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Yogurt and Yogurt Drinks - UK - July 2015

Estimated at just shy of £2 billion, sales of yogurt and yogurt drinks enjoyed estimated growth of 12% in value terms over 2010-15. However, this was driven by rising prices, with volume sales falling by an estimated 4% over the period.

The drinking yogurt segment in particular was hit by EFSA (European Food Safety Authority)’s rejection of health claims related to probiotics in December 2012. The sharp decline in volume sales seen in 2013 continued into 2014.

Meanwhile consumer concerns around the added sugar content of yogurts may have played a role in the troubles of spoonable yogurts, partly offset by the recent growth of the Greek/Greek-style category.

This report looks at the following areas:

  • Unrefined sources of sweetness offer route for operators to address health concerns
  • High protein content of Greek/Greek-style yogurts presents opportunity to drive interest
  • Boosting its indulgence proposition should benefit Greek yogurt

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

        • The market
          • Figure 1: UK retail value sales of spoonable yogurt and drinking yogurt, 2010-20
        • Protein a winner in EU health claims
          • Sugar attracts negative media in 2014
            • Companies, brands and innovation
              • Müller leads in spoonable yogurt
                • Figure 2: UK retail value sales of leading brands in spoonable yogurt, 2014/15*
              • Müller’s adspend nudges ahead of Danone
                • Yogurts boost the indulgence factor, while others leverage high protein content
                  • The consumer
                    • Two thirds of adults eat yogurt
                      • Figure 3: Usage of yogurt and yogurt drinks, April 2015
                      • Figure 4: Frequency of yogurt and yogurt drinks usage, April 2015
                    • The ‘health halo’ of yogurts is positive news for the market
                      • Figure 5: Attitudes towards yogurt, April 2015
                    • Thicker texture is distinctive feature of Greek/Greek-style yogurt
                      • Figure 6: Attitudes towards Greek/Greek-style yogurt, April 2015
                    • Healthy toppings at top of product enticements
                      • Figure 7: Interest in selected yogurt/fromage frais product concepts, April 2015
                    • Almost four in 10 adults would be interested in trying quark
                      • Figure 8: Usage of quark, April 2015
                  • Issues and Insights

                    • Unrefined sources of sweetness offer route for operators to address health concerns
                      • The facts
                        • The implications
                          • High protein content of Greek/Greek-style yogurts presents opportunity to drive interest
                            • The facts
                              • The implications
                                • Boosting its indulgence proposition should benefit Greek yogurt
                                  • The facts
                                    • The implications
                                    • The Market – What You Need To Know

                                      • Value sales grow but volumes fall over 2010-15
                                        • Rejection of probiotic claims and sugar concerns affect 2014
                                          • Modest volume growth predicted
                                            • Ageing population presents a challenge to the industry
                                              • Health claims relating to protein approved by EFSA
                                                • Sugar attracts negative media in 2014
                                                  • Increase in incomes should support sales
                                                  • Market Size and Forecast and Segment Performance

                                                    • Growth in the market comes on the back of rising prices
                                                      • Figure 9: UK retail value and volume sales of spoonable yogurt and drinking yogurt, 2010-20
                                                      • Figure 10: UK retail value sales of spoonable yogurt and drinking yogurt, 2010-20
                                                    • Spoonable yogurt expected to return to volume growth
                                                      • Figure 11: UK retail value and volume sales of spoonable yogurt, 2010-20
                                                      • Figure 12: UK retail value sales of spoonable yogurt, 2010-20
                                                    • Effects of EFSA ruling on drinking yogurts linger
                                                      • Figure 13: UK retail value and volume sales of drinking yogurt, 2010-20
                                                      • Figure 14: UK retail value sales of drinking yogurt, 2010-20
                                                  • Market Drivers

                                                    • Ageing population poses challenge to yogurt market
                                                      • Figure 15: Trends in the age structure of the UK population, 2010-15 and 2015-20
                                                    • Consumers find themselves in a better financial situation
                                                      • Figure 16: Consumers’ financial wellbeing index , February 2009-April 2015
                                                    • Protein a winner in EU health claims
                                                      • Sugar attracts negative media in 2014
                                                      • Key Players – What You Need to Know

                                                        • Müller biggest player in spoonable yogurt
                                                          • Activia loses market share
                                                            • Actimel leads drinking yogurt
                                                              • Yogurt strengthens high-protein proposition
                                                                • Boundary between yogurts and desserts narrows
                                                                • Brand Research – Yogurts

                                                                  • What you need to know
                                                                    • Brand map
                                                                      • Figure 17: Attitudes towards and usage of selected brands, April 2015
                                                                    • Key brand metrics
                                                                      • Figure 18: Key metrics for selected brands, April 2015
                                                                    • Brand attitudes: Rachel’s evokes most premium connotations
                                                                      • Figure 19: Attitudes, by brand, April 2015
                                                                    • Brand personality: Activia and Müllerlight have accessible and fun brand images
                                                                      • Figure 20: Brand personality – macro image, April 2015
                                                                    • Yeo Valley has a central position, demonstrating an all-round brand image
                                                                      • Figure 21: Brand personality – micro image, April 2015
                                                                    • Brand analysis
                                                                      • Rachel’s performance matches premium image
                                                                        • Figure 22: User profile of Rachel’s, April 2015
                                                                      • Yeo Valley enjoys greater accessibility than Rachel’s
                                                                        • Figure 23: User profile of Yeo Valley, April 2015
                                                                      • Activia has a strong healthy proposition
                                                                        • Figure 24: User profile of Activia, April 2015
                                                                      • Total lacks awareness and strength of brand image compared to others
                                                                        • Figure 25: User profile of Total, April 2015
                                                                      • Müllerlight has healthy and accessible image and generates high usage
                                                                        • Figure 26: User profile of Müllerlight, April 2015
                                                                    • Market Share

                                                                      • Müller leads spoonable yogurt
                                                                        • Activia continues to lose market share
                                                                          • Yeo Valley enjoys strong growth
                                                                            • Figure 27: UK retail sales of leading brands in spoonable yogurt, by value and volume, 2013/14* and 2014/15**
                                                                          • Danone’s Actimel leads drinking yogurt by a clear margin
                                                                            • Figure 28: UK retail sales of leading brands in drinking yogurt, by value and volume, 2013/14* and 2014/15**
                                                                        • Launch Activity and Innovation

                                                                          • Yogurt brands leverage high protein content
                                                                            • Yogurts boost the indulgence factor
                                                                              • Chocolate brands explore yogurts
                                                                                • Greek/Greek-style yogurt attracts new launches
                                                                                  • Coffee features in limited edition flavours
                                                                                    • Yogurt drinks from other countries
                                                                                    • Brand Communication and Promotion

                                                                                      • Müller’s adspend nudges ahead of Danone
                                                                                        • Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on yogurt and yogurt drinks, 2011-15
                                                                                      • Danone Activia Fibre receives adspend in 2015
                                                                                        • Alpro’s adspend dramatically increases
                                                                                          • Yogurt drinks receive adspend support
                                                                                            • Figure 30: Share of above-the-line, online display and direct mail total advertising expenditure on yogurt and yogurt drinks, by top 10 brands, 2014
                                                                                        • The Consumer – What You Need to Know

                                                                                          • Two thirds of adults eat yogurt
                                                                                            • Yogurt drinks usage lags behind
                                                                                              • Healthy perception of yogurt good news for the market
                                                                                                • Benefits of Greek/Greek-style yogurt go unknown
                                                                                                  • Health-related yogurt product concepts spark interest
                                                                                                    • Quark category has potential for growth
                                                                                                    • Yogurt and Yogurt Drinks Usage

                                                                                                      • Two thirds of adults eat yogurt
                                                                                                        • Yogurt drinks lag behind
                                                                                                          • Figure 31: Usage of yogurt and yogurt drinks, April 2015
                                                                                                        • Only one in 10 users eat yogurt every day
                                                                                                          • Figure 32: Frequency of yogurt and yogurt drinks usage, April 2015
                                                                                                      • Attitudes towards Yogurt

                                                                                                        • The ‘health halo’ of yogurts is positive news for the market
                                                                                                          • Yogurt acknowledged as a good source of protein
                                                                                                            • Half of consumers worry about added sugar content
                                                                                                              • Half of users are not concerned about naturally occurring sugar in yogurt
                                                                                                                • Figure 33: Attitudes towards yogurt, April 2015
                                                                                                            • Attitudes towards Greek/Greek-style Yogurt

                                                                                                              • Thicker texture is distinctive factor of Greek/Greek-style yogurt
                                                                                                                • Healthy attributes of Greek/Greek-style yogurt unknown by many
                                                                                                                  • Quality of Greek-style yogurt considered as good as Greek yogurt by the majority
                                                                                                                    • Figure 34: Attitudes towards Greek/Greek-style yogurt, April 2015
                                                                                                                • Yogurt Product Enticements

                                                                                                                  • Healthy toppings at top of product enticements
                                                                                                                    • A third of consumers want no-added-sugar yogurt made without artificial sweeteners
                                                                                                                      • Figure 35: Interest in selected yogurt/fromage frais product concepts, April 2015
                                                                                                                  • Quark Usage

                                                                                                                    • Almost four in 10 adults would be interested in trying quark
                                                                                                                      • Figure 36: Usage of quark, April 2015
                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                      • Abbreviations
                                                                                                                        • Fan chart forecast
                                                                                                                          • Brand Map
                                                                                                                            • Correspondence analysis
                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                • Figure 37: UK retail volume sales of spoonable yogurt and drinking yogurt, 2010-20
                                                                                                                                • Figure 38: UK retail volume sales of spoonable yogurt, 2010-20
                                                                                                                                • Figure 39: UK retail volume sales of drinking yogurt, 2010-20

                                                                                                                            Companies Covered

                                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                                            Yogurt and Yogurt Drinks - UK - July 2015

                                                                                                                            £1,995.00 (Excl.Tax)