Table of Contents
Executive Summary
-
- Challenges
- Economic recession and price rise affect consumption
-
- Figure 1: Retail sales of yogurt, by value and volume, 2012-22
- Combined consumption can hinder the maturing of the category
- Difficulty in understanding the benefits of yogurts may damage the perception of added-value products
- Opportunities
- Search for more-healthful options can boost consumption
- Diversification of consumption occasions opens opportunities to expand the portfolio of products
- Educating consumers about new usages and benefits may help the category evolve
- What we think
The Market – What You Need to Know
-
- Economic recession and price rise affect consumption
- Stabilization of Brazil’s economy helps the category recover
Market Size and Forecast
-
- Economic recession and price rise affect consumption
-
- Figure 2: Retail sales of yogurt, by value and volume, 2012-22
- Stabilization of Brazil’s economy helps the category recover
-
- Figure 3: Forecast of retail sales of yogurt, by value, 2012-22
- Figure 4: Forecast of retail sales of yogurt, by volume, 2012-22
Market Drivers
-
- Inflation decline
- High production costs
- High unemployment rate
- Women’s participation in the labor market
- Aging population
- 60% of Brazil’s adult population is overweight
Key Players – What You Need to Know
-
- Danone keeps leading the yogurt market
- Brands diversify their products by focusing on specific occasions
- Yogurt with fruits and vegetables can appeal to the Brazilian consumer
Market Share
-
- Danone keeps leading the market of yogurt
-
- Figure 5: Companies’ share in the yogurt retail market, by value – Brazil, 2015-16
- Figure 6: Companies’ share in the yogurt retail market, by volume – Brazil, 2015-16
Marketing Campaigns and Actions
-
- Danone performs a multibrand promotion
-
- Figure 7: Danone’s “Tampinha Premiada” campaign, August 2017
- Danoninho launches “to-go” package
-
- Figure 8: Danoninho’s “Para Levar” campaign, August 2017
- Activia adopts new global positioning
-
- Figure 9: Activia’s “#VivendoInSync” campaign, September 2016
- Activia launches new breakfast line
-
- Figure 10: Activia’s “Café da Manhã” campaign, May 2016
- Vigor adopts new positioning and visual identity
-
- Figure 11: Vigor’s “Uma Vigor renovada, descubra esse sabor” campaign, July 2017
- Batavo unveils new line of yogurt with more pieces of fruit
-
- Figure 12: Vigor’s “Uma Vigor renovada, descubra esse sabor” campaign, July 2017
Who’s Innovating?
-
- Yogurt with fruits and vegetables appeals to Brazilian consumers
- Yogurt with vegetable milk creates interest among Brazilians
-
- Figure 13: Percentage of lactose-free yogurt launches, globally, per year, January 2012-November 2017
The Consumer – What You Need to Know
-
- Larger bottle can encourage consumption of more-healthful yogurt
- Yogurt with relaxing benefits can boost use as a late-night snack
- There is space for indulgent yogurts for adults
- Explaining the benefits of yogurt with probiotics can boost the segment
- Triple-layered yogurt can be a good option for line extension
Consumption Habits
-
- Larger bottle can encourage consumption of more-healthful yogurt
-
- Figure 14: Yogurt consumption, format by type of yogurt, September 2017
- Teaching consumers to use natural plain yogurt in recipes can boost consumption of the product
-
- Figure 15: Consumption of natural plain yogurt, by gender, September 2017
- Drinkable Greek yogurt can appeal to Brazilian men
-
- Figure 16: Greek yogurt consumption, by gender, September 2017
Consumption Occasions
-
- Yogurt with relaxing benefits can boost use as a late-night snack
-
- Figure 17: Consumption occasions, September 2017
- On-the-go yogurts with thicker texture and/or pieces of fruit can stimulate consumption as meal replacement
-
- Figure 18: Consumption occasions, for a meal – On its own, by work situation, September 2017
- Yogurt with indulgent flavors can be a good snack option for consumers aged 16-34
-
- Figure 19: Consumption occasions, as a snack, by age, September 2017
Yogurt Perceptions
-
- There is space for indulgent yogurts for adults
-
- Figure 20: Yogurt perceptions, October 2017
- Light/zero segment needs to renew itself
- Ready-to-eat desserts made with yogurt can be seen as a healthful option
Attitudes Related to Yogurt
-
- Explaining the benefits of yogurt with probiotics can boost the segment
-
- Figure 21: Attitudes related to yogurt, September 2017
- Culinary yogurt can appeal to consumers aged 35+
-
- Figure 22: Attitudes related to yogurt, “I would use yogurt as a healthy substitute for a cooking ingredient (eg instead of cream),” by age, September 2017
- Clean label yogurt can be an opportunity among AB consumers
-
- Figure 23: Attitudes related to yogurt, “I check the nutritional information when buying yogurt (eg calories, protein content),” by socioeconomic group, September 2017
Interest in Innovation
-
- Triple-layered yogurt can be a good option for line extension
-
- Figure 24: Interest in innovation, September 2017
- Packages with biscuits for dipping can be a snack option for children
-
- Figure 25: Interest in innovation, “split pots with biscuits for dipping,” by age group of children in the household, September 2017
- Greek yogurt with grains can appeal to women aged 35+
-
- Figure 26: Interest in innovation, “containing grains and seed (eg quinoa, linseed),” by gender and age group, September 2017
Appendix – Abbreviations
-
- Abbreviations
Appendix – Market Size and Forecast
-
- Market size and forecast
-
- Figure 27: Retail sales of yogurt, by value and volume, 2012-22
- Figure 28: Forecast of retail sales of yogurt, by value, 2012-22
- Figure 29: Forecast of retail sales of yogurt, by volume, 2012-22
- Figure 30: Companies’ share in the yogurt retail market, by value – Brazil, 2015-16
- Figure 31: Companies’ share in the yogurt retail market, by volume – Brazil, 2015-16
Appendix – Correspondence Analysis
-
- Methodology
-
- Figure 32: Correspondence analysis, yogurt, October 2017
- Figure 33: Yogurt perception, Brazil – October 2017
Back to top