Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Falling farmgate milk prices and retailer price wars affect values in 2016
- Price inflation to affect the market from 2017 onwards
- Slow volume growth for both segments from 2017-22
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- Figure 1: UK retail value sales for spoonable yogurt and drinking yogurt, 2012-22
- Government sets industry targets to cut sugar
- Consumer views limit yogurt drinks’ ability to benefit from sugar tax exemption
- Ageing population could limit spoonable yogurt volume growth
- Companies and brands
- Müller brands see mixed results
- Activia’s struggles continue
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- Figure 2: UK retail sales of top 6 spoonable yogurt brands, by value, 2016/17*
- Actimel loses ground as retailers step up their activity
- Low-fat launches fall in 2016
- Kids’ yogurt brands take differing approaches to reducing sugar
- Yogurt drinks look to up competition with soft drinks
- Little change in advertising spend
- Yogurt brands focus on emotions in their 2016 advertising
- Müllerlight and Activia enjoy high consumer trust but little loyalty
- The consumer
- Over three quarters of people eat spoonable yogurt/fromage frais
- Yogurt drinks usage unchanged
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- Figure 3: Usage of yogurt and yogurt drinks, by type, May 2017
- Health considerations lead at breakfast
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- Figure 4: Spoonable yogurt factors, by occasion, May 2017
- Transparency on pot size reductions could stave off potential backlash
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- Figure 5: Spoonable yogurt eating and buying behaviours, May 2017
- Health concerns around sugar both help and hinder yogurts
- Interest in less sweet-tasting yogurts
- Concern for animal welfare creates opportunities for ethical products
- Sugar content beats fat as important to health
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- Figure 6: Factors deemed to make a yogurt/yogurt drink healthy, May 2017
- Yogurt retains its health halo
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- Figure 7: Attitudes towards yogurt and yogurt drinks, May 2017
- Kids’ yogurts with only naturally occurring sugars could win back lapsed users
- What we think
Issues and Insights
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- Less sweet-tasting yogurts offer opportunities for manufacturers
- The facts
- The implications
- Natural-sugars-only kids’ yogurts could help to win back lapsed users
- The facts
- The implications
- Animal welfare concerns suggest untapped opportunities
- The facts
- The implications
The Market – What You Need to Know
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- Falling farmgate milk prices and retailer price wars affect values in 2016
- Price inflation to affect the market from 2017 onwards
- Slow volume growth for both segments from 2017-22
- Government sets industry targets to cut sugar
- Consumer views limit yogurt drinks’ ability to benefit from sugar tax exemption
- Ageing population could limit spoonable yogurt volume growth
Market Size, Segmentation and Forecast
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- Falling milk prices continue to affect yogurt in 2016
- Resurgent milk prices and weakened Pound to push up values in 2017
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- Figure 8: UK retail sales for spoonable yogurt and drinking yogurt, by value and volume, 2012-22
- Inflation to continue over 2017-22
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- Figure 9: UK retail value sales for spoonable yogurt and drinking yogurt, 2012-22
- Supermarket price wars hold down spoonable yogurt prices in early 2017
- Inflation to make its appearance as 2017 goes on
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- Figure 10: UK retail sales for spoonable yogurt, by value and volume, 2012-22
- Retailer price competition to temper the effects of inflation from 2017-22
- Changing population dynamics to exert divergent effects on volume sales
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- Figure 11: UK retail value sales for spoonable yogurt, 2012-22
- Continued growth for drinking yogurt in 2016
- Drinking yogurt value and volume growth continues into 2017
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- Figure 12: UK retail sales for drinking yogurt, by value and volume, 2012-22
- Effects of inflation to be more marked for drinking yogurt from 2017-22
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- Figure 13: UK retail value sales for drinking yogurt, 2012-22
- Forecast methodology
Market Drivers
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- Milk prices rising, but supermarket price wars continue
- Inflation expected for the market
- Ageing population could limit yogurt volume sales growth
- Official stance against sugar presents challenges and opportunities
- Government sets industry targets to cut sugar by 20% by 2020
- EFSA rules make it difficult to make a low-sugar claim
- Parents’ tendency to boycott yogurts over added sugar hits kids’ yogurt sales, but opportunities for natural-sugars-only products
- Divergent consumer views limit yogurt drinks’ ability to benefit from their exemption from sugar tax…
- …and yogurt drink makers will still be required to reduce sugar
- Government advice on Vitamin D provides opportunities for fortified yogurts
Companies and Brands – What You Need to Know
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- Müller brands see mixed results
- Activia’s struggles continue
- Actimel loses ground as retailers step up their activity
- Low-fat launches fall in 2016
- Kids’ yogurt brands take differing approaches to reducing sugar
- Yogurt drinks look to up competition with soft drinks
- Little change in advertising spend
- Yogurt brands focus on emotions in their 2016 advertising
- Müllerlight and Activia enjoy high consumer trust but little loyalty
Market Share
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- Müller brands continue to experience mixed fortunes
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- Figure 14: Leading brands’ sales and shares in the UK spoonable yogurt market, by value and volume, 2014/15-2016/17
- Activia continues to struggle, but other Danone brands push ahead
- Kids’ yogurt brands experience further declines
- Alpro benefits from growth in the free-from market
- Danone completes WhiteWave acquisition
- Actimel loses ground in drinking yogurts in 2016/17
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- Figure 15: Leading brands’ sales and shares in the UK drinking yogurt market, 2014/15-2016/17
- Own-label strengthens its position as supermarkets build up their ranges
Launch Activity and Innovation
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- Low-fat claims fall in 2016
- Multiple health claims used to promote an all-round healthy image
- Major brands expand their low-fat and sugar offering
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- Figure 16: New product launches in the UK yogurt and yogurt drinks market, by top 20 claims, 2013-17 (sorted by 2016)
- L/N/R sugar claims rise
- Artificial sweeteners remain the primary sugar substitute
- Kids’ yogurt brands take different approaches to reducing sugar
- Major brands reformulate
- Innovation in no-added-sugar versions
- Müller leads NPD in 2016, with a focus on texture
- Müller Corner aims for multiple usage occasions with new products
- Fortified launches rise in 2016
- Organic brands and retailers turn to on-trend ingredients
- Yeo Valley takes on the food waste issue with Left Yeo-Overs
- Yogurt drinks look to up competition with other soft drinks
- Nomadic aims to compete with breakfast drinks
- Bio-tiful Dairy launches flavoured kefir with only natural sugars
- Non-dairy brands add new flavours and retailers build up their non-dairy ranges
- Nut milk yogurts make their UK debut
Advertising and Marketing Activity
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- Little movement in advertising spend in 2016
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- Figure 17: Total above-the-line, online display and direct mail advertising expenditure on yogurt and yogurt drinks (sorted by 2016), 2013-17
- Danone remains the highest-spending advertiser in 2016
- Activia focuses on inner strength and achievement in female-oriented campaign
- Actimel’s vitamin content presented as key to ‘staying strong’
- Müller ups spending, with a focus on the treat aspect
- Linking with the Olympics to drive health associations and tap into patriotic feeling
- Greek-themed adverts play on associations between texture and indulgence
- Arla continues to increase spending
- New Skyr advert links the product with strength of character and decisiveness
- Arla Protein adverts look to widen the appeal of high-protein foods
- Wide-ranging campaign promotes the role of dairy products in a good breakfast
- Yakult leverages its scientists to lend authority to health claims
- Superhero-themed cinema advert presents the product’s live cultures as enabling people to achieve greatness
- Nielsen Ad Intel coverage
Brand Research
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- What you need to know
- Brand map
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- Figure 18: Attitudes towards and usage of selected yogurt/yogurt drink brands, May 2017
- Key brand metrics
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- Figure 19: Key metrics for selected brands, May 2017
- Brand attitudes: Müllerlight and Activia have the best reputations
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- Figure 20: Attitudes, by brand, May 2017
- Brand personality: Activia is widely seen as engaging and vibrant
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- Figure 21: Brand personality – Macro image, May 2017
- Activia and Actimel are seen as the most healthy
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- Figure 22: Brand personality – Micro image, May 2017
- Brand analysis
- Müllerlight scores highest for taste
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- Figure 23: User profile of Müllerlight, May 2017
- Activia enjoys a high reputation among women
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- Figure 24: User profile of Activia, May 2017
- Onken is associated most with taste and indulgence
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- Figure 25: User profile of Onken, May 2017
- Actimel has strong health positioning
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- Figure 26: User profile of Actimel, May 2017
- Total is widely seen as natural
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- Figure 27: User profile of Total, May 2017
- Alpro is widely seen as natural and healthy
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- Figure 28: User profile of Alpro, May 2017
The Consumer – What You Need to Know
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- Over three quarters of people eat spoonable yogurt/fromage frais
- Yogurt drinks usage unchanged
- Health considerations lead at breakfast
- Transparency on pot size reductions could stave off potential backlash
- Health concerns around sugar both help and hinder yogurts
- Interest in less sweet-tasting yogurts
- Concern for animal welfare creates opportunities for ethical products
- Sugar content beats fat as important to health
- Yogurt retains its health halo
- Kids’ yogurts with only naturally occurring sugars could win back lapsed users
Usage of Yogurt and Yogurt Drinks
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- Overall spoonable yogurt usage remains unchanged
- Various factors boost non-dairy yogurts
- Many eat both non-dairy and dairy yogurts
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- Figure 29: Usage of yogurt and yogurt drinks, by type, May 2017
- Yogurt drinks fail to benefit from their exemption from sugar tax
- Fermented milk drinks usage rises
Spoonable Yogurt Buying Factors by Occasion
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- Health considerations exert a stronger influence at breakfast
- Yogurt’s health image prevails for many
- Thick texture’s indulgent associations provide opportunities for Greek- and Icelandic-style yogurts as healthier desserts
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- Figure 30: Spoonable yogurt factors, by occasion, May 2017
- High-protein yogurts can tap into breakfast eaters’ demand for fuel till lunch
- Influence of promotions on dessert occasion suggests meal deal opportunities
Spoonable Yogurt Eating and Buying Behaviours
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- Pot size reductions without corresponding price cut risk a backlash
- Being open about size reductions can bolster image of transparency
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- Figure 31: Spoonable yogurt eating and buying behaviours, May 2017
- Consumers’ sugar concerns both help and hinder yogurts
- Interest in less sweet-tasting yogurts provides opportunities for manufacturers
- In-store positioning and cross-promotions can help brands to capitalise on users’ tendency to add their own toppings
- Concerns for animal welfare suggest untapped opportunities
- Need for organic manufacturers to make welfare standards more tangible
Factors Deemed to Make a Yogurt/Yogurt Drink Healthy
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- ‘Simple ingredients’ labels would cater to consumer preferences for ‘naturalness’
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- Figure 32: Factors deemed to make a yogurt/yogurt drink healthy, May 2017
- Sugar content more likely than fat to be seen as important for health
- Concerns about artificial ingredients limit appeal of low-sugar label
Attitudes towards Yogurt and Yogurt Drinks
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- Yogurt retains its health halo
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- Figure 33: Attitudes towards yogurt and yogurt drinks, May 2017
- Kids’ yogurts with only naturally occurring sugars could win back lapsed users
- Opinions are divided on yogurt drinks’ refreshing qualities
- Manufacturers will need to decide who to target
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Figure 34: Forecast of UK sales of spoonable yogurt and drinking yogurt, by value, best- and worst-case, 2016-21
- Figure 35: Forecast of UK sales of spoonable yogurt and drinking yogurt, by volume, best- and worst-case, 2016-21
- Figure 36: Forecast of UK sales of spoonable yogurt, by value, best- and worst-case, 2016-21
- Figure 37: Forecast of UK sales of spoonable yogurt, by volume, best- and worst-case, 2016-21
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- Figure 38: Forecast of UK sales of drinking yogurt, by value, best- and worst-case, 2016-21
- Figure 39: Forecast of UK sales of drinking yogurt, by volume, best- and worst-case, 2016-21
- Figure 40: UK retail volume sales for spoonable yogurt and drinking yogurt, 2012-22
- Figure 41: UK retail volume sales for drinking yogurt, 2012-22
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- Figure 42: UK retail volume sales for drinking yogurt, 2012-22
- Forecast methodology
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Appendix – Launch Activity and Innovation
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- Figure 43: New product launches in the UK yogurt and yogurt drinks market, by top 10 companies, 2013-17 (sorted by 2016)
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Appendix – Usage of Yogurt and Yogurt Drinks
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- Figure 44: Usage frequency for yogurt and yogurt drinks, May 2017
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