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Yogurt and Yogurt Drinks - US - November 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Market overview
The issues
Yogurt sees losses
Figure 1: Total US sales and fan chart forecast of yogurt and yogurt drinks, at current prices, 2014-24
Yogurt fatigue is kicking in
Figure 2: Yogurt fatigue, September 2019
Indifferent consumers spur cannibalization
Figure 3: Yogurt purchasing shifts, September 2019
The opportunities
Make mix-ins great again
Figure 4: Yogurt mix-ins, September 2019
Keep kids in mind
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Yogurt is struggling
Convenience is key
Millennial parents shape the market
MARKET SIZE AND FORECAST
Yogurt is starting to decline
Figure 5: Total US sales and fan chart forecast of yogurt and yogurt drinks, at current prices, 2014-24
Figure 6: Total US sales and forecast of yogurt and yogurt drinks, at current prices, 2014-24
MARKET BREAKDOWN
Drinkable yogurt’s share is small, but growing gradually
Figure 7: Spoonable and drinkable yogurt share of total market sales, 2014-24
Figure 8: Sales of yogurt and yogurt drinks, by segment, 2014-24
MARKET PERSPECTIVE
Fiber is a factor
Figure 9: Gastrointestinal relief methods, by type, June 2019
Nutrition trends shape innovation, but increase competition
MARKET FACTORS 
Climate change leads to shake ups in agriculture
Figure 10: Stonyfield announces OpenTEAM project to provide industry sustainability education
Millennial parents drive innovation
Figure 11: Households with own children under age 18, by age of householder, 2018
KEY PLAYERS – WHAT YOU NEED TO KNOW
Major brands see divided performance
Too many yogurts on the shelf
Nutrition trends are at the center of the market
Yogurt for brain health
COMPANY AND BRAND SALES OF YOGURT AND YOGURT DRINKS
Healthful innovators pull ahead
Figure 12: MULO sales of yogurt and yogurt drinks, by leading companies, rolling 52 weeks 2018 and 2019
Trendy spoonable offerings boost sales
Figure 13: MULO sales of spoonable yogurt, by leading companies and brands, rolling 52 weeks 2018 and 2019
Kids love drinkable yogurts
Figure 14: MULO sales of drinkable yogurt, by leading companies and brands, rolling 52 weeks 2018 and 2019
WHAT’S WORKING?
Plant-based goes mainstream
Having fun with flavors
WHAT’S STRUGGLING?
The market is oversaturated
Figure 15: Repertoire analysis – Number of yogurt products purchased in the past three months
Methodology – Repertoire Analysis
Were mix-in yogurts a flash in the pan?
WHAT TO WATCH
Building a better yogurt
Figure 16: Using the Yomee yogurt maker
Yogurt supporting brain development
Figure 17: Brainiac Kids yogurt launch, February 2019
THE CONSUMER – WHAT YOU NEED TO KNOW 
Non-dairy options could save the day
Consumers are still buying the same amount of yogurt
Positioning yogurt as an all-day option
Healthy yogurts are successful
YOGURT AND YOGURT DRINK PURCHASES
Non-dairy brought new consumers to the market
Figure 18: Yogurt and yogurt drink purchases, by type and consumer, August 2018 and September 2019
Dairy yogurt still reigns for kids
Figure 19: Yogurt and yogurt drink purchases, by type and consumer, September 2019
DAIRY YOGURT DEEP DIVE
Greek yogurt still dominates the market
Figure 20: Dairy yogurt purchases, September 2019
Emerging trends are favored by younger generations
Figure 21: Dairy yogurt purchases, by generation, September 2019
Purchasing patterns are relatively stagnant
Figure 22: Dairy yogurt purchase shifts, September 2019
Dairy yogurt is popular for families
Figure 23: Dairy yogurt purchase shifts, by parental status, September 2019
NON-DAIRY YOGURT DEEP DIVE
Familiar non-dairy bases encourage trial
Figure 24: Non-dairy yogurt purchases, September 2019
Men are open to trying new products
Figure 25: Non-dairy yogurt purchases, by gender, September 2019
New brands are entering, but consumers are still catching up
Figure 26: Non-dairy yogurt purchase shifts, September 2019
Taste is still a driving factor
Figure 27: Reasons for buying more non-dairy yogurt, September 2019
ATTITUDES TOWARD YOGURT
Active yogurt consumers focus on health
Figure 28: Attitudes toward yogurt, by non-dairy yogurt purchase shifts, September 2019
YOGURT AND YOGURT DRINK USAGE
The day starts with yogurt
Figure 29: Yogurt and yogurt drink usage occasions, by segment, September 2019
Consumers have yogurt as a snack
Figure 30: Yogurt and yogurt drink usage occasions, by segment, September 2019
INTEREST IN YOGURT INNOVATION
Innovations must be strategic to capture consumers’ interest
Figure 31: Interest in yogurt innovations, September 2019
Yogurt goes green
Figure 32: Interest in yogurt innovations, by parental status, September 2019
Sugar is out, but sweet is still in
Methodology
Figure 33: TURF analysis – Interest in yogurt innovation, September 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 34: Total US sales and forecast of market, at inflation-adjusted prices, 2012-22
Figure 35: Total US retail sales and forecast of yogurt and yogurt drinks, by segment, at current prices, 2014-24
Figure 36: Total US retail sales of yogurt and yogurt drinks, by segment, at current prices, 2017 and 2019
Figure 37: Total US retail sales and forecast of spoonable yogurt, at current prices, 2014-24
Figure 38: Total US retail sales and forecast of yogurt drinks/kefir, at current prices, 2014-24
Figure 39: Total US retail sales and forecast of yogurt and yogurt drinks, at inflation-adjusted prices, 2014-24
Figure 40: Total US retail sales and forecast of spoonable yogurt, at inflation-adjusted prices, 2014-24
Figure 41: Total US retail sales and forecast of yogurt drinks/kefir, at inflation-adjusted prices, 2014-24
APPENDIX – RETAIL CHANNELS 
Figure 42: Total US retail sales of yogurt and yogurt drinks, by channel, at current prices, 2014-19
Figure 43: Total US retail sales of yogurt and yogurt drinks, by channel, at current prices, 2017 and 2019
Figure 44: US supermarket sales of yogurt and yogurt drinks, at current prices, 2014-19
Figure 45: US sales of yogurt and yogurt drinks through other retail channels, at current prices, 2014-19
APPENDIX – THE CONSUMER 
Figure 46: Attitudes toward snacking, Spring 2019
Figure 47: Attitudes toward mealtimes, Spring 2019

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