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Yogurt and Yogurt Drinks - Canada - August 2014

“One in five yogurt buyers currently consume yogurt or yogurt drinks on the go to work/school. Further introductions of pouches, tubes and spill-proof packaging could boost usage on these occasions by appealing to children and adults alike.”
- Andrew Zmijak, Research Analyst, Consumer Behaviour

This report looks at the following issues:

  • On-the-go occasion could help to expand usage further
  • Standing out in the increasingly competitive Greek segment
  • Flavour innovation could help yogurts to be seen as more exciting
  • Expanding yogurt usage in new consumption occasions

Yogurts remain a popular product among Canadians, purchased by 88% in the three months to June 2014. Yogurt and yogurt drinks is a highly versatile category which enjoys a relatively healthy image, with 68% of yogurt buyers thinking that they are suitable for the whole family.

The market saw significant change in 2011 when General Mills assumed control of Yoplait and Liberté from Ultima Foods. The latter company responded by launching its own IÖGO brand of yogurts and yogurt drinks which is tapping into consumer interest in more natural products and the use of sweeteners such as stevia.

Volume retail sales of yogurts and yogurt drinks have grown notably over the past five years, reaching 284 million kg in 2014. Volumes are expected to continue rising by around 4% annually over the next five years. A sharp increase in average price boosted the value of the market by 10% in 2013. While growth is anticipated to be lower going forward, values are still expected to rise by 7% in 2014 to reach $2.34 billion. Greek yogurt has been one of the major reasons for this growth, with most of the leading companies now having at least one Greek-oriented brand or variant.

This report examines the Canadian retail market for yogurt and yogurt drinks, 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 although reference to the segment is made in the section The Consumer – Perceptions of Yogurt and Yogurt Drinks.

Values at constant 2014 prices are devised using Mintel’s deflator which has been tailored to the Canadian market. Market size data relates to value and volume sales via the retail channel only, with non-retail sales referred to within analysis where applicable.

 

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of Canada retail sales of yogurt and yogurt drinks, by volume, 2009-19
              • Figure 2: Forecast of Canada retail sales of yogurts and yogurt drinks, by value, 2009-19
            • Market factors
              • Price remains a key factor
                • New labelling regulations
                  • An ageing population poses some challenges
                    • An increasingly competitive atmosphere
                      • Companies, brands and innovation
                        • The consumer
                          • Greek and flavoured yogurt top the charts
                            • Figure 3: Purchase of yogurt and yogurt drinks, June 2014
                          • Yogurts are most popular as a snack
                            • Figure 4: Occasions for eating yogurt/drinking yogurt drinks, June 2014
                          • Price-related choice factors are most important, followed by texture
                            • Yogurts are seen as healthy, natural and suitable for the whole family
                              • Yogurts as a guilt-free and healthy snack option for kids
                                • Figure 5: Attitudes towards yogurt and yogurt drinks, June 2014
                              • What we think
                              • Issues and Insights

                                  • On-the-go occasion could help to expand usage further
                                    • The facts
                                      • The implications
                                        • Standing out in the increasingly competitive Greek segment
                                          • The facts
                                            • The implications
                                              • Flavour innovation could help yogurts to be seen as more exciting
                                                • The facts
                                                  • The implications
                                                    • Expanding yogurt usage in new consumption occasions
                                                      • The facts
                                                        • The implications
                                                        • Trend Application

                                                            • Make It Mine
                                                              • Transumers
                                                                • The Real Thing
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Yogurt consumption per capita flattens out
                                                                      • Figure 6: Yogurt consumption per capita in Canada, 1994-2013
                                                                    • Health-conscious consumers and natural sweeteners
                                                                      • Brand acquisitions, re-branding and the birth of new brands
                                                                        • Consumer confidence and disposable income remain resolute
                                                                          • Figure 7: Consumer Confidence Index, monthly, January 2008-July 2014
                                                                          • Figure 8: Household disposable incomes and savings in Canada, 2008-14
                                                                          • Figure 9: Consumer Price Index in Canada, 2008-14
                                                                          • Figure 10: Inflation rate in Canada, 2004-14
                                                                        • Population count and growth in Canada
                                                                          • Figure 11: Share of population of Canada, by territory/province, 2014
                                                                        • Canada’s population is expected to age in the coming years
                                                                          • Figure 12: Projected trends in the age structure of the Canada population, 2014-19
                                                                        • Minority groups account for less than 20% of Canada’s population
                                                                        • Strengths and Weaknesses

                                                                          • Strengths
                                                                            • Weaknesses
                                                                            • Who’s Innovating?

                                                                              • Key points
                                                                                • Brand acquisitions and NPD stimulating change
                                                                                  • Figure 13: Share of new product launches within the Canadian yogurt and yogurt drinks market, by company, 2010-14
                                                                                • Healthier claims on the rise
                                                                                  • Figure 14: Share of new product launches within the Canadian yogurt and yogurt drinks market, by leading claims, 2010-14
                                                                                • ‘Classic’ flavours remain the most popular for NPD
                                                                                  • Figure 15: Share of new product launches within the Canadian yogurt and yogurt drinks market, by leading flavours, 2010-14
                                                                                • Danone leads the Greek charge
                                                                                  • General Mills starts asserting itself in the yogurt market
                                                                                    • Parmalat’s NDP is primarily focused on Greek yogurt
                                                                                      • Ultima Foods forges its own path with IÖGO and leverages the growing interest in stevia
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                          • Canada’s yogurt market continues to achieve robust growth
                                                                                            • Figure 16: Canada retail value and volume sales of yogurts and yogurt drinks, 2009-19
                                                                                            • Figure 17: Forecast of Canada retail sales of yogurts and yogurt drinks, by volume, 2009-19
                                                                                          • Values expected to continue rising
                                                                                            • Figure 18: Forecast of Canada retail sales of yogurts and yogurt drinks, by value, 2009-19
                                                                                          • Forecast methodology
                                                                                          • Market Segmentation and Share

                                                                                            • Key points
                                                                                              • Danone leads the way
                                                                                                • Figure 19: Company retail market share by volume in Canada, 2010-13
                                                                                                • Figure 20: Company retail market share by value in Canada, 2010-13
                                                                                              • A new challenger for top spot
                                                                                                • Flavoured spoonable yogurt dominates the market
                                                                                                  • Figure 21: Market segmentations for yogurts and yogurt drinks in Canada, 2010-13
                                                                                                • Yogurt drinks provide an able supporting role
                                                                                                • Companies and Products

                                                                                                    • Danone Corporation
                                                                                                      • General Mills Corporation
                                                                                                        • Ultima Foods Inc
                                                                                                          • Parmalat S.p.A
                                                                                                          • Brand Research and Social Media

                                                                                                            • Key points
                                                                                                              • Market overview
                                                                                                                • Key social media metrics
                                                                                                                  • Figure 22: Key social media metrics, July 2014
                                                                                                                • Brand usage and awareness
                                                                                                                  • Figure 23: Brand usage and awareness for selected yogurt and yogurt drink brands, July 2014
                                                                                                                • Interactions with yogurt and yogurt drink brands
                                                                                                                  • Figure 24: interactions with selected yogurt and yogurt drink brands, July 2014
                                                                                                                • Leading online campaigns
                                                                                                                  • What we think
                                                                                                                    • Online conversations
                                                                                                                      • Figure 25: Online conversations for selected yogurt & yogurt drinks, by day, July 14, 2013-July 14, 2014
                                                                                                                    • Where are people talking about yogurt and yogurt drink brands?
                                                                                                                      • Figure 26: Online conversations for selected yogurt and yogurt drink brands, by page type, July 13, 2013-July 14, 2014
                                                                                                                    • What are people talking about?
                                                                                                                      • Figure 27: Topics of conversation around selected yogurt and yogurt drink brands, July 13, 2013-July 14, 2014
                                                                                                                  • The Consumer – Purchase of Yogurt and Yogurt Drinks

                                                                                                                    • Key points
                                                                                                                      • Flavoured yogurt is the most widely eaten type of yogurt in Canada
                                                                                                                        • Figure 28: Purchase of yogurt and yogurt drinks, June 2014
                                                                                                                      • The rise of Greek
                                                                                                                        • Over half of Canadians are probiotic yogurt buyers
                                                                                                                          • Yogurt drinks are a significant part of the market
                                                                                                                          • The Consumer – Occasions for Usage

                                                                                                                            • Key points
                                                                                                                              • Yogurt and yogurt drinks are a popular snacking option
                                                                                                                                • Figure 29: Occasions for eating yogurt/drinking yogurt drinks, June 2014
                                                                                                                              • Yogurt and yogurt drinks are also popular as part of a meal
                                                                                                                                • Opportunities for consumption after exercise
                                                                                                                                • The Consumer – Choice Factors

                                                                                                                                  • Key points
                                                                                                                                    • Price and promotions are the leading choice factors
                                                                                                                                      • Figure 30: Choice factors when purchasing yogurt and yogurt drinks, June 2014
                                                                                                                                    • The importance of texture reflects the growth of Greek
                                                                                                                                      • Health factors also feature high up in the decision making process
                                                                                                                                        • Flavour and brand name feature surprisingly low down the list
                                                                                                                                        • The Consumer – Perceptions of Yogurt and Yogurt Drinks

                                                                                                                                          • Key points
                                                                                                                                            • Yogurts score well for naturalness, being family-friendly and providing value for money
                                                                                                                                              • Figure 31: Perceptions of yogurt and yogurt drinks with competing categories, June 2014
                                                                                                                                            • Room for improvement for yogurts
                                                                                                                                              • Yogurt drinks inspire fewer associations
                                                                                                                                                • Correspondence mapping
                                                                                                                                                  • Figure 32: Correspondence analysis, June 2014
                                                                                                                                              • The Consumer – Attitudes Towards Yogurt and Yogurt Drinks

                                                                                                                                                • Key points
                                                                                                                                                  • Summary of attitudes towards yogurt and yogurt drinks
                                                                                                                                                    • Figure 33: Attitudes towards yogurt and yogurt drinks, June 2014
                                                                                                                                                  • Yogurts are a healthy snack option for the family
                                                                                                                                                    • Figure 34: Snack-related attitudes towards yogurt and yogurt drinks, June 2014
                                                                                                                                                  • Fruit ingredients remain most popular for yogurts
                                                                                                                                                    • Figure 35: Attitudes towards yogurt and yogurt drink ingredients, June 2014
                                                                                                                                                  • The growth of Greek is shaping attitudes towards the market
                                                                                                                                                    • Figure 36: Attitudes towards the flavour and texture of yogurt and yogurt drinks, June 2014
                                                                                                                                                  • Nearly a third of yogurt buyers are interested in making their own
                                                                                                                                                    • Figure 37: Attitudes towards home-made yogurt machines, June 2014
                                                                                                                                                • The Consumer – Yogurt and Yogurt Drinks and Chinese Canadians

                                                                                                                                                  • Key points
                                                                                                                                                    • Yogurt usage is significantly higher among Chinese Canadians across all types
                                                                                                                                                      • Figure 38: Usage of yogurt and yogurt drinks within the past three months: Chinese Canadians against White/Caucasians, June 2014
                                                                                                                                                    • Value for money is key for Chinese Canadians
                                                                                                                                                      • Figure 39: Choice factors when buying yogurt and yogurt drinks: Chinese Canadians against White/Caucasians, June 2014
                                                                                                                                                    • Chinese Canadians are less inclined to see yogurt as part of breakfast
                                                                                                                                                      • Figure 40: Occasions for consuming yogurt and yogurt drinks: Chinese Canadians against White/Caucasians, June 2014
                                                                                                                                                    • Chinese Canadians look for yogurts on the go
                                                                                                                                                      • Figure 41: Attitudes towards yogurt and yogurt drinks: Chinese Canadians against White/Caucasians, June 2014
                                                                                                                                                  • The Consumer – Target Groups

                                                                                                                                                    • Key points
                                                                                                                                                      • Five target groups
                                                                                                                                                        • Figure 42: Target groups, June 2014
                                                                                                                                                      • Enthusiasts (31%)
                                                                                                                                                        • Greek Lovers (24%)
                                                                                                                                                          • Health-Aware (21%)
                                                                                                                                                            • Sceptics (15%)
                                                                                                                                                              • Apathetic (9%)
                                                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                                                  • Figure 43: Best- and worst-case forecasts for the Canada yogurt and yogurt drinks retail market, by value, 2014-19
                                                                                                                                                                  • Figure 44: Best- and worst-case forecasts for the Canada yogurt and yogurt drinks retail market, by volume, 2014-19
                                                                                                                                                              • Appendix – Who’s Innovating?

                                                                                                                                                                • Appendix – Brand Research and Social Media

                                                                                                                                                                  • Brand usage or awareness
                                                                                                                                                                    • Figure 45: Brand usage or awareness, June 2014
                                                                                                                                                                    • Figure 46: Oikos usage or awareness, by demographics, June 2014
                                                                                                                                                                    • Figure 47: Liberté usage or awareness, by demographics, June 2014
                                                                                                                                                                    • Figure 48: Danone Activia usage or awareness, by demographics, June 2014
                                                                                                                                                                    • Figure 49: Yoplait usage or awareness, by demographics, June 2014
                                                                                                                                                                    • Figure 50: Astro usage or awareness, by demographics, June 2014
                                                                                                                                                                    • Figure 51: IÖGO usage or awareness, by demographics, June 2014
                                                                                                                                                                  • Activities done
                                                                                                                                                                    • Figure 52: Activities done, June 2014
                                                                                                                                                                  • Key social media metrics
                                                                                                                                                                    • Figure 53: Key social media metrics, July 2014
                                                                                                                                                                • Appendix – The Consumer – Purchase of Yogurt and Yogurt Drinks

                                                                                                                                                                    • Figure 54: Frequency of purchasing yogurt and yogurt drinks, June 2014
                                                                                                                                                                    • Figure 55: Frequency of purchasing yogurt and yogurt drinks – Flavoured yogurt (excluding Greek/Greek-style), by demographics, June 2014
                                                                                                                                                                    • Figure 56: Frequency of purchasing yogurt and yogurt drinks – Any probiotic yogurt, by demographics, June 2014
                                                                                                                                                                    • Figure 57: Frequency of purchasing yogurt and yogurt drinks – Flavoured Greek/Greek-style yogurt, by demographics, June 2014
                                                                                                                                                                    • Figure 58: Frequency of purchasing yogurt and yogurt drinks – Plain, unflavoured yogurt in containers/tubs (excluding Greek/Greek-style), by demographics, June 2014
                                                                                                                                                                    • Figure 59: Frequency of purchasing yogurt and yogurt drinks – Unflavoured Greek/Greek-style yogurt, by demographics, June 2014
                                                                                                                                                                    • Figure 60: Frequency of purchasing yogurt and yogurt drinks – Any kids' yogurt, by demographics, June 2014
                                                                                                                                                                    • Figure 61: Frequency of purchasing yogurt and yogurt drinks – Yogurt with separate toppings, by demographics, June 2014
                                                                                                                                                                    • Figure 62: Frequency of purchasing yogurt and yogurt drinks – Any other type of yogurt, by demographics, June 2014
                                                                                                                                                                    • Figure 63: Frequency of purchasing yogurt and yogurt drinks – Drinkable yogurt, by demographics, June 2014
                                                                                                                                                                    • Figure 64: Frequency of purchasing yogurt and yogurt drinks – Any kids’ yogurt drink, by demographics, June 2014
                                                                                                                                                                    • Figure 65: Frequency of purchasing yogurt and yogurt drinks – Any yogurt drink with added/functional benefits, by demographics, June 2014
                                                                                                                                                                    • Figure 66: Frequency of purchasing yogurt and yogurt drinks – Pouring yogurt, by demographics, June 2014
                                                                                                                                                                    • Figure 67: Frequency of purchasing yogurt and yogurt drinks – Any other type of yogurt drink, by demographics, June 2014
                                                                                                                                                                    • Figure 68: Repertoire of frequency of purchasing yogurt and yogurt drinks, June 2014
                                                                                                                                                                    • Figure 69: Repertoire of frequency of purchasing yogurt and yogurt drinks, by demographics, June 2014
                                                                                                                                                                • Appendix – The Consumer – Occasions for Usage

                                                                                                                                                                    • Figure 70: Occasions for eating yogurt/drinking yogurt drinks, June 2014
                                                                                                                                                                    • Figure 71: Most popular occasions for eating yogurt/drinking yogurt drinks, by demographics, June 2014
                                                                                                                                                                    • Figure 72: Next most popular occasions for eating yogurt/drinking yogurt drinks, by demographics, June 2014
                                                                                                                                                                    • Figure 73: Occasions for eating yogurt/drinking yogurt drinks, by frequency of purchasing yogurt (any use within the past 3 months), June 2014
                                                                                                                                                                    • Figure 74: Occasions for eating yogurt/drinking yogurt drinks, by frequency of purchasing yogurt (any use within the past 3 months), June 2014 (continued)
                                                                                                                                                                    • Figure 75: Occasions for eating yogurt/drinking yogurt drinks, by frequency of purchasing yogurt (any use within the past 3 months), June 2014 (continued)
                                                                                                                                                                • Appendix – The Consumer – Choice Factors

                                                                                                                                                                    • Figure 76: Choice factors when shopping for yogurt and yogurt drinks, June 2014
                                                                                                                                                                    • Figure 77: Most important choice factors when shopping for yogurt and yogurt drinks, by demographics, June 2014
                                                                                                                                                                    • Figure 78: Other choice factors when shopping for yogurt and yogurt drinks, by demographics, June 2014
                                                                                                                                                                • Appendix – The Consumer – Perceptions of Yogurt and Yogurt Drinks

                                                                                                                                                                    • Figure 79: Perceptions of yogurt and yogurt drinks with competing categories, June 2014
                                                                                                                                                                    • Figure 80: Most popular perceptions of yogurt, by demographics, June 2014
                                                                                                                                                                    • Figure 81: Other perceptions of yogurt, by demographics, June 2014, by demographics, June 2014
                                                                                                                                                                    • Figure 82: Other perceptions of yogurt, by demographics, June 2014 (continued)
                                                                                                                                                                    • Figure 83: Most popular perceptions of yogurt drinks, by demographics, June 2014
                                                                                                                                                                    • Figure 84: Other perceptions of yogurt drinks, by demographics, June 2014
                                                                                                                                                                    • Figure 85: Other perceptions of yogurt drinks, by demographics, June 2014 (continued)
                                                                                                                                                                • Appendix – The Consumer – Attitudes Towards Yogurt and Yogurt Drinks

                                                                                                                                                                    • Figure 86: Attitudes towards yogurt and yogurt drinks, June 2014
                                                                                                                                                                    • Figure 87: Agreement with the statements ‘Yogurts are a good snack option for children’ and ‘I prefer yogurts with fruit ingredients rather than dessert flavours’, by demographics, June 2014
                                                                                                                                                                    • Figure 88: Agreement with the statements ‘Yogurts are a guilt-free snack’ and ‘I worry about the sugar content in yogurts/yogurt drinks’, by demographics, June 2014
                                                                                                                                                                    • Figure 89: Agreement with the statements ‘I am interested in buying yogurts that are easier to eat on the go’ and ‘I prefer yogurts/yogurt drinks which have a thicker texture’, by demographics, June 2014
                                                                                                                                                                    • Figure 90: Agreement with the statements ‘Yogurts inspired by ingredients from different countries’ and ‘I am interested in buying yogurts with dessert-inspired flavours’, by demographics, June 2014
                                                                                                                                                                    • Figure 91: Agreement with the statements ‘I would be interested in a machine that would allow me to make yogurt at home’ and ‘I am interested in yogurts/yogurt drinks which use stevia instead of sugar’, by demographics, June 2014
                                                                                                                                                                    • Figure 92: Agreement with the statements ‘The taste of yogurts is more important than how healthy they are’ and ‘I am prepared to pay more for yogurts with added calcium’, by demographics, June 2014
                                                                                                                                                                • Appendix – Yogurts and Yogurt Drinks and Chinese Canadians

                                                                                                                                                                    • Figure 93: Selected demographics, by White/Caucasian population against Chinese Canadians, June 2014
                                                                                                                                                                • Appendix – The Consumer – Target Groups

                                                                                                                                                                    • Figure 94: Target Groups, June 2014
                                                                                                                                                                    • Figure 95: Target groups, by demographics, June 2014
                                                                                                                                                                    • Figure 96: Frequency of purchasing yogurt and yogurt drinks, by target groups, June 2014
                                                                                                                                                                    • Figure 97: Occasions for eating yogurt/drinking yogurt drinks, by target groups, June 2014
                                                                                                                                                                    • Figure 98: Choice factors when shopping for yogurt and yogurt drinks, by target groups, June 2014
                                                                                                                                                                    • Figure 99: Perceptions of yogurt and yogurt drinks, by target groups, June 2014
                                                                                                                                                                    • Figure 100: Attitudes towards yogurt and yogurt drinks, by target groups, June 2014

                                                                                                                                                                Companies Covered

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                                                                                                                                                                Yogurt and Yogurt Drinks - Canada - August 2014

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