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Yogurt and Yogurt Drinks - US - August 2015

" Total retail sales of yogurt and yogurt drinks posted 2.9% gains in estimated 2015. Pace has slowed from strong year-over-year growth in 2011-13 as the novelty of Greek-style products fade. Overall sales are expected to continue upward as consumers remain interested in health, nutrition, and high-protein food and drink products."

Elizabeth Sisel, Beverage Analyst

This report covers the following sreas:

  • Spoonable yogurt growth slows as Greek yogurt novelty fades
  • Unfamiliarity, yogurt-eating preferences challenge yogurt drink segment
  • Room for greater adult, teen consumption

 

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Spoonable yogurt growth slows as Greek yogurt novelty fades
            • Figure 1: Total US retail sales and forecast of yogurt and yogurt drinks – Percent change, by segment, at current prices, 2010-20
          • Unfamiliarity, yogurt-eating preferences challenge yogurt drink segment
            • Figure 2: Negative yogurt drink attributes, May 2015
          • Room for greater adult, teen consumption
            • Figure 3: Yogurt consumption, trended 2010-14
          • The opportunities
            • Greater interest in yogurt drink information before trial
              • Figure 4: Yogurt drink trial interest, May 2015
            • Yogurt drinks seen as convenient, spoonable yogurts, as filling
              • Figure 5: Yogurt and yogurt drink attributes and characteristics, May 2015
            • Health is choice factor for spoonable yogurt; yogurt drinkers more environmentally driven
              • Figure 6: Spoonable yogurt purchasing factors, May 2015
            • What it means
            • The Market – What You Need to Know

              • Category continues growth
                • Spoonable yogurt dominates sales, drinks see strong growth
                  • Core consumer population growth supports category’s future
                  • Market Size and Forecast

                    • Yogurt sales growth continues
                        • Figure 8: Total US retail sales and forecast of yogurt and yogurt drinks, at current prices, 2010-20
                        • Figure 9: Total US retail sales and forecast of yogurt and yogurt drinks, at inflation-adjusted prices, 2010-20
                    • Market Breakdown

                      • Spoonable yogurt dominates sales, drinks see strong growth
                        • Figure 10: Total US retail sales and forecast of yogurt and yogurt drinks, by segment, at current prices, 2010-20
                      • Segments experience growth through 2020
                        • Figure 11: Total US retail sales and forecast of yogurt and yogurt drinks – Percent change, by segment, at current prices, 2010-20
                      • Supermarkets dominate category sales
                        • Figure 12: Total US retail sales of yogurt and yogurt drinks, by channel, at current prices, 2013 and 2015
                      • Natural channel sales stall
                        • Figure 13: Natural supermarket sales of yogurt and yogurt drinks, at current prices, rolling 52 weeks April 2013 - 15
                    • Market Factors

                      • Households with families’ income increasing, positive impact on yogurt consumption
                        • Figure 14: Median household income, in inflation-adjusted dollars, 2003-13
                      • Households with children decline
                        • Figure 15: Households, by presence of own children, 2003-13
                      • Overweight/obesity remain an issue
                        • Figure 16: National percent of adults aged 18+ who are obese or overweight, 2011-13
                        • Figure 17: National percent of students in grades 9-12 who are obese or overweight, 2001-13
                      • Hispanic, Asians experiencing population growth
                        • Figure 18: US population by race and Hispanic origin, 2010-20
                    • Key Players – What You Need to Know

                      • Leading companies reflect overall category growth
                        • Yogurt drinks, non-dairy yogurt see success
                          • Chobani, private label struggles
                            • Yogurts highlight new flavors, suspensions, cultural varieties
                            • Manufacturer Sales of Yogurt and Yogurt Drinks

                              • Leading company performance reflects overall category growth
                                • Manufacturer sales of yogurt and yogurt drinks
                                  • Figure 19: MULO sales of yogurt, by leading companies, rolling 52 weeks 2014 and 2015
                              • What’s Working?

                                • Yogurt drinks
                                  • Figure 20: MULO sales of drinkable yogurt, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                • Non-dairy yogurts
                                  • Yoplait sees growth
                                    • Figure 21: MULO sales of spoonable yogurt, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                    • Figure 22: Adult yogurt consumption, by brand, Feb 2014 – March 2015
                                    • Figure 23: Teen yogurt consumption, by brand, Nov 2013 – Dec 2014
                                • Who’s Struggling?

                                  • Private label stalls
                                    • Figure 24: MULO sales of spoonable and drinkable yogurt, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                  • Greek yogurt competition challenges Chobani
                                    • Figure 25: MULO sales of spoonable yogurt, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                • What’s Next?

                                  • New flavors
                                    • Suspensions outside of fruit
                                      • First comes Greek, then comes Icelandic, then comes…
                                        • Beyond cows’ milk
                                        • The Consumer – What You Need to Know

                                          • 68% of adults eat yogurt, only 22% drink it
                                            • Spoonable, drinkable yogurt considered similar
                                              • 42% of non-yogurt drinkers interested in trial, 46% hesitant
                                              • Spoonable Yogurt Consumption

                                                • 68% consume spoonable yogurt
                                                  • Figure 26: Spoonable yogurt purchase – Any consumption, May 2015
                                                • Teen/children consumption increases with household income level
                                                  • Figure 27: Spoonable yogurt purchase, by income, May 2015
                                                • Young men, women are key yogurt consumer groups
                                                  • Figure 28: Spoonable yogurt purchase – Personal consumption, by gender and age, May 2015
                                                • Families most likely to eat yogurt
                                                  • Figure 29: Spoonable yogurt purchase – Personal consumption, by parental status, May 2015
                                                  • Figure 30: Spoonable yogurt purchase – Any teen/child consumption, by gender and age, May 2015
                                                • Hispanics, Asians most likely to eat yogurt
                                                  • Figure 31: Spoonable yogurt purchase – Personal consumption, by race and Hispanic origin, May 2015
                                              • Yogurt Drink Consumption

                                                • 22% drink yogurt drinks
                                                  • Figure 32: Yogurt drink purchase – Any consumption, May 2015
                                                • Affluent consumers target market
                                                  • Figure 33: Yogurt drinks purchase, by income, May 2015
                                                • Young men primary audience
                                                  • Figure 34: Yogurt drink purchase – Personal consumption, by gender and age, May 2015
                                                • Dads more apt to purchase/consume yogurt drinks
                                                  • Figure 35: Yogurt drink purchase – Personal consumption, by parental status, May 2015
                                                  • Figure 36: Yogurt drink purchase – Any teen/child consumption, by gender and age, May 2015
                                                • Hispanics key target for yogurt drinks
                                                  • Figure 37: Yogurt drink purchase – Personal consumption, by race and Hispanic origin, May 2015
                                              • Similarities and Differences of Yogurt/Yogurt Drinks

                                                • Spoonable, drinkable yogurts have similar characteristics
                                                  • Figure 38: Correspondence analysis – Yogurt and yogurt drink attributes, May 2015
                                                  • Figure 39: Yogurt and yogurt drink attributes, May 2015
                                                • Spoonable, drinkable yogurt health attributes considered equal
                                                  • Figure 40: Correspondence analysis – Yogurt and yogurt drink characteristics, May 2015
                                                  • Figure 41: Yogurt and yogurt drink characteristics, May 2015
                                              • Spoonable Yogurt Purchases

                                                • Health, natural important purchasing factors
                                                  • Figure 42: Spoonable yogurt purchasing factors, May 2015
                                                • Usage ideas, sustainable practices important to yogurt drinkers
                                                  • Figure 43: Spoonable yogurt purchasing factors, by yogurt drink consumers, May 2015
                                              • Yogurt Drink Interest

                                                • 41% of non-yogurt drinkers interested in trying yogurt drinks
                                                  • Figure 44: Yogurt drink trial interest, May 2015
                                                • Consumers looking for yogurt drink variety
                                                  • Figure 45: Attitudes and behaviors toward yogurt drinks, May 2015
                                                • Half of consumers interested in yogurt drinks that cater to gender
                                                  • Figure 46: Interest in yogurt drinks catering to gender needs– CHAID – Tree output, May 2015
                                              • Aversions to Yogurt Drinks

                                                • Taste, texture, unfamiliarity, fuel aversion
                                                    • Figure 47: Negative yogurt drink attributes, May 2015
                                                • Appendix – Data Sources and Abbreviations

                                                  • Data sources
                                                    • Sales data
                                                      • Fan chart forecast
                                                        • Consumer survey data
                                                          • Consumer qualitative research
                                                            • Abbreviations and terms
                                                              • Abbreviations
                                                                • Terms
                                                                • Appendix – Correspondence Analysis

                                                                  • Methodology
                                                                  • Appendix – CHAID Analysis

                                                                    • Methodology
                                                                      • Figure 48: Attitudes and behaviors – CHAID – Table output, May 2015
                                                                  • Appendix – Market

                                                                      • Figure 49: Total US retail sales and forecast of spoonable yogurt, at current prices, 2010-20
                                                                      • Figure 50: Total US retail sales and forecast of spoonable yogurt, at inflation-adjusted prices, 2010-20
                                                                      • Figure 51: Total US retail sales and forecast of yogurt drinks, at current prices, 2010-20
                                                                      • Figure 52: Total US retail sales and forecast of yogurt drinks, at inflation-adjusted prices, 2010-20
                                                                      • Figure 53: Total US retail sales of yogurt and yogurt drinks, by channel, at current prices, 2010-15
                                                                  • Appendix – Key Players

                                                                      • Figure 54: MULO sales of spoonable yogurt, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                      • Figure 55: MULO sales of drinkable yogurt, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                  • Appendix – Consumer

                                                                      • Figure 56: Adult yogurt consumption, trended 2010-14
                                                                      • Figure 57: Teen yogurt consumption, trended 2010-14
                                                                      • Figure 58: Children yogurt consumption, trended 2010-14

                                                                  Companies Covered

                                                                  • Walmart Stores (USA)

                                                                  Yogurt and Yogurt Drinks - US - August 2015

                                                                  £3,277.28 (Excl.Tax)