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Yogurt and Yogurt Drinks - Canada - August 2014

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Forecast of Canada retail sales of yogurt and yogurt drinks, by volume, 2009-19
Figure 2: Forecast of Canada retail sales of yogurts and yogurt drinks, by value, 2009-19
Market factors
Price remains a key factor
New labelling regulations
An ageing population poses some challenges
An increasingly competitive atmosphere
Companies, brands and innovation
The consumer
Greek and flavoured yogurt top the charts
Figure 3: Purchase of yogurt and yogurt drinks, June 2014
Yogurts are most popular as a snack
Figure 4: Occasions for eating yogurt/drinking yogurt drinks, June 2014
Price-related choice factors are most important, followed by texture
Yogurts are seen as healthy, natural and suitable for the whole family
Yogurts as a guilt-free and healthy snack option for kids
Figure 5: Attitudes towards yogurt and yogurt drinks, June 2014
What we think
ISSUES AND INSIGHTS
On-the-go occasion could help to expand usage further
The facts
The implications
Standing out in the increasingly competitive Greek segment
The facts
The implications
Flavour innovation could help yogurts to be seen as more exciting
The facts
The implications
Expanding yogurt usage in new consumption occasions
The facts
The implications
TREND APPLICATION
Make It Mine
Transumers
The Real Thing
MARKET DRIVERS
Key points
Yogurt consumption per capita flattens out
Figure 6: Yogurt consumption per capita in Canada, 1994-2013
Health-conscious consumers and natural sweeteners
Brand acquisitions, re-branding and the birth of new brands
Consumer confidence and disposable income remain resolute
Figure 7: Consumer Confidence Index, monthly, January 2008-July 2014
Figure 8: Household disposable incomes and savings in Canada, 2008-14
Figure 9: Consumer Price Index in Canada, 2008-14
Figure 10: Inflation rate in Canada, 2004-14
Population count and growth in Canada
Figure 11: Share of population of Canada, by territory/province, 2014
Canada’s population is expected to age in the coming years
Figure 12: Projected trends in the age structure of the Canada population, 2014-19
Minority groups account for less than 20% of Canada’s population
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Brand acquisitions and NPD stimulating change
Figure 13: Share of new product launches within the Canadian yogurt and yogurt drinks market, by company, 2010-14
Healthier claims on the rise
Figure 14: Share of new product launches within the Canadian yogurt and yogurt drinks market, by leading claims, 2010-14
‘Classic’ flavours remain the most popular for NPD
Figure 15: Share of new product launches within the Canadian yogurt and yogurt drinks market, by leading flavours, 2010-14
Danone leads the Greek charge
General Mills starts asserting itself in the yogurt market
Parmalat’s NDP is primarily focused on Greek yogurt
Ultima Foods forges its own path with IÖGO and leverages the growing interest in stevia
MARKET SIZE AND FORECAST
Key points
Canada’s yogurt market continues to achieve robust growth
Figure 16: Canada retail value and volume sales of yogurts and yogurt drinks, 2009-19
Figure 17: Forecast of Canada retail sales of yogurts and yogurt drinks, by volume, 2009-19
Values expected to continue rising
Figure 18: Forecast of Canada retail sales of yogurts and yogurt drinks, by value, 2009-19
Forecast methodology
MARKET SEGMENTATION AND SHARE
Key points
Danone leads the way
Figure 19: Company retail market share by volume in Canada, 2010-13
Figure 20: Company retail market share by value in Canada, 2010-13
A new challenger for top spot
Flavoured spoonable yogurt dominates the market
Figure 21: Market segmentations for yogurts and yogurt drinks in Canada, 2010-13
Yogurt drinks provide an able supporting role
COMPANIES AND PRODUCTS
Danone Corporation
General Mills Corporation
Ultima Foods Inc
Parmalat S.p.A
BRAND RESEARCH AND SOCIAL MEDIA
Key points
Market overview
Key social media metrics
Figure 22: Key social media metrics, July 2014
Brand usage and awareness
Figure 23: Brand usage and awareness for selected yogurt and yogurt drink brands, July 2014
Interactions with yogurt and yogurt drink brands
Figure 24: interactions with selected yogurt and yogurt drink brands, July 2014
Leading online campaigns
What we think
Online conversations
Figure 25: Online conversations for selected yogurt & yogurt drinks, by day, July 14, 2013-July 14, 2014
Where are people talking about yogurt and yogurt drink brands?
Figure 26: Online conversations for selected yogurt and yogurt drink brands, by page type, July 13, 2013-July 14, 2014
What are people talking about?
Figure 27: Topics of conversation around selected yogurt and yogurt drink brands, July 13, 2013-July 14, 2014
THE CONSUMER – PURCHASE OF YOGURT AND YOGURT DRINKS
Key points
Flavoured yogurt is the most widely eaten type of yogurt in Canada
Figure 28: Purchase of yogurt and yogurt drinks, June 2014
The rise of Greek
Over half of Canadians are probiotic yogurt buyers
Yogurt drinks are a significant part of the market
THE CONSUMER – OCCASIONS FOR USAGE
Key points
Yogurt and yogurt drinks are a popular snacking option
Figure 29: Occasions for eating yogurt/drinking yogurt drinks, June 2014
Yogurt and yogurt drinks are also popular as part of a meal
Opportunities for consumption after exercise
THE CONSUMER – CHOICE FACTORS
Key points
Price and promotions are the leading choice factors
Figure 30: Choice factors when purchasing yogurt and yogurt drinks, June 2014
The importance of texture reflects the growth of Greek
Health factors also feature high up in the decision making process
Flavour and brand name feature surprisingly low down the list
THE CONSUMER – PERCEPTIONS OF YOGURT AND YOGURT DRINKS
Key points
Yogurts score well for naturalness, being family-friendly and providing value for money
Figure 31: Perceptions of yogurt and yogurt drinks with competing categories, June 2014
Room for improvement for yogurts
Yogurt drinks inspire fewer associations
Correspondence mapping
Figure 32: Correspondence analysis, June 2014
THE CONSUMER – ATTITUDES TOWARDS YOGURT AND YOGURT DRINKS
Key points
Summary of attitudes towards yogurt and yogurt drinks
Figure 33: Attitudes towards yogurt and yogurt drinks, June 2014
Yogurts are a healthy snack option for the family
Figure 34: Snack-related attitudes towards yogurt and yogurt drinks, June 2014
Fruit ingredients remain most popular for yogurts
Figure 35: Attitudes towards yogurt and yogurt drink ingredients, June 2014
The growth of Greek is shaping attitudes towards the market
Figure 36: Attitudes towards the flavour and texture of yogurt and yogurt drinks, June 2014
Nearly a third of yogurt buyers are interested in making their own
Figure 37: Attitudes towards home-made yogurt machines, June 2014
THE CONSUMER – YOGURT AND YOGURT DRINKS AND CHINESE CANADIANS
Key points
Yogurt usage is significantly higher among Chinese Canadians across all types
Figure 38: Usage of yogurt and yogurt drinks within the past three months: Chinese Canadians against White/Caucasians, June 2014
Value for money is key for Chinese Canadians
Figure 39: Choice factors when buying yogurt and yogurt drinks: Chinese Canadians against White/Caucasians, June 2014
Chinese Canadians are less inclined to see yogurt as part of breakfast
Figure 40: Occasions for consuming yogurt and yogurt drinks: Chinese Canadians against White/Caucasians, June 2014
Chinese Canadians look for yogurts on the go
Figure 41: Attitudes towards yogurt and yogurt drinks: Chinese Canadians against White/Caucasians, June 2014
THE CONSUMER – TARGET GROUPS
Key points
Five target groups
Figure 42: Target groups, June 2014
Enthusiasts (31%)
Greek Lovers (24%)
Health-Aware (21%)
Sceptics (15%)
Apathetic (9%)
APPENDIX – MARKET SIZE AND FORECAST
Figure 43: Best- and worst-case forecasts for the Canada yogurt and yogurt drinks retail market, by value, 2014-19
Figure 44: Best- and worst-case forecasts for the Canada yogurt and yogurt drinks retail market, by volume, 2014-19
APPENDIX – WHO’S INNOVATING?
APPENDIX – BRAND RESEARCH AND SOCIAL MEDIA
Brand usage or awareness
Figure 45: Brand usage or awareness, June 2014
Figure 46: Oikos usage or awareness, by demographics, June 2014
Figure 47: Liberté usage or awareness, by demographics, June 2014
Figure 48: Danone Activia usage or awareness, by demographics, June 2014
Figure 49: Yoplait usage or awareness, by demographics, June 2014
Figure 50: Astro usage or awareness, by demographics, June 2014
Figure 51: IÖGO usage or awareness, by demographics, June 2014
Activities done
Figure 52: Activities done, June 2014
Key social media metrics
Figure 53: Key social media metrics, July 2014
APPENDIX – THE CONSUMER – PURCHASE OF YOGURT AND YOGURT DRINKS
Figure 54: Frequency of purchasing yogurt and yogurt drinks, June 2014
Figure 55: Frequency of purchasing yogurt and yogurt drinks – Flavoured yogurt (excluding Greek/Greek-style), by demographics, June 2014
Figure 56: Frequency of purchasing yogurt and yogurt drinks – Any probiotic yogurt, by demographics, June 2014
Figure 57: Frequency of purchasing yogurt and yogurt drinks – Flavoured Greek/Greek-style yogurt, by demographics, June 2014
Figure 58: Frequency of purchasing yogurt and yogurt drinks – Plain, unflavoured yogurt in containers/tubs (excluding Greek/Greek-style), by demographics, June 2014
Figure 59: Frequency of purchasing yogurt and yogurt drinks – Unflavoured Greek/Greek-style yogurt, by demographics, June 2014
Figure 60: Frequency of purchasing yogurt and yogurt drinks – Any kids' yogurt, by demographics, June 2014
Figure 61: Frequency of purchasing yogurt and yogurt drinks – Yogurt with separate toppings, by demographics, June 2014
Figure 62: Frequency of purchasing yogurt and yogurt drinks – Any other type of yogurt, by demographics, June 2014
Figure 63: Frequency of purchasing yogurt and yogurt drinks – Drinkable yogurt, by demographics, June 2014
Figure 64: Frequency of purchasing yogurt and yogurt drinks – Any kids’ yogurt drink, by demographics, June 2014
Figure 65: Frequency of purchasing yogurt and yogurt drinks – Any yogurt drink with added/functional benefits, by demographics, June 2014
Figure 66: Frequency of purchasing yogurt and yogurt drinks – Pouring yogurt, by demographics, June 2014
Figure 67: Frequency of purchasing yogurt and yogurt drinks – Any other type of yogurt drink, by demographics, June 2014
Figure 68: Repertoire of frequency of purchasing yogurt and yogurt drinks, June 2014
Figure 69: Repertoire of frequency of purchasing yogurt and yogurt drinks, by demographics, June 2014
APPENDIX – THE CONSUMER – OCCASIONS FOR USAGE
Figure 70: Occasions for eating yogurt/drinking yogurt drinks, June 2014
Figure 71: Most popular occasions for eating yogurt/drinking yogurt drinks, by demographics, June 2014
Figure 72: Next most popular occasions for eating yogurt/drinking yogurt drinks, by demographics, June 2014
Figure 73: Occasions for eating yogurt/drinking yogurt drinks, by frequency of purchasing yogurt (any use within the past 3 months), June 2014
Figure 74: Occasions for eating yogurt/drinking yogurt drinks, by frequency of purchasing yogurt (any use within the past 3 months), June 2014 (continued)
Figure 75: Occasions for eating yogurt/drinking yogurt drinks, by frequency of purchasing yogurt (any use within the past 3 months), June 2014 (continued)
APPENDIX – THE CONSUMER – CHOICE FACTORS
Figure 76: Choice factors when shopping for yogurt and yogurt drinks, June 2014
Figure 77: Most important choice factors when shopping for yogurt and yogurt drinks, by demographics, June 2014
Figure 78: Other choice factors when shopping for yogurt and yogurt drinks, by demographics, June 2014
APPENDIX – THE CONSUMER – PERCEPTIONS OF YOGURT AND YOGURT DRINKS
Figure 79: Perceptions of yogurt and yogurt drinks with competing categories, June 2014
Figure 80: Most popular perceptions of yogurt, by demographics, June 2014
Figure 81: Other perceptions of yogurt, by demographics, June 2014, by demographics, June 2014
Figure 82: Other perceptions of yogurt, by demographics, June 2014 (continued)
Figure 83: Most popular perceptions of yogurt drinks, by demographics, June 2014
Figure 84: Other perceptions of yogurt drinks, by demographics, June 2014
Figure 85: Other perceptions of yogurt drinks, by demographics, June 2014 (continued)
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS YOGURT AND YOGURT DRINKS
Figure 86: Attitudes towards yogurt and yogurt drinks, June 2014
Figure 87: Agreement with the statements ‘Yogurts are a good snack option for children’ and ‘I prefer yogurts with fruit ingredients rather than dessert flavours’, by demographics, June 2014
Figure 88: Agreement with the statements ‘Yogurts are a guilt-free snack’ and ‘I worry about the sugar content in yogurts/yogurt drinks’, by demographics, June 2014
Figure 89: Agreement with the statements ‘I am interested in buying yogurts that are easier to eat on the go’ and ‘I prefer yogurts/yogurt drinks which have a thicker texture’, by demographics, June 2014
Figure 90: Agreement with the statements ‘Yogurts inspired by ingredients from different countries’ and ‘I am interested in buying yogurts with dessert-inspired flavours’, by demographics, June 2014
Figure 91: Agreement with the statements ‘I would be interested in a machine that would allow me to make yogurt at home’ and ‘I am interested in yogurts/yogurt drinks which use stevia instead of sugar’, by demographics, June 2014
Figure 92: Agreement with the statements ‘The taste of yogurts is more important than how healthy they are’ and ‘I am prepared to pay more for yogurts with added calcium’, by demographics, June 2014
APPENDIX – YOGURTS AND YOGURT DRINKS AND CHINESE CANADIANS
Figure 93: Selected demographics, by White/Caucasian population against Chinese Canadians, June 2014
APPENDIX – THE CONSUMER – TARGET GROUPS
Figure 94: Target Groups, June 2014
Figure 95: Target groups, by demographics, June 2014
Figure 96: Frequency of purchasing yogurt and yogurt drinks, by target groups, June 2014
Figure 97: Occasions for eating yogurt/drinking yogurt drinks, by target groups, June 2014
Figure 98: Choice factors when shopping for yogurt and yogurt drinks, by target groups, June 2014
Figure 99: Perceptions of yogurt and yogurt drinks, by target groups, June 2014
Figure 100: Attitudes towards yogurt and yogurt drinks, by target groups, June 2014

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