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Yogurt - UK - May 2009

Mintel last reported on the yogurt market in 2007, since when, the market has faced new challenges in the form of rapidly rising costs, a swing towards broad-based health in consumer attitudes and softening demand in the economic downturn.

Sales value increased by 7% in 2008, to reach £1,528 million, the value growth partly driven by global dairy price inflation. Spoonable yogurts/fromage frais posted 9% sales growth to reach £1,290 million, fuelled by strong performance from Activia, the relaunched Müllerlight and Onken, among others. Meanwhile, the yogurt drink segment saw sales fall further in 2008, by an estimated 3% to £238 million, still trying to find its footing after the boom and bust of active health yogurt drinks.

While some yogurt brands have established themselves as functional, yogurt is mostly seen as a discretionary purchase rather than a necessity. Thus, as consumers cut back on spending in the downturn, we expect demand for yogurt to soften, with slower growth at 4% estimated for 2009, to £1,590 million. As a small, healthy treat, yogurt will still hold its place in many shopping baskets.

Key themes

  • How will the yogurt category perform as the recession deepens?

  • Is yogurt a jack of all occasions, but master of none – how is the use of yogurt changing and can brands encourage greater usage?

  • How is the competitive landscape changing as many of the brands reposition themselves?

  • What are the differences across demographic groups on perceptions and uses of yogurt?

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

            • The forgotten teens
              • Feeding the snack society
                • Superfoods for Pure health
                  • Forgotten yogurt
                    • Customization
                    • Market in Brief

                      • Slowing, but healthy growth ahead
                        • Children’s yogurts strong, active health largely lacklustre
                          • Müller leads in a concentrated market
                            • Themes of 2008
                              • Seen as a healthy snack, choice driven by offers
                              • Internal Market Environment

                                • Key points
                                  • A quest for health
                                    • Figure 1: Agreement that “I should do a lot more about my health ", by selected demographics, 2008
                                  • A natural trend
                                    • Figure 2: Trend in willingness to pay more for additive free and organic food, 2004-08
                                    • Figure 3: Willingness to pay more for additive-free and organic food, by age (indexed), 2008
                                  • Half the population try to slim
                                    • Figure 4: Trend in adults dieting/trying to get slim, 2004-08 and adults dieting/trying to get slim, by age, 2008
                                    • Figure 5: Agreement with statements about healthy lifestyles and eating habits, 2008
                                  • Quick health fixes can bloom in recession
                                      • Figure 6: Complaints suffered from in the last 12 months, 2004-08
                                  • Broader Market Environment

                                    • Key points
                                      • AB socio-economic group to grow
                                        • Figure 7: Changes in UK adult population, by socio-economic group, 2004-04 and 2009-14
                                      • Ageing population is good for yogurts
                                        • Figure 8: Changes in the UK population, by age, 2004, 2009 and 2014
                                      • EC and ASA get tough on health claims
                                        • Milk price rises put pressure on brands
                                          • Figure 9: UK farmgate price of milk, January 2004-January 2009
                                        • Dairy alternatives
                                        • Competitive Context

                                          • Key points
                                            • Yogurt within the dairy market
                                              • Figure 10: UK retail value sales of dairy products, 2004-08
                                            • Wide competitive set
                                              • Figure 11: Performance of competing markets, Index, 2004-08 (WIP)
                                              • Figure 12: Performance of competing markets, 2004-08 (WIP)
                                            • Yogurts as a dessert
                                              • Yogurts in the snack market
                                                • Yogurt not tapping into on-the-go growth
                                                  • Healthier school meals an opportunity
                                                    • Yogurt as breakfast
                                                      • As a natural food
                                                      • Strengths and Weaknesses in the Market

                                                        • Strengths
                                                          • Weaknesses
                                                          • Who’s Innovating

                                                            • Key points
                                                              • Focus on soft innovation
                                                                  • Figure 13: NPD activity, by launch type within the UK yogurt market, 2008
                                                                  • Figure 14: Change in type of NPD activity within the UK yogurt market, 2006-08
                                                                • Top claims taken as given
                                                                    • Figure 15: NPD activity, by leading claims within the UK yogurt market, 2008
                                                                    • Figure 16: Change in NPD activity, by selected claims within the UK yogurt market, 2006-08
                                                                    • Figure 17: NPD activity, by claims category within the UK yogurt market, 2006-08
                                                                  • Who’s driving innovation?
                                                                    • Figure 18: Top Five companies, by NPD activity within the UK yogurt market, 2006-08
                                                                    • Figure 19: Own-label NPD activity within the UK yogurt market, 2006-08
                                                                  • Themes in new product launches
                                                                    • Limited editions
                                                                      • Natural functionality
                                                                        • Desserts/indulgence
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Figure 20: UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), and index of growth, 2004-14
                                                                            • Figure 21: UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), at current and constant prices, 2004-14
                                                                          • 10% real growth forecast for yogurt and fromage frais
                                                                              • Figure 22: UK retail value sales of yogurt and fromage frais (pots, tubes), at current and constant prices, 2004-14
                                                                            • Yogurt drinks looking healthier
                                                                                • Figure 23: UK retail value sales of yogurt drinks, at current and constant prices, 2004-14
                                                                              • Factors used in the forecast
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Market segmentation – by format
                                                                                    • Pots and tubes dominate
                                                                                      • Figure 24: UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), percentage by format, 2004-09
                                                                                      • Figure 25: UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), by format, 2004-09
                                                                                    • Market segmentation – by function
                                                                                      • Figure 26: UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), by positioning, 2006-08
                                                                                    • Active health – regaining momentum?
                                                                                      • Organic loses momentum
                                                                                        • Light/diet out of favour
                                                                                          • Health to boost children’s yogurts
                                                                                            • Mixed fortunes for other categories
                                                                                            • Market Share and Product Positioning

                                                                                              • Key points
                                                                                                • Top manufacturers dominate
                                                                                                  • Figure 27: Manufacturers’ shares in UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), 2008
                                                                                                • Yogurt pots
                                                                                                  • Figure 28: Leading brands in UK retail value sales of yogurt and fromage frais (pots and tubes), 2005-08
                                                                                                • Activia steams ahead
                                                                                                  • Market leader Müller holds its ground
                                                                                                    • Petits Filous strong at Yoplait
                                                                                                      • Nestlé struggles
                                                                                                        • Mixed fortunes in organics
                                                                                                          • Own brands steady
                                                                                                            • Yogurt drinks
                                                                                                              • Figure 29: Leading brands in the UK yogurt drink market, 2005-08
                                                                                                            • Product positioning
                                                                                                              • Active health earns highest premiums
                                                                                                                • Figure 30: Typical retail prices of selected yogurts, April 2009
                                                                                                            • Companies and Products

                                                                                                              • Key points
                                                                                                                • Manufacturers and brands
                                                                                                                  • Figure 31: Leading companies in the yogurt market and their brands
                                                                                                                • Major players
                                                                                                                  • Alpro
                                                                                                                    • Arla Foods UK
                                                                                                                      • Benecol
                                                                                                                        • Dale Farm
                                                                                                                          • Fage
                                                                                                                            • Groupe Danone
                                                                                                                              • Müller
                                                                                                                                • Nestlé
                                                                                                                                  • Onken (Dr Oetker)
                                                                                                                                    • Rachel’s Organic
                                                                                                                                      • St Helen’s Farm
                                                                                                                                        • Unilever UK Foods (Flora pro-activ)
                                                                                                                                          • Yakult
                                                                                                                                            • Yeo Valley
                                                                                                                                              • Yoplait
                                                                                                                                              • Brand Elements

                                                                                                                                                  • Brand map
                                                                                                                                                    • Figure 32: Attitudes and usage of yogurt brands, April 2009
                                                                                                                                                  • Brand qualities of yogurt brands
                                                                                                                                                    • Yeo Valley most natural, but Activia healthiest
                                                                                                                                                      • Figure 33: Personalities of various yogurt brands, April 2009
                                                                                                                                                    • Experience of yogurt brands
                                                                                                                                                      • Müller most used, Yakult least used
                                                                                                                                                        • Figure 34: Consumer usage of various yogurt brands, April 2009
                                                                                                                                                      • Brand intentions for yogurt brands
                                                                                                                                                        • Müller has best retention, Munch Bunch more niche appeal
                                                                                                                                                          • Figure 35: Consideration of various yogurt brands, April 2009
                                                                                                                                                        • Brand satisfaction for yogurt brands
                                                                                                                                                          • Müller and Activia most satisfying
                                                                                                                                                            • Figure 36: Satisfaction with various yogurt brands, April 2009
                                                                                                                                                          • Brand commitment to yogurt brands
                                                                                                                                                            • Müller has strongest commitment
                                                                                                                                                              • Figure 37: Commitment to various yogurt brands, April 2009
                                                                                                                                                            • Müller
                                                                                                                                                              • What the brand is trying to achieve
                                                                                                                                                                • What the consumer thinks
                                                                                                                                                                  • Figure 38: Attitudes towards the Müller brand, April 2009
                                                                                                                                                                • Munch Bunch
                                                                                                                                                                  • What the brand is trying to achieve
                                                                                                                                                                    • What the consumer thinks
                                                                                                                                                                      • Figure 39: Attitudes towards the Munch Bunch brand, April 2009
                                                                                                                                                                    • Activia
                                                                                                                                                                      • What the brand is trying to achieve
                                                                                                                                                                        • What the consumer thinks
                                                                                                                                                                          • Figure 40: Attitudes towards the Activia brand, April 2009
                                                                                                                                                                        • Yeo Valley Organic
                                                                                                                                                                          • What the brand is trying to achieve
                                                                                                                                                                            • What the consumer thinks
                                                                                                                                                                              • Figure 41: Attitudes towards the Yeo Valley Organic brand, April 2009
                                                                                                                                                                            • Round up
                                                                                                                                                                            • Brand Communication and Promotion

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Main media spend drops in 2008
                                                                                                                                                                                  • Figure 42: Main monitored media advertising spend on yogurt, 2004-08
                                                                                                                                                                                • Three manufacturers dominate
                                                                                                                                                                                  • Figure 43: Main monitored media advertising spend on yogurt and fromage frais, by advertiser, 2006-08
                                                                                                                                                                                • Five brands – half of adspend
                                                                                                                                                                                  • Figure 44: Main monitored media advertising expenditure on yogurts, by brand, 2007-08
                                                                                                                                                                                • Summer the season for yogurt?
                                                                                                                                                                                  • TV the media of choice
                                                                                                                                                                                      • Figure 46: Main monitored media advertising spend on yogurt and fromage frais, by media type, 2006-08
                                                                                                                                                                                    • Testimonials remain central in active health
                                                                                                                                                                                      • Empowering the consumer
                                                                                                                                                                                      • Channels to Market

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Multiples dominate
                                                                                                                                                                                            • Figure 47: UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), by outlet type, 2005-08
                                                                                                                                                                                          • Special offers key for Asda shoppers
                                                                                                                                                                                            • Own brand steady but small in yogurt
                                                                                                                                                                                            • Consumer Usage

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Yogurt usage in decline
                                                                                                                                                                                                    • Figure 48: Trend in usage of yogurt and fromage frais, 2004-08
                                                                                                                                                                                                  • Heavy users – 65+
                                                                                                                                                                                                    • Figure 49: Consumption of yogurt and fromage frais in the last 12 months, by demographics, 2008
                                                                                                                                                                                                    • Figure 50: Daily consumption of yogurt and fromage frais in the last 12 months, by demographics, 2008
                                                                                                                                                                                                    • Figure 51: Most valuable consumers for volume sales of yogurt, 2008
                                                                                                                                                                                                  • Yogurt drinks lose users in 2008
                                                                                                                                                                                                      • Figure 52: Trends in usage of yogurt drinks, 2004-08
                                                                                                                                                                                                  • Consumer Attitudes Towards Use and Purchase

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Yogurt is a jack of all occasions, but is it the master of any?
                                                                                                                                                                                                          • Figure 53: Ways in which yogurt is eaten/used, July 2007 and January 2009
                                                                                                                                                                                                        • Snack and breakfast for the young
                                                                                                                                                                                                          • Offers are the main trigger
                                                                                                                                                                                                              • Figure 54: Attitudes to yogurt, January 2009
                                                                                                                                                                                                            • Brands for the young, health for older
                                                                                                                                                                                                              • Healthy above all
                                                                                                                                                                                                                  • Figure 55: Words associated with yogurt, January 2009
                                                                                                                                                                                                                • What you see is what you get
                                                                                                                                                                                                                  • Figure 56: Attributes of yogurt, by age group, January 2009
                                                                                                                                                                                                              • The Consumer – Target Groups

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                    • Figure 57: Target groups for yogurt, January 2009
                                                                                                                                                                                                                  • Offer watchers (32%)
                                                                                                                                                                                                                    • Brand loyal (31%)
                                                                                                                                                                                                                      • Health-conscious (20%)
                                                                                                                                                                                                                        • Indulgers (17%)
                                                                                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                                                                                            • Figure 58: Trend in healthy lifestyles and eating habits, 2004-08
                                                                                                                                                                                                                            • Figure 59: Healthy lifestyles and eating habits, by detailed demographics, 2008
                                                                                                                                                                                                                            • Figure 60: Healthy lifestyles and eating habits, by detailed demographics, 2008 (continued)
                                                                                                                                                                                                                            • Figure 61: Trend in adults dieting/trying to get slim, 2004-08
                                                                                                                                                                                                                            • Figure 62: Adults dieting/trying to get slim, by detailed demographics, 2008
                                                                                                                                                                                                                            • Figure 63: Digestive conditions, by detailed demographics, 2008
                                                                                                                                                                                                                        • Appendix – Consumer Usage

                                                                                                                                                                                                                            • Figure 64: Consumption of yogurt and fromage frais in the last 12 months, by demographics, 2008
                                                                                                                                                                                                                            • Figure 65: Usage of yogurt drinks, by demographics, 2008
                                                                                                                                                                                                                        • Appendix – Consumer Attitudes Towards Use and Purchase

                                                                                                                                                                                                                            • Figure 66: Ways in which yogurts are eaten/used, by detailed demographics, January 2009
                                                                                                                                                                                                                            • Figure 67: Ways in which yogurts are eaten/used, by detailed demographics, January 2009
                                                                                                                                                                                                                            • Figure 68: Statements about yogurts, by detailed demographics, January 2009
                                                                                                                                                                                                                            • Figure 69: Statements about yogurts, by detailed demographics, January 2009 (continued)
                                                                                                                                                                                                                            • Figure 70: Words associated with yogurt, by detailed demographics, January 2009
                                                                                                                                                                                                                            • Figure 71: Words associated with yogurt, by detailed demographics, January 2009
                                                                                                                                                                                                                            • Figure 72: Words associated with yogurt, by ways in which yogurts are eaten/used, January 2009
                                                                                                                                                                                                                            • Figure 73: Words associated with yogurt, by ways in which yogurts are eaten/used, January 2009 (continued)
                                                                                                                                                                                                                            • Figure 74: Words associated with yogurt, by statements about yogurts, January 2009
                                                                                                                                                                                                                            • Figure 75: Words associated with yogurt, by dtatements about yogurts, January 2009 (continued)
                                                                                                                                                                                                                        • Appendix – The Consumer – Target Groups

                                                                                                                                                                                                                            • Figure 76: Target groups, by detailed demographics, January 2009
                                                                                                                                                                                                                            • Figure 77: Ways in which yogurts are eaten/used, by target groups, January 2009
                                                                                                                                                                                                                            • Figure 78: Statements about yogurts, by target groups, January 2009
                                                                                                                                                                                                                            • Figure 79: Words associated with yogurt, by target groups, January 2009
                                                                                                                                                                                                                            • Figure 80: Grocery shopping habits, by target groups, January 2009
                                                                                                                                                                                                                            • Figure 81: Health statements, by target groups, January 2009
                                                                                                                                                                                                                            • Figure 82: Statements on eating habits, by target groups, January 2009

                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                        • Advertising Standards Authority
                                                                                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                                                                                        • British Market Research Bureau (BMRB)
                                                                                                                                                                                                                        • British Nutrition Foundation
                                                                                                                                                                                                                        • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                                        • Co-operative Group
                                                                                                                                                                                                                        • Dale Farm Ltd
                                                                                                                                                                                                                        • Danone UK Ltd
                                                                                                                                                                                                                        • Dr Oetker
                                                                                                                                                                                                                        • European Food Standards Agency
                                                                                                                                                                                                                        • Food Standards Agency
                                                                                                                                                                                                                        • Government Actuary's Department (GAD)
                                                                                                                                                                                                                        • John Lewis Partnership
                                                                                                                                                                                                                        • Johnson & Johnson Ltd
                                                                                                                                                                                                                        • Kraft Foods UK
                                                                                                                                                                                                                        • Lidl (UK)
                                                                                                                                                                                                                        • Marks & Spencer
                                                                                                                                                                                                                        • McDonald's Restaurants Limited (UK)
                                                                                                                                                                                                                        • McNeil Consumer Nutritionals UK Ltd
                                                                                                                                                                                                                        • National Dairy Council (NDC)
                                                                                                                                                                                                                        • Nestlé UK Ltd
                                                                                                                                                                                                                        • Northern Foods Plc
                                                                                                                                                                                                                        • Onken Dairy
                                                                                                                                                                                                                        • Rachel's Organic Dairy
                                                                                                                                                                                                                        • Soil Association
                                                                                                                                                                                                                        • Tesco Plc
                                                                                                                                                                                                                        • Unilever Bestfoods UK Ltd
                                                                                                                                                                                                                        • United Biscuits
                                                                                                                                                                                                                        • Vandemoortele Group NV
                                                                                                                                                                                                                        • Virgin Media Ltd
                                                                                                                                                                                                                        • Waitrose
                                                                                                                                                                                                                        • Weight Watchers Ltd. (UK)
                                                                                                                                                                                                                        • Yakult UK Ltd
                                                                                                                                                                                                                        • Yeo Valley Farms (Production) Ltd
                                                                                                                                                                                                                        • Yoplait Dairy Crest

                                                                                                                                                                                                                        Yogurt - UK - May 2009

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