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Executive Summary
- What consumers want and why
- Challenges
- Opportunities
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The Consumer
- Category overview
- Purchase of spoonable yogurt
- Graph 1: yogurt and dairy beverages purchase (spoonable), 2024
- Purchase of drinkable yogurt and dairy beverages
- Graph 2: yogurt and dairy beverages purchase (drinkable), 2024
- Consumers in the Center-West are more likely to buy drinkable options with functional benefits than light/zero versions
- Graph 3: yogurt and dairy beverages purchase – selected items, by region, 2024
- Good flavor is the main motivation to buy yogurts
- Graph 4: motivation to having yogurt, 2024
- Perception of the difference between yogurts and dairy drinks
- Graph 5: awareness of types of fermented dairy, 2024
- Yogurt and dairy beverages purchased
- Yogurts with indulgent flavors and thick textures, whether spoonable or drinkable, are more appealing to AB consumers
- Graph 6: yogurt and dairy beverages purchase – selected items, by socioeconomic group, 2024
- Transparent packaging can elevate the flavors and textures of yogurts aimed at AB consumers.
- Spoonable plain dairy yogurt products can reinforce the presence of probiotics
- Graph 7: reasons to think yogurts are healthy – selected item, by yogurt and dairy beverages purchase, 2024
- Highlight the presence of probiotics in options other than plain dairy yogurts
- Healthiness perception of yogurt
- Use of yogurt as an ingredient can increase the perception of healthfulness in other categories
- Other categories can invest in the use of yogurt
- Category can reinforce its healthy characteristics to Gen Zs
- Graph 8: reasons to think yogurts are healthy – selected items, by generation, 2024
- The importance of probiotics for gut and microbiota health and their relationship with emotional wellbeing can attract Gen Zs
- Plant-based yogurt brands can highlight its natural ingredients
- Graph 9: reasons to think yogurts are healthy – selected item, by yogurt and dairy beverages purchase, 2024
- Plant-based yogurts with natural ingredients
- Motivation to having yogurt
- Women are more likely to be attracted by good snacking options
- Graph 10: motivation to having yogurt – top three choices, by gender, 2024
- Yogurts meant to be consumed as snacks can focus on healthiness, satiety, and texture.
- Innovation in indulgent flavors can attract men
- Graph 11: interest in innovations – selected items (any interest), by gender, 2024
- Graph 12: motivation to having yogurt – selected item, by gender, 2024
- Flavor innovations can arouse greater interest from men
- Brands can focus on convenience to gain more space among university students
- Graph 13: motivation to having yogurt – selected item, by student status, 2024
- Pouch formats don’t need to be limited to children and can offer additional benefits beyond convenience
- Yogurt consumption habits
- Versatility and the ability to customize pure dairy and plant-based yogurts can encourage more frequent usage
- Graph 14: yogurt consumption habits – selected item, by yogurt and dairy beverages purchase (spoonable), 2024
- Invite consumers to customize their yogurt
- Consumers of high-protein dairy yogurt products and dairy yogurt products with add-ins in separated pack are buying yogurt in larger packages
- Graph 15: yogurt consumption habits – selected item, by yogurt and dairy beverages purchase (spoonable), 2024
- Category can explore larger packaging beyond traditional and fruit-flavored yogurts
- More nutritionally complete formulations that promote satiety may interest consumers aged 35+
- Graph 16: yogurt consumption habits – selected item, by age group, 2024
- Yogurts can emphasize their ability to promote a feeling of satiety
- Interest in innovations
- Yogurts for different times of the day
- Breakfast-focused yogurts
- Yogurts for consumption at night
- Yogurt options with add-on ingredients can bring mixes of sweet and savory flavors
- Yogurt options with additional ingredients can create sweet and savory flavor combinations
- Graph 17: interest in innovations – selected item, by yogurt and dairy beverages purchase (spoonable), 2024
- Yogurts with added ingredients can bring a savory touch to launches
- Buyers of specific types of drinkable yogurt are more interested in canned yogurt drinks
- Graph 18: interest in innovations – selected item, by yogurt and dairy beverages purchase, 2024
- Canned yogurt drinks can attract innovation and expand space in the non-alcoholic beverage category
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Key Players
- Companies and brands
- Lactalis increases its presence in the Brazilian market
- Trevo Lácteos reveals expansion plans
- Launches and campaigns
- Yogurt products continue to invest in recyclable packaging
- Giving more energy through protein
- Vida Veg and Mãe Terra make partnership
- Danone launches Danoninho Bom Dia, with Sabrina Sato and Negra Li
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The Market
- Yogurt and dairy beverage prices rise
- Graph 19: INPC – annual change, 2020-24
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Appendix – market size and market share
- Market size in retail value
- Market size in retail volume
- Market share in value
- Market share in volume
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Appendix – Definition, Methodology and Abbreviations
- Report definition
- Methodology
- Abbreviations
This report looks at the following areas:
- Yogurt and dairy beverages purchase
- Awareness of types of fermented dairy
- Healthiness perception of yogurt
- Motivation to having yogurt
- Yogurt consumption habits
- Interest in innovations
While taste and health are crucial, the cost has hindered the growth of this category in consumers' daily lives.
Ana Paula Gilsogamo, Senior Analyst Food & Drink, Latam
Market Definitions
The yogurt market consists of natural and flavored yogurts for drinking (in bottles) and eating with a spoon (in pots). It does not include frozen yogurt, kefir-type yogurts, quark, fromage frais and yogurts with complex bacterial content. Market value and volume are based on retail sales, including direct sales to consumers.
Non-dairy yogurt made with plant-based milk and yogurt-based desserts were also considered for consumer research.
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