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Yogurt and Yogurt Drinks - US - December 2011

Total U.S. retail sales of yogurt and yogurt drinks have grown every year since 2006, and the market is expected to reach an estimated $6.4 billion in 2011. Considering the state of the economy, this growth is quite impressive. The market still holds considerable opportunity, and this report uncovers this, along with a number of other critical factors, including:

  • How yogurt makers can continue to capitalize on interest in Greek-style yogurt, including product and brand extensions such as desserts and dips
  • Products for Hispanics (who are more likely to consume yogurt than other races/ethnicities) that are likely to appeal, and tactics for marketing to these consumers
  • Market factors that are shaping the yogurt market, including obesity, the aging population, the rising price of dairy, and consumer interest in natural and organic offerings
  • How yogurt makers can increase consumption with key demographics (such as 6-11-year-olds), along with specific tactics, such as product placements on TV shows popular with children and their parents and positioning yogurt as a product that can fight the childhood obesity epidemic
  • A review of successful and creative marketing strategies that are driving category sales, including how Chobani has leveraged social media to build up its fast-growing brand

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Table of contents

  1. Scope and Themes

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

                      • Cool category posts hot sales growth
                        • Segment snapshot
                          • Snapshot: Chobani
                            • Key opportunities with Hispanics and Asians
                              • Snapshot of yogurt consumption
                                • How and why people consume yogurt
                                  • What matters to yogurt consumers
                                    • Other useful consumer findings
                                    • Insights and Opportunities

                                      • Driving consumption with 6-11s
                                          • Figure 1: Others in household who consume yogurt, August 2011
                                        • Market yogurt to Hispanics...
                                            • Figure 2: U.S. Hispanic population, by age, 2004-14
                                          • … and to Asians
                                              • Figure 3: U.S. Asian population, by age, 2006-16
                                              • Figure 4: Top 10 metropolitan areas with the largest number of Asian residents, 2005-07
                                            • A balm for the brain
                                              • Capitalizing on trends outside of yogurt sector
                                              • Inspire Insights

                                                  • Trend: Premiumization and Indulgence
                                                    • Trend: Carnivore, Herbivore...Locavore
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Category sales power ahead
                                                          • Key drivers of growth
                                                            • Sales and forecast of yogurt and yogurt drinks
                                                              • Figure 5: Total U.S. retail sales of yogurt and yogurt drinks, at current prices, 2006-16
                                                              • Figure 6: Total U.S. retail sales of yogurt and yogurt drinks, at inflation-adjusted prices, 2006-16
                                                            • Fan-chart forecast
                                                              • Figure 7: Fan chart forecast of yogurt and yogurt drinks, 2006-16
                                                            • Walmart sales
                                                            • Market Drivers

                                                              • Key points
                                                                • Yogurt and the obesity epidemic
                                                                  • Figure 8: Overweight and obesity among adults 20 years of age and over, 1988-1994 to 2007-08
                                                                • The changing taste of an aging America
                                                                  • Figure 9: Population, by age, 2006-16
                                                                  • Figure 10: Diabetes among adults, by gender, age, and race, 1998-2008
                                                                • Increase the price of dairy foods
                                                                  • The price of milk rises…
                                                                      • Figure 11: Cwt for milk, January 2008-October 2011
                                                                    • … along with diesel fuel
                                                                      • The impact to the yogurt sector
                                                                        • Figure 12: Changes in food price indexes, 2009 through 2012
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Competition from nuts, dried fruit, and trail mix
                                                                          • Smoothie shops serve up yogurt
                                                                            • Self-serve frozen yogurt stores
                                                                              • Will Greek-style yogurt become a victim of its own success?
                                                                                • Figure 13: “Greek” yogurt product launches, 2007-11
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Segment overview
                                                                                    • Figure 14: Total U.S. sales of yogurt and yogurt drinks, by segment, 2009-11
                                                                                • Segment Performance—Refrigerated Yogurt

                                                                                  • Key points
                                                                                    • Sales grow for refrigerated yogurt every year
                                                                                      • Greek is gold
                                                                                          • Figure 15: Total U.S. sales of refrigerated yogurt, 2006-16
                                                                                      • Segment Performance—Refrigerated Yogurt Drinks

                                                                                        • Key points
                                                                                          • Sales decline every year since 2006
                                                                                            • Refrigerated yogurt drinks for children a bright spot
                                                                                              • Figure 16: Total U.S. sales and forecast of refrigerated yogurt drinks, at current prices, 2006-16
                                                                                          • Segment Performance—Frozen Yogurt

                                                                                            • Key points
                                                                                              • A slow simmer for frozen yogurt sales
                                                                                                • Room for new flavors and brands
                                                                                                  • Figure 17: Total U.S. sales and forecast of frozen yogurt, at current prices, 2006-16
                                                                                              • Segment Performance—Shelf-stable Yogurt/Yogurt Mixes

                                                                                                • Key points
                                                                                                  • Unchanging sales for shelf-stable yogurt/yogurt mixes
                                                                                                    • Figure 18: Total U.S. sales and forecast of shelf-stable yogurt/yogurt mixes, at current prices, 2006-16
                                                                                                • Retail Channels

                                                                                                  • Key points
                                                                                                    • Supermarkets are channel of choice
                                                                                                      • Figure 19: Total U.S. sales of yogurt and yogurt drinks, by channel, 2009 and 2011
                                                                                                    • Channel performance 2006-11 (est.)
                                                                                                      • Supermarkets poised to offer the most variety
                                                                                                        • Figure 20: Supermarket/food stores’ sales of yogurt and yogurt drinks, at current prices, 2006-11
                                                                                                      • Expanded fresh food offerings helping mass outlets thrive with yogurt
                                                                                                        • Figure 21: Mass, supercenters, warehouse club stores’ sales of yogurt and yogurt drinks, at current prices, 2006-11
                                                                                                      • Drug stores expanding their fresh food selection as well
                                                                                                        • Figure 22: Other retailers’ sales of yogurt and yogurt drinks, at current prices, 2006-11
                                                                                                    • Retail Channels—Natural Supermarkets

                                                                                                      • Key points
                                                                                                        • Insights
                                                                                                          • Sales of yogurt and yogurt drinks in the natural channel
                                                                                                            • Figure 23: Natural supermarket sales of yogurt and yogurt drinks, at current prices, 2009-11*
                                                                                                            • Figure 24: Natural supermarket sales of yogurt and yogurt drinks, at inflation-adjusted prices, 2009-11*
                                                                                                          • Natural channel sales by segment
                                                                                                            • Figure 25: Natural supermarket sales of yogurt and yogurt drinks, by segment, 2008 and 2010*
                                                                                                          • Natural channel sales by organic content
                                                                                                            • Figure 26: Natural supermarket sales of yogurt and yogurt drinks, by organic content, 2008 and 2010*
                                                                                                        • Leading Companies

                                                                                                          • Key points
                                                                                                            • Groupe Danone and General Mills dominate
                                                                                                              • Sales of private label sour
                                                                                                                • Figure 27: Manufacturer FDMx sales of yogurt and yogurt drinks in the U.S., 2010 and 2011
                                                                                                            • Brand Share—Refrigerated Yogurt

                                                                                                              • Key points
                                                                                                                • Yoplait GO-GURT and Yoplait have sales increases
                                                                                                                  • As do Dannon and Oikos
                                                                                                                    • Chobani is the big winner
                                                                                                                      • Sales of private label yogurt decline
                                                                                                                        • Figure 28: Selected FDMx brand sales of refrigerated yogurt, 2010 and 2011
                                                                                                                    • Brand Share—Refrigerated Yogurt Drinks

                                                                                                                      • Key points
                                                                                                                        • Groupe Danone dominates
                                                                                                                          • Yogurt drinks targeting Hispanics grow
                                                                                                                            • Sales of private label sink
                                                                                                                              • Figure 29: Selected FDMx brand sales of refrigerated yogurt drinks, 2010 and 2011
                                                                                                                          • Brand Share—Frozen Yogurt

                                                                                                                            • Key points
                                                                                                                              • Smaller brands succeeding
                                                                                                                                • Sales grow for private label frozen yogurt
                                                                                                                                  • Figure 30: Selected FDMx brand sales of frozen yogurt, 2010 and 2011
                                                                                                                              • Brand Share—Shelf-stable Yogurt/Yogurt Mixes

                                                                                                                                • Key points
                                                                                                                                  • Klass Time and Concord Foods dominate segment
                                                                                                                                    • Reconsidering opportunities
                                                                                                                                      • Figure 31: Selected FDMx brand sales of shelf-stable yogurt/yogurt mixes, 2010 and 2011
                                                                                                                                  • Innovations and Innovators

                                                                                                                                    • Key points
                                                                                                                                      • Low/no/reduced fat and vitamin/mineral fortified top product claims for 2011
                                                                                                                                        • Figure 32: Yogurt and yogurt drinks product launches, by top claims, 2007-11
                                                                                                                                      • Innovation snapshot
                                                                                                                                        • Figure 33: Yogurt and yogurt drinks product launches, by subcategory, 2007-11
                                                                                                                                      • Innovation market share diminishing with store brands
                                                                                                                                        • Figure 34: Private label share of yogurt and yogurt drink product launches, 2007-11
                                                                                                                                      • Functional products
                                                                                                                                        • Premium yogurt
                                                                                                                                          • Innovative flavors
                                                                                                                                            • BFY drinkable yogurt and kefir
                                                                                                                                              • BFY frozen yogurt
                                                                                                                                                • Innovative flavors (frozen yogurt)
                                                                                                                                                • Marketing Strategies

                                                                                                                                                  • Overview
                                                                                                                                                    • Figure 35: Top yogurt advertisers, 2008-09
                                                                                                                                                  • Brand analysis: Yoplait fights breast cancer
                                                                                                                                                    • Figure 36: Yoplait, 2011
                                                                                                                                                  • Brand analysis: Chobani targets the young, affluent, and health-conscious
                                                                                                                                                      • Figure 37: Chobani Greek/Yogurt love/March 2011
                                                                                                                                                    • Dannon is about moms and kids
                                                                                                                                                        • Figure 38: Dannon/Danonino 2011
                                                                                                                                                      • Fage celebrates its heritage
                                                                                                                                                          • Figure 39: Fage/Regular Yogurt, 2011
                                                                                                                                                        • Other interesting ads
                                                                                                                                                          • Figure 40: Yoplait, Yoplait Greek 2X Protein, 2011
                                                                                                                                                          • Figure 41: Athenos, 2011
                                                                                                                                                      • Household Consumption

                                                                                                                                                        • Key points
                                                                                                                                                          • Spoonable yogurt is most popular
                                                                                                                                                            • Figure 42: Personal consumption usage of yogurt, August 2011
                                                                                                                                                          • Women more likely to consume low-fat and light/sugar-free
                                                                                                                                                            • Figure 43: Personal yogurt and smoothie usage by gender, February 2010-March 2011
                                                                                                                                                          • Older Americans more likely to eat/drink light/sugar-free yogurt
                                                                                                                                                            • Figure 44: Personal yogurt and smoothie usage by age, February 2010-March 2011
                                                                                                                                                          • More affluent more likely to eat/drink low- and non-fat yogurt
                                                                                                                                                            • Figure 45: Personal yogurt and smoothie usage by household income, February 2010-March 2011
                                                                                                                                                        • Consumption Frequency by Yogurt Type

                                                                                                                                                          • Key points
                                                                                                                                                            • Yogurt incidence remains unchanged
                                                                                                                                                              • Figure 46: Overall consumption of yogurt, 2005-10
                                                                                                                                                            • Consumption of spoonable yogurt
                                                                                                                                                              • Three quarters consume spoonable yogurt; 26% almost every day
                                                                                                                                                                • Figure 47: Spoonable yogurt consumption frequency, by gender, August 2011
                                                                                                                                                              • Consumption of spoonable yogurt increases with income
                                                                                                                                                                • Figure 48: Spoonable yogurt consumption frequency by household income, August 2011
                                                                                                                                                              • Respondents with children consume more yogurt
                                                                                                                                                                • Figure 49: Spoonable yogurt consumption frequency, by presence of children in household, August 2011
                                                                                                                                                              • Consumption of drinkable yogurt
                                                                                                                                                                • More than a third consume drinkable yogurt; 8% are heavy users
                                                                                                                                                                  • Figure 50: Drinkable yogurt consumption frequency, by gender, August 2011
                                                                                                                                                                • 18-44s more likely to consume drinkable yogurt
                                                                                                                                                                  • Figure 51: Drinkable yogurt consumption frequency, by age, August 2011
                                                                                                                                                                • Respondents with children consume more drinkable yogurt
                                                                                                                                                                  • Figure 52: Drinkable yogurt consumption frequency by presence of children in household, August 2011
                                                                                                                                                              • Usage and Reasoning

                                                                                                                                                                • Key points
                                                                                                                                                                  • Yogurt is a very popular, healthy snack
                                                                                                                                                                      • Figure 53: Yogurt usage and reasoning, August 2011
                                                                                                                                                                    • Weight management for women; an afternoon snack for men
                                                                                                                                                                      • Figure 54: Yogurt usage and reasoning, by gender, August 2011
                                                                                                                                                                    • 18-24s consume it a snack; 25-44s as dessert
                                                                                                                                                                      • Figure 55: Yogurt usage and reasoning, by age, August 2011
                                                                                                                                                                    • Parents consuming yogurt/kefir as a snack
                                                                                                                                                                      • Figure 56: Yogurt usage and reasoning by presence of children in household, August 2011
                                                                                                                                                                  • What Matters to Yogurt Consumers?

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Women have a more favorable opinion about yogurt
                                                                                                                                                                          • Figure 57: What matters to yogurt consumers, by gender, August 2011
                                                                                                                                                                        • Seniors want reduced fat yogurt
                                                                                                                                                                            • Figure 58: What matters to yogurt consumers, by age, August 2011
                                                                                                                                                                        • Flavor and Usage Preferences

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Fruit flavor is most popular
                                                                                                                                                                                • Figure 59: Yogurt flavor and usage preferences, by gender, August 2011
                                                                                                                                                                              • 18-34s more likely to consume plain and chocolate
                                                                                                                                                                                • Figure 60: Yogurt flavor and usage preferences, by age, August 2011
                                                                                                                                                                            • Attitudes toward Yogurt Sweeteners

                                                                                                                                                                              • Key points
                                                                                                                                                                                • More than half don’t look for added sweeteners
                                                                                                                                                                                  • Figure 61: Attitudes toward yogurt sweeteners, August 2011
                                                                                                                                                                                • Women more likely to avoid Sweet’N Low; men more likely to look for Equal
                                                                                                                                                                                  • Figure 62: Attitudes toward yogurt sweeteners, by gender, August 2011
                                                                                                                                                                                • Over-55s avoiding Equal and other sweeteners in yogurt
                                                                                                                                                                                  • Figure 63: Attitudes toward yogurt sweeteners, by age, August 2011
                                                                                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Asians and Hispanics more likely to consume yogurt
                                                                                                                                                                                    • Figure 64: Drinkable yogurt consumption frequency, by race/Hispanic origin, August 2011
                                                                                                                                                                                  • Asians, Hispanics want organic, locally made yogurt
                                                                                                                                                                                      • Figure 65: What matters to yogurt consumers, by race/Hispanic origin, August 2011
                                                                                                                                                                                    • Asians avoid artificial sweeteners; blacks look for natural sweeteners
                                                                                                                                                                                      • Figure 66: Attitudes toward yogurt sweeteners, by race/Hispanic origin, August 2011
                                                                                                                                                                                  • Custom Consumer Groups

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Usage and reasoning
                                                                                                                                                                                          • Marketing yogurt as a healthy dessert to women and parents
                                                                                                                                                                                              • Figure 67: Yogurt usage and reasoning, by yogurt consumption frequency, August 2011
                                                                                                                                                                                            • Drinkable yogurt as a pick-me-up for 18-44s, kids
                                                                                                                                                                                                • Figure 68: Yogurt usage and reasoning, by yogurt consumption frequency, August 2011
                                                                                                                                                                                              • Position kefir as a hip and healthy alternative to desserts
                                                                                                                                                                                                • Figure 69: Yogurt usage and reasoning, by yogurt consumption frequency, August 2011
                                                                                                                                                                                              • What matters to yogurt consumers
                                                                                                                                                                                                • Touting health benefits may increase usage
                                                                                                                                                                                                  • Figure 70: What matters to yogurt consumers, by yogurt consumption frequency, August 2011
                                                                                                                                                                                                • Side-by-side comparisons may help
                                                                                                                                                                                                  • Figure 71: What matters to yogurt consumers, by yogurt consumption frequency, August 2011
                                                                                                                                                                                                • Tell parents about the health benefits of kefir
                                                                                                                                                                                                  • Figure 72: What matters to yogurt consumers, by yogurt consumption frequency, August 2011
                                                                                                                                                                                                • Flavor and usage preferences
                                                                                                                                                                                                  • Highlight the vanilla plant
                                                                                                                                                                                                    • Figure 73: Yogurt flavor and usage preferences by yogurt consumption frequency, August 2011
                                                                                                                                                                                                  • Attitudes toward yogurt sweeteners
                                                                                                                                                                                                    • Tout “free from white granulated sugar”
                                                                                                                                                                                                        • Figure 74: Attitudes toward yogurt sweeteners by yogurt consumption frequency, August 2011
                                                                                                                                                                                                    • SymphonyIRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                        • Overview of yogurt
                                                                                                                                                                                                          • Refrigerated yogurt
                                                                                                                                                                                                            • Consumer insights on key purchase measures – refrigerated yogurt
                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                • Figure 75: Brand map, selected brands of refrigerated yogurt buying rate, by household penetration, 2011*
                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                  • Figure 76: Key purchase measures for the top brands of refrigerated yogurt, by household penetration, 2011*
                                                                                                                                                                                                                • Refrigerated yogurt drinks
                                                                                                                                                                                                                  • Consumer insights on key purchase measures – refrigerated yogurt drinks
                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                      • Figure 77: Brand map, selected brands of refrigerated yogurt drinks buying rate, by household penetration, 2011*
                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                        • Figure 78: Key purchase measures for the top brands of refrigerated yogurt drinks, by household penetration, 2010*
                                                                                                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                        • Figure 79: Yogurt usage frequency in last 30 days, February 2010-March 2011
                                                                                                                                                                                                                        • Figure 80: Frozen yogurt (retail for home consumption) yogurt consumption frequency, by age, August 2011
                                                                                                                                                                                                                        • Figure 81: Kefir consumption frequency, by gender, August 2011
                                                                                                                                                                                                                        • Figure 82: Kefir consumption frequency, by age, August 2011
                                                                                                                                                                                                                        • Figure 83: Frozen yogurt (retail for home consumption) yogurt consumption frequency, by gender, August 2011
                                                                                                                                                                                                                        • Figure 84: Spoonable yogurt consumption frequency, by presence of children in household, August 2011
                                                                                                                                                                                                                        • Figure 85: Yogurt flavor and usage preferences by presence of children in household, August 2011
                                                                                                                                                                                                                        • Figure 86: Attitudes toward yogurt sweeteners, by household income, August 2011
                                                                                                                                                                                                                        • Figure 87: Attitudes toward yogurt sweeteners, by region, August 2011
                                                                                                                                                                                                                      • Market data
                                                                                                                                                                                                                        • Figure 88: Population, by race and Hispanic origin, 2006-16
                                                                                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                      • American Dairy Products Institute (ADPI)
                                                                                                                                                                                                                      • American Dairy Science Association (ADSA)
                                                                                                                                                                                                                      • American Diabetes Association
                                                                                                                                                                                                                      • Ben & Jerry's Homemade Inc.
                                                                                                                                                                                                                      • Centers for Disease Control and Prevention
                                                                                                                                                                                                                      • CoolBrands International Inc.
                                                                                                                                                                                                                      • Costco Wholesale Corporation
                                                                                                                                                                                                                      • Dreyer's Grand Ice Cream Holdings, Inc.
                                                                                                                                                                                                                      • Duane Reade, Inc
                                                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                                                      • Federal Trade Commission
                                                                                                                                                                                                                      • Frito-Lay, Inc
                                                                                                                                                                                                                      • General Mills Inc
                                                                                                                                                                                                                      • Google, Inc.
                                                                                                                                                                                                                      • Groupe Danone
                                                                                                                                                                                                                      • Häagen-Dazs
                                                                                                                                                                                                                      • HP Hood LLC
                                                                                                                                                                                                                      • INTERNATIONAL DAIRY FEDERATION
                                                                                                                                                                                                                      • International Dairy Foods Association
                                                                                                                                                                                                                      • International Dairy·Deli·Bakery Association
                                                                                                                                                                                                                      • Jamba Juice Company
                                                                                                                                                                                                                      • Kemps LLC
                                                                                                                                                                                                                      • Lifeway Foods Inc.
                                                                                                                                                                                                                      • Marquez Brothers International Inc.
                                                                                                                                                                                                                      • McCormick & Company, Inc.
                                                                                                                                                                                                                      • National Cheese Institute
                                                                                                                                                                                                                      • National Dairy Council (NDC)
                                                                                                                                                                                                                      • National Yogurt Association (NYA)
                                                                                                                                                                                                                      • Nestlé USA
                                                                                                                                                                                                                      • Nickelodeon Networks
                                                                                                                                                                                                                      • NutraSweet Company, The
                                                                                                                                                                                                                      • Pathmark Stores, Inc
                                                                                                                                                                                                                      • Price Chopper
                                                                                                                                                                                                                      • Procter & Gamble Company (The)
                                                                                                                                                                                                                      • Procter & Gamble USA
                                                                                                                                                                                                                      • Stonyfield Farm
                                                                                                                                                                                                                      • Subway
                                                                                                                                                                                                                      • Sunkist Growers, Inc.
                                                                                                                                                                                                                      • Supervalu Inc
                                                                                                                                                                                                                      • Susan G Komen
                                                                                                                                                                                                                      • Target Corporation
                                                                                                                                                                                                                      • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                      • The New York Times Company
                                                                                                                                                                                                                      • Turkey Hill Dairy
                                                                                                                                                                                                                      • Twitter, Inc.
                                                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                                                                                                      • U.S. Dairy Export Council (USDEC)
                                                                                                                                                                                                                      • U.S. Department of Agriculture
                                                                                                                                                                                                                      • Unilever USA
                                                                                                                                                                                                                      • US Department of Commerce
                                                                                                                                                                                                                      • Walgreen Co
                                                                                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                                                                                      • Walt Disney Company, The
                                                                                                                                                                                                                      • Weight Watchers International Inc.
                                                                                                                                                                                                                      • Whole Foods Market Inc
                                                                                                                                                                                                                      • Yakult UK Ltd
                                                                                                                                                                                                                      • Yoplait USA
                                                                                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                                                                                      Yogurt and Yogurt Drinks - US - December 2011

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