value sales of spoonable yogurt and drinking yogurt, 2011-21
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- Figure 9: UK retail value and volume sales of spoonable yogurt and drinking yogurt, 2011-21
- Spoonable yogurt values feel the effects of falling milk prices
- Maturity of spoonable yogurt segment limits expansion opportunities
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- Figure 10: UK retail value sales of spoonable yogurt, 2011-21
- Figure 11: UK retail value and volume sales of spoonable yogurt, 2011-21
- Renewed NPD and marketing spark growth for drinking yogurt 2015-16
- Drinking yogurt to struggle to maintain 2015-16 momentum
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- Figure 12: UK retail value sales of drinking yogurt, 2011-21
- Figure 13: UK retail value and volume sales of drinking yogurt, 2011-21
- Forecast methodology
Market Drivers
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- Weak farmgate milk prices filter through to yogurt
- Changing population dynamics could have conflicting effects
- New Government health advice cuts dairy intake recommendation
- Further work needed before yogurt drinks can benefit from sugar tax
Companies and Brands – What You Need to Know
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- Müllerlight pushes ahead while Activia slips back
- Actimel strengthens its lead in drinking yogurt
- Brands look to no added sugar as well as low-fat
- Müller adds new flavours and reformulates Müller Corner
- Danone aims for emotional appeal in its marketing
- Arla promotes Skyr
Market Share
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- Müllerlight forges ahead while the rest of the Müller stable falls back
- Activia loses market share
- Frubes bucks decline in kids’ yogurts
- Not all organic brands see benefits of improved disposable incomes
- The Collective Dairy improves its distribution
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- Figure 14: Leading brands’ sales and shares in the UK spoonable yogurt market, by value and volume, 2013/14-2015/16
- Actimel strengthens its lead in the drinking yogurt market
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- Figure 15: Leading brands’ sales and shares in the UK drinking yogurt market, by value and volume, 2013/14-2015/16
Launch Activity and Innovation
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- Low fat still primary health claim
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- Figure 16: New product launches in the UK yogurt and yogurt drinks market, by top 20 claims, 2011-16
- Friesland Campina aims for on-the-go drinkers with Optiwell
- Danone targets women with Light & Free
- Yeo Bio Live puts emphasis on live cultures and no added sugar
- Protein trend continues into 2016
- Müller promotes its Olympics links through Brazilian-inspired flavours
- Müller Corner reformulated
- Kids’ yogurt brands look to expand their pool of users
Advertising and Marketing Activity
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- Danone retakes the lead as top advertiser
- Associating Activia with happiness as well as health
- Encouraging spontaneity with Light & Free
- Actimel promoted as helping to tackle life’s challenges
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- Figure 17: Total above-the line, online display and direct mail advertising expenditure on yogurt and yogurt drinks, by top ten advertisers (sorted by 2015), 2012-16
- Fage promotes Total as versatile cooking ingredient
- Arla makes its advertising debut
- Lactalis Nestlé looks to appeal to health-conscious parents
- Nielsen Media Research coverage
The Consumer – What You Need to Know
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- Spoonable yogurt usage higher but yogurt drinks used more frequently
- Opportunity to build on yogurt’s dessert associations
- Prices and promotions key drivers for spoonable yogurt buying, while brand loyalty is low
- Low fat the main health attribute buyers look for, but scope to expand no added sugar offering
- Interest in triple-layer yogurts and thicker-textured yogurt drinks
- Ethical claims should enable companies to differentiate themselves
- Larger formats could allow yogurt drinks to better compete with CSDs
Usage of Yogurt and Yogurt Drinks
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- Rising birth rates should support spoonable yogurt growth
- …but ageing population could have opposite effect
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- Figure 18: Usage of yogurt and yogurt drinks, by type, May 2016
- Yogurt drinks have several barriers to overcome
- Yogurt drinks more likely to see daily use
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- Figure 19: Usage frequency of yogurt and yogurt drinks, May 2016
- Out-of-home usage is low
- Yogurt-cereal drinks as breakfast replacement could boost out-of-home usage
- Multiple issues to negotiate in promoting spoonable yogurt as out-of-home option
- Pouches address practical barriers but image an issue
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- Figure 20: Usage locations for yogurt and yogurt drinks, May 2016
Usage Occasions for Selected Types of Yogurts and Yogurt Drinks
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- Evening meal deals could help to build on yogurts’ dessert associations
- Scope to encourage use of yogurt in cooking
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- Figure 21: Usage occasions for selected types of yogurts/yogurt drinks, by time of day, May 2016
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- Figure 22: Usage occasions for selected types of yogurts/yogurt drinks, by occasion, May 2016
- Dessert-inspired flavours could encourage evening use of yogurt drinks
Spoonable Yogurt Buying Factors
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- A price-driven market, with little brand loyalty
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- Figure 23: Spoonable yogurt buying factors, May 2016
- Low fat the primary health driver, but scope to expand low-sugar offering
- Fruit and vegetable blend yogurts offer an innovative way to reduce sugar
- Protein remains a minority interest
Interest in New Product Concepts in Yogurts/Yogurt Drinks
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- Opportunities for multi-layered yogurts
- Yogurts with cake pieces interest 28%
- Thicker textures could help yogurt drinks to be seen as more satisfying
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- Figure 24: Interest in new product concepts in yogurts/yogurt drinks, May 2016
Attitudes towards Yogurt and Yogurt Drinks
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- Larger formats could allow yogurt drinks to benefit from sugar tax
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- Figure 25: Attitudes towards yogurts and yogurt drinks, May 2016
- Ethical claims could be a differentiator
- Examples from white milk show potential for farmers’ pay guarantees
- Need to make animal welfare standards more tangible
- Yogurt’s digestive health associations linger despite EFSA ruling
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size, Segmentation and Forecast
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- Figure 26: Best- and worst-case forecasts for UK retail value sales of spoonable yogurt and drinking yogurt, 2016-21
- Figure 27: Best- and worst-case forecasts for UK retail volume sales of spoonable yogurt and drinking yogurt, 2016-21
- Figure 28: Best- and worst-case forecasts for UK retail value sales of spoonable yogurt, 2016-21
- Figure 29: Best- and worst-case forecasts for UK retail volume sales of spoonable yogurt, 2016-21
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- Figure 30: Best- and worst-case forecasts for UK retail value sales of drinking yogurt, 2016-21
- Figure 31: Best- and worst-case forecasts for UK retail volume sales of drinking yogurt, 2016-21
- Figure 32: UK retail volume sales of spoonable yogurt and drinking yogurt, 2011-21
- Figure 33: UK retail volume sales of spoonable yogurt, 2011-21
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- Figure 34: UK retail volume sales of drinking yogurt, 2011-21
- Forecast methodology
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