Abstract
This report provides statistics and insights about the yogurt category that can help readers choose new consumer markets for penetration and make successful decisions regarding new product development. Mintel' s unique consumer research also provides information necessary to create meaningful marketing messages, craft dynamic ad campaigns, and establish effective point-of-purchase promotions.
Some specific questions answered in the report include:
- How big a threat is drinkable yogurt to spoonable?
- What are the potential strategies for engaging more men in the yogurt category?
- What impact is Activia making on sales?
- Which yogurt flavors are growing fastest in popularity, and what is next in the flavor arena?
- How will Hispanics shape the future of the category, and how important is Spanish-language advertising?
- What foods could be packaged successfully as yogurt mix-ins?
- Which health attributes are most important to consumers who eat yogurt?
- Is there a market for “body cleansing” yogurt (for example, for detoxing or quitting smoking)?
- How might new types of packaging increase yogurt consumption in households with children?
Sales of yogurt are on the rise, supported by the diet/health yogurt segment. Organic brands and those with added probiotics are performing particularly well, and new sugar-reduced formulas are helping the category. However, manufacturers should not rely solely on momentum to carry the category into the future. Market players will need to find ways to further increase penetration. Nearly half of those who eat yogurt consumer less than eight cups a month, suggesting opportunities to increase the frequency of usage.
Mintel' s report covers yogurt sold in cups or tubes, meant to be spooned, squeezed, or “slurped.” Drinkable yogurt is not included in the scope of this report. Yogurt sales at foodservice and vending machines are also excluded. However, yogurt made with cow, sheep, and goat milk is included, as well as non-dairy yogurt made from soybeans.
This report contains US IRI InfoScan data.
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Sources of consumer research
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- The bottom line
- Strategy one: Get more men to eat yogurt
- Strategy two: Campaigns for a "daily dose" of yogurt
- Organic and natural products support sales
- Hispanic consumers a key market for yogurt
- For some consumers, Greek is the word
- Three segments in the market
- Two thirds of the market controlled by two manufacturers
- Will drinkable yogurts cannibalize spoonable products?
- Non-fruit flavors gain in popularity
- The future will bring more health promises from yogurt
- Market expected to reach $3.4 billion in FDM channels (excluding Wal-Mart) by 2012
- Market Drivers
- Population
- Women
- Figure 1: Female population by age, 2002-12
- Children
- Figure 2: U.S. population of children under 18, 2002, 2007 and 2012
- Figure 3: Yoplait Kids, 25% less sugar, 2007
- Hispanics and Asian consumers
- Figure 4: Population by race and Hispanic origin, 2002-12
- From "all natural" to added health benefits: added value yogurt supports the category
- Focus on probiotics and other healthy contents
- All natural/organic
- Figure 5: Dannon All Natural, 2007
- Yogurt successfully offers both diet help and/or an indulgent experience
- Yogurt as diet tool
- Figure 6: TV ad for Yoplait yogurt, Lose weight, gain a waist, 2007
- Figure 7: Weight Watchers yogurt, in four-pack, 2007
- Figure 8: Dannon Light & Fit, crave control, 2006
- Figure 9: TV ad for Dannon Light & Fit Crave Control, Fight the vending machine, 2007
- Yogurt as (healthy) indulgence
- Figure 10: TV ad for Yoplait' s Whips!, 2007
- Figure 11: Stonyfield Farm' s Oikos Greek yogurt, 2007
- More competition from drinkable (a.k.a. portable) yogurts and smoothies
- Figure 12: Total U.S. retail sales of smoothies, at current and constant prices, 2001-06
- Figure 13: Dannon' s Frusion smoothie with "new great taste!," 2007
- Market Size and Trends
- Market size
- Mainstream food, drug and mass channels
- Figure 14: FDM sales (excluding Wal-Mart) of yogurt, at current and constant prices, 2002-07
- Natural food channels
- Figure 15: Sales of yogurt from natural food channels, at current and constant prices, 2002-07
- Wal-Mart estimate
- Market trends
- Figure 16: New product releases in spoonable and soy yogurts, 2002-07
- Figure 17: Yofarm' s Yocrunch with M&M Mini mix-ins for easter, 2007
- Figure 18: Kalona Organics' Cultural Revolution yogurt, 2007
- Market Segmentation
- Introduction
- Overview
- Figure 19: FDM sales (excluding Wal-Mart) of yogurt, segmented by type, 2005 and 2007
- Figure 20: Television ad for Dannon Activia, Two week challenge, 2007
- Regular/other yogurt
- Figure 21: FDM sales (excluding Wal-Mart) of regular/other yogurt, at current and constant prices, 2002-07
- Diet/health yogurt
- Figure 22: FDM sales (excluding Wal-Mart) of diet/health yogurt, at current and constant prices, 2002-07
- Yogurt for children
- Figure 23: FDM sales (excluding Wal-Mart) of yogurt for children, at current and constant prices, 2002-07
- Supply Structure
- Companies and brands
- Figure 24: Manufacturer FDM sales of yogurt in the U.S., 2004 and 2006
- Figure 25: Manufacturer brand FDM sales of yogurt in the U.S., 2004 and 2006
- Advertising and Promotion
- Diet/health yogurt
- Figure 26: Television ad for Dannon Activia, Mother and daughter, 2007
- Figure 27: Television ad for Yoplait Light, the bikini, 2007
- Children' s yogurt
- Figure 28: Television ad for Trix yogurt, Over the Hedge, 2007
- Figure 29: Television ad for Danimals, Dylan and Cole, 2007
- Figure 30: Television ad for Yoplait' s Go-Gurt, Cars movie tie-in, 2007
- Figure 31: Television ad for Airheads candy, Cars movie tie-in, 2007
- Figure 32: Television ad for Wonka' s Sweetart Squeez, 2007
- Retail Distribution
- Introduction
- Figure 33: U.S. FDM sales (excluding Wal-Mart) of yogurt, by channel, 2005 and 2007
- Supermarkets
- Figure 34: U.S. supermarket sales of yogurt, at current and constant prices, 2002-07
- The Consumer: Yogurt Consumption
- Summary
- Yogurt consumption
- Figure 35: Usage of yogurt, by demographic sub-group, January-September 2002, May 2004-May 2005 and January-October 2006
- Types and kinds of yogurt eaten
- Figure 36: Types of yogurt eaten, January-September 2002, May 2004-May 2005 and January-October 2006
- Figure 37: Types of yogurt eaten, by age, January-October 2006
- Figure 38: Types of yogurt eaten, by race/ethnicity, January-October 2006
- Figure 39: Kinds of yogurt eaten, January-September 2002, May 2004-May 2005 and January-October 2006
- Yogurt mix-ins
- Figure 40: Whether mix something in yogurt (not sold with it) to make it tastier or healthier, by key demographics, April 2007
- Figure 41: Items mix in with yogurt, by gender, April 2007
- Brands of yogurt eaten
- Figure 42: Brands of yogurt eaten, January-October 2006
- Amount of yogurt eaten
- Figure 43: Amount of yogurt eaten in last 30 days, January-October 2006
- Hispanics and yogurt
- Figure 44: Yogurt consumption among Hispanics, by place of heritage, January-October 2006
- Figure 45: Yogurt consumption among Hispanics, by whether born in the U.S., January-October 2006
- Figure 46: Amount of yogurt consumed monthly, by language spoken in home, January-October 2006
- Teens and yogurt
- Figure 47: Usage of yogurt among teens, by demographic sub-group, January-September 2002, May 2004-May 2005 and January-October 2006
- Figure 48: Types of yogurt eaten among teens, January-September 2002, May 2004-May 2005 and January-October 2006
- Figure 49: Kinds of yogurt eaten among teens, January-September 2002, May 2004-May 2005 and January-October 2006
- Figure 50: Brands of yogurt teens eat, January-October 2006
- Figure 51: Amount of yogurt teens have eaten in last 30 days, January-October 2006
- Children and yogurt
- Figure 52: Consumption of yogurt among children, January-October 2006
- The Consumer: Opinions of Yogurt
- Summary
- Health vs. taste: factors that influence type of yogurt eaten
- Figure 53: Yogurt consumed in household and by whom, April 2007
- Most important health-related attributes in yogurt
- Figure 54: Perceived importance of certain health-related factors when choosing a yogurt, April 2007
- Interest in new flavors of yogurt
- Figure 55: Interest in new flavors of yogurt, April 2007
- Interest in using yogurt as healthy substitute in cooking and baking
- Figure 56: Interest in using yogurt as healthy alternative to mayonnaise or butter in cooking/baking, April 2007
- Future and Forecast
- Future trends
- The future will bring more health promises from yogurt
- A better world with...yogurt?
- Getting personal with yogurt
- Market forecast
- Yogurt
- Figure 57: Forecast of total U.S. FDM sales (excluding Wal-Mart) of yogurt, at current and constant prices, 2007-12
- Regular/other yogurt
- Figure 58: Forecast of U.S. FDM sales (excluding Wal-Mart) of regular/other yogurt, at current and constant prices, 2007-12
- Diet/health yogurt
- Figure 59: Forecast of U.S. FDM sales (excluding Wal-Mart) of diet/health yogurt, at current and constant prices, 2007-12
- Yogurt for children
- Figure 60: Forecast of U.S. FDM sales (excluding Wal-Mart) of yogurt for children, at current and constant prices, 2007-12
- Forecast factors
- Appendix: Trade Associations
- Appendix: Breakdown of Segments by Brands
- Diet/health yogurts
- Children' s yogurts
