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Yogurt and Desserts - UK - June 2011

  • Yogurt brands credibly positioned as simple and pure could tap into the pool of 57% of yogurt-eaters who would like to see more 'completely natural' yogurts.
  • Lassi drinks or yogurt-based smoothies could see growth opportunities among the half of yogurt-eaters who report being interested in smoothies made with yogurt and fruit.
  • Despite the growth of more indulgent yogurts, the sector must continue to deliver on the light credentials, including low-fat, low-calorie and low-sugar, to appeal to the two in three over-55s and women who eat yogurt, and see these as important factors in their purchase choice.

For the purposes of this report, yogurt includes spoonable yogurt and 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 hand-held ice cream). Sorbets, canned fruit, cakes, Christmas puddings and ready-to-eat fruit including purées and compotes are excluded from the market size.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Yogurt posts robust growth as a healthy but tasty snack
                • Growth in desserts is fuelled by the chilled segment
                  • Forecast
                    • Figure 1: Forecast of UK retail sales of yogurts, by value, 2006-16
                    • Figure 2: Forecast of UK retail sales of desserts, by value, 2006-16
                  • Market factors
                    • EU regulation sees many yogurt health claims rejected
                      • Three-a-day recommendation remains unknown
                        • Evenings in benefit snacking at home
                          • Obesity keeps health on the food agenda
                            • Companies, brands and innovation
                              • Activia takes the lead in spoonable yogurts
                                • Figure 3: Leading brands in UK retail value sales of spoonable yogurt and fromage frais, 2010
                              • No additives takes lead in desserts, low fat in yogurts in NPD
                                • Figure 4: Top six claims in NPD in yogurts and desserts, 2010
                              • Adspend rebounds in 2010
                                • Figure 5: Adspend on yogurts and cakes and desserts, 2006-10
                              • The consumer
                                • Yogurt enjoys high penetration
                                  • Snacking is top occasion for yogurt, special occasions for desserts
                                    • Figure 6: Five most popular usage occasions of yogurts and desserts, April 2011
                                  • Yogurt is favoured as a healthy alternative to other snacks
                                    • Figure 7: Attitudes towards yogurt, April 2011
                                  • Evenings in benefit desserts, while health concerns dampen demand
                                    • Figure 8: Attitudes towards desserts, April 2011
                                  • Price is top choice factor for both yogurts and desserts
                                    • Figure 9: Top five choice factors seen as important in desserts and yogurts, April 2011
                                  • What we think
                                  • Issues in the Market

                                      • How has the recession impacted the market for desserts?
                                        • Do consumers want healthy desserts?
                                          • What effect is the rejection of selected health claims related to yogurt by EFSA likely to have on consumers?
                                            • What opportunities can the older children's segment offer yogurt brands?
                                            • Future Opportunities

                                                • Free From
                                                  • Minimize Me
                                                  • Internal Market Environment

                                                    • Key points
                                                      • EFSA rulings rein in yogurt health claims
                                                          • Figure 10: EFSA, status of selected health claims in the dairy market, April 2009-April 2011
                                                          • Figure 11: Trends in the selected proportion of people that report to suffer from diet-related health problems, 2006-10
                                                          • Figure 12: Agreement with the statement ‘Because of my busy lifestyle, I don’t take care of myself as well as I should’, 2006-10
                                                        • Three-a-day recommendation remains unknown
                                                          • Evenings in benefit snacking at home
                                                            • Obesity keeps healthiness on the food agenda
                                                              • Figure 13: Trends in obesity, 2006-10
                                                              • Figure 14: Trends in attitudes towards dieting and treats, 2006-10
                                                          • Broader Market Environment

                                                            • Key points
                                                              • Cautious consumers to dampen value growth
                                                                • Figure 15: Consumer Confidence Index, Monthly, January 2007-May 2011
                                                              • Growing potential for brands targeting older children
                                                                  • Figure 16: Projected trends in the UK population, by age group, 2011-16
                                                                • Ageing of the population bodes well for selected segments
                                                                  • Growth in the number of C2s holds potential for yogurts and desserts
                                                                      • Figure 17: Projected trends in the UK population, by socio-economic group, 2011-16
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Yogurts and desserts compete with a variety of snacks
                                                                        • Figure 18: UK retail sales of selected snacks competing with yogurts and desserts, 2006-10
                                                                      • The lunchbox occasion remains lucrative
                                                                      • Strengths and Weaknesses

                                                                        • Yogurt
                                                                          • Strengths
                                                                            • Weaknesses
                                                                              • Desserts
                                                                                • Strengths
                                                                                  • Weaknesses
                                                                                  • Who’s Innovating?

                                                                                    • Key points
                                                                                      • Yogurt
                                                                                        • Private label heats up NPD in 2010
                                                                                          • Figure 19: Share of NPD in yogurt, by segment, 2008-11*
                                                                                          • Figure 20: Share of private label and brands in NPD in yogurt, 2008-11*
                                                                                          • Figure 21: Share of top ten companies in NPD in yogurt, 2008-10
                                                                                        • Vegetarian, green and low-fat claims are most popular in NPD in yogurt
                                                                                          • Reduced fat claims lead in health
                                                                                            • Further interest in all-natural yogurts
                                                                                              • Figure 22: Most common claims in NPD in yogurt, 2010
                                                                                              • Figure 23: Change in share of claims in total NPD in yogurt, 2008-10
                                                                                            • Strawberry remains the top flavour in NPD
                                                                                              • Figure 24: Top ten flavours in NPD in yogurt, 2008-10
                                                                                            • Indulgence with compotes and Greek launches
                                                                                              • Desserts
                                                                                                • Frozen and ambient desserts heat up activity
                                                                                                  • Figure 25: Share of NPD in desserts, by segment, 2008-11*
                                                                                                  • Figure 26: Share of private label and brands of NPD in desserts, 2008-11*
                                                                                                  • Figure 27: Share of top ten companies of NPD in desserts, 2008-10
                                                                                                • Vegetarian and green claims most popular in NPD
                                                                                                    • Figure 28: Most common claims in NPD in dessert, 2010
                                                                                                    • Figure 29: Change in share of claims in total NPD in desserts, 2008-10
                                                                                                  • New formats look to spark consumer interest
                                                                                                    • Brands from neighbouring markets enter the dessert aisle
                                                                                                    • Market Size and Forecast

                                                                                                      • Key points
                                                                                                        • Yogurt
                                                                                                          • Figure 30: UK retail sales of yogurts, 2006-11
                                                                                                        • Dessert
                                                                                                          • Figure 31: UK retail sales of desserts, 2006-11
                                                                                                        • Forecast
                                                                                                          • Yogurts
                                                                                                            • Figure 32: Forecast of UK retail sales of yogurts, by value, 2006-16
                                                                                                            • Figure 33: Retail sales of yogurt, by value, 2006-16
                                                                                                          • Desserts
                                                                                                            • Figure 34: Forecast of UK retail sales of desserts, by value, 2006-16
                                                                                                            • Figure 35: Forecast of UK retail sales of desserts, by value, 2006-16
                                                                                                          • Forecast methodology
                                                                                                          • Segment Performance

                                                                                                            • Key points
                                                                                                              • Yogurt
                                                                                                                • Figure 36: UK retail value sales of spoonable and drinking yogurt, 2006-11
                                                                                                                • Figure 37: Share of spoonable and drinking yogurt in yogurt sales, 2006-11
                                                                                                              • Robust growth continues in spoonable yogurts
                                                                                                                • Yogurt drinks dip again in 2010
                                                                                                                  • Desserts
                                                                                                                    • Figure 38: UK retail value sales of ambient, frozen and chilled desserts, 2006-11
                                                                                                                    • Figure 39: Share in total dessert sales of ambient, frozen and chilled desserts, 2006-11
                                                                                                                  • Chilled segment continues to lead desserts
                                                                                                                    • Frozen desserts lose steam in 2010
                                                                                                                      • Ambient segment stagnates in 2010
                                                                                                                      • Market Share

                                                                                                                        • Key points
                                                                                                                          • Activia takes the lead in spoonable yogurt
                                                                                                                            • Figure 40: Leading brands in UK retail value sales of spoonable yogurt and fromage frais, 2008-10
                                                                                                                          • Activia takes top position, Shape being reshaped
                                                                                                                            • Mixed performances across Müller's portfolio
                                                                                                                              • The market continues to attract new entrants
                                                                                                                                • Own-brand plays a minor role in yogurt
                                                                                                                                  • Actimel holds the lead in drinking yogurts
                                                                                                                                    • Figure 41: Leading brands in UK retail value sales of drinking yogurt, 2008-10
                                                                                                                                  • Desserts
                                                                                                                                    • Cadbury holds the lead in chilled desserts
                                                                                                                                      • Figure 42: Leading brands, by UK retail value sales of chilled desserts, 2008-10
                                                                                                                                  • Companies and Products

                                                                                                                                    • Müller
                                                                                                                                      • Danone
                                                                                                                                        • Yoplait
                                                                                                                                          • Yeo Valley
                                                                                                                                            • Onken
                                                                                                                                              • Nestlé
                                                                                                                                              • Brand Research

                                                                                                                                                • Brand map
                                                                                                                                                    • Figure 43: Attitudes towards and usage of yogurt brands, March 2011
                                                                                                                                                  • Brand attitudes
                                                                                                                                                    • Figure 44: Attitudes, by yogurt brand, March 2011
                                                                                                                                                  • Brand personality
                                                                                                                                                    • Figure 45: Yogurt brand personality – macro image, March 2011
                                                                                                                                                    • Figure 46: Yogurt brand personality – micro image, March 2011
                                                                                                                                                  • Correspondence analysis
                                                                                                                                                    • Brand experience
                                                                                                                                                      • Figure 47: Yogurt brand usage, March 2011
                                                                                                                                                      • Figure 48: Satisfaction with various yogurt brands, March 2011
                                                                                                                                                      • Figure 49: Consideration of yogurt brands, March 2011
                                                                                                                                                      • Figure 50: Consumer perceptions of current yogurt brand performance, March 2011
                                                                                                                                                      • Figure 51: Yogurt brand recommendation – Net Promoter Score, March 2011
                                                                                                                                                    • Brand index
                                                                                                                                                      • Figure 52: Yogurt brand index, March 2011
                                                                                                                                                      • Figure 53: Yogurt brand index vs. recommendation, March 2011
                                                                                                                                                    • Target group analysis
                                                                                                                                                      • Figure 54: Target groups, March 2011
                                                                                                                                                      • Figure 55: Yogurt brand usage, by target groups, March 2011
                                                                                                                                                    • Group One – The Conformists
                                                                                                                                                      • Group Two – Simply the Best
                                                                                                                                                        • Group Three – Shelf Stalkers
                                                                                                                                                          • Group Four – Habitual Shoppers
                                                                                                                                                            • Group Five – The Individualists
                                                                                                                                                            • Brand Communication and Promotion

                                                                                                                                                              • Key points
                                                                                                                                                                • Yogurt adspend bounced back in 2010
                                                                                                                                                                  • Figure 56: Topline advertising spend in the yogurts and cakes and desserts markets, 2006-10
                                                                                                                                                                  • Figure 57: Advertising expenditure in the UK desserts* market, by product category minor, 2008-10
                                                                                                                                                                • TV leads adspend in both yogurts and desserts
                                                                                                                                                                  • Figure 58: Advertising expenditure in the UK desserts* market, by media type, 2008-10
                                                                                                                                                                  • Figure 59: Advertising expenditure in the UK yogurts market, by media type, 2008-10
                                                                                                                                                                • A few players dominate adspend
                                                                                                                                                                  • Figure 60: Advertising expenditure in the UK desserts* market, by top ten companies, 2008-10
                                                                                                                                                                  • Figure 61: Advertising expenditure in the UK yogurts market, by top ten companies, 2008-10
                                                                                                                                                                  • Figure 62: Advertising expenditure in the UK yogurts market, by top ten brands, 2008-10
                                                                                                                                                                • Recent campaigns
                                                                                                                                                                  • A shift from technical to emotional
                                                                                                                                                                    • Further focus on humour
                                                                                                                                                                    • Channels to Market

                                                                                                                                                                      • Key point
                                                                                                                                                                        • Multiples dominate sales of both yogurts and desserts
                                                                                                                                                                            • Figure 63: UK retail value sales of yogurt, by outlet type, 2008-10
                                                                                                                                                                            • Figure 64: UK retail value sales of desserts, by outlet type, 2008-10
                                                                                                                                                                        • Consumer – Trends in Usage

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Yogurt
                                                                                                                                                                                • Figure 65: Trends in frequency of eating yogurt and fromage frais, 2006-10
                                                                                                                                                                                • Figure 66: Trends in types/kinds of yogurt and fromage frais eaten most often, 2008-10
                                                                                                                                                                              • Desserts
                                                                                                                                                                                  • Figure 67: Trends in frequency of use of ready-to-eat desserts and instant desserts (eg need to add water/milk) or toppings, 2009 and 2010
                                                                                                                                                                                • Cakes, pastries and gateaux
                                                                                                                                                                                    • Figure 68: Trends in eating cakes and pastries including frozen cakes and gateaux, 2006-10
                                                                                                                                                                                    • Figure 69: Trends in frequency of eating chilled cakes, 2008-10
                                                                                                                                                                                    • Figure 70: Trends in frequency of eating frozen cakes, 2006-10
                                                                                                                                                                                • Consumer – Usage by Occasion

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Yogurt is most popular as a snack
                                                                                                                                                                                        • Figure 71: Usage of yogurt, by occasion, April 2011
                                                                                                                                                                                      • One in four only use yogurt for one type of occasion
                                                                                                                                                                                        • Figure 72: Repertoire of usage of yogurt, by occasion, April 2011
                                                                                                                                                                                      • Desserts are most popular for special occasions and guests
                                                                                                                                                                                          • Figure 73: Usage of desserts, by occasion, April 2011
                                                                                                                                                                                          • Figure 74: Repertoire of usage of desserts, by occasion, by type, April 2011
                                                                                                                                                                                          • Figure 75: Groups the most likely to only be using desserts for one occasion, by type, April 2011
                                                                                                                                                                                          • Figure 76: Groups the most likely to be using desserts at the broadest number of occasions, by type, April 2011
                                                                                                                                                                                      • Consumer – Attitudes towards Yogurt

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Two in three see yogurt as a healthy alternative to treats
                                                                                                                                                                                              • Figure 77: Attitudes towards yogurt, April 2011
                                                                                                                                                                                            • Yogurt enjoys a strong image as a healthy treat
                                                                                                                                                                                              • New flavours and an all-natural proposition enjoy strong interest
                                                                                                                                                                                                • Nearly half of yogurt eaters are price-led
                                                                                                                                                                                                • Consumer – Attitudes towards Desserts

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                      • Figure 78: Attitudes towards desserts, April 2011
                                                                                                                                                                                                    • Desserts benefit from rise in evenings in
                                                                                                                                                                                                      • Health remains a key concern
                                                                                                                                                                                                        • Desserts made from scratch divide the nation
                                                                                                                                                                                                          • Majority are undecided over quality of chilled, frozen and ambient
                                                                                                                                                                                                          • Consumer – Choice Factors

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Price is top factor in yogurt choice
                                                                                                                                                                                                                  • Figure 79: Factors influencing choice of yogurts, April 2011
                                                                                                                                                                                                                • Two in five see price as top choice factor
                                                                                                                                                                                                                  • Light credentials hold majority interest
                                                                                                                                                                                                                    • Flavours play an important role
                                                                                                                                                                                                                      • Health benefits and premium ingredients spark only minority interest
                                                                                                                                                                                                                        • Price is the top factor in dessert choice
                                                                                                                                                                                                                          • Figure 80: Factors influencing choice of desserts, April 2011
                                                                                                                                                                                                                        • Nearly two in five see price as top choice factor
                                                                                                                                                                                                                          • Favoured flavours are a key factor in dessert choice
                                                                                                                                                                                                                            • Light credentials play a big role
                                                                                                                                                                                                                            • Consumer – Target Groups

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Five target groups
                                                                                                                                                                                                                                  • Figure 81: Target groups, April 2011
                                                                                                                                                                                                                                • Indulgents (17%)
                                                                                                                                                                                                                                  • Natural Foodies (17%)
                                                                                                                                                                                                                                    • Health-led (17%)
                                                                                                                                                                                                                                      • Moderates (17%)
                                                                                                                                                                                                                                        • Disengaged (32%)
                                                                                                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                                                                                                            • Figure 82: Agreement with the statement ‘Because of my busy lifestyle, I don't take care of myself as well as I should’, by demographics, 2010
                                                                                                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                          • Yogurt
                                                                                                                                                                                                                                            • Figure 83: Forecast of UK retail sales of spoonable yogurt, by value, 2006-16
                                                                                                                                                                                                                                            • Figure 84: Forecast of UK retail sales of spoonable yogurt, best and worst case forecast, by value, 2011-16
                                                                                                                                                                                                                                            • Figure 85: Forecast of UK retail sales of drinking yogurt, by value, 2006-16
                                                                                                                                                                                                                                            • Figure 86: Forecast of UK retail sales of drinking yogurt, best and worst case forecast, by value, 2011-16
                                                                                                                                                                                                                                            • Figure 87: Forecast of UK retail sales of yogurts, total, best and worst case forecast, by value, 2011-16
                                                                                                                                                                                                                                          • Desserts
                                                                                                                                                                                                                                            • Figure 88: Forecast of UK retail sales of chilled desserts, by value, 2006-16
                                                                                                                                                                                                                                            • Figure 89: Forecast of UK retail sales of chilled desserts, best and worst case forecast, by value, 2011-16
                                                                                                                                                                                                                                            • Figure 90: Forecast of UK retail sales of frozen desserts, by value, 2006-16
                                                                                                                                                                                                                                            • Figure 91: Forecast of UK retail sales of frozen desserts, best and worst case forecast, by value, 2011-16
                                                                                                                                                                                                                                            • Figure 92: Forecast of UK retail sales of ambient desserts, by value, 2006-16
                                                                                                                                                                                                                                            • Figure 93: Forecast of UK retail sales of ambient desserts, best and worst case forecast, by value, 2011-16
                                                                                                                                                                                                                                            • Figure 94: Forecast of UK retail sales of desserts, total, best and worst case forecast, by value, 2011-16
                                                                                                                                                                                                                                        • Appendix – Brand Research

                                                                                                                                                                                                                                            • Figure 95: Brand usage, March 2011
                                                                                                                                                                                                                                            • Figure 96: Brand commitment, March 2011
                                                                                                                                                                                                                                            • Figure 97: Brand momentum, March 2011
                                                                                                                                                                                                                                            • Figure 98: Brand diversity, March 2011
                                                                                                                                                                                                                                            • Figure 99: Brand satisfaction, March 2011
                                                                                                                                                                                                                                            • Figure 100: Brand recommendation, March 2011
                                                                                                                                                                                                                                            • Figure 101: Brand attitude, March 2011
                                                                                                                                                                                                                                            • Figure 102: Brand image – Macro image, March 2011
                                                                                                                                                                                                                                            • Figure 103: Brand image – Micro image, March 2011
                                                                                                                                                                                                                                            • Figure 104: Profile of target groups, by demographics, March 2011
                                                                                                                                                                                                                                            • Figure 105: Psychographic segmentation, by target groups, March 2011
                                                                                                                                                                                                                                            • Figure 106: Brand usage, by target groups, March 2011
                                                                                                                                                                                                                                            • Figure 107: Brand index, March 2011
                                                                                                                                                                                                                                        • Appendix – Consumer – Trends in Usage

                                                                                                                                                                                                                                            • Figure 108: Frequency of eating yogurt and fromage frais, by demographics, 2010
                                                                                                                                                                                                                                            • Figure 109: Usage of desserts and toppings (not cakes and gateaux), by demographics, 2010
                                                                                                                                                                                                                                            • Figure 110: Frequency of use of ready-to-eat desserts, by demographics, 2010
                                                                                                                                                                                                                                            • Figure 111: Frequency of use of instant desserts (eg need to add water/milk) or toppings, by demographics, 2010
                                                                                                                                                                                                                                            • Figure 112: Frequency of eating frozen cakes, by demographics, 2010
                                                                                                                                                                                                                                            • Figure 113: Frequency of eating chilled cakes, by demographics, 2010
                                                                                                                                                                                                                                        • Appendix – Consumer – Usage of by Occasion

                                                                                                                                                                                                                                            • Figure 114: Usage of yogurt, by occasion, April 2011
                                                                                                                                                                                                                                            • Figure 115: Most popular usage of yogurt, by occasion, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 116: Next most popular usage of yogurt, by occasion, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 117: Repertoire of usage of yogurt, by occasion, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 118: Usage of desserts, by occasion, by type, April 2011
                                                                                                                                                                                                                                            • Figure 119: Most popular usage of any desserts, by occasion, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 120: Next most popular usage of any desserts, by occasion, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 121: Other usage of any desserts, by occasion, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 122: Most popular usage of chilled desserts, by occasion, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 123: Next most popular usage of chilled desserts, by occasion, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 124: Other usage of chilled desserts, by occasion, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 125: Most popular usage of frozen desserts, by occasion, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 126: Next most popular usage of frozen desserts, by occasion, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 127: Other usage of frozen desserts, by occasion, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 128: Most popular usage of ambient desserts, by occasion, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 129: Next most popular usage of ambient desserts, by occasion, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 130: Other usage of ambient desserts, by occasion, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 131: Repertoire of usage of chilled desserts, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 132: Repertoire of usage of frozen desserts, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 133: Repertoire of usage of ambient desserts, by demographics, April 2011
                                                                                                                                                                                                                                        • Appendix – Consumer – Attitudes towards Yogurt

                                                                                                                                                                                                                                            • Figure 134: Attitudes towards yogurt, April 2011
                                                                                                                                                                                                                                            • Figure 135: Agreement with the statements ‘I would be interested in smoothies made from yogurt and fruit’ and ‘I would like to see more completely natural yogurts (eg no artificial sweeteners, additives, etc)’, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 136: Agreement with the statements ‘I like to try new flavours/styles of yogurt’ and ‘I eat yogurt as a healthy alternative to other foods eg desserts/cakes/chocolate’, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 137: Agreement with the statements ‘Yogurt with indulgent flavours (eg chocolate, cheesecake) is still good for you’ and ‘I'm more concerned about fat than sugar when choosing a yogurt’, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 138: Agreement with the statements ‘I eat yogurt with added health benefits (eg gut health, cholesterol)’ and ‘I usually buy whichever brand is on offer’, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 139: Agreement with the statements ‘I only buy branded yogurt when it is on offer’ and ‘I eat yogurt as a quick and easy treat’, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 140: Agreement with the statements ‘I eat different yogurts depending on my mood’ and ‘I buy different types of yogurts for different family members’, by demographics, April 2011
                                                                                                                                                                                                                                        • Appendix – Consumer – Attitudes towards Desserts

                                                                                                                                                                                                                                            • Figure 141: Attitudes towards desserts, April 2011
                                                                                                                                                                                                                                            • Figure 142: Agreement with the statements ‘I eat out less often, so I’m eating more desserts at home’ and ‘Desserts are too unhealthy to eat often’, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 143: Agreement with the statements ‘I rarely eat desserts, so I don't worry about how healthy they are’ and ‘I never notice desserts when shopping’, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 144: Agreement with the statements ‘It's too much hassle to make desserts at home’ and ‘I prefer to serve homemade dessert to guests’, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 145: Agreement with the statements ‘Shop-bought desserts are a good way to make a meal more special’ and ‘Chilled desserts are better quality than frozen’, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 146: Agreement with the statements ‘I’m put off by frozen desserts not being convenient’ and ‘Ambient desserts seem artificial’, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 147: Agreement with the statements ‘There aren’t enough desserts for kids (eg small sizes, natural)’ and ‘I’d like to see new types and flavours of dessert’, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 148: Attitudes towards desserts, April 2011
                                                                                                                                                                                                                                            • Figure 149: Agreement with the statements ‘I eat out less often, so I’m eating more desserts at home’ and ‘Desserts are too unhealthy to eat often’, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 150: Agreement with the statements ‘I rarely eat desserts, so I don't worry about how healthy they are’ and ‘I never notice desserts when shopping’, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 151: Agreement with the statements ‘I never notice desserts when shopping’ and ‘I prefer to serve homemade dessert to guests’, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 152: Agreement with the statements ‘Shop-bought desserts are a good way to make a meal more special’ and ‘Chilled desserts are better quality than frozen’, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 153: Agreement with the statements ‘I’m put off by frozen desserts not being convenient’ and ‘Ambient desserts seem artificial’, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 154: Agreement with the statements ‘There aren’t enough desserts for kids (eg small sizes, natural)’ and ‘I’d like to see new types and flavours of dessert’, by demographics, April 2011
                                                                                                                                                                                                                                        • Appendix – Consumer – Choice Factors

                                                                                                                                                                                                                                            • Figure 155: Factors influencing choice of yogurt, April 2011
                                                                                                                                                                                                                                            • Figure 156: Most popular factors influencing choice of yogurt, any rank, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 157: Next most popular factors influencing choice of yogurt, any rank, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 158: Other factors influencing choice of yogurt, any rank, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 159: Factors influencing choice of yogurt, ranked first, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 160: Factors influencing choice of desserts, April 2011
                                                                                                                                                                                                                                            • Figure 161: Most popular factors influencing choice of desserts, any rank, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 162: Next most popular factors influencing choice of desserts, any rank, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 163: Other factors influencing choice of desserts, any rank, by demographics, April 2011
                                                                                                                                                                                                                                            • Figure 164: Factors influencing choice of desserts, first rank, by demographics, April 2011
                                                                                                                                                                                                                                        • Appendix – Consumer – Target Groups

                                                                                                                                                                                                                                            • Figure 165: Usage of yogurt, by occasion, by target groups, April 2011
                                                                                                                                                                                                                                            • Figure 166: Attitudes towards yogurt, by target groups, April 2011
                                                                                                                                                                                                                                            • Figure 167: Usage of desserts, by occasion, by type, by target groups, April 2011
                                                                                                                                                                                                                                            • Figure 168: Attitudes towards desserts, by target groups, April 2011
                                                                                                                                                                                                                                            • Figure 169: Factors influencing choice of yogurt, by target groups, April 2011
                                                                                                                                                                                                                                            • Figure 170: Factors influencing choice of desserts, by target groups, April 2011
                                                                                                                                                                                                                                            • Figure 171: Target groups, by demographics, April 2011

                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                        • Advertising Standards Authority
                                                                                                                                                                                                                                        • Alpro NV
                                                                                                                                                                                                                                        • Arla Foods amba
                                                                                                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                                                                                                        • Bank of England
                                                                                                                                                                                                                                        • Bio Green Dairy
                                                                                                                                                                                                                                        • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                                                        • Cadbury Schweppes Plc
                                                                                                                                                                                                                                        • Co-operative Group
                                                                                                                                                                                                                                        • Danone UK Ltd
                                                                                                                                                                                                                                        • Department of Health
                                                                                                                                                                                                                                        • Dr Oetker
                                                                                                                                                                                                                                        • Emmi UK Ltd
                                                                                                                                                                                                                                        • European Food Safety Authority
                                                                                                                                                                                                                                        • FAGE UK
                                                                                                                                                                                                                                        • Farmhouse Fare Ltd
                                                                                                                                                                                                                                        • Freeview
                                                                                                                                                                                                                                        • General Mills Inc
                                                                                                                                                                                                                                        • Gfk NOP
                                                                                                                                                                                                                                        • Government Actuary's Department (GAD)
                                                                                                                                                                                                                                        • Groupe Danone
                                                                                                                                                                                                                                        • Gü Rensow Ltd
                                                                                                                                                                                                                                        • HJ Heinz Company UK
                                                                                                                                                                                                                                        • J. Sainsbury
                                                                                                                                                                                                                                        • Kantar Media
                                                                                                                                                                                                                                        • Lactalis UK & Ireland
                                                                                                                                                                                                                                        • Lidl (UK)
                                                                                                                                                                                                                                        • Marks & Spencer
                                                                                                                                                                                                                                        • Mars Incorporated
                                                                                                                                                                                                                                        • McNeil Consumer Nutritionals UK Ltd
                                                                                                                                                                                                                                        • mmO2 plc
                                                                                                                                                                                                                                        • Muller Dairy UK Ltd
                                                                                                                                                                                                                                        • Nestlé S.A.
                                                                                                                                                                                                                                        • Nestlé UK Ltd
                                                                                                                                                                                                                                        • Noble foods Ltd
                                                                                                                                                                                                                                        • Onken Dairy
                                                                                                                                                                                                                                        • Orange plc (UK)
                                                                                                                                                                                                                                        • Premier Foods plc
                                                                                                                                                                                                                                        • Rachel's Organic Dairy
                                                                                                                                                                                                                                        • Schmoo Drinks
                                                                                                                                                                                                                                        • School Food Trust
                                                                                                                                                                                                                                        • Serious Food Company (The)
                                                                                                                                                                                                                                        • T-Mobile (UK) Ltd
                                                                                                                                                                                                                                        • Tesco Plc
                                                                                                                                                                                                                                        • The Collective Dairy
                                                                                                                                                                                                                                        • Thorntons Plc
                                                                                                                                                                                                                                        • Unilever Bestfoods UK Ltd
                                                                                                                                                                                                                                        • Virgin Media Ltd
                                                                                                                                                                                                                                        • Virgin Mobile
                                                                                                                                                                                                                                        • Vodafone Group Plc (UK)
                                                                                                                                                                                                                                        • Waitrose Ltd
                                                                                                                                                                                                                                        • Wal-Mart Stores, Inc
                                                                                                                                                                                                                                        • Walt Disney Company, The
                                                                                                                                                                                                                                        • Weight Watchers Ltd. (UK)
                                                                                                                                                                                                                                        • Wm Morrison Supermarkets
                                                                                                                                                                                                                                        • Yakult UK Ltd
                                                                                                                                                                                                                                        • Yeo Valley Farms (Production) Ltd
                                                                                                                                                                                                                                        • Yoplait Dairy Crest
                                                                                                                                                                                                                                        • YouTube, Inc.

                                                                                                                                                                                                                                        Yogurt and Desserts - UK - June 2011

                                                                                                                                                                                                                                        £1,750.00 (Excl.Tax)