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Yogurt and Yogurt Drinks - UK - July 2017

“Consumer suspicions around artificial sweeteners present a significant barrier to companies looking to reformulation to meet the sugar reduction targets. However, the appeal of less sweet-tasting yogurts offers opportunities to cut sugar without replacing it.”
– Alice Baker, Research Analyst

This Report discusses the following key topics:

  • Less sweet-tasting yogurts offer opportunities for manufacturers
  • Natural-sugars-only kids’ yogurts could help to win back lapsed users
  • Animal welfare concerns suggest untapped opportunities

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Table of contents

  1. Overview

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

          • The market
            • Falling farmgate milk prices and retailer price wars affect values in 2016
              • Price inflation to affect the market from 2017 onwards
                • Slow volume growth for both segments from 2017-22
                  • Figure 1: UK retail value sales for spoonable yogurt and drinking yogurt, 2012-22
                • Government sets industry targets to cut sugar
                  • Consumer views limit yogurt drinks’ ability to benefit from sugar tax exemption
                    • Ageing population could limit spoonable yogurt volume growth
                      • Companies and brands
                        • Müller brands see mixed results
                          • Activia’s struggles continue
                            • Figure 2: UK retail sales of top 6 spoonable yogurt brands, by value, 2016/17*
                          • Actimel loses ground as retailers step up their activity
                            • Low-fat launches fall in 2016
                              • Kids’ yogurt brands take differing approaches to reducing sugar
                                • Yogurt drinks look to up competition with soft drinks
                                  • Little change in advertising spend
                                    • Yogurt brands focus on emotions in their 2016 advertising
                                      • Müllerlight and Activia enjoy high consumer trust but little loyalty
                                        • The consumer
                                          • Over three quarters of people eat spoonable yogurt/fromage frais
                                            • Yogurt drinks usage unchanged
                                              • Figure 3: Usage of yogurt and yogurt drinks, by type, May 2017
                                            • Health considerations lead at breakfast
                                              • Figure 4: Spoonable yogurt factors, by occasion, May 2017
                                            • Transparency on pot size reductions could stave off potential backlash
                                              • Figure 5: Spoonable yogurt eating and buying behaviours, May 2017
                                            • Health concerns around sugar both help and hinder yogurts
                                              • Interest in less sweet-tasting yogurts
                                                • Concern for animal welfare creates opportunities for ethical products
                                                  • Sugar content beats fat as important to health
                                                    • Figure 6: Factors deemed to make a yogurt/yogurt drink healthy, May 2017
                                                  • Yogurt retains its health halo
                                                    • Figure 7: Attitudes towards yogurt and yogurt drinks, May 2017
                                                  • Kids’ yogurts with only naturally occurring sugars could win back lapsed users
                                                    • What we think
                                                    • Issues and Insights

                                                      • Less sweet-tasting yogurts offer opportunities for manufacturers
                                                        • The facts
                                                          • The implications
                                                            • Natural-sugars-only kids’ yogurts could help to win back lapsed users
                                                              • The facts
                                                                • The implications
                                                                  • Animal welfare concerns suggest untapped opportunities
                                                                    • The facts
                                                                      • The implications
                                                                      • The Market – What You Need to Know

                                                                        • Falling farmgate milk prices and retailer price wars affect values in 2016
                                                                          • Price inflation to affect the market from 2017 onwards
                                                                            • Slow volume growth for both segments from 2017-22
                                                                              • Government sets industry targets to cut sugar
                                                                                • Consumer views limit yogurt drinks’ ability to benefit from sugar tax exemption
                                                                                  • Ageing population could limit spoonable yogurt volume growth
                                                                                  • Market Size, Segmentation and Forecast

                                                                                    • Falling milk prices continue to affect yogurt in 2016
                                                                                      • Resurgent milk prices and weakened Pound to push up values in 2017
                                                                                        • Figure 8: UK retail sales for spoonable yogurt and drinking yogurt, by value and volume, 2012-22
                                                                                      • Inflation to continue over 2017-22
                                                                                        • Figure 9: UK retail value sales for spoonable yogurt and drinking yogurt, 2012-22
                                                                                      • Supermarket price wars hold down spoonable yogurt prices in early 2017
                                                                                        • Inflation to make its appearance as 2017 goes on
                                                                                          • Figure 10: UK retail sales for spoonable yogurt, by value and volume, 2012-22
                                                                                        • Retailer price competition to temper the effects of inflation from 2017-22
                                                                                          • Changing population dynamics to exert divergent effects on volume sales
                                                                                            • Figure 11: UK retail value sales for spoonable yogurt, 2012-22
                                                                                          • Continued growth for drinking yogurt in 2016
                                                                                            • Drinking yogurt value and volume growth continues into 2017
                                                                                              • Figure 12: UK retail sales for drinking yogurt, by value and volume, 2012-22
                                                                                            • Effects of inflation to be more marked for drinking yogurt from 2017-22
                                                                                              • Figure 13: UK retail value sales for drinking yogurt, 2012-22
                                                                                            • Forecast methodology
                                                                                            • Market Drivers

                                                                                              • Milk prices rising, but supermarket price wars continue
                                                                                                • Inflation expected for the market
                                                                                                  • Ageing population could limit yogurt volume sales growth
                                                                                                    • Official stance against sugar presents challenges and opportunities
                                                                                                      • Government sets industry targets to cut sugar by 20% by 2020
                                                                                                        • EFSA rules make it difficult to make a low-sugar claim
                                                                                                          • Parents’ tendency to boycott yogurts over added sugar hits kids’ yogurt sales, but opportunities for natural-sugars-only products
                                                                                                            • Divergent consumer views limit yogurt drinks’ ability to benefit from their exemption from sugar tax…
                                                                                                              • …and yogurt drink makers will still be required to reduce sugar
                                                                                                                • Government advice on Vitamin D provides opportunities for fortified yogurts
                                                                                                                • Companies and Brands – What You Need to Know

                                                                                                                  • Müller brands see mixed results
                                                                                                                    • Activia’s struggles continue
                                                                                                                      • Actimel loses ground as retailers step up their activity
                                                                                                                        • Low-fat launches fall in 2016
                                                                                                                          • Kids’ yogurt brands take differing approaches to reducing sugar
                                                                                                                            • Yogurt drinks look to up competition with soft drinks
                                                                                                                              • Little change in advertising spend
                                                                                                                                • Yogurt brands focus on emotions in their 2016 advertising
                                                                                                                                  • Müllerlight and Activia enjoy high consumer trust but little loyalty
                                                                                                                                  • Market Share

                                                                                                                                    • Müller brands continue to experience mixed fortunes
                                                                                                                                      • Figure 14: Leading brands’ sales and shares in the UK spoonable yogurt market, by value and volume, 2014/15-2016/17
                                                                                                                                    • Activia continues to struggle, but other Danone brands push ahead
                                                                                                                                      • Kids’ yogurt brands experience further declines
                                                                                                                                        • Alpro benefits from growth in the free-from market
                                                                                                                                          • Danone completes WhiteWave acquisition
                                                                                                                                            • Actimel loses ground in drinking yogurts in 2016/17
                                                                                                                                              • Figure 15: Leading brands’ sales and shares in the UK drinking yogurt market, 2014/15-2016/17
                                                                                                                                            • Own-label strengthens its position as supermarkets build up their ranges
                                                                                                                                            • Launch Activity and Innovation

                                                                                                                                              • Low-fat claims fall in 2016
                                                                                                                                                • Multiple health claims used to promote an all-round healthy image
                                                                                                                                                  • Major brands expand their low-fat and sugar offering
                                                                                                                                                    • Figure 16: New product launches in the UK yogurt and yogurt drinks market, by top 20 claims, 2013-17 (sorted by 2016)
                                                                                                                                                  • L/N/R sugar claims rise
                                                                                                                                                    • Artificial sweeteners remain the primary sugar substitute
                                                                                                                                                      • Kids’ yogurt brands take different approaches to reducing sugar
                                                                                                                                                        • Major brands reformulate
                                                                                                                                                          • Innovation in no-added-sugar versions
                                                                                                                                                            • Müller leads NPD in 2016, with a focus on texture
                                                                                                                                                              • Müller Corner aims for multiple usage occasions with new products
                                                                                                                                                                • Fortified launches rise in 2016
                                                                                                                                                                  • Organic brands and retailers turn to on-trend ingredients
                                                                                                                                                                    • Yeo Valley takes on the food waste issue with Left Yeo-Overs
                                                                                                                                                                      • Yogurt drinks look to up competition with other soft drinks
                                                                                                                                                                        • Nomadic aims to compete with breakfast drinks
                                                                                                                                                                          • Bio-tiful Dairy launches flavoured kefir with only natural sugars
                                                                                                                                                                            • Non-dairy brands add new flavours and retailers build up their non-dairy ranges
                                                                                                                                                                              • Nut milk yogurts make their UK debut
                                                                                                                                                                              • Advertising and Marketing Activity

                                                                                                                                                                                • Little movement in advertising spend in 2016
                                                                                                                                                                                  • Figure 17: Total above-the-line, online display and direct mail advertising expenditure on yogurt and yogurt drinks (sorted by 2016), 2013-17
                                                                                                                                                                                • Danone remains the highest-spending advertiser in 2016
                                                                                                                                                                                  • Activia focuses on inner strength and achievement in female-oriented campaign
                                                                                                                                                                                    • Actimel’s vitamin content presented as key to ‘staying strong’
                                                                                                                                                                                      • Müller ups spending, with a focus on the treat aspect
                                                                                                                                                                                        • Linking with the Olympics to drive health associations and tap into patriotic feeling
                                                                                                                                                                                          • Greek-themed adverts play on associations between texture and indulgence
                                                                                                                                                                                            • Arla continues to increase spending
                                                                                                                                                                                              • New Skyr advert links the product with strength of character and decisiveness
                                                                                                                                                                                                • Arla Protein adverts look to widen the appeal of high-protein foods
                                                                                                                                                                                                  • Wide-ranging campaign promotes the role of dairy products in a good breakfast
                                                                                                                                                                                                    • Yakult leverages its scientists to lend authority to health claims
                                                                                                                                                                                                      • Superhero-themed cinema advert presents the product’s live cultures as enabling people to achieve greatness
                                                                                                                                                                                                        • Nielsen Ad Intel coverage
                                                                                                                                                                                                        • Brand Research

                                                                                                                                                                                                            • What you need to know
                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                • Figure 18: Attitudes towards and usage of selected yogurt/yogurt drink brands, May 2017
                                                                                                                                                                                                              • Key brand metrics
                                                                                                                                                                                                                • Figure 19: Key metrics for selected brands, May 2017
                                                                                                                                                                                                              • Brand attitudes: Müllerlight and Activia have the best reputations
                                                                                                                                                                                                                • Figure 20: Attitudes, by brand, May 2017
                                                                                                                                                                                                              • Brand personality: Activia is widely seen as engaging and vibrant
                                                                                                                                                                                                                • Figure 21: Brand personality – Macro image, May 2017
                                                                                                                                                                                                              • Activia and Actimel are seen as the most healthy
                                                                                                                                                                                                                • Figure 22: Brand personality – Micro image, May 2017
                                                                                                                                                                                                              • Brand analysis
                                                                                                                                                                                                                • Müllerlight scores highest for taste
                                                                                                                                                                                                                  • Figure 23: User profile of Müllerlight, May 2017
                                                                                                                                                                                                                • Activia enjoys a high reputation among women
                                                                                                                                                                                                                  • Figure 24: User profile of Activia, May 2017
                                                                                                                                                                                                                • Onken is associated most with taste and indulgence
                                                                                                                                                                                                                  • Figure 25: User profile of Onken, May 2017
                                                                                                                                                                                                                • Actimel has strong health positioning
                                                                                                                                                                                                                  • Figure 26: User profile of Actimel, May 2017
                                                                                                                                                                                                                • Total is widely seen as natural
                                                                                                                                                                                                                  • Figure 27: User profile of Total, May 2017
                                                                                                                                                                                                                • Alpro is widely seen as natural and healthy
                                                                                                                                                                                                                  • Figure 28: User profile of Alpro, May 2017
                                                                                                                                                                                                              • The Consumer – What You Need to Know

                                                                                                                                                                                                                • Over three quarters of people eat spoonable yogurt/fromage frais
                                                                                                                                                                                                                  • Yogurt drinks usage unchanged
                                                                                                                                                                                                                    • Health considerations lead at breakfast
                                                                                                                                                                                                                      • Transparency on pot size reductions could stave off potential backlash
                                                                                                                                                                                                                        • Health concerns around sugar both help and hinder yogurts
                                                                                                                                                                                                                          • Interest in less sweet-tasting yogurts
                                                                                                                                                                                                                            • Concern for animal welfare creates opportunities for ethical products
                                                                                                                                                                                                                              • Sugar content beats fat as important to health
                                                                                                                                                                                                                                • Yogurt retains its health halo
                                                                                                                                                                                                                                  • Kids’ yogurts with only naturally occurring sugars could win back lapsed users
                                                                                                                                                                                                                                  • Usage of Yogurt and Yogurt Drinks

                                                                                                                                                                                                                                    • Overall spoonable yogurt usage remains unchanged
                                                                                                                                                                                                                                      • Various factors boost non-dairy yogurts
                                                                                                                                                                                                                                        • Many eat both non-dairy and dairy yogurts
                                                                                                                                                                                                                                          • Figure 29: Usage of yogurt and yogurt drinks, by type, May 2017
                                                                                                                                                                                                                                        • Yogurt drinks fail to benefit from their exemption from sugar tax
                                                                                                                                                                                                                                          • Fermented milk drinks usage rises
                                                                                                                                                                                                                                          • Spoonable Yogurt Buying Factors by Occasion

                                                                                                                                                                                                                                            • Health considerations exert a stronger influence at breakfast
                                                                                                                                                                                                                                              • Yogurt’s health image prevails for many
                                                                                                                                                                                                                                                • Thick texture’s indulgent associations provide opportunities for Greek- and Icelandic-style yogurts as healthier desserts
                                                                                                                                                                                                                                                  • Figure 30: Spoonable yogurt factors, by occasion, May 2017
                                                                                                                                                                                                                                                • High-protein yogurts can tap into breakfast eaters’ demand for fuel till lunch
                                                                                                                                                                                                                                                  • Influence of promotions on dessert occasion suggests meal deal opportunities
                                                                                                                                                                                                                                                  • Spoonable Yogurt Eating and Buying Behaviours

                                                                                                                                                                                                                                                    • Pot size reductions without corresponding price cut risk a backlash
                                                                                                                                                                                                                                                      • Being open about size reductions can bolster image of transparency
                                                                                                                                                                                                                                                        • Figure 31: Spoonable yogurt eating and buying behaviours, May 2017
                                                                                                                                                                                                                                                      • Consumers’ sugar concerns both help and hinder yogurts
                                                                                                                                                                                                                                                        • Interest in less sweet-tasting yogurts provides opportunities for manufacturers
                                                                                                                                                                                                                                                          • In-store positioning and cross-promotions can help brands to capitalise on users’ tendency to add their own toppings
                                                                                                                                                                                                                                                            • Concerns for animal welfare suggest untapped opportunities
                                                                                                                                                                                                                                                              • Need for organic manufacturers to make welfare standards more tangible
                                                                                                                                                                                                                                                              • Factors Deemed to Make a Yogurt/Yogurt Drink Healthy

                                                                                                                                                                                                                                                                • ‘Simple ingredients’ labels would cater to consumer preferences for ‘naturalness’
                                                                                                                                                                                                                                                                  • Figure 32: Factors deemed to make a yogurt/yogurt drink healthy, May 2017
                                                                                                                                                                                                                                                                • Sugar content more likely than fat to be seen as important for health
                                                                                                                                                                                                                                                                  • Concerns about artificial ingredients limit appeal of low-sugar label
                                                                                                                                                                                                                                                                  • Attitudes towards Yogurt and Yogurt Drinks

                                                                                                                                                                                                                                                                    • Yogurt retains its health halo
                                                                                                                                                                                                                                                                      • Figure 33: Attitudes towards yogurt and yogurt drinks, May 2017
                                                                                                                                                                                                                                                                    • Kids’ yogurts with only naturally occurring sugars could win back lapsed users
                                                                                                                                                                                                                                                                      • Opinions are divided on yogurt drinks’ refreshing qualities
                                                                                                                                                                                                                                                                        • Manufacturers will need to decide who to target
                                                                                                                                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                                                                                                                  • Figure 34: Forecast of UK sales of spoonable yogurt and drinking yogurt, by value, best- and worst-case, 2016-21
                                                                                                                                                                                                                                                                                  • Figure 35: Forecast of UK sales of spoonable yogurt and drinking yogurt, by volume, best- and worst-case, 2016-21
                                                                                                                                                                                                                                                                                  • Figure 36: Forecast of UK sales of spoonable yogurt, by value, best- and worst-case, 2016-21
                                                                                                                                                                                                                                                                                  • Figure 37: Forecast of UK sales of spoonable yogurt, by volume, best- and worst-case, 2016-21
                                                                                                                                                                                                                                                                                  • Figure 38: Forecast of UK sales of drinking yogurt, by value, best- and worst-case, 2016-21
                                                                                                                                                                                                                                                                                  • Figure 39: Forecast of UK sales of drinking yogurt, by volume, best- and worst-case, 2016-21
                                                                                                                                                                                                                                                                                  • Figure 40: UK retail volume sales for spoonable yogurt and drinking yogurt, 2012-22
                                                                                                                                                                                                                                                                                  • Figure 41: UK retail volume sales for drinking yogurt, 2012-22
                                                                                                                                                                                                                                                                                  • Figure 42: UK retail volume sales for drinking yogurt, 2012-22
                                                                                                                                                                                                                                                                                • Forecast methodology
                                                                                                                                                                                                                                                                                • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                                                                                    • Figure 43: New product launches in the UK yogurt and yogurt drinks market, by top 10 companies, 2013-17 (sorted by 2016)
                                                                                                                                                                                                                                                                                • Appendix – Usage of Yogurt and Yogurt Drinks

                                                                                                                                                                                                                                                                                    • Figure 44: Usage frequency for yogurt and yogurt drinks, May 2017

                                                                                                                                                                                                                                                                                Companies Covered

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

                                                                                                                                                                                                                                                                                Yogurt and Yogurt Drinks - UK - July 2017

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