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Yogurt and Yogurt Drinks - US - August 2016

"As the boom times ushered in by the novelty of Greek offerings fade, category players are stepping up flavor and format innovation, which will be necessary to preserve engagement. The small yogurt drinks segment is an area of opportunity, boosting the category’s play for convenient health. Doubling down on breakfast and securing a foothold for snack occasions appear as tactics for growth."
- Beth Bloom, Senior Food & Drink Analyst

This report discusses the following key topics:

  • Pace of category sales growth slows
  • Category faces breakfast competition
  • Greek isn’t going away anytime soon, but consumers are hungry for innovation

For the purposes of this Report, Mintel has used the following definitions:

  • Spoonable 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; including yogurt “smoothies,” kefir, lassi, etc.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Pace of category sales growth slows
            • Figure 1: Total US retail sales of spoonable yogurt, at current prices, 2011-16
          • Category faces breakfast competition
            • Figure 2: Yogurt/yogurt drink consumption – Nets, May 2016
          • Greek isn’t going away anytime soon, but consumers are hungry for innovation
            • Figure 3: Yogurt/yogurt drink launches featuring “Greek,” by segment, 2012-16*
          • The opportunities
            • The small yogurt drinks segment increases value by 62% from 2011-16
              • Figure 4: Total US retail sales and forecast of yogurt and yogurt drinks, by segment, at current prices, 2011-21
            • Pushing beyond breakfast as one means of retaining relevance
              • Figure 5: Correspondence analysis – Yogurt and yogurt drinks perceptions, May 2016
            • Flavor is key, followed by health and convenience
              • Figure 6: Reasons for consumption, May 2016
            • What it means
            • The Market – What You Need to Know

              • Dollar sales of yogurt and yogurt drinks are expected to grow 3% in 2016
                • Spoonable makes up 90% of dollar sales, growth slows in the segment
                  • The small yogurt drinks segment increases value by 62% from 2011-16
                    • Yogurt has competition for breakfast
                    • Market Size and Forecast

                      • Dollar sales of yogurt and yogurt drinks are expected to grow 3% in 2016
                        • Figure 7: Total US sales and fan chart forecast of yogurt and yogurt drinks, at current prices, 2011-21
                        • Figure 8: Total US sales and forecast of yogurt and yogurt drinks, at current prices, 2011-21
                        • Figure 9: Total US sales and forecast of yogurt and yogurt drinks, at inflation-adjusted prices, 2011-21
                    • Market Breakdown

                      • Spoonable yogurt dominates category sales
                        • Figure 10: Total US retail sales of yogurt and yogurt drinks, by segment share, 2016 (est)
                      • Yogurt drinks continue strong growth
                        • Figure 11: Total US retail sales and forecast of yogurt and yogurt drinks, by segment, at current prices, 2011-21
                      • Volume sales lag in spoonable at MULO, boom in drinks
                        • Figure 12: Volume sales yogurt and yogurt drinks, by segment, 2011-15
                      • Supermarkets account for 61% share of dollar sales
                        • Figure 13: “Create. Mix. Enjoy. with Chobani Greek Yogurt and Target,” online video, August 2015
                        • Figure 14: Total US retail sales of yogurt and yogurt drinks, by channel, at current prices, 2011-16 (est)
                      • Natural channel growth outpaces that of the total market
                        • Figure 15: Natural supermarket sales of yogurt and yogurt drinks, at current prices, rolling 52 weeks May 18, 2014-May 15, 2016
                    • Market Perspective

                      • Yogurt faces competition for breakfast
                        • Figure 16: Breakfast food purchase, May 2016
                    • Market Factors

                      • Health remains top of mind with consumers
                        • Figure 17: Important to achieve good health – Any top three rank, May 2015
                      • Most adults believe it’s better to eat well than to use diet products
                        • Figure 18: Attitudes toward diets, July 2015
                      • Digestive health issues are common among adults
                        • Figure 19: Attitudes toward probiotics, by age, May 2016
                      • FDA reveals updated nutrition facts panel
                      • Key Players – What You Need to Know

                        • Groupe Danone controls 30% of MULO dollar sales in the category
                          • Chobani posts 12% MULO dollar sales growth over 52-week period
                            • Dannon benefits from range within the yogurt drinks segment
                              • Other yogurt drink leaders post big gains, suggest further growth potential
                              • Leading Company Sales of Yogurt and Yogurt Drinks

                                • Groupe Danone controls 30% of MULO dollar sales in the category
                                  • General Mills stumbles, looks at realignment
                                    • Chobani continues to flourish
                                      • Leading company sales of yogurt and yogurt drinks
                                        • Figure 20: Leading company sales of yogurt and yogurt drinks, 52 weeks ending May 15, 2016
                                        • Figure 21: Leading company sales of yogurt and yogurt drinks, 2015 and 2016
                                    • What’s Working?

                                      • Dannon bests Yoplait for top spot in spoonable
                                        • Figure 22: “Dannon Pledge - Straight Talk Mom Hero video,” online video, July 2016
                                      • Yoplait takes a hit, keeps going
                                        • Figure 23: “Yoplait I Synchronicity,” online video, June 2016
                                        • Figure 24: “Plenti Yogurt – That’s Surprising – Lawn Mower (:30),” online video, February 2016
                                      • Chobani posts strong gains
                                        • Figure 25: MULO sales of spoonable yogurt, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                      • Lala turns yogurt into a verb
                                        • Figure 26: “LALA Yogurting TV & Web :15 Kitchen Core,” online video, February 2016
                                      • Growth of Yakult could point to interest in efficacy
                                        • Figure 27: MULO sales of yogurt drinks, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                      • Private label gets in on the yogurt drink action
                                        • Figure 28: Yogurt drink launches, by private label, 2012-16*
                                        • Figure 29: Yogurt/yogurt drink type – Store brand, by generation, May 2016
                                        • Figure 30: Yogurt/yogurt drink type – Store brand, by reasons for consumption, May 2016
                                      • Greek isn’t going away anytime soon
                                        • Figure 31: Natural supermarket sales of yogurt and yogurt drinks, by segment, at current prices, rolling 52 weeks ending May 18, 2014 and May 15, 2016
                                        • Figure 32: Yogurt/yogurt drink launches featuring “Greek,” by segment, 2012-16*
                                      • Coconut milk options top natural channel sales
                                        • Figure 33: Natural supermarket sales of non-dairy yogurt and yogurt drinks, by type, at current prices, rolling 52 weeks ending May 18, 2014 and May 15, 2016
                                      • Full fat makes big gains in natural channels
                                        • Figure 34: Natural supermarket sales of yogurt and yogurt drinks, by fat content, at current prices, rolling 52 weeks ending May 18, 2014 and May 15, 2016
                                      • Organic positioning gains on not organic in natural channels
                                        • Figure 35: Natural supermarket sales of yogurt and yogurt drinks, by organic ingredients, at current prices, rolling 52 weeks ending May 18, 2014 and May 15, 2016
                                    • What’s Struggling?

                                      • Standard spoonable yogurt flavors give way to taste innovation
                                        • Figure 36: Spoonable yogurt launches, by leading flavors, 2012-16*
                                        • Figure 37: Spoonable yogurt launches, by fastest growing, 2012-16*
                                    • What’s Next?

                                      • The expansion of yogurt drink variety
                                        • Figure 38: Yogurt drink launches, by launch type, 2012-16*
                                      • A wider array of formats
                                        • More adventurous flavors
                                          • Reminding consumers yogurt drinks are a thing around the world
                                            • Pushing beyond breakfast
                                              • Continued specialization
                                                • Emphasizing probiotics
                                                  • Mainstream brands promote their bugs
                                                    • Figure 39: “Yoplait | Counting,” online video, December 2015
                                                    • Figure 40: “Let Them Eat Bugs – ProBugs!” online video, April 2016
                                                  • Grass fed
                                                  • The Consumer – What You Need to Know

                                                    • Two thirds of consumers purchase yogurt
                                                      • Single servings top purchase format
                                                        • Largest percentage of buyers purchase low-fat options
                                                          • Half of yogurt drink buyers purchase all-natural varieties
                                                            • The category is gaining acceptance as a snack
                                                            • Yogurt/Yogurt Drink Purchase

                                                              • Two thirds of consumers purchase yogurt
                                                                • Figure 41: Yogurt/yogurt drink purchase – Nets*, May 2016
                                                              • Men are a strong target for yogurt drinks
                                                                • Figure 42: “Texture,” online video, September 2015
                                                                • Figure 43: Yogurt/yogurt drink purchase – Nets*, by gender, May 2016
                                                              • Millennials are strong category participants
                                                                • Figure 44: Yogurt/yogurt drink purchase – Nets*, by generation, May 2016
                                                              • Half of Asian shoppers purchase yogurt drinks
                                                                • Figure 45: Yogurt/yogurt drink purchase – Nets*, by race, May 2016
                                                              • HHs with children are more likely to participate in category
                                                                • Stonyfield depicts dads
                                                                  • Figure 46: “No Matter How You Dad, It’s All Good,” online video, May 2016
                                                                  • Figure 47: Yogurt/yogurt drink purchase, by parental status, May 2016
                                                              • Formats and Claims

                                                                • Size
                                                                  • Single servings top purchase format
                                                                    • Figure 48: Yogurt/yogurt drink format – Size, by segment, May 2016
                                                                  • Single servings resonate with women, men like variety
                                                                    • Figure 49: Yogurt/yogurt drink format – Size, by gender, May 2016
                                                                  • Smaller sizes appeal to older shoppers, young shoppers like variety
                                                                    • Figure 50: Yogurt/yogurt drink format – Size, by generation, May 2016
                                                                  • Multi-serving containers resonate with frequent eaters
                                                                    • Figure 51: Yogurt/yogurt drink format – Size, by consumption frequency across occasions measured, May 2016
                                                                  • Single servings appear as affordable, multiservings aid versatility
                                                                    • Figure 52: Yogurt/yogurt drink format – Size, by reasons for consumption, May 2016
                                                                  • Format
                                                                    • Tubes and pouches are still the realm of parents
                                                                      • Figure 53: “Star Wars GoGurt,” online video, November 2015
                                                                      • Figure 54: Yogurt/yogurt drink format, by parental status, May 2016
                                                                    • Fat content
                                                                      • The largest percentage of buyers purchase low fat, full fat gains strength
                                                                        • Figure 55: Yogurt/yogurt drink type – Fat content, by segment, May 2016
                                                                      • Millennials open to full fat, older shoppers shy away
                                                                        • Figure 56: Yogurt/yogurt drink type – Fat content, by generation, May 2016
                                                                      • Parents are twice as likely as nonparents to buy full fat
                                                                        • Figure 57: Yogurt/yogurt drink type – Fat content, by parental status, May 2016
                                                                      • Dieters are twice as likely to buy nonfat than full fat
                                                                        • Figure 58: Yogurt/yogurt drink type – Fat content, by reasons for consumption, May 2016
                                                                      • Health attributes
                                                                        • A third of category participants purchase all-natural varieties
                                                                          • Figure 59: Yogurt/yogurt drink type – Health attributes, by segment, May 2016
                                                                        • All-natural, organic appeal to Millennials; older shoppers aim to reduce sugar
                                                                          • Figure 60: Yogurt/yogurt drink type – Health attributes, by generation, May 2016
                                                                        • Health attributes have generally stronger appeal among higher earning HHs
                                                                          • Figure 61: Yogurt/yogurt drink type – Health attributes, by HH income, May 2016
                                                                        • Parents are more likely to look for all-natural, organic
                                                                          • Figure 62: Yogurt/yogurt drink type – Health attributes, by parental status, May 2016
                                                                      • Varieties and Styles

                                                                        • Varieties
                                                                          • Fruit and fruit flavors lead yogurt varieties purchased
                                                                            • Figure 63: Yogurt/yogurt drink variety, May 2016
                                                                          • Nuts and grains and savory flavors have stronger appeal among men
                                                                            • Figure 64: Yogurt/yogurt drink style, by gender, May 2016
                                                                          • Millennials are generally more adventurous eaters
                                                                            • Figure 65: Yogurt/yogurt drink style, by generation, May 2016
                                                                          • Style
                                                                            • Half of category participants purchase Greek, other international styles are still catching on
                                                                              • Figure 66: Yogurt/yogurt drink style, May 2016
                                                                            • Alternative styles find a strong audience in Millennials
                                                                              • Figure 67: Yogurt/yogurt drink style, by generation, May 2016
                                                                            • Non-dairy
                                                                              • 18% of category participants buy non-dairy varieties
                                                                                • Figure 68: Yogurt/yogurt drink variety – Non-dairy, May 2016
                                                                                • Figure 69: Yogurt/yogurt drink variety – Non-dairy, by generation, May 2016
                                                                              • Non-dairy might be cost prohibitive
                                                                                • Figure 70: Yogurt/yogurt drink variety – Non-dairy, by HH income, May 2016
                                                                            • Reasons for Consumption

                                                                              • Flavor is key, followed by health and convenience
                                                                                • Figure 71: Reasons for consumption, May 2016
                                                                              • Calcium is important to women
                                                                                • Figure 72: Reasons for consumption, by gender, May 2016
                                                                              • Older consumers seek products for health, younger ones for convenience
                                                                                • Figure 73: Reasons for consumption, by generation, May 2016
                                                                            • Consumption Occasions

                                                                              • Breakfast and snacking lead consumption occasions
                                                                                • Figure 74: “Yoplait Fro-Yo Snowflakes with Whips!” online video, December 2015
                                                                                • Figure 75: Yogurt/yogurt drink consumption – Nets, May 2016
                                                                                • Figure 76: Yogurt/yogurt drink consumption frequency, by select occasions, May 2016
                                                                              • Breakfast consumption
                                                                                • A third of men eat yogurt/yogurt drinks for breakfast daily
                                                                                  • Figure 77: Yogurt/yogurt drink consumption – Breakfast net*, by gender, May 2016
                                                                                • 43% of Millennials eat yogurt/yogurt drinks for breakfast daily
                                                                                  • Figure 78: Yogurt/yogurt drink consumption – Breakfast net*, by generation, May 2016
                                                                                • Nearly half of parents eat yogurt/yogurt drinks for breakfast daily
                                                                                  • Figure 79: Yogurt/yogurt drink consumption – Breakfast net*, by parental status, May 2016
                                                                                • Snack consumption
                                                                                  • A quarter of men eat yogurt/yogurt drinks for snacks daily
                                                                                    • Figure 80: Yogurt/yogurt drink consumption – Snack net*, by gender, May 2016
                                                                                  • A third of Millennials consume yogurt/yogurt drinks for a snack daily
                                                                                    • Figure 81: Yogurt/yogurt drink consumption – Snack net*, by generation, May 2016
                                                                                  • A third of parents eat yogurt/yogurt drinks for snacks daily
                                                                                    • Figure 82: “Four Ways to Snack Hack,” online video, March 2016
                                                                                    • Figure 83: Yogurt/yogurt drink consumption – Snack net*, by generation, May 2016
                                                                                • Perceptions

                                                                                  • Grains, fruit are most likely to satisfy as a snack/meal
                                                                                      • Figure 84: “Yoplait | Not Yet,” online video, December 2015
                                                                                      • Figure 85: Correspondence analysis – Yogurt and yogurt drinks perceptions, May 2016
                                                                                      • Figure 86: Yogurt and yogurt drinks perceptions, May 2016
                                                                                  • Appendix – Data Sources and Abbreviations

                                                                                    • Data sources
                                                                                      • Sales data
                                                                                        • Fan chart forecast
                                                                                          • Consumer survey data
                                                                                            • Correspondence analysis methodology
                                                                                              • Abbreviations and terms
                                                                                                • Abbreviations
                                                                                                • Appendix – Market

                                                                                                    • Figure 87: Total US retail sales and forecast of spoonable yogurt, at current prices, 2011-21
                                                                                                    • Figure 88: Total US retail sales and forecast of spoonable yogurt, at inflation-adjusted prices, 2011-21
                                                                                                    • Figure 89: Total US retail sales and forecast of yogurt drinks, at current prices, 2011-21
                                                                                                    • Figure 90: Total US retail sales and forecast of yogurt drinks, at inflation-adjusted prices, 2011-21
                                                                                                    • Figure 91: Volume sales of spoonable yogurt, 2011-15
                                                                                                    • Figure 92: Volume sales of yogurt drinks, 2011-15
                                                                                                    • Figure 93: US supermarket sales of yogurt and yogurt drinks, at current prices, 2011-16
                                                                                                    • Figure 94: US sales of yogurt and yogurt drinks through other retail channels, at current prices, 2011-16
                                                                                                    • Figure 95: Natural supermarket sales of yogurt and yogurt drinks, at current prices, rolling 52 weeks May 18, 2014-May 15, 2016
                                                                                                • Appendix – Key Players

                                                                                                    • Figure 96: Leading company sales of yogurt and yogurt drinks, 2015 and 2016
                                                                                                    • Figure 97: Spoonable yogurt launches, by private label, 2012-16*
                                                                                                    • Figure 98: Yogurt drink launches, by private label, 2012-16*
                                                                                                    • Figure 99: Natural supermarket sales of yogurt and yogurt drinks, by segment, at current prices, rolling 52 weeks ending May 18, 2014 and May 15, 2016
                                                                                                    • Figure 100: Yogurt/yogurt drink launches featuring “Greek,” by segment, 2012-16*
                                                                                                    • Figure 101: Natural supermarket sales of non-dairy yogurt and yogurt drinks, by type, at current prices, rolling 52 weeks ending May 18, 2014 and May 15, 2016
                                                                                                    • Figure 102: Natural supermarket sales of yogurt and yogurt drinks, by fat content, at current prices, rolling 52 weeks ending May 18, 2014 and May 15, 2016
                                                                                                    • Figure 103: Natural supermarket sales of yogurt and yogurt drinks, by organic ingredients, at current prices, rolling 52 weeks ending May 18, 2014 and May 15, 2016
                                                                                                    • Figure 104: Spoonable yogurt launches, by leading flavors, 2012-16*
                                                                                                    • Figure 105: Yogurt drink launches, by leading flavors, 2012-16*
                                                                                                    • Figure 106: Spoonable yogurt launches, by launch type, 2012-16*
                                                                                                    • Figure 107: Yogurt drink launches, by launch type, 2012-16*
                                                                                                    • Figure 108: Natural supermarket sales of yogurt and yogurt drinks, by gluten-free labeling/certification, at current prices, rolling 52 weeks ending May 18, 2014 and May 15, 2016
                                                                                                    • Figure 109: Natural supermarket sales of yogurt and yogurt drinks, by GMO ingredients, at current prices, rolling 52 weeks ending May 18, 2014 and May 15, 2016
                                                                                                    • Figure 110: Natural supermarket sales of yogurt and yogurt drinks, by presence of alternative sweetener, at current prices, rolling 52 weeks ending May 18, 2014 and May 15, 2016
                                                                                                    • Figure 111: Natural supermarket sales of yogurt and yogurt drinks, by lactose free, at current prices, rolling 52 weeks ending May 18, 2014 and May 15, 2016
                                                                                                    • Figure 112: Spoonable yogurt launches, by leading claims, 2012-16*
                                                                                                    • Figure 113: Yogurt drink launches, by leading claims, 2012-16*

                                                                                                Companies Covered

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

                                                                                                Yogurt and Yogurt Drinks - US - August 2016

                                                                                                US $3,995.00 (Excl.Tax)