Table of Contents
Executive Summary
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- Market overview
- The issues
- Yogurt sees losses
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- Figure 1: Total US sales and fan chart forecast of yogurt and yogurt drinks, at current prices, 2014-24
- Yogurt fatigue is kicking in
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- Figure 2: Yogurt fatigue, September 2019
- Indifferent consumers spur cannibalization
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- Figure 3: Yogurt purchasing shifts, September 2019
- The opportunities
- Make mix-ins great again
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- Figure 4: Yogurt mix-ins, September 2019
- Keep kids in mind
- What it means
The Market – What You Need to Know
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- Yogurt is struggling
- Convenience is key
- Millennial parents shape the market
Market Size and Forecast
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- Yogurt is starting to decline
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- Figure 5: Total US sales and fan chart forecast of yogurt and yogurt drinks, at current prices, 2014-24
- Figure 6: Total US sales and forecast of yogurt and yogurt drinks, at current prices, 2014-24
Market Breakdown
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- Drinkable yogurt’s share is small, but growing gradually
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- Figure 7: Spoonable and drinkable yogurt share of total market sales, 2014-24
- Figure 8: Sales of yogurt and yogurt drinks, by segment, 2014-24
Market Perspective
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- Fiber is a factor
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- Figure 9: Gastrointestinal relief methods, by type, June 2019
- Nutrition trends shape innovation, but increase competition
Market Factors
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- Climate change leads to shake ups in agriculture
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- Figure 10: Stonyfield announces OpenTEAM project to provide industry sustainability education
- Millennial parents drive innovation
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- Figure 11: Households with own children under age 18, by age of householder, 2018
Key Players – What You Need to Know
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- Major brands see divided performance
- Too many yogurts on the shelf
- Nutrition trends are at the center of the market
- Yogurt for brain health
Company and Brand Sales of Yogurt and Yogurt Drinks
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- Healthful innovators pull ahead
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- Figure 12: MULO sales of yogurt and yogurt drinks, by leading companies, rolling 52 weeks 2018 and 2019
- Trendy spoonable offerings boost sales
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- Figure 13: MULO sales of spoonable yogurt, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Kids love drinkable yogurts
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- Figure 14: MULO sales of drinkable yogurt, by leading companies and brands, rolling 52 weeks 2018 and 2019
What’s Working?
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- Plant-based goes mainstream
- Having fun with flavors
What’s Struggling?
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- The market is oversaturated
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- Figure 15: Repertoire analysis – Number of yogurt products purchased in the past three months
- Methodology – Repertoire Analysis
- Were mix-in yogurts a flash in the pan?
What to Watch
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- Building a better yogurt
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- Figure 16: Using the Yomee yogurt maker
- Yogurt supporting brain development
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- Figure 17: Brainiac Kids yogurt launch, February 2019
The Consumer – What You Need to Know
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- Non-dairy options could save the day
- Consumers are still buying the same amount of yogurt
- Positioning yogurt as an all-day option
- Healthy yogurts are successful
Yogurt and Yogurt Drink Purchases
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- Non-dairy brought new consumers to the market
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- Figure 18: Yogurt and yogurt drink purchases, by type and consumer, August 2018 and September 2019
- Dairy yogurt still reigns for kids
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- Figure 19: Yogurt and yogurt drink purchases, by type and consumer, September 2019
Dairy Yogurt Deep Dive
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- Greek yogurt still dominates the market
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- Figure 20: Dairy yogurt purchases, September 2019
- Emerging trends are favored by younger generations
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- Figure 21: Dairy yogurt purchases, by generation, September 2019
- Purchasing patterns are relatively stagnant
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- Figure 22: Dairy yogurt purchase shifts, September 2019
- Dairy yogurt is popular for families
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- Figure 23: Dairy yogurt purchase shifts, by parental status, September 2019
Non-dairy Yogurt Deep Dive
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- Familiar non-dairy bases encourage trial
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- Figure 24: Non-dairy yogurt purchases, September 2019
- Men are open to trying new products
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- Figure 25: Non-dairy yogurt purchases, by gender, September 2019
- New brands are entering, but consumers are still catching up
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- Figure 26: Non-dairy yogurt purchase shifts, September 2019
- Taste is still a driving factor
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- Figure 27: Reasons for buying more non-dairy yogurt, September 2019
Attitudes toward Yogurt
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- Active yogurt consumers focus on health
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- Figure 28: Attitudes toward yogurt, by non-dairy yogurt purchase shifts, September 2019
Yogurt and Yogurt Drink Usage
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- The day starts with yogurt
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- Figure 29: Yogurt and yogurt drink usage occasions, by segment, September 2019
- Consumers have yogurt as a snack
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- Figure 30: Yogurt and yogurt drink usage occasions, by segment, September 2019
Interest in Yogurt Innovation
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- Innovations must be strategic to capture consumers’ interest
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- Figure 31: Interest in yogurt innovations, September 2019
- Yogurt goes green
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- Figure 32: Interest in yogurt innovations, by parental status, September 2019
- Sugar is out, but sweet is still in
- Methodology
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- Figure 33: TURF analysis – Interest in yogurt innovation, September 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 34: Total US sales and forecast of market, at inflation-adjusted prices, 2012-22
- Figure 35: Total US retail sales and forecast of yogurt and yogurt drinks, by segment, at current prices, 2014-24
- Figure 36: Total US retail sales of yogurt and yogurt drinks, by segment, at current prices, 2017 and 2019
- Figure 37: Total US retail sales and forecast of spoonable yogurt, at current prices, 2014-24
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- Figure 38: Total US retail sales and forecast of yogurt drinks/kefir, at current prices, 2014-24
- Figure 39: Total US retail sales and forecast of yogurt and yogurt drinks, at inflation-adjusted prices, 2014-24
- Figure 40: Total US retail sales and forecast of spoonable yogurt, at inflation-adjusted prices, 2014-24
- Figure 41: Total US retail sales and forecast of yogurt drinks/kefir, at inflation-adjusted prices, 2014-24
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Appendix – Retail Channels
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- Figure 42: Total US retail sales of yogurt and yogurt drinks, by channel, at current prices, 2014-19
- Figure 43: Total US retail sales of yogurt and yogurt drinks, by channel, at current prices, 2017 and 2019
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- Figure 44: US supermarket sales of yogurt and yogurt drinks, at current prices, 2014-19
- Figure 45: US sales of yogurt and yogurt drinks through other retail channels, at current prices, 2014-19
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Appendix – The Consumer
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- Figure 46: Attitudes toward snacking, Spring 2019
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- Figure 47: Attitudes toward mealtimes, Spring 2019
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