Abstract
This report covers the sales of yogurt drinks, defined as "sippable" yogurts (not spoonable or squeezable). Mintel' s analysis provides the reader with a clear understanding of the state of the yogurt drinks market and its players, as well as information and insights that can lead to better marketing and new product development.
Sales of yogurt drinks grew significantly from 2002 to 2006, but dropped in 2007 due to competition from outside categories and concerns about sugar content. New flavors and formulas will be necessary to target the most profitable consumer categories and increase market share.
Some of the questions answered in this report are as follows:
- How is the Hispanic market supporting the category, and what flavors might better target this group?
- How are private labels performing in this category?
- What role does price play when moms buy yogurt drinks for kids? How does this change when buying for themselves?
- Where are yogurt drinks used, and how could manufacturers make packaging more convenient?
- How will competition increase in the next five years? Who will the new entrants be?
- How might Neptune Krill Oil figure into the future of yogurt drinks?
Some yogurt drinks are actually described as "smoothies," and are included in this report. These products are typically about half juice and half fat-free yogurt. Excluded from this report are kefir, yogurt sold in cups or tubes, and frozen yogurt.
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
- Executive Summary
- From sugar concerns to outside category competition, 2007 a tough year
- The today and tomorrow of functional yogurt drinks
- Weight loss, healthy eating and yogurt drinks
- Two basic types of usage: "On the go" and "on the couch"
- Hispanics important consumers in the category
- Price and moms
- A2 yogurt drinks?
- Market expected to grow to nearly $530 million in FDM channels, excluding Wal-Mart, by 2012
- Market Drivers
- Introduction
- Kids and yogurt drinks
- Figure 1: Population, by age, 2002-12
- Figure 2: FDM sales of yogurt drinks, segmented by whether for adults or kids, 2005 and 2007
- Figure 3: Yoplait Kids with 25% less sugar, 2007
- The growing Hispanic market
- Figure 4: Population. by race and Hispanic origin, 2002-12
- Yogurt drinks facing competition
- New versions of spoonable yogurts show growth
- Figure 5: FDM sales (excluding Wal-Mart) of yogurt, at current and constant prices, 2002-07
- Yogurt available in new ways and places
- Kefir, soymilk and milk substitutes
- Figure 6: U.S. FDM sales of refrigerated kefir, milk substitutes and soymilk, at current and constant prices, 2002-07
- Figure 7: Organic Nancy' s blackberry kefir, 2007
- Smoothies offering from foodservice venues create more competition
- Figure 8: Number of smoothies on U.S. menus, by quarter, 2006-07
- Competition for kids' market
- Figure 9: Yoplait' s Go-Gurt featuring Shrek, 2007
- Figure 10: Yoplait' s Fizzix, 2007
- Health-related innovations in the category give consumers more reasons to
buy
- Figure 11: Number of new drinkable yogurts launched with listed health claim, by year, 2002-07
- Figure 12: LightFull Satiety Smoothie, 2006
- Figure 13: Unilever Bestfoods' SuperShots, 2007
- Market Size and Trends
- Market size
- Figure 14: U.S. FDM sales of yogurt drinks, at current and constant prices, 2002-07
- Wal-Mart estimate
- Market trends
- Figure 15: New product releases in yogurt drinks and cultured milk*, 2002-07
- Figure 16: Danimals in quick grab packaging, 2007
- Figure 17: Kroger Active Smoothie in peach, cranberry and pomegranate flavor, 2007
- Market Segmentation
- Introduction
- Figure 18: FDM sales of yogurt drinks, segmented by whether for adults or kids, 2005 and 2007
- Yogurt drinks for adults
- Figure 19: FDM sales of yogurt drinks for adults, at current and constant prices, 2002-07
- Yogurt drinks for kids
- Figure 20: FDM sales of yogurt drinks for kids, at current and constant prices, 2002-07
- Supply Structure
- Introduction
- Figure 21: FDM sales of yogurt drinks in the U.S., by manufacturer, 2006 and 2007
- Figure 22: Food Club' s strawberry banana fruit smoothie, 2007
- Companies and brands
- Figure 23: Manufacturer brand FDM sales of adult yogurt drinks in the U.S., 2006 and 2007
- Figure 24: Manufacturer brand FDM sales of yogurt drinks for kids in the U.S., 2006 and 2007
- Advertising and Promotion
- Dannon
- Figure 25: Dannon' s Danimals ad with tie-in to High School Musical, 2007
- Figure 26: Dannon' s Danimals Xtreme ad, "It' ll get you," 2007
- Figure 27: Dannon' s Light & Fit ad, "60", 2007
- Yoplait
- Retail Distribution
- Retail channels among FDM
- Figure 28: U.S. FDM sales of yogurt drinks, by channel, 2005 and 2007
- Figure 29: What U.S. shoppers are doing to deal with higher energy costs, 2007
- Other channels used to purchase yogurt drinks
- Figure 30: Where yogurt drinks are bought, August 2007
- Figure 31: U.S. sales of yogurt drinks and kefir at natural food stores, at current and constant prices, 2004-07
- The Consumer
- Summary of section
- Consumption of yogurt drinks
- Figure 32: Consumption of various categories of yogurt products, 2001-06
- Figure 33: Consumption of drinkable yogurt, by age and race/ethnicity, January-October 2006
- Regular consumption of yogurt drinks
- Figure 34: Who in household regularly consumes yogurt drinks, August 2007
- Where and in what circumstances yogurt drinks are used
- Figure 35: Where and how use yogurt drinks, August 2007
- Figure 36: Where and how yogurt drinks are used, by gender, August 2007
- Figure 37: Where and how yogurt drinks are used, by age, August 2007
- Factors important in yogurt drink purchase decision (when purchasing for
adult)
- Figure 38: Factors important in yogurt drink purchase decision when purchase is for an adult, by gender, August 2007
- Figure 39: Factors important in yogurt drink purchase decision when purchase is for an adult, by age, August 2007
- Interest in and willingness to pay premiums for innovative yogurt drinks
- Interest in innovative yogurt drinks
- Figure 40: Interest in innovative types of yogurt drinks, August 2007
- Willingness to pay premium prices
- Figure 41: Willingness to pay a premium for innovative types of yogurt drinks, August 2007
- Factors important in yogurt drink purchase decision when purchasing for
child
- Figure 42: Factors important in yogurt drink purchase decision when purchase is for a child or teen, by gender, August 2007
- Future and Forecast
- Future trends
- Yogurt drinks to face more outside competition for health-conscious consumers
- Yogurt drink manufacturers will see more competition from inside the category, too
- More functional yogurt products
- A2 yogurt drinks?
- Market forecast
- Yogurt drinks
- Figure 43: Forecast of total U.S. FDM sales of yogurt drinks, at current and constant prices, 2007-12
- Adult yogurt drinks
- Figure 44: Forecast of U.S. FDM sales of adult yogurt drinks, at current and constant prices, 2007-12
- Children' s yogurt drinks
- Figure 45: Forecast of U.S. FDM sales of children' s yogurt drinks, at current and constant prices, 2007-12
- Forecast factors
- Appendix: Trade Associations
