Table of Contents
Executive Summary
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- The market
- Inflation drives sales growth over 2014-19
- Further inflation and weak volume sales growth expected for 2019-24
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- Figure 1: UK retail value sales of spoonable and drinking yogurt, 2014-24
- Spoonable yogurt volume sales rise while drinking yogurt remains flat in 2019
- War on sugar continues
- Companies and brands
- Mixed fortunes for Müller brands
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- Figure 2: UK retail value sales of spoonable yogurt, by leading brands, 2018/19*
- Actimel sees sales slip as competition heats up in yogurt drinks
- Low fat remains the primary health claim in 2018
- Advertising spend rises in 2018
- Müller Corner is the most widely seen as delicious, while Activia leads on health associations
- The consumer
- Spoonable yogurt usage rises
- Yogurt drinks enjoy more frequent uptake from users
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- Figure 3: Usage of yogurt and yogurt drinks, May 2019
- Treating oneself is a key reason to eat spoonable yogurts
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- Figure 4: Reasons for eating/drinking yogurt and yogurt drinks, May 2019
- A third of buyers would pay more for thick-textured products
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- Figure 5: Attributes seen as worth paying more for in yogurts and yogurt drinks, May 2019
- Consumers’ environmental concerns impact the yogurt category
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- Figure 6: Behaviours relating to yogurt and yogurt drinks, May 2019
- Parents’ health concerns both benefit and hinder children’s yogurts
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- Figure 7: Attitudes towards yogurt and yogurt drinks, May 2019
- What we think
Issues and Insights
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- Companies must demonstrate their commitment to sustainable packaging
- The facts
- The implications
- Need for expansion in no added sugar children’s yogurts
- The facts
- The implications
- Emphasis on live cultures is needed to strengthen digestive health associations
- The facts
- The implications
The Market – What You Need to Know
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- Inflation drives sales growth over 2014-19
- Further inflation and weak volume sales growth expected for 2019-24
- Spoonable yogurt volume sales rise while drinking yogurt remains flat in 2019
- War on sugar continues
Market Size and Forecast
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- Inflation drives sales growth over 2014-19
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- Figure 8: UK retail sales for spoonable and drinking yogurt, by value and volume, 2014-24
- Ongoing retailer price competition to limit effects of inflation in 2019-24
- Ageing UK population to hinder volume sales growth over 2019-24
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- Figure 9: UK retail value sales of spoonable and drinking yogurt, 2014-24
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- Figure 10: UK retail volume sales of spoonable and drinking yogurt, 2014-24
- Forecast methodology
Market Segmentation
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- Spoonable yogurt sales get a modest boost in 2019
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- Figure 11: UK retail sales of spoonable yogurt, by value and volume, 2014-19
- Drinking yogurt volume sales remain largely flat in 2019
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- Figure 12: UK retail sales of drinking yogurt, by value and volume, 2014-19
Market Drivers
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- War on sugar continues
- Yogurts sector makes progress on sugar reduction …
- … but no added sugar claims remain niche
- Children’s yogurts once again come under fire for their sugar content
- New Change4Life campaign urges parents to swap to less sugary foods
- Products designated as ‘Good Choices’ by Change4Life must put this front-and-centre
- Consumer interest in gut health provides opportunities for yogurt
- Public focus on the environment impacts the category
- A third of users have cut down on dairy yogurt for environmental reasons
- Environmental pledges attract interest
- Yogurt/yogurt drinks packaging waste is a concern for many
- Government plans add to urgency for companies to take action on plastic
- Dairy price fluctuations have consequences for yogurt category
- Weather extremes of 2018 drive up dairy prices
- Uncertainty lingers around Brexit
- Ageing UK population to hinder sales growth for spoonable yogurts
Companies and Brands – What You Need to Know
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- Mixed fortunes for Müller brands
- Actimel sees sales slip as competition heats up in yogurt drinks
- Low fat remains the primary health claim in 2018
- Advertising spend rises in 2018
- Müller Corner is the most widely seen as delicious, while Activia leads on health associations
Market Share
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- Mixed results for Müller brands
- Müller Corner revives its fortunes
- Further sales decline for Müllerlight
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- Figure 13: Leading brands’ sales and share in the UK spoonable yogurts market, by value and volume, 2016/17-2018/19
- Public focus on sugar continues to erode sales of children’s yogurts
- Alpro loses momentum amid increased competition in plant-based yogurts
- Total benefits from the continuing Greek yogurt trend
- NPD helps own-label to grow
- Actimel sees sales slide as competition heats up in yogurt drinks
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- Figure 14: Leading brands’ sales and share in the UK yogurt drinks market, by value and volume, 2016/17-2018/19
- Figure 15: Leading brand owners’ sales and share in the UK yogurt drinks market, by value and volume, 2016/17-2018/19
Launch Activity and Innovation
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- Low fat remains the primary health claim in 2018
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- Figure 16: New product launches in the UK yogurt and yogurt drinks market, by top 20 claims (sorted by 2018), 2015-19
- Danone releases limited edition flavours and designs for Light & Free
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- Figure 17: Danone Light & Free collaborates with artists and designers, 2019
- Müller extends Müllerlight …
- … and revives Amore
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- Figure 18: Examples of new L/N/R fat launches from Müller, 2019
- Competition heats up in low-fat Greek-style yogurts
- …including entries from specialist health and free-from brands …
- … but these face competition from own-label
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- Figure 19: Examples of low-fat plain Greek-style yogurt launches, 2018-19
- Lidl unveils Icelandic-style yogurt drinks
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- Figure 20: Example of Lidl Icelandic style yogurt drinks range, 2018
- No added sugar claims rise in 2018
- Müller develops new culture to cut sugar content
- Actimel’s new Shots range offers potential rival to energy drinks
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- Figure 21: Actimel launches Shots range of yogurt drinks with functional health claims, 2018
- Environmentally friendly packaging claims are widespread, but little real innovation
- The Collective redesigns its lids to improve their recyclability
- Further activity in kefir
- Various brands launch spoonable kefirs
- The Collective claims UK first with children’s kefir-yogurts
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- Figure 22: examples of spoonable kefir launches, 2018-19
- Coyo unveils vegan kefir made with coconut milk
- Danone extends its Light & Free brand into kefir
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- Figure 23: Light & Free extends into kefir, 2019
- Odysea goat’s milk kefir emphasises ethics and provenance
- Organic brands highlight their ethical commitments
- Emphasis on care for the environment is much needed in the dairy category
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- Figure 24: Organic brands put the focus on ethics, 2019
- Müller continues to lead on launches over 2018-19
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- Figure 25: New product launches in the UK yogurt and yogurt drinks market, by top 10 companies (sorted by 2018), 2015-19
- Müller expands the Müller Corner range …
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- Figure 26: Examples of new Müller Corner launches, 2018-19
- … including harnessing the unicorn trend
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- Figure 27: Müller harnesses the unicorn trend with Unicorner
- Private label launch activity rises in 2018
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- Figure 28: New product launches in the UK yogurt and yogurt drinks market, by private label and branded, 2015-19
- Premium launches emphasise ingredients and indulgence
- The Co-op releases yogurt with gin compote
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- Figure 29: Examples of premium private-label yogurt launches, 2018-19
- Unusual flavours help with standout
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- Figure 30: New product launches in the UK yogurt and yogurt drinks market, by top 10 flavours (sorted by 2018), 2015-19
- Organic and niche brands explore spice and botanical flavours
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- Figure 31: Examples of yogurts with spice/botanical flavours, 2018-19
- Sorbet- and cocktail-inspired yogurts blur the boundaries with desserts
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- Figure 32: Launches blurring the boundaries with desserts, 2018-19
- Petits Filous unveils yogurt drink with sports cap
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- Figure 33: Petits Filous launches yogurt drink with sports cap, 2019
Advertising and Marketing Activity
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- Advertising spend rises in 2018
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- Figure 34: Total above-the line, online display and direct mail advertising expenditure on yogurt and yogurt drinks, 2015-19 (sorted by 2018)
- Müller remains the leading advertiser in 2018
- Müllerlight continues to emphasise its links with British Athletics
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- Figure 35: Outdoor advert promoting Müllerlight’s reformulation, 2019
- TV advert for Müller Quark emphasises the product’s Alpine origins
- Danone continues to focus on Activia in 2018
- Light & Free looks to evoke the feel-good factor
- Link-up with artists aims for lifestyle positioning
- Lifestyle positioning is needed in the yogurt category to address low brand loyalty
- Arla focuses on inner strength in new Skyr advert
- Emmi portrays Onken as helping people to find ‘inner happiness’
- Recipe suggestions used to promote yogurts’ versatility
- Yeo Valley links with bloggers to appeal to health-conscious parents
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- Figure 36: Example of social media post by blogger mother, later retweeted by Yeo Valley
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 37: Attitudes towards and usage of selected brands, May 2019
- Key brand metrics
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- Figure 38: Key metrics for selected brands, May 2019
- Brand attitudes: Activia is the most widely rated as caring about health and wellbeing
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- Figure 39: Attitudes, by brand, May 2019
- Brand personality: Yeo Valley is the most widely seen as ethical
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- Figure 40: Brand personality – macro image, May 2019
- Müller Corner scores highest on taste associations
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- Figure 41: Brand personality – micro image, May 2019
- Brand analysis
- Müller Corner scores highest on taste associations
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- Figure 42: User profile of Müller Corner, May 2019
- Activia comes top for health associations
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- Figure 43: User profile of Activia, May 2019
- Yeo Valley does well on ethical and natural associations
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- Figure 44: User profile of Yeo Valley, May 2019
- Müllerlight has something of a health halo, but also does well on the fun factor
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- Figure 45: User profile of Müllerlight, May 2019
- Arla Skyr’s high protein proposition drives higher usage among women
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- Figure 46: User profile of Arla Skyr, May 2019
- Yakult comes a close second to Activia on health perceptions
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- Figure 47: User profile of Yakult, May 2019
The Consumer – What You Need to Know
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- Spoonable yogurt usage rises
- Yogurt drinks enjoy more frequent uptake from users
- Treating oneself is a key reason to eat spoonable yogurts
- A third of buyers would pay more for thick-textured products
- Consumers’ environmental concerns impact the yogurt category
- Parents’ health concerns both benefit and hinder children’s yogurts
Usage of Yogurt and Yogurt Drinks
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- Spoonable yogurt usage rises
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- Figure 48: Usage of yogurt and yogurt drinks, May 2019
- Ageing UK population to hinder yogurt sales growth
- Slowing growth in child population to limit yogurt sales growth
- A quarter of adults drink yogurt drinks
- Drinking yogurts see more frequent usage than spoonable
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- Figure 49: Usage frequency for yogurt and yogurt drinks, May 2019
Reasons for Eating/Drinking Yogurt and Yogurt Drinks
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- Spoonable yogurt has fairly strong treat associations
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- Figure 50: Reasons for eating/drinking yogurt and yogurt drinks, May 2019
- The feel-good factor can be pushed more strongly in advertising
- Digestive health associations linger around yogurt
- Companies could take greater advantage of the consumer focus on gut health
- Yogurt drinks lead on immune health associations
- Energy-boosting qualities are especially valued by under-35s
- Certain ingredients spark energy associations
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- Figure 51: International examples of yogurts/yogurt drinks with ginseng and guarana, 2019
Attributes Seen as Worth Paying More For in Yogurts and Yogurt Drinks
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- A third of yogurt/yogurt drink buyers would pay more for thick textures
- Opportunities for expansion in thicker-textured yogurt drinks
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- Figure 52: Attributes seen as worth paying more for in yogurts and yogurt drinks, May 2019
- Innovative flavours appeal especially to under-25s
- Unusual flavours help challenger brands to differentiate themselves
- Competitions and seasonal flavours should help to engage consumers
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- Figure 53: International examples of yogurts with seasonal flavours, 2018-19
- A quarter of buyers would pay more for high animal welfare
- High animal welfare is underexplored within the yogurts category
- Tangible statements on animal welfare can help to boost products’ appeal
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- Figure 54: Example of spoonable yogurt with a tangible on-pack statement relating to animal welfare, 2019
Behaviours Relating to Yogurt and Yogurt Drinks
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- Yogurt packaging’s environmental impact is a concern to many
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- Figure 55: Behaviours relating to yogurt and yogurt drinks, May 2019
- Environmentally friendly packaging has wide appeal
- International brands reduce plastic use and explore alternatives to oil-based plastics
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- Figure 56: International brands explore eco-friendly packaging options, 2019
- Concerns around plastic boost the image of alternative packaging formats
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- Figure 57: Example of spoonable yogurt in glass jar, 2018
- Opportunities for cartons with a strong environmental angle
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- Figure 58: International examples of yogurt drinks with sustainable habitat/resources claims relating to packaging, 2018-19
- A third of users have cut back on dairy yogurts/yogurt drinks for environmental reasons
- Non-dairy yogurts could do more to promote their environmental credentials
- Spelling out environmental commitments can help to add value
- Promotions underpin low brand loyalty within the category
- Flavour innovation offers an alternative means to appeal to shoppers
Attitudes towards Yogurt and Yogurt Drinks
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- Parents’ health concerns both benefit and hinder children’s yogurts
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- Figure 59: Attitudes towards yogurt and yogurt drinks, May 2019
- Unflavoured yogurts for children are an unrealised opportunity
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- Figure 60: International examples of unflavoured yogurts aimed at children, 2017-19
- References to PHE calorie guidelines should help strengthen products’ healthy image
- Opportunities for children’s yogurts with strong digestive health focus
- Live cultures are widely associated with supporting digestive health
- Especially important for spoonable yogurts to flag up their live cultures
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- Figure 61: Example of spoonable yogurt naming its live cultures on-pack, 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 62: Forecast of UK sales of spoonable and drinking yogurt, by value, best- and worst-case, 2019-24
- Figure 63: Forecast of UK sales of spoonable and drinking yogurt, by volume, best- and worst-case, 2019-24
Appendix – Advertising and Marketing Activity
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- Figure 64: Total above-the line, online display and direct mail advertising expenditure on yogurt and yogurt drinks, by top three advertisers, 2015-19 (sorted by 2018)
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