Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Yogurt sales reach $4.1 billion in FDMx in 2009
- Refrigerated yogurt is largest and fastest growing segment
- Small premium brands and private label are stealing share from market leaders Dannon and Yoplait
- Supermarkets dominate sales, but other channels are gaining ground
- More than 1,200 new yogurt products launched since 2005
- Refrigerated yogurt consumption continues to rise
- Interest in probiotic yogurt is growing despite consumer confusion about what probiotics are
Insights and Opportunities
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- Figure 1: Attitudes towards health and nutrition, by age, February 2008-March 2009
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- Figure 2: Yogurt consumption, by type, by age, February 2008-March 2009
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- Figure 3: Importance of healthy positioning with yogurt and yogurt drinks, by age, August 2009
- Room for private label to grow via premium, organic/natural offerings
- Need to clear up the confusion around probiotics
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Inspire Insights
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- Trust and transparency
- Lost in the Supermarket
Market Size and Forecast
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- Key points
- Healthy eating trend has driven growth since 2004, but recession leads to a slowdown in 2009
- Small premium brands and private label are driving growth
- Sales expected to reach $5.2 billion by 2014
- Sales and forecast of yogurt and yogurt drinks
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- Figure 4: FDMx sales of yogurt and yogurt drinks, at current prices, 2004-14
- Figure 5: FDMx sales of yogurt and yogurt drinks, at inflation-adjusted prices, 2004-14
- Walmart sales
Competitive Context
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- Key points
- Recession gives private label sales a boost and puts market leader Dannon on the defensive
- Probiotic products are driving growth, but sales may suffer
- Yogurt no longer “owns” probiotics
Segment Performance
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- Key points
- Recession hurts sales of most types of yogurt, but gives frozen yogurt sales a boost
- Sales of yogurt and yogurt drinks, by segment
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- Figure 6: FDMx sales of yogurt and yogurt drinks, by type, 2004-09
- Sales of yogurt and yogurt drinks by segment
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- Figure 7: FDMx sales of yogurt and yogurt drinks by type, 2007 and 2009
Segment Performance—Refrigerated Yogurt
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- Key points
- Rapid growth driven by rising consumption, product innovation
- Slowdown in 2009 amid economic recession
- Sales and forecast of refrigerated yogurt
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- Figure 8: FDMx sales and forecast of refrigerated yogurt, 2004-14
Segment Performance—Refrigerated Yogurt Drinks
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- Key points
- Perceptions of yogurt drinks as “high calorie” are turning off some consumers
- Troubled economy leads to steep losses
- Sales and forecast of refrigerated yogurt drinks
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- Figure 9: FDMx sales of refrigerated yogurt drinks, 2004-14
Segment Performance—Frozen Yogurt/Tofu
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- Key points
- Frozen yogurt/tofu sales get a boost as recession-stricken Americans look for small luxuries
- New fro-yo retail concepts could benefit frozen yogurt retail sales
- Sales and forecast of frozen yogurt/tofu
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- Figure 10: FDMx sales and forecast of frozen yogurt/tofu, 2004-14
Segment Performance—Shelf Stable Yogurt/Yogurt Mixes
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- Key points
- Following years of gains, sales take a dive in 2009
- Sales and forecast of shelf stable yogurt/yogurt mixes
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- Figure 11: FDMx sales and forecast of shelf stable yogurt/yogurt mixes, 2004-14
Retail Channels
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- Key points
- Supermarkets dominate yogurt sales with a 97% share of FDMx sales
- Sales of yogurt and yogurt drinks, by channel
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- Figure 12: FDMx sales of yogurt and yogurt drinks, by channel, 2004-09
Retail Channels—Supermarkets
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- Key points
- Wide selection and introduction of premium private label yogurts help supermarkets maintain their market dominance
- Supermarket/food stores’ sales of yogurt and yogurt drinks
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- Figure 13: Supermarket/food stores’ sales of yogurt and yogurt drinks, at current prices, 2004-08
Retail Channels—Natural Foods Supermarkets
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- Key points
- Sales of yogurt and yogurt drinks in the natural channel
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- Figure 14: Natural product supermarket retail sales of yogurt and yogurt drinks, at current prices, 2007-09*
- Leading companies/brands
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- Figure 15: Manufacturer brand natural supermarket sales of yogurt and yogurt drinks, 2007 and 2009
- Organic vs. non-organic yogurt sales
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- Figure 16: Natural supermarket sales of organic yogurt and yogurt drinks, 2007 and 2009
Market Drivers
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- Healthy eating trend and awareness of dairy-weight loss connection boost yogurt sales
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- Figure 17: Percentage of population aged 20 and over who are overweight or obese or extremely obese, 1988-2006
- Consumer concerns over synthetic bovine growth hormone drives change
- Women are core yogurt users, but usage among men is growing
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- Figure 18: Trends in personal consumption of refrigerated yogurt/yogurt drinks, by gender, Fall 2003 to March 2009
- Figure 19: Brand usage, by gender, March 2009
Leading Companies
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- Key points
- Small, premium brands are stealing share from market leaders Groupe Danone and General Mills
- Private label growth accelerates
- FDMx sales of yogurt and yogurt drinks by manufacturer
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- Figure 20: FDMx sales of yogurt and yogurt drinks, by manufacturer, 2008-09
Brand Share—Refrigerated Yogurt
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- Key points
- General Mills and Groupe Danone dominate the market
- Small, premium brands leading growth
- Manufacturer and brand sales of refrigerated yogurt
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- Figure 21: Selected FDMx manufacturer and brand sales of refrigerated yogurt, 2008-09
Brand Share—Refrigerated Yogurt Drinks
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- Key points
- Groupe Danone launches new Activia yogurt drink, grows market share
- General Mills, Unilever lose share to small brands
- Manufacturer and brand sales of refrigerated yogurt drinks
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- Figure 22: Selected FDMx manufacturer and brand sales of refrigerated yogurt drinks, 2008-09
Brand Share—Frozen Yogurt/Tofu
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- Key points
- Premium and indulgent brands gain market share as recession-weary consumers seek out a little indulgence
- Manufacturer and brand sales of frozen yogurt/tofu
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- Figure 23: Selected FDMx manufacturer and brand sales of frozen yogurt/tofu, 2008-09
Brand Share—Shelf Stable Yogurt/Yogurt Mixes
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- Key points
- Grupo Dilcomer leads market with its Klass drink mixes
- Manufacturer and brand sales of shelf stable yogurt/yogurt mixes
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- Figure 24: Selected FDMx manufacturer and brand sales of shelf stable yogurt/yogurt mixes, 2008-09
Brand Qualities
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- Chobani
- Fage Total
- The Greek Gods
Innovations and Innovators
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- Key points
- Over 1,200 new yogurt products launched in the U.S. since 2005
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- Figure 25: Number of yogurt introductions in the U.S, 2005-09
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- Figure 26: Top 10 companies by number of new yogurt products*, 2005-09
- Top 25 product claims for, 2005-09
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- Figure 27: top 25 product claims for new yogurt products*, 2005-09
- Organic and natural
- Functional yogurt
- Added fiber
- High protein/Greek-style
- Decadent dessert yogurts
- Wholegrain
- Just for kids
Advertising and Promotion
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- Dannon spends $136 million in 2008 and boosts spend in 2009
- Activia
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- Figure 28: Dannon Activia television ad, 2009
- DanActive
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- Figure 29: Dannon DanActive television ad, 2009
- Danimals
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- Figure 30: Dannon Danimals Crush Cup television ad, 2009
- Dannonomics
- Yoplait
- Yoplait Original
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- Figure 31: Yoplait television ad, 2009
- Yoplait Light
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- Figure 32: Yoplait Light television ad, 2009
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- Figure 33: Yoplait Fiber One television ad, 2009
- Save Lids to Save Lives initiative
Consumption of Yogurt and Yogurt Drinks
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- Key points
- Adult consumption of yogurt products, 2003-09
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- Figure 34: Trends in personal consumption of yogurt and frozen yogurt, Fall 2003-March 2009
- Personal consumption of yogurt products, by age
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- Figure 35: Yogurt consumption, by type, by age, February 2008-March 2009
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- Figure 36: Attitudes towards health and nutrition, by age, February 2008-March 2009
- Teens’ consumption of yogurt products, 2003-09
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- Figure 37: Trends in yogurt consumption (not frozen) among teens, by type and types of mix-ins, Fall 2003-March 2009
- Kids’ consumption of yogurt products, 2003-09
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- Figure 38: Trends in yogurt consumption (not frozen) among children aged 6-11, Fall 2003-December 2008
- Usage frequency (adults)
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- Figure 39: Yogurt usage frequency, by gender, February 2008-March 2009
Behavior and Motivations
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- Key points
- Purchase drivers—health attributes
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- Figure 40: Importance of healthy positioning with yogurt and yogurt drinks, by gender, August 2009
- Purchase drivers—packaging, price and other attributes
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- Figure 41: Importance of non-health related attributes with yogurt and yogurt drinks, by gender, August 2009
- Attitudes towards probiotics and prebiotics
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- Figure 42: Consumer awareness and usage of probiotics, by gender, August 2009
- Attitudes towards organic yogurt by gender
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- Figure 43: Attitudes towards organic yogurt, by gender, August 2009
- Attitudes towards organic yogurt by age
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- Figure 44: Attitudes towards organic yogurt, by age, August 2009
Private Label and Economy Packaging
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- Figure 45: Consumer attitudes towards yogurt/yogurt drinks, by gender, August 2009
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- Figure 46: Consumer attitudes towards yogurt/yogurt drinks, by gender, August 2009
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Impact of Race and Hispanic Origin
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- Key points
- Consumption of yogurt products
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- Figure 47: Yogurt consumption, by type, by race/Hispanic origin, February 2008-March 2009
- Purchase drivers—health attributes
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- Figure 48: Importance of healthy positioning with yogurt and yogurt drinks, by race/Hispanic origin, August 2009
- Purchase drivers—packaging, price and other attributes
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- Figure 49: Importance of non-health related attributes with yogurt and yogurt drinks, by race/Hispanic origin, August 2009
- Attitudes towards organic yogurt
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- Figure 50: Attitudes towards organic yogurt, by race/Hispanic origin, August 2009
- Attitudes towards probiotics and prebiotics
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- Figure 51: Consumer awareness and usage of prebiotics and probiotics, by race/Hispanic origin, August 2009
Cluster Analysis
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- Yo-Yos
- Low Cultures
- High Cultures
- Cluster characteristics
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- Figure 52: Yogurt clusters, August 2009
- Figure 53: Types of yogurt consumed, by yogurt clusters, August 2009
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- Figure 54: Frequency of yogurt consumption, by yogurt clusters, August 2009
- Figure 55: Consumer attitudes towards yogurt/yogurt drinks, by yogurt clusters, August 2009
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- Figure 56: Consumer attitudes towards yogurt/yogurt drinks, by yogurt clusters, August 2009
- Cluster demographics
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- Figure 57: Yogurt clusters, by gender, August 2009
- Figure 58: Yogurt clusters, by age group, August 2009
- Figure 59: Yogurt clusters, by income group, August 2009
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- Figure 60: Yogurt clusters, by race, August 2009
- Figure 61: Yogurt clusters. by Hispanic origin, August 2009
- Cluster methodology
Custom Consumer Groups
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- Affluent households are key target for yogurt makers
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- Figure 62: Yogurt consumption, by household type, by Mosaic Group, February 2008-March 2009
- Rural, working class households are least likely to use yogurt
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- Figure 63: Yogurt consumption, by household type, by Mosaic Group, February 2008-March 2009
- Usage frequency
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- Figure 64: Yogurt usage frequency, by household type, by Mosaic Group, February 2008-March 2009
- Brand preferences—refrigerated yogurt
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- Figure 65: Yogurt brand preferences, by household type, by Mosaic Group, February 2008-March 2009
IRI/Builders—Key Household Purchase Measures
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- Overview of yogurt
- Refrigerated yogurt
- Penetration approaching 80% of households, with Yoplait and store brands leaders
- Brand map
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- Figure 66: Brand map, selected brands of refrigerated yogurt, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 67: Key purchase measures for the top brands of refrigerated yogurt, by household penetration, 2008*
- Refrigerated yogurt drinks
- With low household penetration, yogurt drinks are purchased less than four times a year
- Brand map
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- Figure 68: Brand map, selected brands of refrigerated yogurt drinks, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 69: Key purchase measures for the top brands of refrigerated yogurt drinks, by household penetration, 2008*
Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Other Useful Tables
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- Attitudes towards prebiotics and probiotics by gender
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- Figure 70: Consumer awareness and usage of prebiotics and probiotics, by gender, August 2009
- Attitudes towards prebiotics and probiotics by age
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- Figure 71: Consumer awareness and usage of prebiotics and probiotics, by age, August 2009
- Purchase drivers by age
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- Figure 72: Importance of healthy positioning with yogurt and yogurt drinks, by age, August 2009
- Purchase driver by age
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- Figure 73: Importance of key attributes with yogurt and yogurt drinks, by age, August 2009
- Yogurt and yogurt drink usage by race/Hispanic origin
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- Figure 74: Yogurt and yogurt drinks usage, by race/Hispanic origin, August 2009
- Yogurt and yogurt drink usage frequency by race/Hispanic origin
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- Figure 75: Frequency of usage of yogurt and yogurt drinks among adults in the household, by race/Hispanic origin, August 2009
- Attitudes towards yogurt drinks by race/Hispanic origin
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- Figure 76: Attitudes towards yogurt drinks, by race/Hispanic origin, August 2009
Appendix: Trade Associations
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