Author: Mintel Group Ltd.
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Yogurt and Yogurt Drinks - US - October 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
The yogurt market is flat
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
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
Figure 3: Yogurt attitudes, by generation, June 2018
Time is right for non-dairy yogurt
Demand for high protein/low sugar yogurt grows
Figure 4: % of yogurt product launches by select claims, 2014-18
What it means
THE MARKET – WHAT YOU NEED TO KNOW
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
Flat projected yogurt sales
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
Yogurt drinks offer the convenience consumers want
Figure 7: Total US retail sales of yogurt, by segment, 2013-23
Figure 8: Total US retail sales of yogurt, by segment, 2013-23
MARKET PERSPECTIVE
Can cottage cheese beat yogurt at its own game?
Popularity of non-dairy milk is a key opportunity for yogurt
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 
Reduced interest in breakfast is detrimental for yogurt
Figure 10: Breakfast foods consumed, April 2018
Figure 11: Meal statements, 2014 and 2018
Milk oversupply benefits yogurt
KEY PLAYERS – WHAT YOU NEED TO KNOW 
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
Spoonable sales drag down largest yogurt companies
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
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
Figure 14: Multi-outlet sales of yogurt drinks and kefir, by leading companies and brands, rolling 52 weeks 2017 and 2018
WHAT’S WORKING?
Packaged mix-ins make yogurt an anytime snack
Turning point for non-dairy yogurt?
Protein yogurts packs a punch
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?
Figure 16: Purchase intent, YQ by Yoplait
Figure 17: YQ by Yoplait vs all yogurts perception
Icelandic yogurt builds on the success of Greek
Figure 18: % of yogurt product launches with low/no/reduced sugar claim, 2014-18
Chobani responds to Icelandic yogurt with new Hint Of variety
Figure 19: Chobani Hint Of yogurt vs all yogurts perception
WHAT’S STRUGGLING?
Yogurt brands innovate but total consumption falls
Figure 20: Average number of yogurt servings consumed in the past thirty days, among yogurt buyers, 2013-18
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?
The market can grow by targeting new occasions
Take savory yogurt out of the restaurant and into the aisle
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 
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
Third of consumers are non-buyers
Figure 23: Yogurt format purchase, June 2018
Figure 24: Yogurt format purchase, by select demographics, June 2018
Greek and regular yogurt represent lion’s share of purchases
Figure 25: Yogurt style/variety purchases, June 2018
iGens and Millennials are moving on from Greek yogurt
Figure 26: Yogurt style purchases, by generation, index against all yogurt buyers, June 2018
Figure 27: Yogurt style purchases, by yogurt attitudes, June 2018
CHANGE IN CONSUMPTION
Consumers are trying new yogurt styles
Figure 28: Change in yogurt consumption, among yogurt style buyers, June 2018
IMPORTANT YOGURT ATTRIBUTES 
Flavor comes first
Figure 29: Important yogurt attributes, June 2018
Kefir buyers are most health-conscious
Figure 30: Important yogurt attributes, by yogurt style buyers, June 2018
Target specific consumer groups through claims
Figure 31: Important yogurt attributes, by gender and age, June 2018
YOGURT ATTITUDES
Yogurt satisfies snacking occasions
Figure 32: Yogurt attitudes, June 2018
Figure 33: Yogurt attitudes, by Mintel shopper segmentation, June 2018
iGens are snack hungry
Figure 34: Yogurt attitudes, by generation, June 2018
Non-White consumers are avoiding dairy
Figure 35: Yogurt attitudes, by race/ethnicity, June 2018
Icelandic and kefir buyers are targets for non-dairy yogurts
Figure 36: Yogurt attitudes, by yogurt style buyers, June 2018
YOGURT ASSOCIATIONS
Non-dairy yogurt delivers on health but fails on other key attributes
Figure 37: Yogurt style associations, among style buyers, June 2018
Figure 38: Yogurt style associations, among style buyers, June 2018
YOGURT INNOVATION INTEREST
Flavor/style innovation may be most impactful
Figure 39: Yogurt innovation interest, June 2018
Opportunity for kefir shots
Figure 40: Yogurt innovation interest, by June 2018
Millennial parents prioritize convenience
Figure 41: Yogurt innovation interest, by Millennial parent breaks, June 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
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 
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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