Table of Contents
Overview
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- What you need to know
- Covered in this report
- Definitions
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- Figure 1: Definition of Low/Mid/High MHI groups, by city tier
Executive Summary
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- The market
- A big winner in the food and beverage market
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- Figure 2: Best- and worst-case forecast for retail yogurt market value, China, 2011-21
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- Figure 3: Retail value sales and growth rate of drinking and spoonable yogurt, China, 2012-16
- Key players
- National players increasing leading edge
- Overseas players and niche premium brands fuelling competition in tier one cities
- Regional players winning with regional tastes
- Lactobacillus drinks manufacturers looking for new product ideas
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- Figure 4: Leading companies’ market share in yogurt market, by sales value, China, 2014-15
- The consumer
- Increasing frequent yogurt consumers
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- Figure 5: Consumption frequency of yogurt and yogurt drinks, April 2016
- Yogurt consumption in non-retail channels is high
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- Figure 6: Yogurt/yogurt drinks consumption in non-retail channels, April 2016
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- Figure 7: Attitudes towards eating yogurt/yogurt drinks in restaurants, April 2016
- Glass bottles/jars have potential to hit the market
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- Figure 8: Preferred packaging types, April 2016
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- Figure 9: Perceptions towards different packaging types, April 2016
- Naturalness and high nutritional values are most powerful premiumisation drivers
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- Figure 10: Product features that are worth paying more for, April 2016
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- Figure 11: Attitude towards new yogurt concepts, April 2016
- What we think
Issues and Insights
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- The upcoming era of super indulgent yogurt
- The facts
- The implications
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- Figure 12: Yoplait’s yogurt products featuring indulgent flavours, US, 2015-16
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- Figure 13: Examples of yogurt in glass jars, China, 2015-16
- Exotic ways of fermentation need further elaborations before becoming popular
- The facts
- The implications
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- Figure 14: Examples of yogurt claimed to be fermented in exotic ways, China, 2015-16
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- Figure 15: Examples of packaged Skyr yogurt, USA, 2015-16
- Yogurt drinks can expand their presence in casual dining places
- The facts
- The implications
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- Figure 16: Examples of light flavour yogurt drinks, China and Japan, 2015-16
The Market – What You Need to Know
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- Strong market growth since 2014
- Ambient drinking yogurt leads category growth
- Flavoured spoonable yogurt will grow faster than plain variants
Market size and forecast
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- Yogurt market accelerates since 2014
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- Figure 17: Retail market value and volume of yogurt, China, 2011-16
- A winning market in food and beverage over the next few years
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- Figure 18: Best- and worst-case forecast for retail yogurt market volume, China, 2011-21
- Figure 19: Best- and worst-case forecast for retail yogurt market value, China, 2011-21
Market Drivers
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- Ambient yogurt to reach more consumers and tap into gifting market
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- Figure 20: Example of ambient yogurt in gifting pack, China, 2015-16
- Lower milk prices ease pricing pressure
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- Figure 21: Raw milk price, China, 2010-15
- Inherent advantages over other dairy products
- New consumption occasions and location
- Scope for future product innovations
Market Segmentation
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- Drinking yogurt leads category growth
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- Figure 22: Retail value sales and growth rate of drinking and spoonable yogurt, China, 2011-16
- Rise of ambient lactobacillus drinks
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- Figure 23: Example of UHT lactobacillus drinks, China, 2015-16
- Figure 24: Example of probiotics in powder format, China and overseas markets, 2015-16
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- Figure 25: Best- and worst-case forecast for retail drinking yogurt segment, China, 2011-21
- Flavoured products taking greater share within spoonable yogurt
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- Figure 26: Retail sales value and growth rate of natural and flavoured spoonable yogurt, China, 2011-16
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- Figure 27: Examples of yogurt with rich and special taste, China, 2015-16
- Figure 28: Best- and worst-case forecast for retail spoonable flavoured yogurt segment, China, 2011-21
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- Figure 29: Best- and worst-case forecast for retail spoonable natural yogurt segment, China, 2011-21
Key Players – What You Need to Know
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- Mengniu and Yili increasing their leading edge
- Rising foreign brands, niche premium brands and regional players
- Major companies make moves to attract young consumers
- Product innovation takes a variety of forms
Market Share
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- Mengniu and Yili achieved significant gains
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- Figure 30: Leading companies’ market share in yogurt market, by value, China, 2014-15
- Bright Dairy facing challenges in going premium
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- Figure 31: Bright Dairy’s premium line extension, China, 2016
- Yakult and Weichuan are looking to reinvigorate the lactobacillus drink segment
- Smaller players finding ways to gain share
- Overseas players entering China
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- Figure 32: Example of imported yogurt shelf in a premium supermarket, Shanghai, China, 2016
- Niche brands gain share with unique propositions
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- Figure 33: Example of a Le Pur strained yogurt variant, China, 2016
- Beverage brands joining competition
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- Figure 34: Unif’s newly-launched yogurt brand, China, 2016
Competitive Strategies
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- Gaining kid, teenagers and young consumers through pop culture marketing
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- Figure 35: Example of yogurt and yogurt drinks targeting kids and young people, China, 2015-16
- Boosting non-retail sales
- Heavy promotions on premium brands to encourage trading up
- Partnership with healthy lifestyle brands and events
Who’s Innovating?
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- Brown (baked) yogurt
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- Figure 36: Example of brown yogurt, China, 2015-16
- Extra high protein content
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- Figure 37: Example of yogurt featuring high protein content, China, 2015-16
- Savoury flavours moving into the spotlight
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- Figure 38: Example of non-sweet yogurt flavours, China, 2015-16
- Yogurt dessert
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- Figure 39: Example of yogurt desserts, China, 2015-16
- Lactobacillus drinks moving across the spectrum of texture
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- Figure 40: Example of category-blurring yogurt drinks, China, 2015-16
The Consumer – What you need to know
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- Increasing consumption frequency
- Surprisingly high consumption rate in Non-retail channels
- Glass bottle/jars generate strong packaging appeal
- “All-natural” can most effectively help premium product win consumers
Consumption Frequency
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- Ambient yogurt becoming an everyday dairy product
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- Figure 41: Consumption frequency of yogurt and yogurt drinks, April 2016
- 40s consume less yogurt
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- Figure 42: Percentage of consumers who have not had yogurt or yogurt drinks in the last 3 months, by age, April 2016
- Chilled variants are favoured by females
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- Figure 43: Percentage of consumers who had yogurt or yogurt drinks more than once a week, by gender, April 2016
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- Figure 44: Percentage of female consumers who had chilled yogurt or yogurt drinks more than once a week, by age, April 2016
Yogurt/Yogurt Drinks Consumption in Non-retail Channels
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- Higher than expected yogurt consumption in non-retail channels
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- Figure 45: Yogurt/yogurt drinks consumption in non-retail channels, April 2016
Preferred Packaging Types and Reasons
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- Cardboard box has the strongest appeal thanks to its premium look and convenience features
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- Figure 46: Preferred packaging types, April 2016
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- Figure 47: Cardboard box advocators’ perceptions towards different packaging types, April 2016
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- Figure 48: Example of yogurt in a TPA pack with cap sealing, China, 2016
- Glass bottles see potential to hit the market
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- Figure 49: Preferred packaging types amongst females aged 20-24, April 2016
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- Figure 50: Perceptions towards different packaging types, April 2016
- Figure 51: Percentage of consumers who agree that glass bottles/jars are premium, by consumer segments, April 2016
- Portability and adaptability for on-the-go consumption are important packaging measurements
Product Features that are Worth Paying More for
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- “All-natural” is a more alluring safety assurance than “free-from” claims
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- Figure 52: Product features that are worth paying more for, April 2016
- Consumers across age groups pay attention to different product features
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- Figure 53: Selected product features that are worth paying more for, by age, April 2016
- Females are flavour explorers while males focus more on protein
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- Figure 54: Selected product features that are worth paying more for, by gender, April 2016
- High protein content, imported milk origin and vegetable contents can attract high earners
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- Figure 55: Selected product features that are worth paying more for, by income, April 2016
- Figure 56: Example of yogurt and yogurt drinks featuring vegetables, Japan, 2015-16
Attitudes towards Yogurt
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- More yogurt products expected at on-trade channels
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- Figure 57: Attitudes towards eating yogurt/yogurt drinks in restaurants, April 2016
- Novelty-seeking will continue to entice new product trial
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- Figure 58: Attitude towards new yogurt concepts, April 2016
Meet the Mintropolitans
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- Heavier consumption indicates yogurt will continue to enjoy good growth
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- Figure 59: Percentage of consumers who eat each yogurt/yogurt drink type more than once a week, by consumer segmentation, April 2016
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- Figure 60: Yogurt/yogurt drinks consumption in non-retail channels, by consumer segmentation, April 2016
- Excessively high willingness to pay more for imported milk and high protein
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- Figure 61: Product features that are worth paying more for, by consumer classification, April 2016
Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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