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Yogurt and Yogurt Drinks - US - December 2011

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Cool category posts hot sales growth
Segment snapshot
Snapshot: Chobani
Key opportunities with Hispanics and Asians
Snapshot of yogurt consumption
How and why people consume yogurt
What matters to yogurt consumers
Other useful consumer findings
INSIGHTS AND OPPORTUNITIES
Driving consumption with 6-11s
Figure 1: Others in household who consume yogurt, August 2011
Market yogurt to Hispanics...
Figure 2: U.S. Hispanic population, by age, 2004-14
… and to Asians
Figure 3: U.S. Asian population, by age, 2006-16
Figure 4: Top 10 metropolitan areas with the largest number of Asian residents, 2005-07
A balm for the brain
Capitalizing on trends outside of yogurt sector
INSPIRE INSIGHTS
Trend: Premiumization and Indulgence
Trend: Carnivore, Herbivore...Locavore
MARKET SIZE AND FORECAST
Key points
Category sales power ahead
Key drivers of growth
Sales and forecast of yogurt and yogurt drinks
Figure 5: Total U.S. retail sales of yogurt and yogurt drinks, at current prices, 2006-16
Figure 6: Total U.S. retail sales of yogurt and yogurt drinks, at inflation-adjusted prices, 2006-16
Fan-chart forecast
Figure 7: Fan chart forecast of yogurt and yogurt drinks, 2006-16
Walmart sales
MARKET DRIVERS
Key points
Yogurt and the obesity epidemic
Figure 8: Overweight and obesity among adults 20 years of age and over, 1988-1994 to 2007-08
The changing taste of an aging America
Figure 9: Population, by age, 2006-16
Figure 10: Diabetes among adults, by gender, age, and race, 1998-2008
Increase the price of dairy foods
The price of milk rises…
Figure 11: Cwt for milk, January 2008-October 2011
… along with diesel fuel
The impact to the yogurt sector
Figure 12: Changes in food price indexes, 2009 through 2012
COMPETITIVE CONTEXT
Key points
Competition from nuts, dried fruit, and trail mix
Smoothie shops serve up yogurt
Self-serve frozen yogurt stores
Will Greek-style yogurt become a victim of its own success?
Figure 13: “Greek” yogurt product launches, 2007-11
SEGMENT PERFORMANCE
Key points
Segment overview
Figure 14: Total U.S. sales of yogurt and yogurt drinks, by segment, 2009-11
SEGMENT PERFORMANCE—REFRIGERATED YOGURT
Key points
Sales grow for refrigerated yogurt every year
Greek is gold
Figure 15: Total U.S. sales of refrigerated yogurt, 2006-16
SEGMENT PERFORMANCE—REFRIGERATED YOGURT DRINKS
Key points
Sales decline every year since 2006
Refrigerated yogurt drinks for children a bright spot
Figure 16: Total U.S. sales and forecast of refrigerated yogurt drinks, at current prices, 2006-16
SEGMENT PERFORMANCE—FROZEN YOGURT
Key points
A slow simmer for frozen yogurt sales
Room for new flavors and brands
Figure 17: Total U.S. sales and forecast of frozen yogurt, at current prices, 2006-16
SEGMENT PERFORMANCE—SHELF-STABLE YOGURT/YOGURT MIXES
Key points
Unchanging sales for shelf-stable yogurt/yogurt mixes
Figure 18: Total U.S. sales and forecast of shelf-stable yogurt/yogurt mixes, at current prices, 2006-16
RETAIL CHANNELS
Key points
Supermarkets are channel of choice
Figure 19: Total U.S. sales of yogurt and yogurt drinks, by channel, 2009 and 2011
Channel performance 2006-11 (est.)
Supermarkets poised to offer the most variety
Figure 20: Supermarket/food stores’ sales of yogurt and yogurt drinks, at current prices, 2006-11
Expanded fresh food offerings helping mass outlets thrive with yogurt
Figure 21: Mass, supercenters, warehouse club stores’ sales of yogurt and yogurt drinks, at current prices, 2006-11
Drug stores expanding their fresh food selection as well
Figure 22: Other retailers’ sales of yogurt and yogurt drinks, at current prices, 2006-11
RETAIL CHANNELS—NATURAL SUPERMARKETS
Key points
Insights
Sales of yogurt and yogurt drinks in the natural channel
Figure 23: Natural supermarket sales of yogurt and yogurt drinks, at current prices, 2009-11*
Figure 24: Natural supermarket sales of yogurt and yogurt drinks, at inflation-adjusted prices, 2009-11*
Natural channel sales by segment
Figure 25: Natural supermarket sales of yogurt and yogurt drinks, by segment, 2008 and 2010*
Natural channel sales by organic content
Figure 26: Natural supermarket sales of yogurt and yogurt drinks, by organic content, 2008 and 2010*
LEADING COMPANIES
Key points
Groupe Danone and General Mills dominate
Sales of private label sour
Figure 27: Manufacturer FDMx sales of yogurt and yogurt drinks in the U.S., 2010 and 2011
BRAND SHARE—REFRIGERATED YOGURT
Key points
Yoplait GO-GURT and Yoplait have sales increases
As do Dannon and Oikos
Chobani is the big winner
Sales of private label yogurt decline
Figure 28: Selected FDMx brand sales of refrigerated yogurt, 2010 and 2011
BRAND SHARE—REFRIGERATED YOGURT DRINKS
Key points
Groupe Danone dominates
Yogurt drinks targeting Hispanics grow
Sales of private label sink
Figure 29: Selected FDMx brand sales of refrigerated yogurt drinks, 2010 and 2011
BRAND SHARE—FROZEN YOGURT
Key points
Smaller brands succeeding
Sales grow for private label frozen yogurt
Figure 30: Selected FDMx brand sales of frozen yogurt, 2010 and 2011
BRAND SHARE—SHELF-STABLE YOGURT/YOGURT MIXES
Key points
Klass Time and Concord Foods dominate segment
Reconsidering opportunities
Figure 31: Selected FDMx brand sales of shelf-stable yogurt/yogurt mixes, 2010 and 2011
INNOVATIONS AND INNOVATORS
Key points
Low/no/reduced fat and vitamin/mineral fortified top product claims for 2011
Figure 32: Yogurt and yogurt drinks product launches, by top claims, 2007-11
Innovation snapshot
Figure 33: Yogurt and yogurt drinks product launches, by subcategory, 2007-11
Innovation market share diminishing with store brands
Figure 34: Private label share of yogurt and yogurt drink product launches, 2007-11
Functional products
Premium yogurt
Innovative flavors
BFY drinkable yogurt and kefir
BFY frozen yogurt
Innovative flavors (frozen yogurt)
MARKETING STRATEGIES
 OVERVIEW
Figure 35: Top yogurt advertisers, 2008-09
Brand analysis: Yoplait fights breast cancer
Figure 36: Yoplait, 2011
Brand analysis: Chobani targets the young, affluent, and health-conscious
Figure 37: Chobani Greek/Yogurt love/March 2011
Dannon is about moms and kids
Figure 38: Dannon/Danonino 2011
Fage celebrates its heritage
Figure 39: Fage/Regular Yogurt, 2011
Other interesting ads
Figure 40: Yoplait, Yoplait Greek 2X Protein, 2011
Figure 41: Athenos, 2011
HOUSEHOLD CONSUMPTION
Key points
Spoonable yogurt is most popular
Figure 42: Personal consumption usage of yogurt, August 2011
Women more likely to consume low-fat and light/sugar-free
Figure 43: Personal yogurt and smoothie usage by gender, February 2010-March 2011
Older Americans more likely to eat/drink light/sugar-free yogurt
Figure 44: Personal yogurt and smoothie usage by age, February 2010-March 2011
More affluent more likely to eat/drink low- and non-fat yogurt
Figure 45: Personal yogurt and smoothie usage by household income, February 2010-March 2011
CONSUMPTION FREQUENCY BY YOGURT TYPE
Key points
Yogurt incidence remains unchanged
Figure 46: Overall consumption of yogurt, 2005-10
 CONSUMPTION OF SPOONABLE YOGURT
Three quarters consume spoonable yogurt; 26% almost every day
Figure 47: Spoonable yogurt consumption frequency, by gender, August 2011
Consumption of spoonable yogurt increases with income
Figure 48: Spoonable yogurt consumption frequency by household income, August 2011
Respondents with children consume more yogurt
Figure 49: Spoonable yogurt consumption frequency, by presence of children in household, August 2011
 CONSUMPTION OF DRINKABLE YOGURT
More than a third consume drinkable yogurt; 8% are heavy users
Figure 50: Drinkable yogurt consumption frequency, by gender, August 2011
18-44s more likely to consume drinkable yogurt
Figure 51: Drinkable yogurt consumption frequency, by age, August 2011
Respondents with children consume more drinkable yogurt
Figure 52: Drinkable yogurt consumption frequency by presence of children in household, August 2011
USAGE AND REASONING
Key points
Yogurt is a very popular, healthy snack
Figure 53: Yogurt usage and reasoning, August 2011
Weight management for women; an afternoon snack for men
Figure 54: Yogurt usage and reasoning, by gender, August 2011
18-24s consume it a snack; 25-44s as dessert
Figure 55: Yogurt usage and reasoning, by age, August 2011
Parents consuming yogurt/kefir as a snack
Figure 56: Yogurt usage and reasoning by presence of children in household, August 2011
WHAT MATTERS TO YOGURT CONSUMERS?
Key points
Women have a more favorable opinion about yogurt
Figure 57: What matters to yogurt consumers, by gender, August 2011
Seniors want reduced fat yogurt
Figure 58: What matters to yogurt consumers, by age, August 2011
FLAVOR AND USAGE PREFERENCES
Key points
Fruit flavor is most popular
Figure 59: Yogurt flavor and usage preferences, by gender, August 2011
18-34s more likely to consume plain and chocolate
Figure 60: Yogurt flavor and usage preferences, by age, August 2011
ATTITUDES TOWARD YOGURT SWEETENERS
Key points
More than half don’t look for added sweeteners
Figure 61: Attitudes toward yogurt sweeteners, August 2011
Women more likely to avoid Sweet’N Low; men more likely to look for Equal
Figure 62: Attitudes toward yogurt sweeteners, by gender, August 2011
Over-55s avoiding Equal and other sweeteners in yogurt
Figure 63: Attitudes toward yogurt sweeteners, by age, August 2011
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Asians and Hispanics more likely to consume yogurt
Figure 64: Drinkable yogurt consumption frequency, by race/Hispanic origin, August 2011
Asians, Hispanics want organic, locally made yogurt
Figure 65: What matters to yogurt consumers, by race/Hispanic origin, August 2011
Asians avoid artificial sweeteners; blacks look for natural sweeteners
Figure 66: Attitudes toward yogurt sweeteners, by race/Hispanic origin, August 2011
CUSTOM CONSUMER GROUPS
Key points
 USAGE AND REASONING
Marketing yogurt as a healthy dessert to women and parents
Figure 67: Yogurt usage and reasoning, by yogurt consumption frequency, August 2011
Drinkable yogurt as a pick-me-up for 18-44s, kids
Figure 68: Yogurt usage and reasoning, by yogurt consumption frequency, August 2011
Position kefir as a hip and healthy alternative to desserts
Figure 69: Yogurt usage and reasoning, by yogurt consumption frequency, August 2011
 WHAT MATTERS TO YOGURT CONSUMERS
Touting health benefits may increase usage
Figure 70: What matters to yogurt consumers, by yogurt consumption frequency, August 2011
Side-by-side comparisons may help
Figure 71: What matters to yogurt consumers, by yogurt consumption frequency, August 2011
Tell parents about the health benefits of kefir
Figure 72: What matters to yogurt consumers, by yogurt consumption frequency, August 2011
 FLAVOR AND USAGE PREFERENCES
Highlight the vanilla plant
Figure 73: Yogurt flavor and usage preferences by yogurt consumption frequency, August 2011
 ATTITUDES TOWARD YOGURT SWEETENERS
Tout “free from white granulated sugar”
Figure 74: Attitudes toward yogurt sweeteners by yogurt consumption frequency, August 2011
SYMPHONYIRI/BUILDERS—KEY HOUSEHOLD PURCHASE MEASURES
 OVERVIEW OF YOGURT
 REFRIGERATED YOGURT
Consumer insights on key purchase measures – refrigerated yogurt
Brand map
Figure 75: Brand map, selected brands of refrigerated yogurt buying rate, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 76: Key purchase measures for the top brands of refrigerated yogurt, by household penetration, 2011*
 REFRIGERATED YOGURT DRINKS
Consumer insights on key purchase measures – refrigerated yogurt drinks
Brand map
Figure 77: Brand map, selected brands of refrigerated yogurt drinks buying rate, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 78: Key purchase measures for the top brands of refrigerated yogurt drinks, by household penetration, 2010*
APPENDIX: OTHER USEFUL CONSUMER TABLES
Figure 79: Yogurt usage frequency in last 30 days, February 2010-March 2011
Figure 80: Frozen yogurt (retail for home consumption) yogurt consumption frequency, by age, August 2011
Figure 81: Kefir consumption frequency, by gender, August 2011
Figure 82: Kefir consumption frequency, by age, August 2011
Figure 83: Frozen yogurt (retail for home consumption) yogurt consumption frequency, by gender, August 2011
Figure 84: Spoonable yogurt consumption frequency, by presence of children in household, August 2011
Figure 85: Yogurt flavor and usage preferences by presence of children in household, August 2011
Figure 86: Attitudes toward yogurt sweeteners, by household income, August 2011
Figure 87: Attitudes toward yogurt sweeteners, by region, August 2011
Market data
Figure 88: Population, by race and Hispanic origin, 2006-16
APPENDIX—TRADE ASSOCIATIONS

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