The Yogurt Market and Yogurt Innovation, 2nd Edition

Chapter 1: Executive Summary

Scope of Report

Report Methodology

Size and Growth of the Market

Yogurt Sales Continue Rising

Table 1-1 U.S. Sales of Yogurt, 2009-2014 (in millions of dollars)

More Yogurt Sales on the Horizon

Table 1-2 Projected U.S. Sales of Yogurt, 2015-2019 (in millions of dollars)

Grocery Dominates Yogurt Sales

Table 1-3 Share of U.S. Sales of Yogurt by Channel, 2014 (percent)

Top Channels by Consumer Purchasing Rates

Table 1-4 Where Yogurt Is Usually Purchased, 2013 vs. 2104 (percent)

IRI-tracked Sales Shows Steady Dollar Growth

Table 1-5 IRI-Tracked Sales of Yogurt & Yogurt Drinks, 2014

Greek Yogurt Moves Above the 50% Mark

Refrigerated Yogurt: One of Supermarket Channel’s Biggest Categories

Table 1-6 Biggest Categories by Dollar Sales, 2014

Market Share Concentrated

Challengers Take on Chobani

Yogurt’s Impact on Other Categories

Yogurt Attracts Attention of Big Foodservice Players

Yogurt Brands Among Biggest New Product Introductions

Product and Packaging Trends Keep Industry Fresh

Yogurt Continues Cross-Category Invasion

The U.S. Competitive Landscape

The Global Landscape

Yogurt’s Penetration Holds Steady

Table 1-7 2014 Yogurt Usage by Gender (percent)

Breakfast Leads, Snacking Increases, Variety Sought

Chapter 2: Market Trends

Yogurt Sales Rise to $8.9 billion

Table 2-1 U.S. Sales of Yogurt, 2009-2014 (in millions of dollars)

Yogurt Sales per Capita

Figure 2-1 U.S. Per Capita Yogurt Consumption, 1975-2013 (Number in Pounds)

A Multi-Channel Presence

Table 2-2 Share of U.S. Sales of Yogurt by Channel, 2014 (percent)

Location Preferences: Grocery Stores on Top, But Others Gain Ground

Table 2-3 Consumers’ Response to Question about Yogurt Purchases: Where do you usually buy yogurt? (Multiple answers allowed)

IRI-tracked Sales Shows Steady Dollar Growth

Table 2-4 IRI-Tracked Sales of Yogurt & Yogurt Drinks, 2014

Yogurt-Coated Snacks Leading Other Yogurt Categories

Table 2-5 IRI-Tracked Sales of Other Yogurt Products, 2014

Greek Yogurt Moves Above the 50% Mark

Table 2-6 Greek Yogurt Dollar Sales and Share, 2013-2014

Table 2-7 Greek Yogurt Unit Sales and Share, 2013-2014

Greek Yogurt Growth Slows

Natural Foods Channel Sees Strong Growth in All Categories

Table 2-8 Sales of Yogurt in Natural Foods Channel, 2013-2014

Specialty Gourmet Channel Sees Sales Increases

Table 2-9 Sales of Yogurt in Specialty Gourmet Channel, 2013-2014

Refrigerated Yogurt Competes Across Supermarket Aisles

Table 2-10 Biggest Categories by Dollar Sales, 2014

Table 2-11 Biggest Categories by Unit Sales, 2014

Refrigerated Yogurt Adds Most Units Among Top Categories

Table 2-12 Change in Dollar & Unit Sales Among Top Food & Beverage Categories, 2014

Competitive Landscape

Market Share Concentrated

Table 2-13 Top Marketers of Yogurt and Yogurt Drinks at Food, Drug and Mass Merchandisers, 2014

Mainstream Channels: Dannon Surpasses Yoplait in Refrigerated

Yogurt

Table 2-14 Top Marketers of Refrigerated Yogurt, 2014

Table 2-15 Fast Growing Brands of Refrigerated Yogurt, 2014

Danone Leads in Yogurt Drinks

Table 2-16 Top Marketers of Yogurt Drinks, 2014

Table 2-17 Fast Growing Yogurt Drinks, 2014

Challengers Take on Chobani

Table 2-18 Greek Yogurt by Dollar Share, 2014 vs. 2013

Table 2-19 Greek Yogurt by Unit Share, 2014

Top Marketers of Frozen Yogurt

Private Label Lags Overall Categories

Table 2-20 Private Label Sales, 2014

Illustration 2-1 Purple Cow Blended Yogurt

Looking Ahead

More Yogurt Sales on the Horizon

Table 2-21 Projected U.S. Sales of Yogurt, 2015-2019 (in millions of dollars)

Chapter 3: Innovation and Cross-Category Applications

Innovation and Cross-Category Applications

Yogurt’s Impact Felt Across Supermarket

Frozen Yogurt Still Innovating

Illustration 3-1 Turkey Hill Limited Edition Greek Frozen Yogurt Baklava

Foodservice Menu Trends for Yogurt

Table 3-1 Yogurt on the Menu: Restaurant Penetration, by Segment, 2014

Table 3-2 Yogurt on the Menu: Restaurant Penetration Growth, 2010-2014

Table 3-3 Yogurt on the Menu: Penetration, by Restaurant Cuisine Specialty, 2014

Table 3-4 Greek Yogurt on the Menu: Penetration, by Restaurant

Cuisine Specialty, 2014

Table 3-5 Greek Yogurt on the Menu: Penetration, by Restaurant Cuisine Specialty, 2014

Table 3-6 Yogurt on the Menu: Distribution by Menu, 2014

Table 3-7 Greek Yogurt on the Menu: Distribution by Menu, 2014

Yogurt Makers Test Restaurant Concepts

Yogurt Dominates IRI’s New Product Pacesetters List

Yogurt Innovators Win Awards

Product Trends

Flavor Favorites

Tropical Flavors

Yogurt as Dessert/Snack

Illustration 3-2 Lakeview Farms’ Greek Yogurt & Gel Parfait

Limited Edition Yogurts

Savory Flavors

Illustration 3-3 Blue Hill’s Beet Flavor Yogurt

Mix-Ins

Superfoods

Illustration 3-4 Alpina Greek with Artisan Granolas – Plain with Crunchy Superfoods Granola

Grass-Fed

Illustration 3-5 Dreaming Cow’s Grass-Fed Yogurt

100-Calorie Cups

Whole Milk Yogurt

Illustration 3-6 Wallaby Yogurt’s Whole Milk Blended Greek Yogurt

Yogurt for Men

On-the-Go

Beyond Greek

Packaging Trends

Stand-Up Pouches

Illustration 3-7 Stonyfield Farm and Happy Family (Happy Baby) Co-Branded Stand-Up Pouches

Edible Packaging

Illustration 3-8 Stonyfield Farm’s Frozen Yogurt Pearls

Color-Changing Graphics

Illustration 3-9 Screenshot from Ad for Go-Gurt Minions Color-Changing Tubes

Indulgence-Focused Packaging

Illustration 3-10 Danone Yogurt in Mars-Branded Packaging

Packaging for Men

Illustration 3-11 Danone Yogurt in Mars-Branded Packaging

Eat It or Drink It?

Illustration 3-12 Danoontje Schudden Maar (Shake It!)

Character-Shaped Packaging

Illustration 3-13 Screenshot from Actimel for Kids Ad

Cross-Category Applications: Yogurt in Other Categories

Protein Bars

Illustration 3-14 Nature Valley Greek Yogurt Protein Bar

Meal Bars

Illustration 3-15 Fiber One’s Strawberry Greek Yogurt Meal Bar

Protein Drinks

Baked Goods

Illustration 3-16 Hostess Greek Yogurt Cupcakes

Granola Bars

Breakfast Cereal

Illustration 3-17 YoCrunch Cereal Bowl with Kellogg’s Frosted Flakes

Body Wash, Soaps and Moisturizers

Illustration 3-18 Screenshot from Dial Frozen Yogurt Body Wash Ad

Salad Dressing

Illustration 3-19 Bolthouse Farms’ New Yogurt Dressing in Mango Chipotle

Illustration 3-20 Litehouse OPA! Feta Dill Greek Yogurt Dressing

Baby Food

Dips and Spreads

Illustration 3-21 Sabra’s Greek yogurt dip line

Grab-and-Go

Illustration 3-22 YoCrunch Yopa! Spicy Three Pepper Greek Yogurt Dip

with Pita Chips

Illustration 3-23 Fresh & Easy Neighborhood Market’s Breakfast Parfait

Wrap

Spoonable Greek Kefir

Greek Yogurt Guacamole

Illustration 3-24 Trader Joe’s Reduced Guilt Chunky Made Guacamole

with Greek Yogurt

Sour Cream and Cottage Cheese

Smoothies

Cream Cheese

Illustration 3-25 Franklin Foods’ Green Mountain Farms Greek Cream

Cheese

Greek Yogurt Butter

Illustration 3-26 Dutch Farms’ Greek Yogurt Butter

Lollipops and Chocolate

Illustration 3-27 Screenshot from Yollies’ ad

Yogurt Supplements for Children

Illustration 3-28 Vitamin Friends’ ProbaYo Supplements

Pet Food and Treats

Illustration 3-29 Fruitables Greek Dog Treats

Chapter 4: The U.S. Market: Marketer Profiles

Chobani, Inc.

Products

Marketing

Illustration 4-1 Chobani’s Sponsored Content on The Onion

The Dannon Company

Products

Illustration 4-2 Screenshot from Danimals SuperStars(aka Danimals Greek) iTunes App

Marketing

Illustration 4-3 Oikos Bromance website

Illustration 4-4 Screenshot from Activia Ad Starring Shakira

Fage USA

Products

Marketing

Illustration 4-5 Screenshot of Fage Total’s Fill the Fridge Challenge

The Hain Celestial Group

Products

Marketing

Johanna Foods

Products

Illustration 4-6 La Chocolãt’s “On the Bottoms” Flavors

Marketing

Müller Quaker Dairy

Products

Illustration 4-7 Müller FrütUp Limited-Edition Summer Pack at Costco

Marketing

Illustration 4-8 Müller Promotion Through Kroger

Stonyfield Farm Inc.

Products

Marketing

Illustration 4-9 Disney On Ice Frozen “In Summer” Sweepstakes

Sun Valley Dairy Inc.

Products

Marketing

Illustration 4-10 Screenshot of Voskos TV spot

YoCrunch

Products

Marketing

Illustration 4-11 YoCrunch Yopa! TV spot

General Mills (Yoplait USA Inc.)

Products

Illustration 4-12 Yoplait Light Offer

Marketing

Illustration 4-13 Screenshot from Yoplait Greek Taste-off in St. Louis

Illustration 4-14 Yoplait Go-Gurt and Muppets Most Wanted

Chapter 5: The Global Market

The Global Market: Overview and New Products

Yogurt Sales at $76 Billion Worldwide

Table 5-1 Share of Yogurt Sales by Region, 2014 (percent)

New Products and Trends Around the World

Asia/Oceania

Illustration 5-1 Coupon for new Anchor Uno yoghurt

Europe

Illustration 5-2 Emmi Jogurtpur Print Ad

Illustration 5-3 The Collective’s Suckies brand

Illustration 5-4 Zott Sahne Joghurt Balance Limited Edition Winter Variety in Baked Apple

North America

Illustration 5-5 Screenshot of Slingshot home page

Illustration 5-6 Ehrmann MIXIM Social Media Promotion

South America

Illustration 5-7 Bonlac’s Digestive yogurt line in Panama

Global Marketer Profiles

Alpina Productos Alimenticios SA

Arla Foods

Danone

Ehrmann AG

Emmi

Fage International S.A.

Illustration 5-8 Screenshot from Fage Fruyo TV spot

Fonterra Co-operative Group

Groupe Lactalis

Meiji Holdings Co., Ltd.

Unternehmensgruppe Theo Müller

Nestlé SA

Illustration 5-9 Screenshot from Nestle Brazil’s Chamyto website

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

Table 6-1 Yogurt Usage, 2008-2014 (Number in Thousands & Percent)

Table 6-2 2014 Yogurt Usage, By Gender (percent)

Per Capita Consumption

Figure 6-1 U.S. Per Capita Yogurt Consumption, 1975-2013(Number in Pounds)

Do Women Really Like Yogurt More?

How About a Yogurt for Men?

Location Preferences: Grocery Stores on Top, But Others Gain Ground

Table 6-3 Consumers’ Response to Question about Yogurt Purchases: Where do you usually buy yogurt? (Multiple answers allowed)

Breakfast Daypart Accounts for Half of Consumption Occasions

Illustration 6-1 Screenshot from Yoplait Swapportunity TV Spot

Illustration 6-2 Screenshot from Yoplait’s Swap One a Week Promotion

Table 6-4 Consumers’ Response to Question about Yogurt Consumption: What time of day do you usually consume yogurt products? (multiple answers allowed)

Yogurt Consumption by Type

Table 6-5 Yogurt Consumption Overall and by Type, 2008-2014 (Number in Thousands & Percent)

Table 6-6 Demographics of Adult Yogurt Consumers by Type Consumed, 2014 (Index)

Yogurt Consumption by Form

Table 6-7 Forms of Yogurt Consumed, 2014 (Percentage of Yogurt Users) .. 184

Table 6-8 Demographics of Adult Yogurt Consumers by Form Consumed, 2014 (Index)

Popular Yogurt Additions

Table 6-9 Kinds of Yogurt Consumed, 2008-2014 (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, 2014 (Index)

Variety and New Product Purchase Habits

Table 6-12 Primary Reasons for Trying a New Brand of Yogurt, 2014 (percent)

Where Do You Eat Yogurt?

Table 6-13 Where Yogurt is Consumed, 2014 (percent)

Going for Greek

Table 6-14 Greek Yogurt Usage 2013-2014, Overall and By Gender(percent)

Table 6-15 Consumers Who’ve Bought Greek Yogurt in Last 30 Days,2013 vs. 2014: What are the main reasons you buy Greek yogurt over other kinds of yogurt? (percent)

Yogurt from Other Countries

Table 6-16 Types of Yogurt or Cultured Dairy Products from Other Countries Bought Within the last 30 Days, 2013 vs. 2014 (percent)

Usage and Appeal of Cross-Category Yogurt Applications

Table 6-17 Percentage of Customers Who Have Bought the Following Yogurt-Flavored or Yogurt-Containing Products, 2013 vs. 2014

Brand Preferences

Table 6-18 Yogurt Brand Consumption Trends, 2008-2014 (percent)

Table 6-19 Sub-brand Consumption Patterns (percent)

Consumer Demographics

Table 6-20 Demographics of Adult Yogurt Consumers by Brand, 2014 (Index)

Consumer Psychographics

Table 6-21 Yogurt Consumer Attitudes About Diet & Health, 2014 (Index)

Table 6-22 Yogurt Consumer Attitudes About Food, 2014 (Index)

Table 6-23 Yogurt Consumer Attitudes About Shopping, 2014 (Index)

Organic Yogurt

Table 6-24 Organic Product Usage, 2014

Table 6-25 Demographics of Adult Organic Yogurt Consumers, 2014 (Index)

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