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Yogurt and Yogurt Drinks - US - August 2014

“The largest percentage of yogurt and yogurt drink users do so for health reasons. Some 44% say they use products in the category because they are healthier than other snack options. Treat positioning is the consumption driver for a smaller 33% of consumers.”
- Beth Bloom, Food and Drink Analyst
This report answers the following questions:

  • Should the category focus on health or indulgence?
  • What follows Greek?
  • How strong is the demand for non-dairy offerings?

 

Dollar sales growth in the yogurt and yogurt drinks category has been strong, gaining 46% between 2009 and 2014 to reach estimated sales of $8.0 billion. The introduction of Greek-style products led to significant year-over-year growth in 2011 and subsequent years. While the pace of growth is expected to slow in the category, as the novelty of Greek offerings fades, overall product innovation that falls in line with consumer interest in health and indulgence will allow for continued positive performance.
Yogurt and yogurt drinks have thrived in recent years due to a combination of health positioning and product innovation that meets consumer demand for convenient, responsible, and snackable offerings.
 
While Mintel forecasts growth to continue, it will be at a slower pace, due in part to the expansion of competing health-focused snack offerings, and a mellowing of the Greek-style yogurt newlywed period. Keeping the category relevant to consumers will require expanded flavor innovation; the adoption of new and interesting styles that continue to fall in line with consumer interest in healthy snacking; the expansion of formats that allow for meal positioning and food pairings; and a venture into indulgence positioning that allows products to be the good tasting go-to for those looking for a low-guilt treat.
 
 
For the purposes of this report, the yogurt and yogurt drinks market has been segmented as follows:
  • Yogurt: sold in cups or tubes; meant to be spooned, squeezed, or "slurped." 
  • Greek-style yogurt is included as part of this segment. 
  • Yogurt drinks: refrigerated yogurt products in a liquid, drinkable form. These products may include fruit or fruit-flavoring; includes yogurt "smoothies."

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                • Executive Summary

                    • The market
                      • Yogurt and yogurt drink sales increase by 46% from 2009-14, slowed growth projected
                        • Figure 1: Total US retail sales and forecast of yogurt and yogurt drinks, at current prices, 2009-19
                      • Leading companies
                        • Greek yogurt continues to dominate, but brands look to differentiate in 2015
                          • Figure 2: MULO sales of yogurt and yogurt drinks at retail, by leading companies, rolling 52 weeks 2013 and 2014
                        • Segment performance
                          • Strong growth in yogurt drives gains in category
                            • Figure 3: Total US retail sales of yogurt and yogurt drinks (and percentage change) ($ millions), by segment, at current prices, 2009-14
                          • The consumer
                            • 25-34s appear as key consumer group
                              • Figure 4: Yogurt and yogurt drink purchase (for self), by age, June 2014
                            • Category appears more as a health option than a treat
                              • Figure 5: Reasons for consumption (top five), June 2014
                            • What we think
                            • Issues and Insights

                                • Should the category focus on health or indulgence?
                                  • Issue
                                    • Insight: Yogurt and yogurt drinks let health-conscious consumers have their (strawberry cheese)cake (flavor) and eat it too
                                      • What follows Greek?
                                        • Issue
                                          • Insight: Greek will stick around, but new options will appeal to a primed consumer base
                                            • How strong is the demand for non-dairy offerings?
                                              • Issue
                                                • Insight: Non-dairy presents an attention-getting option for those looking for health and flavor variety
                                                • Trend Application

                                                    • Trend: The Real Thing
                                                      • Trend: Transumers
                                                        • Trend: Non-Standard Society
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Sales and forecast of yogurt and yogurt drinks
                                                              • Figure 6: Total US retail sales and forecast of yogurt and yogurt drinks, at current prices, 2009-19
                                                              • Figure 7: Total US retail sales and forecast of yogurt and yogurt drinks, at inflation-adjusted prices, 2009-19
                                                            • Continued growth projected, but at a slower pace
                                                              • Figure 8: Total US retail sales and forecast of yogurt and yogurt drinks, at current prices, 2009-19
                                                            • Forecast methodology
                                                            • Segment Performance

                                                              • Key points
                                                                • Strong growth in yogurt drives growth in category
                                                                  • Figure 9: Total US retail sales of yogurt and yogurt drinks, by segment, at current prices, 2012 and 2014
                                                                • Yogurt sales grow by 51% from 2009-14
                                                                  • US retail sales of yogurt
                                                                    • Figure 10: Total US retail sales and forecast of yogurt at current prices, 2009-19
                                                                    • Figure 11: Total US retail sales and forecast of yogurt at inflation-adjusted prices, 2009-19
                                                                  • Spotlight on Greek yogurt
                                                                    • Figure 12: Attitudes toward yogurt and yogurt drinks by any agree (Greek), by yogurt consumption frequency, June 2014
                                                                  • US retail sales of Greek yogurt brands within the yogurt segment
                                                                    • Figure 13: Total US retail sales and forecast of Greek yogurt brands within the yogurt segment at current prices, 2009-19
                                                                  • Sales of yogurt drink sales are sluggish
                                                                    • US retail sales of yogurt drinks
                                                                      • Figure 14: Total US retail sales and forecast of yogurt drinks at current prices, 2009-19
                                                                      • Figure 15: Total US retail sales and forecast of yogurt at inflation-adjusted prices, 2009-19
                                                                    • Yogurt drink launch activity trails behind, slows
                                                                      • Figure 16: Yogurt and yogurt drinks launches, by subcategory, 2010-14*
                                                                    • Full fat sales grow in natural channel
                                                                      • Figure 17: Natural supermarket sales of yogurt and kefir, by fat content, at current prices, rolling 52 weeks 2012-14
                                                                  • Retail Channels

                                                                    • Key points
                                                                      • Supermarkets represent two thirds of category sales
                                                                        • Figure 18: US retail sales of yogurt and yogurt drinks, by channel, at current prices, 2012-14
                                                                      • Limited-availability offerings allow retailers to corner the market
                                                                        • Retailers attempt to shine in the spotlight of brand stances
                                                                          • Store brands represent less than a quarter of launches
                                                                            • Figure 19: Yogurt and yogurt drink launches, by private label, 2010-14*
                                                                        • Leading Companies and Brand Analysis

                                                                          • Key points
                                                                            • Greek yogurt continues to dominate, but brands look to differentiate in 2015
                                                                                • Figure 20: Fage, “Bobby Flay Crafts a Greek Inspired Meal,” TV Ad, 2014
                                                                              • MULO sales of yogurt and yogurt drinks
                                                                                • Figure 2: MULO sales of yogurt and yogurt drinks at retail, by leading companies, rolling 52 weeks 2013 and 2014
                                                                              • Greek continues to dominate the yogurt segment as manufacturers differentiate
                                                                                • Figure 21: Dannon Oikos, “The Spill,” TV Ad, 2014
                                                                                • Figure 22: Dannon Light & Fit Greek, “Ice Cream in the Park,” TV Ad, 2014
                                                                              • MULO sales of yogurt
                                                                                • Figure 23: MULO sales of yogurt at retail, by leading companies, rolling 52 weeks 2013 and 2014
                                                                              • Chobani’s household penetration grows, Dannon Oikos makes gains across key measures
                                                                                • Figure 24: Key purchase measures for the top yogurt brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                                • Figure 25: Danimals, “Danimals Power Up Your Adventure Sweeps,” TV Ad, 2014
                                                                                • Figure 26: Stonyfield, “Pure Fruit,” YouTube Video, 2013
                                                                              • MULO sales of yogurt drinks
                                                                                • Figure 27: MULO sales of Yogurt Drinks at retail, by leading companies, rolling 52 weeks 2013 and 2014
                                                                              • Key measures remain constant
                                                                                • Figure 28: Key purchase measures for the top yogurt brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                            • Innovations and Innovators

                                                                              • New varieties surpass new product launches in 2014
                                                                                • Figure 29: Yogurt and yogurt drink launches, by launch type, 2010-14*
                                                                              • Tubs rule, but consumers are open to pouches
                                                                                • Figure 30: Yogurt and yogurt drink launches, by top package type, 2010-14*
                                                                                • Figure 31: Attitudes toward yogurt and yogurt drinks by any agree (packaging), by yogurt consumption frequency, June 2014
                                                                              • Could bigger be better?
                                                                                • Figure 32: Attitudes toward yogurt and yogurt drinks by any agree, by personal consumption by segment, June 2014
                                                                              • Room exists for flavor innovation
                                                                                • Figure 33: Yogurt and yogurt drinks launches, by top 10 flavors, 2010-14*
                                                                              • Beverage-inspired offerings make for a refreshing approach
                                                                                • Tropical flavors keep fruit flavors exciting, may appeal to Hispanics/Asians
                                                                                  • …as might ethnic-inspired offerings
                                                                                    • Seasonal flavors mimic confectionery to create limited-time indulgence
                                                                                      • Will consumers be sweet on savory yogurt?
                                                                                        • Hormone-free, allergen claims see strong growth
                                                                                          • Ingredients get “real”
                                                                                            • Figure 34: Yogurt and yogurt drinks launches, by top 10 claims, 2010-14*
                                                                                          • Greek opens the doors for other styles
                                                                                          • Yogurt and Yogurt Drink Consumption

                                                                                            • Key points
                                                                                              • More than two thirds of consumers eat products in the category
                                                                                                • Non-dairy provides outlet for flavor variety, health boost
                                                                                                  • Women more likely to use yogurt and yogurt drinks
                                                                                                    • Figure 35: Yogurt and yogurt drink purchase (for self), by gender, June 2014
                                                                                                  • Men use yogurt drinks with greater frequency
                                                                                                    • Figure 36: Consumption frequency – Yogurt drink, by gender, June 2014
                                                                                                  • 25-34s appear as key consumer group
                                                                                                    • Figure 37: Yogurt and yogurt drink purchase (for self), by age, June 2014
                                                                                                    • Figure 38: Consumption frequency – Yogurt, by age, June 2014
                                                                                                    • Figure 39: Repertoire, by age, June 2014
                                                                                                    • Figure 40: Consumption frequency – Yogurt, by gender and age, June 2014
                                                                                                    • Figure 41: Consumption frequency – Yogurt drink, by gender and age, June 2014
                                                                                                  • More than a third of yogurt drink consumers do so every day
                                                                                                    • Figure 42: Consumption frequency – Yogurt drink, by age, June 2014
                                                                                                  • Yogurt may be perceived as expensive by some
                                                                                                    • Figure 43: Yogurt and yogurt drink purchase (for self), by household income, June 2014
                                                                                                  • Fruit options popular among non-dairy buyers
                                                                                                    • Figure 44: Yogurt and yogurt drink purchase (for self), by personal consumption by segment, June 2014
                                                                                                    • Figure 45: Consumption frequency – Yogurt, by personal consumption by segment, June 2014
                                                                                                • Consumption Occasion

                                                                                                  • Key points
                                                                                                    • Meal, mid-afternoon snack positioning should resonate
                                                                                                      • Expanded formats allow for expanded eating occasions
                                                                                                        • Yogurt on the side
                                                                                                          • Yogurt for dessert
                                                                                                              • Figure 46: Consumption occasion, by personal consumption by segment, June 2014
                                                                                                            • Opportunity exists for premium breakfast yogurt
                                                                                                              • Figure 47: Consumption occasion, by household income, June 2014
                                                                                                            • Morning positioning is a good start for high-frequency eaters
                                                                                                              • Figure 48: Consumption occasion, by consumption frequency, June 2014
                                                                                                          • Reasons for Consumption

                                                                                                            • Key points
                                                                                                              • Category appears more as health option than treat
                                                                                                                • Digestion claims may allow products to appear specialized
                                                                                                                  • A quarter of category participants seek protein
                                                                                                                    • Women prioritize health/calcium, men attracted to energy boost
                                                                                                                      • Figure 49: Reasons for consumption, by gender, June 2014
                                                                                                                    • Older consumers like health benefits, 18-24s want on-the-go
                                                                                                                      • Figure 50: Reasons for consumption, by age, June 2014
                                                                                                                    • Younger consumers much more likely to see these products as indulgent
                                                                                                                      • Figure 51: Attitudes toward yogurt and yogurt drinks by any agree, by gender and age, June 2014
                                                                                                                    • Category is a treat to lower earners, functional for higher earners
                                                                                                                      • Figure 52: Reasons for consumption, by household income, June 2014
                                                                                                                    • Yogurt drinks lead for energy boost
                                                                                                                      • Figure 53: Reasons for consumption, by personal consumption by segment, June 2014
                                                                                                                    • Dairy-free does not present a limitation
                                                                                                                      • Figure 54: Attitudes toward yogurt and yogurt drinks by any agree, by personal consumption by segment, June 2014
                                                                                                                    • More than a quarter of daily yogurt users do so for weight loss
                                                                                                                      • Figure 55: Reasons for consumption, by yogurt, June 2014
                                                                                                                    • Indulgence important among frequent eaters
                                                                                                                      • Figure 56: Attitudes toward yogurt and yogurt drinks by any agree, by yogurt, June 2014
                                                                                                                  • Purchase Decision

                                                                                                                    • Key points
                                                                                                                      • Flavor rules among yogurt and yogurt drink buyers
                                                                                                                        • Figure 57: Purchase decision, by age, June 2014
                                                                                                                      • Low fat/low sodium important to older shoppers
                                                                                                                          • Figure 58: Purchase decision (health-related), by age, June 2014
                                                                                                                        • Younger consumers are a strong target for sugar alternatives
                                                                                                                          • Figure 59: Attitudes toward yogurt and yogurt drinks by any agree, by gender and age, June 2014
                                                                                                                        • Whole milk may represent one of those added health benefits
                                                                                                                          • New styles may appeal to high-income earners
                                                                                                                            • Figure 60: Purchase decision, by household income, June 2014
                                                                                                                          • Branded mix-ins take a base product and make it healthy or fun
                                                                                                                            • Non-dairy users significantly more interested in premium/indulgence
                                                                                                                              • Figure 61: Purchase decision, by personal consumption by segment, June 2014
                                                                                                                            • …and are less price conscious than other shoppers
                                                                                                                              • Figure 62: Purchase decision, by purchase by segment, June 2014
                                                                                                                              • Figure 63: Purchase decision, by purchase by segment, June 2014 (continued)
                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                            • Key points
                                                                                                                              • More than three quarters of Hispanics buy products in the category
                                                                                                                                • Vegetable flavors may appeal to Asian parents
                                                                                                                                  • Figure 64: Yogurt and yogurt drink purchase, by race/Hispanic origin, June 2014
                                                                                                                                • More than half of Hispanic yogurt eaters do so at least once a day
                                                                                                                                  • Figure 65: Consumption frequency – Yogurt, by race/Hispanic origin, June 2014
                                                                                                                                • Boosting non-diary positioning may grow sales among Hispanics
                                                                                                                                  • Figure 66: Attitudes toward yogurt and yogurt drinks by any agree, by race/Hispanic origin, June 2014
                                                                                                                                • High-earning Hispanics least concerned about price
                                                                                                                                  • Figure 67: Purchase decision, by Hispanic origin and household income, June 2014
                                                                                                                                • …more interested in added health
                                                                                                                                  • Figure 68: Purchase decision (health-related), by Hispanic origin and household income, June 2014
                                                                                                                                • …may be a good target for alternative sweeteners
                                                                                                                                  • Figure 69: Attitudes toward yogurt and yogurt drinks by any agree, by race/Hispanic origin, June 2014
                                                                                                                                • Treat positioning may resonate with high earning Hispanics
                                                                                                                                  • Figure 70: Reasons for consumption, by Hispanic origin and household income, June 2014
                                                                                                                                  • Figure 71: Attitudes toward yogurt and yogurt drinks by any agree, by race/Hispanic origin, June 2014
                                                                                                                              • Custom Consumer Group – Households with Children

                                                                                                                                • Key points
                                                                                                                                  • Close to 90% of households with children purchase products in the category
                                                                                                                                      • Figure 72: Yogurt and yogurt drink purchase, by presence of children in household, June 2014
                                                                                                                                    • …and are more likely to eat products in the category
                                                                                                                                        • Figure 73: Yogurt and yogurt drink purchase (for self), by presence of children in household, June 2014
                                                                                                                                        • Figure 74: Consumption frequency – Yogurt, by presence of children in household, June 2014
                                                                                                                                        • Figure 75: Consumption frequency – Yogurt drink, by presence of children in household, June 2014
                                                                                                                                      • 6-11 year-olds appear as target age group
                                                                                                                                        • Kefir for kids
                                                                                                                                            • Figure 76: Yogurt and yogurt drink purchase, June 2014
                                                                                                                                            • Figure 77: Yogurt, November 2012-December 2013
                                                                                                                                          • Connecting with dads will be important to growing sales
                                                                                                                                              • Figure 78: Yogurt and yogurt drink purchase, by parents with children in household, June 2014
                                                                                                                                            • Households with children are less price conscious
                                                                                                                                              • Figure 79: Purchase decision, by presence of children in household, June 2014
                                                                                                                                            • It’s Greek to parents
                                                                                                                                                • Figure 80: Attitudes toward yogurt and yogurt drinks by any agree (Greek), by presence of children in household, June 2014
                                                                                                                                            • Appendix – Other Useful Tables

                                                                                                                                              • Yogurt and yogurt drink purchase
                                                                                                                                                • Figure 81: Yogurt and yogurt drink purchase (for self), by gender and age, June 2014
                                                                                                                                                • Figure 82: Yogurt and yogurt drink purchase (for self), by region, June 2014
                                                                                                                                                • Figure 83: Yogurt and yogurt drink purchase, by purchase by segment, June 2014
                                                                                                                                                • Figure 84: Yogurt and yogurt drink purchase, by purchase by segment, June 2014 (continued)
                                                                                                                                              • Purchase decision
                                                                                                                                                • Figure 85: Purchase decision, by gender and age, June 2014
                                                                                                                                              • Purchase decision (health-related)
                                                                                                                                                • Figure 86: Purchase decision (health-related), by gender and age, June 2014
                                                                                                                                                • Figure 87: Purchase decision (health-related), by household income, June 2014
                                                                                                                                              • Reasons for consumption
                                                                                                                                                • Figure 88: Reasons for consumption, by gender and age, June 2014
                                                                                                                                              • Reasons for consumption
                                                                                                                                                • Figure 89: Consumption occasion, by gender and age, June 2014
                                                                                                                                              • Attitudes toward yogurt and yogurt drinks
                                                                                                                                                • Figure 90: Attitudes toward yogurt and yogurt drinks, June 2014
                                                                                                                                                • Figure 91: Attitudes toward yogurt and yogurt drinks by any agree, by gender and age, June 2014
                                                                                                                                                • Figure 92: Attitudes toward yogurt and yogurt drinks by any agree, by household income, June 2014
                                                                                                                                            • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                Companies Covered

                                                                                                                                                • General Mills Inc
                                                                                                                                                • Groupe Danone
                                                                                                                                                • Marquez Brothers International Inc.
                                                                                                                                                • Stonyfield Farm
                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                • Whole Foods Market Inc
                                                                                                                                                • Yoplait USA

                                                                                                                                                Yogurt and Yogurt Drinks - US - August 2014

                                                                                                                                                US $3,995.00 (Excl.Tax)