Table of Contents
Overview
-
- What you need to know
- Covered in this Report
- Excluded
Executive Summary
-
- The market
- Premiumisation is ongoing
-
- Figure 1: Best- and worst-case forecast for yogurt, by value, 2013-23
- Figure 2: Best- and worst-case forecast for yogurt, by volume, 2013-23
- Ambient yogurt will continue its growth while chilled yogurt can better fit into the premiumisation
-
- Figure 3: Retail market value of ambient and chilled yogurt with growth rate, China, 2014-18
- Companies and brands
- The leading brands have not changed from last year
- Local brands are proactively expanding to national markets
-
- Figure 4: Leading companies’ share of retail yogurt market, China, 2016 and 2017
- Brands can still rely on flavour innovation
- New product formats will be the next business strategy to drive sales
- The consumer
- Overall usage rates decrease compared with last year
-
- Figure 5: Usage of the main types of yogurt products, April 2018
-
- Figure 6: Usage of the main types of yogurt products, May 2017
- Increasing males’ consumption frequency can be the key
-
- Figure 7: Consumption frequency of main types of yogurt and yogurt drinks - more than once a week, by gender and age, April 2018
- Drinking is a more popular format than spoonable in chilled yogurt sector
- Tradition plays a key role in the popularity of ambient yogurt
-
- Figure 8: Reasons for drinking ambient yogurt or lactobacillus drinks, April 2018
- Consumers still need to know more about how to judge the product quality
-
- Figure 9: Label-checking habits, April 2018
-
- Figure 10: Classy Kiss Bifidobacterium C-I Flavored Yogurt, China, 2017
- Explore more in texture and combine with exotic flavour to go premium
- Don’t ignore the importance of packaging
-
- Figure 11: Premium features of yogurt, April 2018
- Greek yogurt is more popular with females than with males
-
- Figure 12: Greek yogurt awareness, April 2018
-
- Figure 13: Greek yogurt awareness, by age and gender, April 2018
- Consumers’ understanding of Greek yogurt needs to be refined
-
- Figure 14: Understanding of Greek yogurt, April 2018
- What we think
Issues and Insights
-
- Ambient yogurt can be positioned as a healthy snack
- The facts
- The implications
- New flavour can drive business but texture innovation deserves attention
- The facts
- The implications
- Introduce new product formats to enrich the market
- The facts
- The implications
-
- Figure 15: Drinkable and spoonable kefir in other countries’ markets
The Market – What You Need to Know
-
- Premiumisation is inevitable
- Ambient and chilled yogurt can be positioned differently
- Lactobacillus drinks grow slower than before
Market Size and Forecast
-
- Yogurt still enjoys high growth rate and goes premium
- Lactobacillus drinks have slowed down their growth
-
- Figure 16: Best- and worst-case forecast for yogurt, by value, 2013-23
- Figure 17: Best- and worst-case forecast for yogurt, by volume, 2013-23
Market Segmentation
-
- The value ratio of ambient yogurt to chilled yogurt is three to two
-
- Figure 18: Retail market value of ambient and chilled yogurt with growth rate, China, 2014-18
-
- Figure 19: Best- and worst-case forecast for ambient yogurt, by value, 2013-23
- Chilled yogurt can better lead the premiumisation trend
-
- Figure 20: Best- and worst-case forecast for chilled yogurt, by value, 2013-23
- Figure 21: Average protein level of chilled and ambient yogurt (g/100ml), China, 2015-18
Market Drivers
-
- Continuous innovation will keep driving market growth
- Local brands are expanding to national market
- Brands are trying to go premium
Key Players – What You Need to Know
-
- The big three have an unshakeable leading status
- Junlebao, Classy Kiss and New Hope are the tier two brands
- Yakult leads the lactobacillus drinks category
Market Share
-
- While Mengniu has recovered in 2017, Yili keeps its leading status
- Bright is facing competition from other local brands that are expanding
- Junlebao and New Hope are active in exploring national market
-
- Figure 22: Leading companies’ share of retail yogurt market, China, 2016 and 2017
Competitive Strategies
-
- Wei-Chuan: expanding one successful product into one product series
-
- Figure 23: Wei-Chuan drinking yogurt series, China
- Mengniu: communicating on the lactobacillus varietal
-
- Figure 24: Mengniu LC-37 lactobacillus drinks and BB-12 fermented milk drink, China
- Bright and Classy Kiss: taking up the premium segment
-
- Figure 25: Bright YoGreek spoonable yogurt, China
-
- Figure 26: Classy Kiss double protein spoonable yogurt, China
- Driving sales through developing niche flavour
-
- Figure 27: Niche but growing flavour in yogurt new launches, China, July 2015-June 2018
- Figure 28: Two new flavour launched by Yili Ambrosial, China
-
- Figure 29: Weigang black forest flavoured yogurt, China
- Figure 30: New flavour launched by Yoplait, China
Who’s Innovating?
-
- Focusing on the nutrition value of yogurt
-
- Figure 31: New launches of yogurt, by selected claim on nutrition, China and Global, July 2015-June 2018
-
- Figure 32: Smoothie products in the US and Japan with claim on vitamin/mineral-fortified
- Figure 33: The latest smoothie from Le Pur and Yili, China
- Borrow innovation ideas from foodservice
-
- Figure 34: You Chun rice wine brewed yogurt, China
- Adding more types of food bits into the yogurt
-
- Figure 35: Spoonable yogurt with non-fruit food bits in other countries’ markets
-
- Figure 36: New Hope Tian Xiang Huo Run Blueberry & Yam Fruit Yogurt, China, 2018
- Figure 37: Brown Cow Organics Carrot & Turmeric Organic Live Yoghurt, UK
The Consumer – What You Need to Know
-
- Drive business growth in 25-29s and senior consumers
- Consumers are not very sophisticated
- Texture innovation can drive premiumisation
Usage of Different Types of Yogurt
-
- Temperature and product format matter a lot
-
- Figure 38: Usage of the main types of yogurt products, April 2018
-
- Figure 39: New launches of ambient yogurt and lactobacillus drinks, by country, July 2015-June 2018
- Overall usage goes down compared with 2017
- Females aged 40-49 have the lowest usage
-
- Figure 40: Consumers who have had the following types of products in the last three months, by gender and age, April 2018
- Figure 41: Consumers who have had the following types of products in the last three months, by gender and age, May 2017
- Some cities have market potential to go further
-
- Figure 42: Consumers who have had the following types of products in the last three months, by city, April 2018
-
- Figure 43: Usage of the main types of yogurt products, by select cities, April 2018
- Figure 44: Usage of the main types of yogurt products, by select cities, may 2017
Consumption Frequency of Yogurt Products
-
- Fewer consumers than last year consuming more than once a week
-
- Figure 45: Consumption frequency of main types of yogurt and yogurt drinks, April 2018
-
- Figure 46: Consumption frequency of main types of yogurt and yogurt drinks, May 2017
- Females have higher frequency than males
-
- Figure 47: Consumption frequency of main types of yogurt and yogurt drinks - more than once a week, by gender and age, April 2018
Reasons for Drinking Ambient Products
-
- Young generation have a more sensitive stomach
-
- Figure 48: Reasons for drinking ambient yogurt or lactobacillus drinks – it makes my stomach more comfortable, by age and gender, April 2018
- Consumers in Midwest believe ambient products are more nutritious
-
- Figure 49: Reasons for drinking ambient yogurt or lactobacillus drinks – it is more nutritious than chilled yogurt, by region, April 2018
Label Checking Habits
-
- Consumers will be more sophisticated
-
- Figure 50: Label-checking habits, April 2018
- Consumers aged 30-39 are the most sophisticated
-
- Figure 51: Consumers who check selected label information (include every time and occasionally), by age, April 2018
Premium Features
-
- Consumers become more interested in texture than flavour
- Businesses need to find out high-quality packaging defined by consumers
-
- Figure 52: Premium features of yogurt, April 2018
- Senior males have some similar viewpoints with young females
-
- Figure 53: Selected premium features of yogurt, by age and gender, April 2018
Awareness of Greek Yogurt
-
- Overall females are the main consumers of Greek yogurt
-
- Figure 54: Greek yogurt awareness, by age and gender, April 2018
- Tier two cities have higher usage than tier one cities
-
- Figure 55: Greek yogurt awareness, by cities, April 2018
Understanding of Greek Yogurt
-
- Greek yogurt has a good image
-
- Figure 56: Understanding of Greek yogurt, April 2018
- Promote more low-fat Greek yogurt
-
- Figure 57: New launches in Greek yogurt subcategory, by claim, July 2015-June 2018, China
- Higher usage does not bring better understanding
-
- Figure 58: Consumers who agree with selected statements about Greek yogurt, by selected cities, April 2018
Meet the Mintropolitans
-
- Lower usage of ambient yogurt but higher of chilled spoonable yogurt
-
- Figure 59: Usage rates of ambient yogurt, by consumer classification, April 2018
-
- Figure 60: Usage rates of chilled spoonable yogurt, by consumer classification, April 2018
- Mintropolitans pay attention to brand and like purchasing online
-
- Figure 61: Reasons for drinking ambient yogurt or lactobacillus drinks, by consumer classification, April 2018
- Mintropolitans check information about quality when purchasing yogurt
-
- Figure 62: Label-checking habits, select items – Mintropolitans, April 2018
-
- Figure 63: Label-checking habits, select items – Non-Mintropolitans, April 2018
- Mintropolitans do not have a better understanding of Greek yogurt
-
- Figure 64: Understanding of Greek yogurt – agree, by consumer classification, April 2018
Appendix – Market Size and Forecast
-
-
- Figure 65: Value sales of China’s yogurt retail market, 2013-23
- Figure 66: Volume sales of China’s yogurt retail market, 2013-23
-
Appendix – Market Segmentation
-
-
- Figure 67: Value sales of ambient yogurt retail market, 2013-23
- Figure 68: Value sales of chilled yogurt retail market, 2013-23
-
Appendix – Methodology and Abbreviations
-
- Methodology
- Fan chart forecast
Back to top