2023
8
China Yogurt Market Report 2023
2023-07-05T03:06:11+00:00
REPD6B076B4_FF8B_4456_961C_CFFFAD9EC596
3695
164707
[{"name":"Yogurt","url":"https:\/\/store.mintel.com\/industries\/food\/dairy\/yogurt"}]
Report
en_GB
“As consumer awareness of probiotics is limited, direct and simple communication can better covey benefits of probiotics in chilled yogurt and establish its irreplaceability. Frozen yogurt and the natural thickness…

China Yogurt Market Report 2023

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“As consumer awareness of probiotics is limited, direct and simple communication can better covey benefits of probiotics in chilled yogurt and establish its irreplaceability. Frozen yogurt and the natural thickness of strained yogurt can be new innovation directions to redefine indulgence and sustain consumption interest, while artificial sweeteners are next to be optimised in the formula under sugar reduction and clean label trends.”

–   Rika Huang, Research Analyst

This report discusses the following key topics:

  • Future market outlook and growth prospects in the next five years
  • Consumption trends of chilled and ambient yogurt
  • Noteworthy new product trends and marketing activities
  • Novel yogurt consumption method attracting consumers
  • Next-to-watch additives in formula optimisation
Collapse All

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Covered in this Report
    • Definition

  2. Executive Summary

    • The market
    • Ambient yogurt demonstrates more resilient over chilled yogurt
      • Figure 1: Retail market value and forecast of yogurt, China, 2017-27
      • Figure 2: Retail market value and forecast of ambient yogurt, China, 2017-27
      • Figure 3: Retail market value and forecast of chilled yogurt, China, 2017-27
    • Lactobacillus drinks fall and future recovery may be slow
      • Figure 4: Retail market value and forecast of lactobacillus drinks, China, 2017-27
    • Companies and brands
    • Further centralisation in the market as behemoths maintain leadership positions
      • Figure 5: Leading companies’ value share of yogurt segment*, China, 2021-22
    • Specialisation and functionality as new engines of growth
      • Figure 6: Leading companies’ value share of the lactobacillus drinks segment*, China, 2021-22
    • The consumer
    • Ambient segment outperforms chilled in both yogurt and lactobacillus
      • Figure 7: Consumption frequency, 2023
    • Greek yogurts lead in penetration and consumption growth while Kefir and Icelandic yogurt remain niche
      • Figure 8: Consumption frequency of special yogurts, 2023
    • The versatility of yogurt is far beyond pairing with mix-ins
      • Figure 9: Consumption habits, 2023
    • Yogurt is not as essential as plain milk, chilled segments are not as imperative as ambient segment
      • Figure 10: Segment necessity, 2023
    • Consumers place higher emphasis on authenticity and naturalness
      • Figure 11: Purchase factors, 2023
    • No artificial preservatives, no trans fatty acids and no artificial sweeteners are the most appealing free-from claims
      • Figure 12: Free-from claims, 2023
    • Tropical fruit flavours are top of mind in yogurt
      • Figure 13: Flavour preference, 2023
    • What we think

  3. Issues and Insights

    • Straightforward and simple communication is key to increasing awareness of probiotics in yogurt
      • Figure 14: Meiji Probio Yogurt, China, 2021
    • Look beyond artificial sweeteners to help reduce sugar
      • Figure 15: DaVinci Strawberry Flavoured Yogurt with Fruit Bits, China, 2023
      • Figure 16: Niu Mao Hei Hei Black Barley and Black Wolfberry Flavoured Yogurt, China, 2023
    • Frozen yogurt and natural thickness open up more possibilities for redefining indulgence
      • Figure 17: Xiao Qin Ice Cream Pudding, China, 2023
      • Figure 18: Example of indulgent frozen yogurt, UK & Canada, 2015
      • Figure 19: Example of indulgent Greek yogurt, Switzerland, 2023
      • Figure 20: Spooon wholegrain waffle with Greek yogurt, China, 2023

  4. Market Size, Forecast and Segmentation

    • Retail market of yogurt still struggled in 2022
      • Figure 21: Retail market value and forecast of yogurt, China, 2017-27
      • Figure 22: Retail market volume and forecast of yogurt, China, 2017-27
    • Ambient yogurt is more resilient than chilled yogurt amid uncertainty
      • Figure 23: Retail market value and forecast of ambient yogurt, China, 2017-27
      • Figure 24: Retail market value and forecast of chilled yogurt, China, 2017-27
    • Lactobacillus drinks decline, lacking potential for quick rebound
      • Figure 25: Retail market value and forecast of lactobacillus drinks, China, 2017-27

  5. Market Factors

    • Declining financial status reaches a turning point
      • Figure 26: Changes in financial situation, 2022-23
      • Figure 27: Confidence in future financial situation, 2022-23
    • Eating out spending begins to rebound
      • Figure 28: Spending more – Eating out and in-home food, 2021-23
      • Figure 29: Behaviour of yogurt consumption, 2023
    • Plain white milk poses a threat to yogurt
      • Figure 30: Usage of yogurt, 2023
      • Figure 31: Consumption shift of yogurt, 2023
      • Figure 32: Consumption frequency, 2023
      • Figure 33: Rank of yogurt substitutes, by ambient and chilled yogurt, 2023
      • Figure 34: Average price of chilled yogurt and lactobacillus, China, 2018-23
    • Pessimistic young consumers curb their yogurt consumption
      • Figure 35: Financial status – Much worse off/a little bit worse off, 2022-23
      • Figure 36: Urban Surveyed Unemployment Rate (monthly %), 2020-23

  6. Market Share

    • The market continues to be centralised
      • Figure 37: Leading companies’ value share of yogurt segment*, China, 2021-22
    • Business benefits from sugar reduction innovation
      • Figure 38: Example of sugar reducing products with good sales performance, China, 2022-23
    • Regional leader achieves growth in chilled line
    • Functional upgrades to revitalise the category
      • Figure 39: Leading companies’ value share of the lactobacillus drinks segment*, China, 2021-22

  7. Marketing Activities

    • Engaging consumers via omni-channel strategy
      • Figure 40: Ambrosial on-premise yogurt store in Nanjing, China, 2022
    • Industry behemoths highlight independent research and development of strains
      • Figure 41: YoyiC patented strain PC-01, China, 2023
      • Figure 42: Yili Chang Yi lactobacillus with space strain, China, 2023

  8. New Product Trends

    • Product innovation in yogurt slows down and focus shifts more to chilled spoonable yogurt
      • Figure 43: New yogurt launches, by segment share, China, 2018-23
    • Go beyond sugar reduction and focus on reducing sugar substitutes
      • Figure 44: New yogurt launches, by share of sugar reduction related claims, China, 2018-23
      • Figure 45: New yogurt launches, by share of artificial sweetener or natural sweetener, China, 2018-23
      • Figure 46: Yogurt launches with no sugar substitute claim, China, 2022
      • Figure 47: Example of yogurt highlighting native sweetness, China, 2020
    • Tropical fruit flavours are preferred and related flavour innovation is active
      • Figure 48: New yogurt launches, by share of tropical fruit flavours (inc. blends), unordered, China, 2018-23
      • Figure 49: Example of novel tropical fruit flavours, China, 2022-23
    • Rich taste for fun and health
      • Figure 50: New yogurt launches, by share of texture, China, 2018-23
      • Figure 51: Yogurt launches with rich mix-ins, China, 2023

  9. Consumption Frequency

    • Ambient yogurt rebounds quickly
      • Figure 52: Consumption frequency, 2023
      • Figure 53: Penetration of ambient and chilled yogurt, 2022-23
      • Figure 54: Change of consumption frequency, 2022-23
      • Figure 55: Change of consumption frequency – Ambient yogurt, by city tiers, 2022-23
      • Figure 56: Change of consumption frequency – Ambient yogurt, by household income levels, 2022-23
    • Consumption frequency of chilled yogurt decreases
      • Figure 57: Behaviour of yogurt consumption, by consumption frequency of spoonable yogurt, 2023
      • Figure 58: Share of unit pack size over 500g in spoonable yogurt, China, 2018-23
    • Lactobacillus sees a loss of frequent users
      • Figure 59: Penetration of ambient and chilled lactobacillus, 2022-23
      • Figure 60: Change of consumption frequency, 2022-23
    • Consumption frequency of special yogurts
    • Greek yogurts lead in penetration and consumption growth
      • Figure 61: Consumption frequency of special yogurts, 2023
      • Figure 62: Share of special yogurt in all yogurt launches, China, 2018-23
      • Figure 63: Consumption frequency – Drink more and never drink this/don’t remember, by household income levels, 2023
    • Skyr and Greek yogurt enjoy more positive sentiments from consumers
      • Figure 64: Consumption habits – Skyr or Greek yogurt, 2023
      • Figure 65: Purchase factors, by selected statement – Greek and Skyr purchase willingness, 2023
      • Figure 66: Share of plus claims in Greek yogurt launches, China, 2018-23

  10. Consumption Habits

    • Strong consumer appetite for customisation
      • Figure 67: Consumption habits, 2023
      • Figure 68: Behaviour of yogurt consumption – Customisation via plain yogurt, 2023
      • Figure 69: Free-from claims, by behaviour of yogurt consumption, 2023
      • Figure 70: Consumption habits, by behaviour of yogurt consumption, 2023
      • Figure 71: Purchase factors, by behaviour of yogurt consumption, 2023
      • Figure 72: Example of yogurt with probiotic mix-in or superfood mix-in, China, 2023
    • Natural ingredients are more preferred to mix with yogurt
    • Frozen yogurt can help attract young female consumers
    • Highlight yogurt as healthy and convenient alternative in home baking
      • Figure 73: Consumption habits – Home cooking, by living situation, 2023

  11. Segment Necessity

    • Yogurt is more likely to be deprioritised than plain milk during economic downturns
      • Figure 74: Segment necessity, 2023
    • Ambient yogurt is more resilient amid pressure from financial status
    • The demographic profile of consumers who would trade down converges
      • Figure 75: Segment necessity – Trade down and cut down, by gender, age, household income and living situation, 2023
    • Consumers’ lack of upgrade demand for lactobacillus

  12. Purchase Factors

    • Authenticity and naturalness are more valued
      • Figure 76: Purchase factors, 2023
    • Simple and straightforward communication can help convey function of probiotics
    • Differentiating upgrade strategy for drinkable and spoonable yogurt
      • Figure 77: Purchase factors, by segment necessity – I would purchase more expensive products when financial status is better, 2023

  13. Free-from Claims

    • Clean label is closely associated with health
      • Figure 78: Example of brands’ clean label communication, China, 2017
      • Figure 79: Behaviour of yogurt consumption, 2023
    • Place emphasis on no trans-fat in chilled yogurt communication
      • Figure 80: Free-from claims, 2023
    • Natural sugar substitutes are superior sweetness sources
    • Natural thick texture can be a unique advantage of strained yogurt
      • Figure 81: Examples of yogurt launches claiming no thickener, China, 2021-22
      • Figure 82: Share of Greek yogurt and Skyr without thickeners in total Greek yogurt and Skyr launches vs share of yogurt without thickeners in total yogurt launches, China, 2017-23

  14. Flavour Preference

    • Tropical fruit flavours are top of mind in yogurt
      • Figure 83: Flavour preference, 2023
    • Flavour innovation ignites the desire to try new launches
      • Figure 84: Behaviour of yogurt consumption, 2023
      • Figure 85: Flavour preference, by willingness to try new products, 2023
    • Tea flavour demonstrates inclusiveness
      • Figure 86: Flavour preference – tea, by flavour preference, 2023
      • Figure 87: Example of yogurt launches with tea flavour, China, 2021-22
      • Figure 88: Example of tea flavour pairing with eastern fruits or flower flavours, Japan and Germany, 2018

  15. Food Persona

    • Who are they?
      • Figure 89: Food persona, 2023
      • Figure 90: Food persona, by generations, 2023
    • New trend explorers tend to avoid sugar substitutes in chilled yogurt
      • Figure 91: Free-from claims – No sugar substitute, by food persona, 2023
    • New yogurt products appeal to popular trend followers and emotional eaters
      • Figure 92: Behaviour of yogurt consumption, by food persona, 2023

  16. Appendix – Market Size and Forecast

      • Figure 93: Retail market value and forecast of yogurt, China, 2017-27
      • Figure 94: Retail market volume and forecast of yogurt, China, 2017-27
      • Figure 95: Retail market value and forecast of lactobacillus, China, 2017-27

  17. Appendix – Market Segmentation

      • Figure 96: Retail market value and forecast of ambient yogurt, China, 2017-27
      • Figure 97: Retail market value and forecast of chilled yogurt, China, 2017-27

  18. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

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