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Yogurt and Yogurt Drinks - UK - July 2016

“In a price-driven market, yogurt companies will need to find a compelling alternative reason for shoppers to choose their products, as competitively lowering prices eventually becomes unsustainable. With many people amenable towards paying more for a guarantee on farmers’ pay or animal welfare, making their credentials in these areas tangible to consumers could provide companies with that alternative hook.”
– Alice Baker, Research Analyst

This report discusses the following key topics:

  • Ethical claims should allow companies to differentiate themselves
  • Fruit & vegetable blends offer innovative way to cut sugar in yogurts
  • Larger formats could enable yogurt drinks to benefit from sugar tax

This report examines the UK retail market for yogurts and yogurt drinks, excluding sales through foodservice establishments. Mintel’s definition of yogurt includes spoonable yogurt, fromage frais and yogurt drinks.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • The market
            • Values static but volumes in slight growth in 2015
              • Spoonable yogurt feels effects of falling prices more acutely
                • Spoonable yogurts’ faltering will swallow up drinking yogurts’ gains in 2016
                  • Static volumes but gradually rising inflation 2017-21
                    • Figure 1: UK retail value sales of spoonable yogurt and drinking yogurt, 2011-21
                  • Ageing population and revised Government health advice could discourage sales
                    • Companies and brands
                      • Müllerlight pushes ahead while Activia slips back
                        • Figure 2: Leading brands’ shares in the UK retail spoonable yogurt market, by value, 2015/16*
                      • Actimel strengthens its lead in drinking yogurt
                        • Brands look to no added sugar as well as low-fat
                          • Müller adds new flavours and reformulates Müller Corner
                            • Danone aims for emotional appeal in its marketing
                              • Arla promotes Skyr
                                • The consumer
                                  • Spoonable yogurt usage higher but yogurt drinks used more frequently
                                    • Figure 3: Usage of yogurt and yogurt drinks, by type, May 2016
                                  • Opportunity to build on yogurts’ dessert associations
                                    • Figure 4: Usage occasions for selected types of yogurts/yogurt drinks, by occasion, May 2016
                                  • Prices and promotions key drivers for spoonable yogurt buying, but brand loyalty low
                                    • Figure 5: Spoonable yogurt buying factors, May 2016
                                  • Interest in triple-layer yogurts and thicker-textured yogurt drinks
                                    • Figure 6: Interest in new product concepts in yogurts/yogurt drinks, May 2016
                                  • Ethical claims should enable companies to differentiate themselves
                                    • Figure 7: Attitudes towards yogurts and yogurt drinks, May 2016
                                  • Larger formats could allow yogurt drinks to better compete with CSDs
                                    • What we think
                                    • Issues and Insights

                                      • Ethical claims should allow companies to differentiate themselves
                                        • The facts
                                          • The implications
                                            • Fruit & vegetable blends offer innovative way to cut sugar in yogurts
                                              • The facts
                                                • The implications
                                                  • Larger formats could enable yogurt drinks to benefit from sugar tax
                                                    • The facts
                                                      • The implications
                                                      • The Market – What You Need to Know

                                                        • Values static but volumes in slight growth in 2015
                                                          • Spoonable yogurt feels effects of falling prices more acutely
                                                            • Spoonable yogurts’ faltering will swallow up drinking yogurts’ gains in 2016
                                                              • Static volumes but gradually rising inflation 2017-21
                                                                • Ageing population and revised Government health advice could discourage sales
                                                                • Market Size, Segmentation and Forecast

                                                                  • Values static but volumes grow slightly in 2015
                                                                    • Values to remain flat for the rest of 2016
                                                                      • Volumes to remain largely static but values to creep up 2017-21
                                                                        • Figure 8: UK retail value sales of spoonable yogurt and drinking yogurt, 2011-21
                                                                        • Figure 9: UK retail value and volume sales of spoonable yogurt and drinking yogurt, 2011-21
                                                                      • Spoonable yogurt values feel the effects of falling milk prices
                                                                        • Maturity of spoonable yogurt segment limits expansion opportunities
                                                                            • Figure 10: UK retail value sales of spoonable yogurt, 2011-21
                                                                            • Figure 11: UK retail value and volume sales of spoonable yogurt, 2011-21
                                                                          • Renewed NPD and marketing spark growth for drinking yogurt 2015-16
                                                                            • Drinking yogurt to struggle to maintain 2015-16 momentum
                                                                                • Figure 12: UK retail value sales of drinking yogurt, 2011-21
                                                                                • Figure 13: UK retail value and volume sales of drinking yogurt, 2011-21
                                                                              • Forecast methodology
                                                                              • Market Drivers

                                                                                • Weak farmgate milk prices filter through to yogurt
                                                                                  • Changing population dynamics could have conflicting effects
                                                                                    • New Government health advice cuts dairy intake recommendation
                                                                                      • Further work needed before yogurt drinks can benefit from sugar tax
                                                                                      • Companies and Brands – What You Need to Know

                                                                                        • Müllerlight pushes ahead while Activia slips back
                                                                                          • Actimel strengthens its lead in drinking yogurt
                                                                                            • Brands look to no added sugar as well as low-fat
                                                                                              • Müller adds new flavours and reformulates Müller Corner
                                                                                                • Danone aims for emotional appeal in its marketing
                                                                                                  • Arla promotes Skyr
                                                                                                  • Market Share

                                                                                                    • Müllerlight forges ahead while the rest of the Müller stable falls back
                                                                                                      • Activia loses market share
                                                                                                        • Frubes bucks decline in kids’ yogurts
                                                                                                          • Not all organic brands see benefits of improved disposable incomes
                                                                                                            • The Collective Dairy improves its distribution
                                                                                                              • Figure 14: Leading brands’ sales and shares in the UK spoonable yogurt market, by value and volume, 2013/14-2015/16
                                                                                                            • Actimel strengthens its lead in the drinking yogurt market
                                                                                                              • Figure 15: Leading brands’ sales and shares in the UK drinking yogurt market, by value and volume, 2013/14-2015/16
                                                                                                          • Launch Activity and Innovation

                                                                                                            • Low fat still primary health claim
                                                                                                              • Figure 16: New product launches in the UK yogurt and yogurt drinks market, by top 20 claims, 2011-16
                                                                                                            • Friesland Campina aims for on-the-go drinkers with Optiwell
                                                                                                              • Danone targets women with Light & Free
                                                                                                                • Yeo Bio Live puts emphasis on live cultures and no added sugar
                                                                                                                  • Protein trend continues into 2016
                                                                                                                    • Müller promotes its Olympics links through Brazilian-inspired flavours
                                                                                                                      • Müller Corner reformulated
                                                                                                                        • Kids’ yogurt brands look to expand their pool of users
                                                                                                                        • Advertising and Marketing Activity

                                                                                                                          • Danone retakes the lead as top advertiser
                                                                                                                            • Associating Activia with happiness as well as health
                                                                                                                              • Encouraging spontaneity with Light & Free
                                                                                                                                • Actimel promoted as helping to tackle life’s challenges
                                                                                                                                    • Figure 17: Total above-the line, online display and direct mail advertising expenditure on yogurt and yogurt drinks, by top ten advertisers (sorted by 2015), 2012-16
                                                                                                                                  • Fage promotes Total as versatile cooking ingredient
                                                                                                                                    • Arla makes its advertising debut
                                                                                                                                      • Lactalis Nestlé looks to appeal to health-conscious parents
                                                                                                                                        • Nielsen Media Research coverage
                                                                                                                                        • The Consumer – What You Need to Know

                                                                                                                                          • Spoonable yogurt usage higher but yogurt drinks used more frequently
                                                                                                                                            • Opportunity to build on yogurt’s dessert associations
                                                                                                                                              • Prices and promotions key drivers for spoonable yogurt buying, while brand loyalty is low
                                                                                                                                                • Low fat the main health attribute buyers look for, but scope to expand no added sugar offering
                                                                                                                                                  • Interest in triple-layer yogurts and thicker-textured yogurt drinks
                                                                                                                                                    • Ethical claims should enable companies to differentiate themselves
                                                                                                                                                      • Larger formats could allow yogurt drinks to better compete with CSDs
                                                                                                                                                      • Usage of Yogurt and Yogurt Drinks

                                                                                                                                                        • Rising birth rates should support spoonable yogurt growth
                                                                                                                                                          • …but ageing population could have opposite effect
                                                                                                                                                            • Figure 18: Usage of yogurt and yogurt drinks, by type, May 2016
                                                                                                                                                          • Yogurt drinks have several barriers to overcome
                                                                                                                                                            • Yogurt drinks more likely to see daily use
                                                                                                                                                              • Figure 19: Usage frequency of yogurt and yogurt drinks, May 2016
                                                                                                                                                            • Out-of-home usage is low
                                                                                                                                                              • Yogurt-cereal drinks as breakfast replacement could boost out-of-home usage
                                                                                                                                                                • Multiple issues to negotiate in promoting spoonable yogurt as out-of-home option
                                                                                                                                                                  • Pouches address practical barriers but image an issue
                                                                                                                                                                    • Figure 20: Usage locations for yogurt and yogurt drinks, May 2016
                                                                                                                                                                • Usage Occasions for Selected Types of Yogurts and Yogurt Drinks

                                                                                                                                                                  • Evening meal deals could help to build on yogurts’ dessert associations
                                                                                                                                                                    • Scope to encourage use of yogurt in cooking
                                                                                                                                                                      • Figure 21: Usage occasions for selected types of yogurts/yogurt drinks, by time of day, May 2016
                                                                                                                                                                      • Figure 22: Usage occasions for selected types of yogurts/yogurt drinks, by occasion, May 2016
                                                                                                                                                                    • Dessert-inspired flavours could encourage evening use of yogurt drinks
                                                                                                                                                                    • Spoonable Yogurt Buying Factors

                                                                                                                                                                      • A price-driven market, with little brand loyalty
                                                                                                                                                                        • Figure 23: Spoonable yogurt buying factors, May 2016
                                                                                                                                                                      • Low fat the primary health driver, but scope to expand low-sugar offering
                                                                                                                                                                        • Fruit and vegetable blend yogurts offer an innovative way to reduce sugar
                                                                                                                                                                          • Protein remains a minority interest
                                                                                                                                                                          • Interest in New Product Concepts in Yogurts/Yogurt Drinks

                                                                                                                                                                            • Opportunities for multi-layered yogurts
                                                                                                                                                                              • Yogurts with cake pieces interest 28%
                                                                                                                                                                                • Thicker textures could help yogurt drinks to be seen as more satisfying
                                                                                                                                                                                  • Figure 24: Interest in new product concepts in yogurts/yogurt drinks, May 2016
                                                                                                                                                                              • Attitudes towards Yogurt and Yogurt Drinks

                                                                                                                                                                                • Larger formats could allow yogurt drinks to benefit from sugar tax
                                                                                                                                                                                  • Figure 25: Attitudes towards yogurts and yogurt drinks, May 2016
                                                                                                                                                                                • Ethical claims could be a differentiator
                                                                                                                                                                                  • Examples from white milk show potential for farmers’ pay guarantees
                                                                                                                                                                                    • Need to make animal welfare standards more tangible
                                                                                                                                                                                      • Yogurt’s digestive health associations linger despite EFSA ruling
                                                                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                          • Abbreviations
                                                                                                                                                                                            • Consumer research methodology
                                                                                                                                                                                            • Appendix – Market Size, Segmentation and Forecast

                                                                                                                                                                                                • Figure 26: Best- and worst-case forecasts for UK retail value sales of spoonable yogurt and drinking yogurt, 2016-21
                                                                                                                                                                                                • Figure 27: Best- and worst-case forecasts for UK retail volume sales of spoonable yogurt and drinking yogurt, 2016-21
                                                                                                                                                                                                • Figure 28: Best- and worst-case forecasts for UK retail value sales of spoonable yogurt, 2016-21
                                                                                                                                                                                                • Figure 29: Best- and worst-case forecasts for UK retail volume sales of spoonable yogurt, 2016-21
                                                                                                                                                                                                • Figure 30: Best- and worst-case forecasts for UK retail value sales of drinking yogurt, 2016-21
                                                                                                                                                                                                • Figure 31: Best- and worst-case forecasts for UK retail volume sales of drinking yogurt, 2016-21
                                                                                                                                                                                                • Figure 32: UK retail volume sales of spoonable yogurt and drinking yogurt, 2011-21
                                                                                                                                                                                                • Figure 33: UK retail volume sales of spoonable yogurt, 2011-21
                                                                                                                                                                                                • Figure 34: UK retail volume sales of drinking yogurt, 2011-21
                                                                                                                                                                                              • Forecast methodology

                                                                                                                                                                                              Companies Covered

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

                                                                                                                                                                                              Yogurt and Yogurt Drinks - UK - July 2016

                                                                                                                                                                                              £1,995.00 (Excl.Tax)