The Yogurt Market and Yogurt Innovation: Greek Yogurt and Beyond

Mar 29, 2013
192 Pages - Pub ID: LA4904154
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The Yogurt Market and Yogurt Innovation: Greek Yogurt and Beyond - The yogurt market has undergone a sea change due to the Greek yogurt counter-revolution, which has yanked the category back to the future. Packaged Facts estimates the U.S. retail market for yogurt at $7.3 billion in 2012, up 6.6% over the previous year—with the Greek yogurt segment singlehandedly responsible for these respectable sales gains in a very large and mature product category. Greek yogurt surged from being from just a sliver of the yogurt market in 2007 to becoming the most important trend in the industry, albeit at the expense of non-Greek yogurt dollar and unit sales.

While Greek yogurt will continue to post gains and set the direction for the overall yogurt market, Packaged Facts does not believe it can keep up its amazing growth pace. As of early 2013, price competition has caused some areas of sales growth to slow, and major players to fight a zero sum game over market share.

Even so, many industry watchers hold that that yogurt, which is consumed at a relatively low rate per capita in the U.S., still has significant upside on these shores. With yogurt growing in consumption across various dayparts, and with the broad-ranging push for healthier eating and increased consumption of lean protein in the U.S., growth in the yogurt category is hardly on its last legs.

Moreover, Greek yogurt has emerged as a platform for innovation in other product categories, both perimeter and center store. Frozen yogurt has become a big early adopter, with a plethora of new Greek yogurt product introductions. And the yogurt trend has simultaneously been picked up by the foodservice industry, with overall penetration levels on restaurant menus nearing 18%, a 20% increase from five years ago. As part of this spill-over from retail, some yogurt makers have begun to pay more attention to foodservice, with Chobani and Dannon opening up their own yogurt shops.

The Yogurt Market and Yogurt Innovation: Greek Yogurt and Beyond offers a comprehensive look at the market for yogurt and yogurt drinks across the U.S. retail spectrum, with discussion extending to the global competitive context.

Report Methodology

The information contained in this report was obtained from primary and secondary research. Primary research entailed consultations with yogurt market sources, on-site examination of retail venues, and fielding a proprietary Packaged Facts online consumer survey focusing on yogurt product shopper insights. Secondary research included extensive Internet canvassing and research- and data-gathering from relevant consumer business and trade publications; company reports including annual reports, press releases, and investor conference calls; company profiles in trade and consumer publications; government reports; and other food and beverage market reports by Packaged Facts.

Sales estimates are based on data from the above sources as well as SymphonyIRI data for mass-market channels (supermarkets, drugstores and mass merchandisers other than Walmart); SPINSscan and UNFI data for natural supermarkets; Datassential MenuTrends data for foodservice; published and estimated sales of major market participants; market size estimates from other sources, including those appearing in the trade press; the performance of relevant retail venues; and consumer usage rates for yogurt products; and new product introduction activity in the market.

Our consumer analysis draws primarily on two data sources. The first is national consumer survey data from Simmons’ Fall 2012 National Consumer Study, which is based on 25,564 adult respondents surveyed from October 2011 through November 2012, as well as previous-year Simmons surveys. Through an ongoing program of telephone and booklet questionnaire surveys of a large probability sample of consumers who represent a statistically accurate cross-section of the U.S. adult population, Simmons is able construct detailed demographic profiles across various consumer product and service markets, including the yogurt market. The discussion of consumer patterns also draws on proprietary Packaged Facts online consumer surveys, including a February/March 2013 survey based on 2,000 U.S. adults who in aggregate are census representative on the primary demographic measure of age, gender, geographic region, race/ethnicity, and presence of children in the household.
Chapter 1 Executive Summary
Scope of Report
Report Methodology
Size and Growth of the Market
Yogurt Sales Bloom, Thanks to Greek
Table 1-1 U.S. Sales of Yogurt, 2008-2012 (in millions of dollars)
More Yogurt Sales on the Horizon
Table 1-2 Projected U.S. Sales of Yogurt, 2013-2017 (in millions of dollars)
Majority of Yogurt Sales in Grocery Channel
Table 1-3 Share of U.S. Sales of Yogurt by Channel, 2012 (percent)
Yogurt is Bought In a Variety of Retail Outlets
Table 1-4 Consumers’ Response to Question about Yogurt Purchases: Where do you usually buy yogurt? (Multiple answers allowed)
SymphonyIRI-tracked Sales Show Solid Dollar Growth
Table 1-5 IRI-Tracked Sales of Yogurt & Yogurt Drinks, 2012
Greek Yogurt Driving Dollar Growth, but at a Cost
Greek Stars in Natural Foods and Specialty Gourmet Channels
Yogurt Maintains a Top 10 position in Food
Table 1-6 Biggest Categories by Dollar Sales, 2012
Market Share Concentrated in Mass Channels, More Spread Out Elsewhere
Private Label An Important Yogurt Player
Greek Yogurt Spreads Wings
Yogurt Growing on Foodservice Menus
Yogurt Introduce a Plethora of New Products
Packaging Trends: Convenient and Green Packaging
Yogurt Invades Other Categories
The U.S. Competitive Landscape
The Global Landscape
Yogurt’s Penetration Holds Steady
Table 1-7 Yogurt Usage, By Gender (percent)
Chapter 2 Market Trends
Yogurt Sales Rise to $7.3 billion
Table 2-1 U.S. Sales of Yogurt, 2008-2012 (in millions of dollars)
A Multi-Channel Champion
Table 2-2 Share of U.S. Sales of Yogurt by Channel, 2012 (percent)
Location Preferences: Grocery Stores On Top, But Other Outlets Popular
Table 2-3 Consumers’ Response to Question about Yogurt Purchases:
Where do you usually buy yogurt? (Multiple answers allowed)
SymphonyIRI-tracked Sales Show Solid Dollar Growth
Table 2-4 IRI-Tracked Sales of Yogurt & Yogurt Drinks, 2012
Other Yogurt Categories See Healthy Returns
Table 2-5 IRI-Tracked Sales of Other Yogurt Products, 2012
Greek Yogurt Fueling Dollar Growth, but Cannibalizing Unit Sales
Table 2-6 Greek Yogurt Dollar Sales and Share, 2011-2012
Table 2-7 Greek Yogurt Unit Sales and Share, 2011-2012
Greek Gaining Even More Share in 2013
Natural Foods Channel Sees Strong Growth in All Categories
Table 2-8 Sales of Yogurt in Natural Foods Channel, 2011-2012
Specialty Gourmet Channel Sees Sales Increases
Table 2-9 Sales of Yogurt in Specialty Gourmet Channel, 2011-2012
Greek Yogurt Is Tops, According to UNFI
Table 2-10 Subcategory Share in Natural Channel, Q4 2012 vs. Q4 2011
Refrigerated Yogurt Competes Across Supermarket Aisles
Table 2-11 Biggest Categories by Dollar Sales, 2012
Table 2-12 Biggest Categories by Unit Sales, 2012
Refrigerated Yogurt Among Fastest Growing Billion-Dollar Categories
Table 2-13 Fastest Growing Billion Dollar Categories, 2012
Competitive Landscape
Market Share Concentrated Among a Select Few
Table 2-14 Top Marketers Of Yogurt and Yogurt Drinks at Food, Drug and Mass Merchandisers, 2012
Mainstream Channels: Yoplait Edges Dannon In Refrigerated Yogurt
Table 2-15 Top Marketers of Refrigerated Yogurt, 2012
Table 2-16 Fast Growing Brands of Refrigerated Yogurt, 2012
Natural Food Channels: Foreign and Specialty Brands Populate the Top Spots
Table 2-17 Top 20 Yogurt Brands in Mainstream vs. Natural Channels, 2012
Table 2-18 Brand Share in Natural Channel, Q4 2012 vs. Q4 2011
FAGE, Large Sizes Prevalent Among Top Natural Food SKUs
Table 2-19 Top 20 SKUs in the Natural Channel, Q4 2012 vs. Q4 2011
Table 2-20 Top 10 New Products in the Natural Channel, Q4 2012
Danone Leads In Yogurt Drinks
Table 2-21 Top Marketers of Yogurt Drinks, 2012
Table 2-22 Fast Growing Yogurt Drinks, 2012
Chobani Rules Greek Yogurt
Table 2-23 Greek Yogurt by Dollar Share, 2012
Table 2-24 Greek Yogurt by Unit Share, 2012
2013: Chobani, FAGE Seen Slipping; Dannon, Yoplait Seen Rising
Top Marketers of Frozen Yogurt Only Three Big Snack Size Competitors
Table 2-25 Top Marketers of Frozen Yogurt, 2012
Table 2-26 Fast Growing Frozen Yogurt Brands, 2012
Private Label Outpaces Its Overall Categories in All But Yogurt Drinks
Table 2-27 Top Marketers of Frozen Yogurt, 2012
Looking Ahead
More Yogurt Sales on the Horizon
Table 2-28 Projected U.S. Sales of Yogurt, 2013-2017 (in millions of dollars)
Chapter 3 Greek Yogurt and Beyond
Greek Yogurt and Beyond: Market Innovation and Cross-Category Applications
As Greek Yogurt Grows, Other Categories Impacted
Greek Invades Frozen Yogurt
Private Label Keeps Up With the Joneses
Table 3-1 Food Products Purchased by Grocery Shoppers on Most Recent Grocery Shopping Trip with the Highest and Lowest Likelihood of Being National/Name Brands, 2011 (percent of grocery shoppers)
Yogurt’s Prevalence Grows in Foodservice
Table 3-2 Yogurt on the Menu: Restaurant Penetration, by Segment, 2012
Table 3-3 Yogurt on the Menu: Restaurant Penetration Growth, 2008-2012
Table 3-4 Yogurt on the Menu: Penetration, by Restaurant Cuisine Specialty, 2012
Table 3-5 Greek Yogurt on the Menu: Penetration, by Restaurant Cuisine Specialty, 2012
Table 3-6 Greek Yogurt on the Menu: Penetration, by Restaurant Cuisine Specialty, 2012
Table 3-7 Yogurt on the Menu: Distribution by Menu, 2012
Table 3-8 Greek Yogurt on the Menu: Distribution by Menu, 2012
Yogurt Makers Open Shop
Yogurt Makes Regular Appearances on SymphonyIRI’s Pacesetters List
Yogurt Innovators Recognized
Greek Leads New Yogurt Products
Packaging Trends: Convenient and Green Packaging Abound
Easier Snacking
Making Healthy Eating Easier
Hard to Recycle Packaging
Plant-Based Packaging
Product Attributes on the Lid
Cross-Category Applications: Yogurt Invading Other Categories
Granola Bars and Gelato
Frozen Novelties
Breakfast Cereal
Salad Dressing
Baby Food
Dips and Spreads
Smoothies
Cream Cheese
Greek Yogurt Butter
Asian Foods
Liqueur
Snacks
Skin care
Chapter 4 The U.S. Market: Marketer Profiles
Chobani, Inc.
Products
Marketing
The Dannon Company
Products
Marketing
FAGE USA
Products
Marketing
The Hain Celestial Group
Products
Marketing
Johanna Foods
Products
Marketing
Stonyfield Farm Inc.
Products
Marketing
Sun Valley Dairy Inc.
Products
Marketing
YoCrunch
Products
Marketing
General Mills (Yoplait USA Inc.)
Products
Marketing
Chapter 5 The Global Market
The Global Market: Overview and New Products
Yogurt Sales At $69 Billion Worldwide
Table 5-1 Share of Yogurt Sales by Region, 2012 (percent)
New Products and Trends Around the World
Global Marketer Profiles
Alpina Productos Alimenticios SA
Arla Foods
Danone
Ehrmann AG
Emmi
FAGE International S.A.
Fonterra Co-operative Group
Groupe Lactalis
Meiji Holdings Co., Ltd.
Unternehmensgruppe Theo Müller
Nestlé SA
PepsiCo
Royal FrieslandCampina
Yoplait S.A.S
Yakult Honsha Co Ltd
Zott GmbH & Co KG
Chapter 6 The Consumer
Note on Simmons and Packaged Facts Surveys
Yogurt Percentage Usage Holds Steady; Per Capita Consumption Increasing
Table 6-1 Yogurt Usage, 2005-2012 (Number in Thousands & Percent)
Do Women Really Like Yogurt More?
Table 6-2 Yogurt Usage, By Gender (percent)
Brogurt: What About Men?
Location Preferences: Grocery Stores Dominate
Table 6-3 Consumers’ Response to Question About Yogurt Purchases:Where do you usually buy yogurt? (multiple answers allowed)
Daypart Preferences: Breakfast, Of Course
Table 6-4 Consumers’ Response to Question About Yogurt Consumption: What time of day do you usually consume yogurt products? (multiple answers allowed)
How Fat Do You Like It?
Table 6-5 Types of Yogurt Consumed, 2005-2012 (Number in Thousands & Percent)
Table 6-6 Demographics of Adult Yogurt Consumers by Type Consumed, 2012 (Index)
Slurp or Spoon?
Table 6-7 Forms of Yogurt Consumed, 2012 (Percentage of Yogurt Users)
Table 6-8 Demographics of Adult Yogurt Consumers by Form Consumed, 2012(Index)
Fruit, Flavored, Crunchies or Plain?
Table 6-9 Kinds of Yogurt Consumed, 2005-2012 (Number in Thousands & Percent)
Table 6-10 Types of yogurt purchased, Non-Greek vs Greek
Table 6-11 Demographics of Adult Yogurt Consumers by Kind Consumed, 2012 (Index)
Gimme the Greek
Table 6-12 Greek Yogurt Usage, Overall and By Gender (percent)
Table 6-13 Consumers Who’ve Bought Greek Yogurt in Last 30 Days: What are the main reasons you buy Greek yogurt over other kinds of yogurt? (percent)
Yogurt from Other Countries
Table 6-14 Types of yogurt or cultured dairy products from other countries bought within the last 30 days (percent)
Usage and Appeal of Cross-Category Yogurt Applications
Table 6-15 Percentage of customers who have bought the following yogurt-flavored or yogurt-containing products and respective appeal
Brand Preferences
Table 6-16 Yogurt Brand Consumption Trends, 2005-2012 (percent)
Consumer Demographics
Table 6-17 Demographics of Adult Yogurt Consumers by Brand, 2012 (Index)
Consumer Psychographics
Table 6-18 Psychographics of Adult Yogurt Consumers by Brand- Attitudes
About Diet & Health, 2012 (Index)
Table 6-19 Psychographics of Adult Yogurt Consumers by Brand- Attitudes
About Food, 2012 (Index)
Table 6-20 Psychographics of Adult Yogurt Consumers by Brand- Attitudes
About Shopping, 2012 (Index)
Organic Yogurt
Table 6-21 Organic Product Usage, 2012
Table 6-22 Demographics of Adult Organic Yogurt Consumers, 2012 (Index)

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