Yogurt and Desserts - UK - July 2013
“There is scope for more brands to expand their offering of single-serve desserts, particularly within the frozen aisle. Over three in ten over-55s would like to see more frozen desserts which are individually portioned, and these also appeal most to those living in single-person households – both rapidly growing demographics.”
– Emma Clifford, Senior Food Analyst
Some questions answered in this report include:
- How has EFSA’s work on health claims affected the yogurt market?
- What steps can yogurt and dessert brands take to enhance their appeal among over-55s?
- How can yogurt brands grow usage occasions for yogurts and desserts?
- What attributes can help yogurt brands appeal to the younger generation?
Signalling its maturity, penetration of yogurt was strong in 2013, with these products benefiting from high levels of trust in their health credentials, being seen as guilt-free treats, their affordability and the presence of a number of big-hitting brands (most notably those owned by Müller and Danone). However, while rising prices have seen the value of the market continue to grow, volume sales have been in steady decline since 2010.
The yogurt market has had to cope with the EFSA’s ban of the probiotic health claim which came into effect in December 2012 – a key part of many brands’ preposition. This has had the biggest impact on brands operating in the yogurt drink segment, which has suffered a significant decline in sales.
At the opposite end of the health spectrum, sales of desserts have also been struggling, with volume sales down between 2008 and 2013, while inflation saw value sales increase. The chilled desserts segment was the only one to grow in both value and volume terms over the five-year period, reflecting the continued migration towards chilled from ambient and frozen desserts.
This report examines the UK retail market for yogurts and desserts, and excludes sales through catering or fast food establishments.
Yogurt includes spoonable yogurt, fromage frais and yogurt drinks. Functional fermented milk drinks such as Yakult are included in the report since cultures similar to those contained therein have now been introduced into products positioned as yogurt. Frozen yogurt is excluded from this market.
Desserts include chilled, ambient and frozen variants, as well as ice cream-based desserts like Viennetta (but not block or handheld ice cream).
Frozen desserts include for example frozen cakes, sponge puddings, cheesecake, gateaux, Pavlova, dessert toppings and traditional puddings.
Ambient desserts include dessert ingredients (eg condensed milk, evaporated milk, custard, jelly, ice cream accompaniments), dessert ready mixes (eg mousse, Blancmange, toppings), ready-to-eat desserts (eg RTE custard, RTE jelly, rice pudding, sponge pudding, fruit pots).
Sorbets, shelf-stable cakes and Christmas puddings are excluded from the market size.
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