YOGURT AND YOGURT DRINKS - UK - JULY 2018

YOGURT AND YOGURT DRINKS - UK - JULY 2018

Jul 2018 Mintel Dairy ProductsN/A Price :
$ 2694

Environmentally friendly products such as with recycled packaging or sustainable farming guarantees attract strong consumer interest but are underexplored within the category. The public focus on plastic’s impact on the environment makes such packaging innovation timely. Meanwhile sustainable farming guarantees allow companies to boost their image as socially responsible.

Table of contents
OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Inflation masks volatile volume sales performance from 2013-18
Inflation and slow volume growth anticipated for 2018-23
Figure 1: UK retail value sales for spoonable and drinking yogurt, 2013-23
Milk prices remain volatile
Government health initiatives affect the market
Companies and brands
Müllerlight sees sales slip while other Müller brands continue to decline
Figure 2: Leading brands’ sales in the UK spoonable yogurt market, 2017/18*
Actimel remains leader on yogurt drinks but loses sales
Further NPD in low-fat and L/N/R sugar yogurts
Growth in lactose- and dairy-free segments helps to drive rise in L/N/R allergen claims
Advertising spend falls in 2017
Müller continues to focus on permissibility for Müllerlight
The consumer
Three quarters of adults eat yogurt, while one in five drink yogurt drinks
Figure 3: Usage of yogurt and yogurt drinks, by type, May 2018
Yogurts supporting digestive and immune health appeal particularly to older people
Figure 4: Desired benefits from yogurt/yogurt drinks, May 2018
Environmentally friendly products have wide appeal
Figure 5: Interest in innovation in yogurt and yogurt drinks, May 2018
Consumers’ label scrutiny adds pressure for the industry to improve its health credentials
Figure 6: Behaviours relating to yogurt and yogurt drinks, May 2018
Most people’s maximum sugar level for yogurt is below even PHE targets
Figure 7: Attitudes towards yogurt and yogurt drinks, May 2018
What we think
ISSUES AND INSIGHTS
Environmentally friendly products enjoy wide appeal
The facts
The implications
Many parents would welcome less sweet-tasting children’s yogurts
The facts
The implications
Multiple opportunities to tap the consumer interest in functional benefits
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Inflation masks volatile volume sales performance from 2013-18
Inflation and slow volume growth anticipated for 2018-23
Milk prices remain volatile
Government health initiatives affect the market
MARKET SIZE, SEGMENTATION AND FORECAST
Inflation masks volatile volume sales performance from 2013-18
Inflation and slow volume sales growth expected for 2018-23
Figure 8: UK retail sales for spoonable and drinking yogurt, by value and volume, 2013-23
Figure 9: UK retail value sales for spoonable and drinking yogurt, 2013-23
Spoonable yogurts bounce back in 2018
Ageing population to offer little support to spoonable yogurt from 2018-23
Figure 10: UK retail sales for spoonable yogurt, by value and volume, 2013-23
Figure 11: UK retail value sales for spoonable yogurt, 2013-23
Lacklustre sales performance for drinking yogurt in 2017/18
Limited volume sales growth expected for drinking yogurt from 2018-23
Figure 12: UK retail sales for drinking yogurt, by value and volume, 2013-23
Figure 13: UK retail value sales for drinking yogurt, 2013-23
Forecast methodology
MARKET DRIVERS
Milk prices remain volatile
Future trade agreements are pivotal for spoonable and drinking yogurts
Government health initiatives affect the market
Yogurt manufacturers are tasked with cutting sugar
EFSA rules make it difficult for dairy products to make a low-sugar claim
Manufacturers take action on sugar
Soft Drinks Sugar Levy comes into effect
Kids’ yogurts can capitalise on PHE snack guidelines
Ageing UK population offers little support to yogurt
Growth in children to support sales, but to a lesser extent than previously
Yogurt benefits from the world foods trend
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Müllerlight sees sales slip while other Müller brands continue to decline
Actimel remains leader on yogurt drinks but loses sales
Further NPD in low-fat and L/N/R sugar yogurts
Growth in lactose- and dairy-free segments helps to drive rise in L/N/R allergen claims
Advertising spend falls in 2017
Müller continues to focus on permissibility for Müllerlight
MARKET SHARE
Müllerlight sees sales slip as consumers move against ‘diet’ foods
Other Müller brands continue to decline
Figure 14: Leading brands’ sales and shares in the UK spoonable yogurt market, 2015/16-2017/18
Danone brands experience mixed fortunes
Alpro continues to benefit from growth in the free-from segment
Danone takes over WhiteWave
Actimel remains market leader in yogurt drinks but loses sales
Figure 15: Leading brands’ sales and shares in the UK drinking yogurt market, 2015/16-2017/18
LAUNCH ACTIVITY AND INNOVATION
Low fat remains the primary health claim in 2017
Figure 16: New product launches in the UK yogurt and yogurt drinks market, by top 20 claims (sorted by 2017), 2014-18
Brands take differing approaches to cutting sugar in low-fat yogurts
Alpro launches no-added-sugar yogurts
Figure 17: Low-fat and L/N/R sugar yogurt examples, UK, 2017-18
Benecol Light rebrands as no added sugar
Figure 18: Benecol Original Yogurt Drink with Plant Stanols – before and after, UK, 2017
High-protein claims feature on quarter of low-fat yogurt launches in 2017
Figure 19: High-protein low-fat yogurt launch example, UK, 2017
Brands and retailers extend their high-protein low-fat ranges
Figure 20: High-protein low-fat yogurt range extension examples, UK, 2017
Leading players launch quark products
Figure 21: Quark product launches, UK, 2018
Competition heats up in 0% fat Greek yogurts
References to provenance used to underline authenticity
Figure 22: Greek yogurts with 0% fat examples, UK, 2017-18
Further growth in L/N/R sugar launches
Müller continues its reformulation efforts
Organic brand launches vegetable yogurts
Figure 23: L/N/R sugar yogurt launch examples, UK, 2017-18
Growth in lactose- and dairy-free segments helps to drive rise in L/N/R allergen claims
Brands and retailers launch lactose-free variants
Figure 24: Lactose-free yogurt launch examples, UK, 2017-18
Further nut milk yogurts enter the market
Figure 25: Nut milk yogurt launch examples, UK, 2017-18
Nush claims UK first with almond milk yogurt tubes
Coconut Collaborative extends into other plants
Organic claims rise in 2018
Yeo Valley and Rachel’s continue to explore on-trend ingredients
Yeo Valley continues with Left Yeovers anti-food waste initiative
Arla offers people an easy route to meet fibre recommendations
Kefir launches continue yogurt drinks’ quest to appeal to a general audience
Greek goat’s milk kefir highlights provenance
Figure 26: Kefir launch examples, UK, 2017-18
Müller continues to lead on launches
Figure 27: Müller launch examples, UK, 2017
Figure 28: New product launches in the UK yogurt and yogurt drinks market, by top 10 companies (sorted by 2017), 2014-18
Yoplait looks to expand the pool of users of its kids’ yogurts
Lancashire Farm introduces free-range label to its yogurts range
ADVERTISING AND MARKETING ACTIVITY
Advertising spend falls in 2017
Figure 29: Total above-the-line, online display and direct mail advertising expenditure on yogurt and yogurt drinks, 2014-18 (sorted by 2017)
Müller continues to push permissibility message for Müllerlight
TV advert for White Velvet looks to boost plain yogurt’s taste associations
Müller continues its links with sporting events
Danone continues to focus on Activia
Advert for reformulated Activia emphasises unchanged taste despite sugar removal
Actimel continues with the ‘Stay Strong’ campaign
Yogurt and yogurt drink brands aim for lifestyle positioning
Activia again targets people wanting to make a healthy start to the New Year
Arla Fibre puts unnoticeable fibre in spotlight
Actimel emphasises taste as well as health…
…and looks to build associations with active lifestyles
Yakult focuses on mental as well as physical wellbeing
Onken interactive campaign offers people the chance to choose flavours
Nielsen Ad Intel coverage
THE CONSUMER – WHAT YOU NEED TO KNOW
Three quarters of adults eat yogurt, while one in five drink yogurt drinks
Yogurts supporting digestive and immune health appeal particularly to older people
Environmentally friendly products have wide appeal
Consumers’ label scrutiny adds pressure for the industry to improve its health credentials
Most people’s maximum sugar level for yogurt is below even PHE targets
USAGE OF YOGURT AND YOGURT DRINKS
Three quarters of adults eat yogurt
Figure 30: Usage of yogurt and yogurt drinks, by type, May 2018
Under-35s and parents have the most varied repertoires
Figure 31: Repertoire of spoonable yogurt/fromage frais types eaten, May 2018
One in five adults drink yogurt drinks
Over-65s are the most likely to drink yogurt drinks daily
Figure 32: Usage frequency for yogurt and yogurt drinks, May 2018
DESIRED BENEFITS FROM YOGURT/YOGURT DRINKS
Yogurt’s associations with digestive health remain strong
Figure 33: Desired benefits from yogurt/yogurt drinks, May 2018
Immune health support appeals particularly to over-55s
Immune health claims remain rare
Figure 34: Own-label Vitamin C-fortified yogurt drink launch example, UK, 2017
Scope to explore Vitamin C in spoonable yogurt
References to calcium per serving could help to make yogurt’s bone health proposition more tangible
Marketing around the importance of calcium for teenagers has untapped potential
A quarter are interested in products which boost energy
INTEREST IN INNOVATION IN YOGURT AND YOGURT DRINKS
Environmentally friendly products enjoy wide appeal
Figure 35: Interest in innovation in yogurt and yogurt drinks, May 2018
Government and media focus on plastic makes packaging innovation timely
Figure 36: Example of a yogurt pot with partly recycled packaging, South Africa, 2017
Environmental claims are rare in yogurts
Brands with good environmental credentials need to make this tangible to consumers
‘No unnecessary antibiotics’ guarantees appeal to many
Organic producers should be well placed to address concerns around antibiotics…
…as should the non-dairy yogurt segment
Yogurts with free-range milk appeal especially to under-35s
Organic producers should benefit from highlighting their policies on grazing access
Figure 37: International yogurts with on-pack animal welfare statements, 2018
BEHAVIOURS RELATING TO YOGURT AND YOGURT DRINKS
Consumers’ label scrutiny adds pressure for the industry to improve its health credentials
Figure 38: Behaviours relating to yogurt and yogurt drinks, May 2018
Over half of parents buy standard rather than children’s yogurts
Many parents would welcome less sweet-tasting children’s yogurts
Yogurt benefits from the world foods trend
Cross-promotions and in-store positioning can help to encourage use in cooking
ATTITUDES TOWARDS YOGURT AND YOGURT DRINKS
Most users’ maximum sugar level for yogurt is below even PHE targets
Figure 39: Attitudes towards yogurt and yogurt drinks, May 2018
Lower-sugar yogurts will need to highlight these credentials prominently on-pack
Opportunity for non-dairy yogurts to appeal beyond their free-from status
No-added-sugar low-fat yogurts will need to emphasise their clean-label credentials
Multiple barriers to eating spoonable yogurts out of home
Opportunities for more ‘grown-up’ pouched yogurts
Ambient pouched yogurts are rare
Figure 40: Children’s pouched yogurts with an on-the-go positioning, UK, 2018
Opportunities to market yogurt drinks for on-the-go usage
Four in 10 see fermented foods as important
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Figure 41: Best- and worst-case forecast of UK sales of spoonable and drinking yogurt, by value, 2018-23
Figure 42: Best- and worst-case forecast of UK sales of spoonable and drinking yogurt, by volume, 2018-23
Figure 43: Best- and worst-case forecast of UK sales of spoonable yogurt, by value, 2018-23
Figure 44: Best- and worst-case forecast of UK sales of spoonable yogurt, by volume, 2018-23
Figure 45: Best- and worst-case forecast of UK sales of drinking yogurt, by value, 2018-23
Figure 46: Best- and worst-case forecast of UK sales of drinking yogurt, by volume, 2018-23
Figure 47: UK retail volume sales of spoonable and drinking yogurt, 2013-23
Figure 48: UK retail volume sales of spoonable yogurt, 2013-23
Figure 49: UK retail volume sales of drinking yogurt, 2013-23
Forecast methodology
APPENDIX – ADVERTISING AND MARKETING ACTIVITY
Figure 50: Total above-the-line, online display and direct mail advertising expenditure on yogurt and yogurt drinks, by top three advertisers, 2016-18

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