Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- The yogurt market is flat
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- Figure 1: Total US retail sales and fan chart forecast of yogurt and yogurt drinks/kefir, at current prices, 2013-23
- Innovation keeps market fresh but not leading to increased consumption
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- Figure 2: Average number of yogurt servings consumed in the past thirty days, among yogurt buyers, 2013-18
- The opportunities
- Yogurt gains popularity as a snack
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- Figure 3: Yogurt attitudes, by generation, June 2018
- Time is right for non-dairy yogurt
- Demand for high protein/low sugar yogurt grows
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- Figure 4: % of yogurt product launches by select claims, 2014-18
- What it means
The Market – What You Need to Know
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- Competing products carry similar health claims to yogurt
- Breakfast becomes less important to consumers
- Growth of yogurt drinks doesn’t lift sales of the entire market
Market Size and Forecast
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- Flat projected yogurt sales
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- Figure 5: Total US retail sales and fan chart forecast of yogurt and yogurt drinks/kefir, at current prices, 2013-23
- Figure 6: Total US retail sales and forecast of yogurt and yogurt drinks/kefir, at current prices, 2013-23
Market Breakdown
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- Yogurt drinks offer the convenience consumers want
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- Figure 7: Total US retail sales of yogurt, by segment, 2013-23
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- Figure 8: Total US retail sales of yogurt, by segment, 2013-23
Market Perspective
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- Can cottage cheese beat yogurt at its own game?
- Popularity of non-dairy milk is a key opportunity for yogurt
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- Figure 9: Milk associations, dairy and non-dairy milk, health associations, among buyers, by generation, June 2018
- Breakfast companies develop convenient protein-packed products
- Gut health becomes trendy
Market Factors
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- Reduced interest in breakfast is detrimental for yogurt
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- Figure 10: Breakfast foods consumed, April 2018
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- Figure 11: Meal statements, 2014 and 2018
- Milk oversupply benefits yogurt
Key Players – What You Need to Know
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- Yogurt consumption falls despite innovation
- Successful yogurt varieties are high in protein low in sugar
- Chefs are using more savory yogurts
Company and Brand Sales of Yogurt
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- Spoonable sales drag down largest yogurt companies
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- Figure 12: Multi-outlet sales of yogurt and yogurt drinks, by leading companies, rolling 52 weeks 2017 and 2018
- Non-dairy yogurt brands outperform in the spoonable yogurt segment
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- Figure 13: Multi-outlet sales of spoonable yogurt, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Yogurt drink sales offer a bright spot for companies
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- Figure 14: Multi-outlet sales of yogurt drinks and kefir, by leading companies and brands, rolling 52 weeks 2017 and 2018
What’s Working?
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- Packaged mix-ins make yogurt an anytime snack
- Turning point for non-dairy yogurt?
- Protein yogurts packs a punch
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- Figure 15: % of yogurt product launches with high/added protein claim, 2014-18
- Yoplait finds a hit with Oui, can it follow up with another new product?
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- Figure 16: Purchase intent, YQ by Yoplait
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- Figure 17: YQ by Yoplait vs all yogurts perception
- Icelandic yogurt builds on the success of Greek
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- Figure 18: % of yogurt product launches with low/no/reduced sugar claim, 2014-18
- Chobani responds to Icelandic yogurt with new Hint Of variety
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- Figure 19: Chobani Hint Of yogurt vs all yogurts perception
What’s Struggling?
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- Yogurt brands innovate but total consumption falls
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- Figure 20: Average number of yogurt servings consumed in the past thirty days, among yogurt buyers, 2013-18
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- Figure 21: Average number of yogurt servings consumed in the past thirty days, among yogurt buyers, by age, 2013-18
- Diet yogurts don’t align with market trends
- Kefir hits on consumer trends yet sales are falling
What’s Next?
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- The market can grow by targeting new occasions
- Take savory yogurt out of the restaurant and into the aisle
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- Figure 22: Menu item dishes with savory yogurt
- Start the day with a shot of yogurt
- Grass-fed claims appeal to ethically minded consumers
The Consumer – What You Need to Know
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- iGens and Millennials purchase unique yogurt styles
- Yogurt grows as a snack
- Issues and opportunities exist for all yogurt styles
- Millennial parents most interested in yogurt innovation
Yogurt Purchases
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- Third of consumers are non-buyers
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- Figure 23: Yogurt format purchase, June 2018
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- Figure 24: Yogurt format purchase, by select demographics, June 2018
- Greek and regular yogurt represent lion’s share of purchases
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- Figure 25: Yogurt style/variety purchases, June 2018
- iGens and Millennials are moving on from Greek yogurt
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- Figure 26: Yogurt style purchases, by generation, index against all yogurt buyers, June 2018
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- Figure 27: Yogurt style purchases, by yogurt attitudes, June 2018
Change in Consumption
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- Consumers are trying new yogurt styles
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- Figure 28: Change in yogurt consumption, among yogurt style buyers, June 2018
Important Yogurt Attributes
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- Flavor comes first
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- Figure 29: Important yogurt attributes, June 2018
- Kefir buyers are most health-conscious
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- Figure 30: Important yogurt attributes, by yogurt style buyers, June 2018
- Target specific consumer groups through claims
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- Figure 31: Important yogurt attributes, by gender and age, June 2018
Yogurt Attitudes
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- Yogurt satisfies snacking occasions
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- Figure 32: Yogurt attitudes, June 2018
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- Figure 33: Yogurt attitudes, by Mintel shopper segmentation, June 2018
- iGens are snack hungry
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- Figure 34: Yogurt attitudes, by generation, June 2018
- Non-White consumers are avoiding dairy
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- Figure 35: Yogurt attitudes, by race/ethnicity, June 2018
- Icelandic and kefir buyers are targets for non-dairy yogurts
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- Figure 36: Yogurt attitudes, by yogurt style buyers, June 2018
Yogurt Associations
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- Non-dairy yogurt delivers on health but fails on other key attributes
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- Figure 37: Yogurt style associations, among style buyers, June 2018
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- Figure 38: Yogurt style associations, among style buyers, June 2018
Yogurt Innovation Interest
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- Flavor/style innovation may be most impactful
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- Figure 39: Yogurt innovation interest, June 2018
- Opportunity for kefir shots
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- Figure 40: Yogurt innovation interest, by June 2018
- Millennial parents prioritize convenience
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- Figure 41: Yogurt innovation interest, by Millennial parent breaks, June 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Mintel Menu Insights
- Purchase Intelligence
- Mintel Food and Drink Shopper Segmentation
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 42: Total US retail sales and forecast of yogurt and yogurt drinks, at inflation-adjusted prices, 2013-23
- Figure 43: Total US retail sales and forecast of spoonable yogurt, at inflation-adjusted prices, 2013-23
- Figure 44: Total US retail sales and forecast of yogurt drinks and kefir, at inflation-adjusted prices, 2013-23
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