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Yogurt and Yogurt Drinks - UK - July 2014

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
The future
Figure 1: Forecast of UK retail sales of yogurt and yogurt drinks, by value, 2009-19
Figure 2: Forecast of UK retail sales of yogurt and yogurt drinks, by volume, 2009-19
Market factors
Health focus could switch to sugar content
Kids are a lucrative group for yogurt/yogurt drink brands
Predicted rise in consumer spending bodes well for encouraging trading up
Companies, brands and innovation
Müller Corner leads spoonable yogurt, with sales topping £250 million
Figure 3: Estimated UK retail sales of the top five leading brands in adult and children’s spoonable* yogurt, by value, 2013
A decline in NPD in 2013
Adspend reaches £53 million in 2013
The consumer
Around two in five associate yogurt/fromage frais and yogurt drinks with naturalness
Figure 4: Correspondence analysis of qualities associated with yogurts and yogurt drinks, April 2014
Almost eight in 10 people eat yogurts
Figure 5: Usage of yogurt, fromage frais and/or yogurt drinks, April 2014
Eight in 10 buy yogurt, standard variants being the most popular
Figure 6: Types of yogurt/yogurt drink bought in the past three months, April 2014
Almost three in five eat yogurt as a dessert
Figure 7: Occasions when people eat yogurt/fromage frais and/or drink yogurt drinks, April 2014
Around two in five eat yogurt/fromage frais as an alternative to other treats
Figure 8: Reasons for eating yogurt/fromage frais and/or drinking yogurt drinks, April 2014
Three in four believe in the nutritious benefits of yogurt/yogurt drinks
Figure 9: Attitudes towards yogurt, fromage frais and yogurt drinks, April 2014
What we think
ISSUES AND INSIGHTS
Operators look to address consumer concerns on sugar
The facts
The implications
On-the-go occasion provides potential for expanding usage
The facts
The implications
Innovation on flavour can help to improve yogurt’s positioning as lacking in excitement
The facts
The implications
TREND APPLICATION
Trend: Guiding Choice
Trend: Play Ethic
Futures Trend: Generation Next
MARKET DRIVERS
Key points
Health focus could switch to sugar content
Greek yogurt must be made in Greece
Predicted rise in consumer spending bodes well for encouraging trading up
Kids are a lucrative group for yogurt/yogurt drink brands
Figure 10: Trends in the age structure of the UK population, 2009-14 and 2014-19
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Spoonable yogurts continue dominance
Figure 11: Share of new product launches in the UK yogurt market, by segment, 2010-14
Danone leads innovation, with Tesco chasing
Figure 12: Share of new product launches within the UK yogurt market, by company (top 10), 2010-14
Low/no/reduced fat claim is prominent
Figure 13: Share of new product launches within the UK yogurt market, by selected health claims, 2010-14
Low/no/reduced sugar claims remain niche
Rise of strained and Greek-style yogurt
New entrants
Flavoured variants
Brands leverage protein message…
…potentially broadening appeal to men
NPD on flavour appeals to adventurous consumers
Dessert-inspired
Exotic
Savoury variants
Opportunity to cater to the on-the-go occasion
MARKET SIZE AND FORECAST
Key points
Yogurt market sees 14% growth over 2009-14
Figure 14: UK retail value and volume sales of yogurt and yogurt drinks, 2009-19
Forecast
Figure 15: Forecast of UK retail sales of yogurt and yogurt drinks, by value, 2009-19
Figure 16: Forecast of UK retail sales of yogurt and yogurt drinks, by volume, 2009-19
Methodology
SEGMENT PERFORMANCE
Key points
Spoonable yogurt dominates
Figure 17: UK retail value and volume sales of spoonable yogurt and drinking yogurt, 2009-14
Drinking yogurts continue to see value and volume decline
MARKET SHARE
Key points
Müller Corner leads spoonable yogurt, with sales topping £250 million
Figure 18: Estimated UK retail sales of leading brands in spoonable* yogurt, by value and volume, 2012 and 2013
Müllerlight volume sales struggle, with NPD on the cards
Activia loses ground despite new variants
Petits Filous leads kids’ yogurt
Danone continues to lead drinking yogurt, despite sales decline
Figure 19: UK retail sales of leading brands in drinking yogurt, by value and volume, 2012/13 and 2013/14
COMPANIES AND PRODUCTS
Danone
Product range
Innovation
Marketing and promotion
Emmi
Product range
Innovation
Marketing and promotion
Müller
Product range
Innovation
Marketing and promotion
Nestlé
Product range
Innovation
Marketing and promotion
Yeo Valley
Product range
Innovation
Marketing and promotion
Yoplait
Product range
Innovation
Marketing and promotion
 DRINKING YOGURTS
McNeil/Johnson & Johnson
Product range and innovation
Marketing and promotion
Yakult
Product range and innovation
Marketing and promotion
BRAND RESEARCH
Figure 20: Attitudes towards and usage of brands in the yogurt sector, March 2014
Correspondence analysis
Brand attitudes
Figure 21: Attitudes, by yogurt brand, March 2014
Brand personality
Figure 22: Yogurt brand personality – Macro image, March 2014
Figure 23: Yogurt brand personality – Micro image, March 2014
Brand experience
Figure 24: Yogurt brand usage, March 2014
Figure 25: Satisfaction with various yogurt brands, March 2014
Figure 26: Consideration of yogurt brands, March 2014
Figure 27: Consumer perceptions of current yogurt brand performance, March 2014
Brand recommendation
Figure 28: Likely recommendation of selected yogurt brands, March 2014
BRAND COMMUNICATION AND PROMOTION
Key points
Yogurt continues to dominate adspend
Figure 29: Advertising expenditure in the UK yogurt and yogurt drinks market, 2010-14
Danone remains the leading advertiser
Figure 30: Advertising expenditure in the UK yogurt and yogurt drinks market, by top 10 advertisers (sorted by 2013), 2010-14
Müller reduces spend in 2013
Yoplait increases spend in 2013
Figure 31: Share of advertising expenditure in the UK yogurt and yogurt drinks market, by top 10 brands, 2013
CHANNELS TO MARKET
Key points
Multiples dominate, with more than 90% share
Figure 32: UK retail value sales of yogurt and yogurt drinks, by outlet type, 2010-13
THE CONSUMER – QUALITIES ASSOCIATED WITH YOGURT AND YOGURT DRINKS
Key points
Around two in five associate yogurt/fromage frais and yogurt drinks with naturalness
Figure 33: Correspondence analysis of qualities associated with yogurts and yogurt drinks, April 2014
Figure 34: Qualities associated with yogurts and yogurt drinks, April 2014
Yogurt/fromage frais is seen most widely to provide value for money
Over-65s see yogurt drinks as providing value for money
Just a fifth see yogurt/fromage frais and yogurt drinks as high quality
Less than a fifth say yogurt keeps them fuller for longer
Methodology
THE CONSUMER – USAGE
Key points
Almost eight in 10 people eat yogurts
Figure 35: Usage of yogurt, fromage frais and/or yogurt drinks, April 2014
Nearly a fifth eat yogurt once a day or more
Figure 36: Frequency of eating/drinking yogurt, fromage frais and/or yogurt drinks, April 2014
Usage of fromage frais and yogurt drinks is less frequent
Figure 37: Those drinking yogurt drinks once a day or more, by presence of children, April 2014
THE CONSUMER – PURCHASING HABITS
Key points
Eight in 10 buy yogurt, standard variants being the most popular
Figure 38: Types of yogurt/yogurt drink bought in the past three months, April 2014
Figure 39: Purchasing of kids’ yogurt in the past three months, by presence of own children, April 2014
Half buy just one or two types
Figure 40: Repertoire of types of yogurt/yogurt drink bought in the past three months, April 2014
Low fat is the most popular variety, bought by more than six in 10
Figure 41: Varieties of yogurt/yogurt drink bought in the past three months, April 2014
Greek-style variants are almost as popular as Greek yogurt
THE CONSUMER – OCCASIONS
Key points
Almost three in five eat yogurt as a dessert
Figure 42: Occasions when people eat yogurt/fromage frais and/or drink yogurt drinks, April 2014
Snacking is the second most popular occasion
Yogurts fail to tap into the on-the-go occasion
Breakfast is the most popular occasion for yogurt drinks
Snacking poses potential for yogurt drinks
THE CONSUMER – REASONS TO EAT YOGURT/DRINK YOGURT DRINKS
Key points
Around two in five eat yogurt/fromage frais as an alternative to other treats
Figure 43: Reasons for eating yogurt/fromage frais and/or drinking yogurt drinks, April 2014
Around a fifth eat yogurt for protein and calcium
More than two in five drink yogurt drinks for digestive health
THE CONSUMER – ATTITUDES TOWARDS YOGURT AND YOGURT DRINKS
Key points
Three in four believe in the nutritious benefits of yogurt/yogurt drinks
Figure 44: Attitudes towards yogurt, fromage frais and yogurt drinks, April 2014
Sugar content is under attention
Older consumers are less likely to switch based on promotions
Figure 45: Agreement with the statement ‘If buying yogurt, I would switch to a brand that is on promotion’, by age, April 2014
Younger adults are most interested in the on-the-go formats and new flavours
Figure 46: Agreement with statements on yogurt/yogurt drinks, by age, April 2014
Opportunities to promote support of farmers/producers to gain favour
APPENDIX – MARKET DRIVERS
Figure 47: GDP, PDI, consumer expenditure and savings, at current prices, 2009-19
Figure 48: GfK NOP consumer confidence index, monthly, January 2008-May 2014
APPENDIX – WHO’S INNOVATING?
Figure 49: Share of new product launches in the UK yogurt market, branded vs. own-label, 2010-14
APPENDIX – MARKET SIZE AND FORECAST
Figure 50: Best- and worst-case forecasts for retail sales of yogurt and yogurt drinks, by value, 2014-19
Figure 51: Best- and worst-case forecasts for retail sales of yogurt and yogurt drinks, by volume, 2014-19
APPENDIX – MARKET SHARE
Figure 52: UK retail sales of leading manufacturers in drinking yogurt, by value and volume, 2012/13 and 2013/14
APPENDIX – BRAND RESEARCH
Figure 53: Brand usage, March 2014
Figure 54: Brand commitment, March 2014
Figure 55: Brand momentum, March 2014
Figure 56: Brand diversity, March 2014
Figure 57: Brand satisfaction, March 2014
Figure 58: Brand recommendation, March 2014
Figure 59: Brand attitude, March 2014
Figure 60: Brand image – Macro image, March 2014
Figure 61: Brand image – Micro image, March 2014
APPENDIX – BRAND COMMUNICATION AND PROMOTION
Figure 62: Advertising expenditure in the UK yogurt and yogurt drinks market, by top 10 brands (sorted by 2013), 2010-14
APPENDIX – THE CONSUMER – QUALITIES ASSOCIATED WITH YOGURT AND YOGURT DRINKS
Figure 63: Qualities associated with yogurts, ice cream and desserts, April 2014
Figure 64: Most popular qualities associated with ice cream, by demographics, April 2014
Figure 65: Next most popular qualities associated with ice cream, by demographics, April 2014
Figure 66: Other qualities associated with ice cream, by demographics, April 2014
Figure 67: Most popular qualities associated with chilled desserts, by demographics, April 2014
Figure 68: Next most popular qualities associated with chilled desserts, by demographics, April 2014
Figure 69: Other qualities associated with chilled desserts, by demographics, April 2014
Figure 70: Most popular qualities associated with desserts stored at room temperature, by demographics, April 2014
Figure 71: Next most popular qualities associated with desserts stored at room temperature, by demographics, April 2014
Figure 72: Other qualities associated with desserts stored at room temperature, by demographics, April 2014
Figure 73: Most popular qualities associated with frozen desserts, by demographics, April 2014
Figure 74: Next most popular qualities associated with frozen desserts, by demographics, April 2014
Figure 75: Other qualities associated with frozen desserts, by demographics, April 2014
Figure 76: Most popular qualities associated with yogurt/fromage frais, by demographics, April 2014
Figure 77: Next most popular qualities associated with yogurt/fromage frais, by demographics, April 2014
Figure 78: Other qualities associated with yogurt/fromage frais, by demographics, April 2014
Figure 79: Most popular qualities associated with yogurt drinks, by demographics, April 2014
Figure 80: Next most popular qualities associated with yogurt drinks, by demographics, April 2014
Figure 81: Other qualities associated with yogurt drinks, by demographics, April 2014
APPENDIX – THE CONSUMER – USAGE
Figure 82: Frequency of eating/drinking yogurt, fromage frais and/or yogurt drinks, April 2014
Figure 83: Frequency of eating/drinking yogurt, by demographics, April 2014
Figure 84: Frequency of eating/drinking fromage frais, by demographics, April 2014
Figure 85: Frequency of eating/drinking yogurt drinks, by demographics, April 2014
APPENDIX – THE CONSUMER – PURCHASING HABITS
Figure 86: Types of yogurt/yogurt drink bought in the past three months, April 2014
Figure 87: Most popular types of yogurt/yogurt drink bought in the past three months, by demographics, April 2014
Figure 88: Next most popular types of yogurt/yogurt drink bought in the past three months, by demographics, April 2014
Figure 89: Repertoire of types of yogurt/yogurt drink bought in the past three months, April 2014
Figure 90: Repertoire of types of yogurt/yogurt drink bought in the past three months, by demographics, April 2014
Figure 91: Varieties of yogurt/yogurt drink bought in the past three months, April 2014
Figure 92: Most popular varieties of yogurt/yogurt drink bought in the past three months, by demographics, April 2014
Figure 93: Next most popular varieties of yogurt/yogurt drink bought in the past three months, by demographics, April 2014
APPENDIX – THE CONSUMER – OCCASIONS
Figure 94: Occasions when people eat yogurt/fromage frais and/or drink yogurt drinks, April 2014
Figure 95: Occasions when people eat yogurt, by demographics, April 2014
Figure 96: Occasions when people eat fromage frais (eg Petits Filous), by demographics, April 2014
Figure 97: Occasions when people drink yogurt drink (eg Actimel, Benecol), by demographics, April 2014
APPENDIX – THE CONSUMER – REASONS TO EAT YOGURT/DRINK YOGURT DRINKS
Figure 98: Reasons for eating yogurt/fromage frais and/or drinking yogurt drinks, April 2014
Figure 99: Reasons for eating yogurt, by demographics, April 2014
Figure 100: Reasons for eating fromage frais, by demographics, April 2014
Figure 101: Reasons for drinking yogurt drinks, by demographics, April 2014
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS YOGURT AND YOGURT DRINKS
Figure 102: Attitudes towards yogurt, fromage frais and yogurt drinks, April 2014
Figure 103: Agreement with the statement ‘Eating yogurt/yogurt drinks is a good way to get nutrients in to your diet’, by demographics, April 2014
Figure 104: Agreement with the statement ‘More money from yogurt sales should go directly to the farmer/producer’, by demographics, April 2014
Figure 105: Agreement with the statement ‘If buying yogurt, I would switch to a brand that is on promotion’, by demographics, April 2014
Figure 106: Agreement with the statement ‘Drinking yogurts are not filling enough as a snack’, by demographics, April 2014
Figure 107: Agreement with the statement ‘I worry about the sugar content in yogurts/yogurt drinks’, by demographics, April 2014
Figure 108: Agreement with the statement ‘I would be interested in buying yogurts that are easier to eat out of home/on the go’, by demographics, April 2014
Figure 109: Agreement with the statement ‘Yogurts inspired by ingredients from different countries’, by demographics, April 2014
Figure 110: Agreement with the statement ‘Yogurt made with local/regional ingredients’, by demographics, April 2014
Figure 111: Agreement with the statement ‘I would be interested in trying thicker drinking yogurts’, by demographics, April 2014
Figure 112: Agreement with the statement ‘I would rather eat less yogurt than switch to a lighter version’, by demographics, April 2014
Figure 113: Agreement with the statement ‘I would pay more for yogurts with added calcium compared to standard yogurt’, by demographics, April 2014
Figure 114: Agreement with the statement ‘I would be interested in trying savoury flavours in yogurt’, by demographics, April 2014

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