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Yogurt - China - September 2014

“Chinese consumers are in the process of switching to healthier diets, pushing up consumption of healthy food such as yogurt which is known for its high nutritional value. Meanwhile the tasty nature of yogurt has also allowed it to fit into consumers’ growing snacking needs, to further drive retail volume sales. Value sales are expected to increase even faster as a result of consumers trading up for advanced health benefits and more indulgent tastes.
- Laurel Gu, Senior Research Analyst

This report looks at the following issues:

  • Specialised yogurt to target different demographic groups’ nutrition needs
  • A white space – yogurt with flavouring ingredients in a separate layer/chamber
  • Yogurt to help weight-loss

 

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: China yogurt market, retail volume and value sales, 2009-14
                • Figure 2: China yogurt market retail sales, by volume, 2009-19
                • Figure 3: China yogurt market retail sales, by value, 2009-19
                • Figure 4: Volume share and value share of China retail yogurt market, by segment, 2013
              • Companies and brands
                • Figure 5: Top 10 companies’ market shares in the China retail yogurt market, by value, 2012 and 2013
              • The consumer
                • Different forms of yogurt/yogurt drinks for different purposes
                  • Figure 6: Reasons for eating yogurt/yogurt drinks, July 2014
                • Consumers switch between different yogurt flavours and formats
                  • Figure 7: Yogurt flavours/formats eaten in the last month, July 2014
                • Flavour innovations to target different demographic groups
                  • Figure 8: Consumer interest in yogurt flavours, July 2014
                • Making a yogurt choice requires a balance between multiple factors
                  • Figure 9: Important factors in buying yogurt/yogurt drinks, July 2014
                • Probiotics are loved by consumers but lack brand differentiation
                  • Figure 10: Attitudes towards active probiotics used in yogurt/yogurt drinks, July 2014
                • Nutritional value of ambient yogurt is yet to be further exploited
                  • Figure 11: Attitude towards ambient and chilled yogurt/yogurt drinks, July 2014
                • Consumers look for flavour innovations in a bolder format
                  • Figure 12: Attitude towards yogurt snacks, July 2014
                • Increasing portability of yogurt – another white space for product innovations
                  • Figure 13: Attitude towards on-the-go consumption of yogurt/yogurt drinks, July 2014
                • Key issues
                  • Specialised yogurt to target different demographic groups’ nutrition needs
                    • Figure 14: Attitude towards healthy yogurt, July 2014
                  • A white space – yogurt with flavouring ingredients in a separate layer/chamber
                    • Yogurt to help weight-loss
                      • What we think
                      • Issues and Insights

                          • Specialised yogurt to target different demographic groups’ nutrition needs
                            • The facts
                              • The implications
                                • Figure 15: examples of yogurt targeting at senior people and kids, China, Canada, 2014
                                • Figure 16: Example of yogurt targeted at males, USA, 2013
                              • A white space – yogurt with flavouring ingredients in a separate layer/chamber
                                • The facts
                                  • The implications
                                    • Figure 17: Example of yogurt featuring a separate chamber of crunchy snacks, Poland, 2013
                                    • Figure 18: Example of yogurt featuring a separate chamber of indulgent sauces, Poland, 2013
                                    • Figure 19: Example of yogurt featuring a separate chamber of cereals, Switzerland, 2014
                                  • Yogurt to help weight-loss
                                    • The facts
                                      • The implications
                                          • Figure 20: Examples of yogurt offering sliming benefits, South Africa, Russia, 2013
                                      • Trend Applications

                                          • Prove It
                                            • Sense of the Intense
                                                • Figure 21: Dessert type yogurt examples from Poland (2014), Canada (2013) and the US (2014)
                                              • Let’s make a deal
                                              • Market Size and Forecast

                                                • Key points
                                                  • The yogurt market is growing
                                                    • Figure 22: China yogurt market, retail volume and value sales, 2009-19
                                                  • There is scope for further growth in consumption
                                                    • Figure 23: Per capita yogurt consumption (2013), retail volume growth (2012-13), China and global
                                                  • Growth is forecast to continue
                                                    • Figure 24: China yogurt market retail sales, by volume, 2009-19
                                                    • Figure 25: China yogurt market retail sales, by value, 2009-19
                                                • Market Segmentation

                                                  • Key points
                                                    • Drinking yogurt driven by ambient drinking yogurt and chilled lactobacillus drinks
                                                      • Figure 26: Volume and value sales of China retail yogurt market, by segment, 2012-14
                                                      • Figure 27: Four types of drinking yogurt and typical products/brands under each type
                                                      • Figure 28: Retail value sales of drinking yogurt, China, 2009-19
                                                    • Spoonable natural yogurt to ride on the healthy eating trend
                                                      • Figure 29: Retail value sales of spoonable-natural yogurt, China, 2009-19
                                                    • Spoonable flavoured yogurt to fit into consumers’ growing desire for more indulgent snacks
                                                      • Figure 30: Retail value sales of spoonable flavoured yogurt, China, 2009-19
                                                  • Market Share

                                                    • Key points
                                                      • China yogurt market is consolidated
                                                        • Figure 31: Top 10 companies’ market shares in the China retail yogurt market, by value and volume, 2012 and 2013
                                                      • International companies to find their way in via ambient formats
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • More brands launching premium ambient yogurt
                                                            • Figure 32: Share of new yogurt launches, by storage type, selected countries, 2013
                                                            • Figure 33: Examples of new ambient yogurt launches, China, 2014
                                                          • Back to basics
                                                            • “Minus” claims to catch people’s attention
                                                              • Figure 34: Share of new yogurt launches, by “minus” claims, China, 2009-13
                                                              • Figure 35: Examples of new yogurt launches featuring minus claims, China, 2013-14
                                                            • Unflavoured yogurt launches on the rise
                                                              • Figure 36: Share of new yogurt launches, by flavour, China, 2009-13
                                                            • Flavour innovations focusing around super fruits and cereals
                                                              • Figure 37: Examples of new yogurt launches featuring rare superfruits, China, 2013-14
                                                              • Figure 38: Examples of new yogurt launches featuring cereals, China, 2013-14
                                                            • Exploring traditional Chinese nourishing ingredients in yogurt
                                                              • Figure 39: Examples of new yogurt launches featuring traditional Chinese ingredients, China, 2013-14
                                                          • Companies and Brands

                                                            • China Mengniu Dairy Company Limited
                                                              • Figure 40: Mengniu’s yogurt brand portfolio, July 2014
                                                            • Inner Mongolia Yili Industrial Group Co., Ltd.
                                                              • Figure 41: Yili’s yogurt product portfolio, July 2014
                                                              • Figure 42: Yili’s display in SIAL China 2014, May 2014
                                                            • Bright Dairy & Food Co., Ltd.
                                                              • Figure 43: Bright Dairy’s yogurt product portfolio, July 2014
                                                            • Yakult Honsha Co., Ltd.
                                                              • China Huishan Dairy Holdings Company Limited
                                                                • Figure 44: Huishan’s yogurt product portfolio, July 2014
                                                              • Beijing Sanyuan Foods Co., Ltd.
                                                                • Figure 45: Sanyuan’s yogurt product portfolio, July 2014
                                                            • The Consumer – Occasions of Eating Different Types of Yogurt

                                                              • Key points
                                                                • Lactobacillus drinks and ambient yogurt achieving high penetration
                                                                  • Figure 46: Types of yogurt/yogurt drinks eaten in the last 3 months, July 2014
                                                                • Tying different yogurt types to specific consumption occasions
                                                                  • Figure 47: Reasons for eating yogurt/yogurt drinks, July 2014
                                                                • Ambient yogurt drinks – a good thirst quencher
                                                                  • Ambient yogurt – meeting people’s nutritional needs and targeting older consumers
                                                                    • Chilled lactobacillus drinks – helping digestion
                                                                      • Chilled spoonable yogurt – further adventures into the snacking world
                                                                        • Chilled drinking yogurt – yet to find a point of differentiation
                                                                        • The Consumer – Popular Yogurt Flavours/Formats

                                                                          • Key points
                                                                            • Consumers switch between different yogurt flavours and formats
                                                                              • Figure 48: Yogurt flavours/formats eaten in the last month, July 2014
                                                                            • Opportunity for launching yogurt with separate topping/base layer
                                                                              • Figure 49: Yogurt flavours/formats eaten in the last month, by income, July 2014
                                                                              • Figure 50: Reason of not eating particular yogurt flavours/formats, July 2014
                                                                            • Removing safety concerns on flavoured yogurts to further expansion
                                                                              • Figure 51: Reason of not eating particular yogurt flavours/formats, July 2014
                                                                          • The Consumer –Opportunities for Flavour Innovation

                                                                            • Key points
                                                                              • Plain is consumers’ favourite yogurt flavour
                                                                                • Figure 52: Interest in yogurt flavours, July 2014
                                                                              • Flavour innovations can target different demographic groups
                                                                                  • Figure 53: Interest in yogurt flavours, by age, July 2014
                                                                                  • Figure 54: Interest in yogurt flavours, by income, July 2014
                                                                                  • Figure 55: Interest in yogurt flavours, gender, July 2014
                                                                              • The Consumer – Important Factors in Choosing Yogurt/Yogurt Drinks

                                                                                • Key points
                                                                                  • Health enhancing benefits rising as top purchase drivers
                                                                                    • Figure 56: Important factors in choosing yogurt/yogurt drinks, July 2014
                                                                                    • Figure 57: Important factors in choosing yogurt/yogurt drinks, by demographics, July 2014
                                                                                  • “Non-reconstituted milk” attracts high income consumers in tier one cities
                                                                                    • Figure 58: Important factors in choosing yogurt/yogurt drinks, by demographics, July 2014
                                                                                  • Tier 1 city consumers are more reactive to promotional offers
                                                                                    • Figure 59: importance of special offer in buying yogurt/yogurt drinks, by demographics, July 2014
                                                                                    • Figure 60: Important factors in choosing yogurt/yogurt drinks, by gender, July 2014
                                                                                • The Consumer – Attitudes towards Yogurt

                                                                                  • Key points
                                                                                    • Nutrition enhancement benefits can drive healthy perceptions
                                                                                      • Figure 61: Attitude towards healthy yogurt/yogurt drinks, July 2014
                                                                                    • Consumers like active probiotics, but are somewhat confused…
                                                                                      • Figure 62: Attitudes towards active probiotics used in yogurt/yogurt drinks, July 2014
                                                                                    • Nutritional value of ambient yogurt is yet to be further exploited
                                                                                      • Figure 63: Attitudes towards ambient and chilled yogurt/yogurt drinks, July 2014
                                                                                    • Launching yogurt-based desserts/snack food
                                                                                      • Figure 64: Attitudes towards yogurt snacks, July 2014
                                                                                    • Making yogurt more easily available
                                                                                      • Figure 65: Attitudes towards on-the-go consumption of yogurt/yogurt drinks, July 2014
                                                                                      • Figure 66: Yakult’s product display in the check-out area of a supermarket, Japan, August 2014
                                                                                      • Figure 67: Portable yogurt/yogurt drinks examples, the Netherlands, South Korea (2014)
                                                                                  • Appendix – Sample Composition

                                                                                      • Figure 68: Sample composition, July 2014
                                                                                  • Appendix – Market Size and Forecast

                                                                                      • Figure 69: China yogurt market, retail volume sales (000 tonnes), by segment, 2009-19
                                                                                      • Figure 70: China yogurt market, retail value sales (RMB bn), by segment, 2009-19
                                                                                      • Figure 71: Retail volume sales of drinking yogurt, China, 2009-19
                                                                                      • Figure 72: Retail volume sales of spoonable-natural yogurt, China, 2009-19
                                                                                      • Figure 73: Retail volume sales spoonable-flavoured yogurt, China, 2009-19
                                                                                  • Appendix – Types of Yogurt/Yogurt Drinks Eaten in the Last 3 Months

                                                                                      • Figure 74: Types of yogurt/yogurt drinks eaten in the last 3 months, July 2014
                                                                                      • Figure 75: Types of yogurt/yogurt drinks eaten in the last 3 months, by demographics, July 2014
                                                                                  • Appendix – Reasons for Eating Yogurt/Yogurt Drinks

                                                                                      • Figure 76: Reasons for eating yogurt/yogurt drinks, July 2014
                                                                                      • Figure 77: Most popular reasons for eating yogurt/yogurt drinks – Ambient yogurt drinks, by demographics, July 2014
                                                                                      • Figure 78: Next most popular reasons for eating yogurt/yogurt drinks – Ambient yogurt drinks, by demographics, July 2014
                                                                                      • Figure 79: Most popular reasons for eating yogurt/yogurt drinks – Ambient yogurt, by demographics, July 2014
                                                                                      • Figure 80: Next most popular reasons for eating yogurt/yogurt drinks – Ambient yogurt, by demographics, July 2014
                                                                                      • Figure 81: Most popular reasons for eating yogurt/yogurt drinks – Chilled lactobacillus drinks, by demographics, July 2014
                                                                                      • Figure 82: Next most popular reasons for eating yogurt/yogurt drinks – Chilled lactobacillus drinks, by demographics, July 2014
                                                                                      • Figure 83: Most popular reasons for eating yogurt/yogurt drinks – Chilled spoonable yogurt, by demographics, July 2014
                                                                                      • Figure 84: Next most popular reasons for eating yogurt/yogurt drinks – Chilled spoonable yogurt, by demographics, July 2014
                                                                                      • Figure 85: Most popular reasons for eating yogurt/yogurt drinks – Chilled drinking yogurt, by demographics, July 2014
                                                                                      • Figure 86: Next most popular reasons for eating yogurt/yogurt drinks – Chilled drinking yogurt, by demographics, July 2014
                                                                                  • Appendix – Yogurt Flavours/Formats Eaten in the Last Month

                                                                                      • Figure 87: Yogurt flavours/formats eaten in the last month, July 2014
                                                                                      • Figure 88: Yogurt flavours/formats eaten in the last month, by demographics, July 2014
                                                                                  • Appendix – Reason for Not Eating Particular Flavours/Format

                                                                                      • Figure 89: Reasons for not eating particular flavours/formats, July 2014
                                                                                  • Appendix – Interest in Yogurt Flavours

                                                                                      • Figure 90: Interest in yogurt flavours, July 2014
                                                                                      • Figure 91: Most popular interest in yogurt flavours, by demographics, July 2014
                                                                                      • Figure 92: Next most popular interest in yogurt flavours, by demographics, July 2014
                                                                                      • Figure 93: Other interest in yogurt flavours, by demographics, July 2014
                                                                                  • Appendix – Important Factors in Buying Yogurt/ Yogurt Drinks

                                                                                      • Figure 94: Important factors in choosing yogurt/yogurt drinks, July 2014
                                                                                      • Figure 95: Most popular important factors in choosing yogurt/yogurt drinks – All, by demographics, July 2014
                                                                                      • Figure 96: Next most popular important factors in choosing yogurt/yogurt drinks – All, by demographics, July 2014
                                                                                      • Figure 97: Other important factors in choosing yogurt/yogurt drinks – All, by demographics, July 2014
                                                                                  • Appendix – Attitudes towards Yogurt/Yogurt Drinks

                                                                                      • Figure 98: Attitudes towards yogurt/yogurt drinks, July 2014
                                                                                      • Figure 99: Agreement with the statements A and B, by demographics, July 2014
                                                                                      • Figure 100: Agreement with the statements A and B, by demographics, July 2014
                                                                                      • Figure 101: Agreement with the statements A and B, , by demographics, July 2014
                                                                                      • Figure 102: Agreement with the statements A and B, by demographics, July 2014
                                                                                      • Figure 103: Agreement with the statements A and B, by demographics, July 2014
                                                                                      • Figure 104: Agreement with the statements ‘A-I prefer to carry yogurt/yogurt drinks with me for drinking when out and about, B-I prefer to buy yogurt/yogurt drinks for drinking when out and about’, by demographics, July 2014

                                                                                  Companies Covered

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

                                                                                  Yogurt - China - September 2014

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