UK Yogurt and Yogurt Drinks Market Report 2024
€ 2,600 (Excl.Tax)
Report Summary
The market was hard hit in 2022 and 2023 by the combination of the pressures on household budgets and double-digit price rises in the category. Easing inflation and improving consumer sentiment are propelling a recovery in 2024.
The growing spotlight on UPFs has left consumers divided on whether yogurt is a good choice in this context and prompted many users to pay closer attention to their yogurt choices. Higher usage among people seeing them in a positive line and the growth of plain variants highlight the crucial importance of fostering an image as less processed.
The focus on gut health’s wider positive impacts in recent years has opened a compelling selling point for yogurt, half of adults thinking variants with live bacteria are good for supporting your emotional wellbeing. Interest in variants with calming ingredients points to untapped potential.
This report looks at the following areas:
- Overview of current market performance and the outlook for the next five years
- Key new product development trends in the category
- Usage of yogurt and yogurt drinks by type and key occasions for spoonable yogurt usage
- Choice factors for spoonable and drinking yogurt
- Behaviours relating to yogurt and yogurt drinks, including related to perceptions of these as processed
- Attitudes towards yogurt and yogurt drinks, including related to perceptions of these as providing emotional benefits
Easing inflation and improving consumer sentiment fuel recovery in 2024. UPF scrutiny and decline in under-35s pose challenges, rising health focus holds potential.
Kiti Soininen, Head of UK Food and Drink Research
Market Definitions
This Report examines the UK retail market for yogurts and yogurt drinks. Sales through foodservice establishments are excluded.
The market size includes spoonable yogurt, fromage frais and yogurt drinks. Functional fermented milk drinks such as Yakult are included in the Report since cultures similar to those contained therein feature in products positioned as yogurt. The market size includes quark as it is a fermented dairy product; however, its share of the market is small. Products defined by Circana as cultured dairy drinks, such as kefir drinks, are excluded.
Table of Contents
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Executive summary
- Opportunities for the yogurt and yogurt drinks market
- Focus on plain variants, clean label and reassuring processes amid UPF scrutiny
- Lean into gut health interest
- Bring thick texture to life, tap older groups' appreciation of protein
- Market dynamics and outlook
- Market size & forecast
- Market predictions
- Rising prices will drive value growth
- Growth of functional health yogurts masks mixed fortunes
- Graph 1: retail value sales of yogurt and yogurt drinks, by segment, 2022-24
- Own-label continues to gain value and volume share in spoonable yogurt
- Graph 2: leading brands' value sales in spoonable yogurts retail market, 2020/21-23/24
- Actimel leads in yogurt drinks segment
- Graph 3: leading brands' value sales in yogurt drinks retail market, 2020/21-22/23
- What consumers want and why
- Three in four use yogurt/yogurt drinks, fuelled by product variety
- Graph 4: usage of yogurt and yogurt drinks, by broad type, 2021-24
- Dessert is top occasion for spoonable yogurt use
- Graph 5: spoonable yogurt/fromage frais usage occasions, 2021 and 2024
- No one attribute holds universal appeal
- Graph 6: choice factors for spoonable yogurt/fromage frais and drinking yogurt/fermented milk drinks, 2024
- Processed food spotlight prompts scrutiny of yogurt…
- Graph 7: behaviours related to yogurt and yogurt drinks, 2024
- …and action
- Spotlight on gut health poses opportunities and challenges
- Graph 8: attitudes towards yogurt and yogurt drinks, 2024
- Innovation and marketing
- Digestive claims continue to feature on one in six launches
- Graph 9: proportion of launches in the yogurt/yogurt drink market, by selected functional claims, 2020-24
- High/added protein claims feature on three in ten launches
- Plant-based, on-the-go pouches and treat flavours attract new launches
- Müller retains its position as the biggest ATL ad spender in 2023
- Graph 10: total ATL, online display and direct mail advertising expenditure on yogurt and yogurt drinks, by top advertiser, 2020-24
-
Market dynamics
- Market size
- 2024 sees market volume rebound
- Graph 11: retail value and volume sales of yogurt and yogurt drinks, 2019-24
- Rebound in 2024 follows several years of volume decline
- Market forecast
- Growing focus on health will pose opportunities and challenges
- Decline in core users will curb volumes
- Rising prices will drive growth
- Modest volume growth ahead
- Market segmentation
- Natural yogurts are the star of 2023 and 2024
- Graph 12: retail volume sales of yogurt and yogurt drinks, by segment, 2022-24
- Growth of functional health yogurts masks mixed fortunes
- Graph 13: retail value sales of yogurt and yogurt drinks, by segment, 2022-24
- Children's and diet yogurts continue to feel the pressure
- Market share
- Own-label continues to gain value and volume share in spoonable yogurt in 2023/24
- Graph 14: leading brands' value sales in spoonable yogurts retail market, 2020/21-23/24
- Volume sales recover for many brands in spoonable yogurts
- Strong sales growth for Fage and Arla Protein
- Müller Corner sales recover in spoonable yogurts, Müller Light underperforms
- Actimel leads in yogurt drinks segment
- Graph 15: leading brands' value sales in yogurt drinks retail market, 2020/21-23/24
- New entrant Danone GetPro drives growth in yogurt drinks
- Macroeconomic factors
- Falling inflation will help reduce pressure on household finances
- Graph 16: CPI inflation rate, 2021-24
- Farmgate milk prices fell during first half of 2023 and then stabilised, after sharp rises in 2022
- Graph 17: average monthly farmgate milk price, 2019-24
- Yogurt prices rise more slowly in 2024
- Graph 18: consumer price inflation for all food and non-alcoholic beverages, and yogurt, 2019-24
- Food and drink prices still top the list of consumer concerns
- Graph 19: cost of living issues noticed in the last two months, 2024
- Consumer sentiment: financial wellbeing is up, but recovery has slowed
- Graph 20: the financial wellbeing index, 2016-24
- Consumer confidence continued to trend upwards
- Graph 21: the financial confidence index, 2016-24
- Cost of living crisis still seen as a problem
- Graph 22: perception of the state of the cost of living crisis in the UK, 2024
- Social, environmental and legal factors
- Government measures on HFSS food & drink slow to roll out
- HFSS is defined by nutrient profile
- Strong consumer interest in healthy eating
- Graph 23: how often people try to eat healthily, 2018-24
- Highly processed foods come under scrutiny
- Interest in sustainability to gain ground as income pressures ease
- Decline in under-35s population will hamper demand for yogurt and yogurt drinks
- Graph 24: trends in the age structure of the UK population, 2018-28
- Mixed effects from changes in size of different age groups
-
What consumers want and why
- Usage of yogurt and yogurt drinks
- Three in four use yogurt/yogurt drinks, fuelled by product variety
- Graph 25: usage of yogurt and yogurt drinks, by broad type, 2021-24
- Treat variants recover in 2024
- Graph 26: types of yogurt and yogurt drinks used, 2021-24
- No rebound in usage frequency
- Graph 27: frequency of using spoonable yogurt and yogurt drinks, 2021-24
- The young and parents are core users
- Graph 28: usage of yogurt/yogurt drinks, by age and presence of children, 2024
- Ageing population drives the need to engage older groups
- Yogurt and yogurt drink usage occasions
- Dessert is top occasion for spoonable yogurt use
- Graph 29: spoonable yogurt/fromage frais usage occasions, 2021 and 2024
- Permissible image drives dessert usage
- Dessert appeal highlights continued relevance of treat NPD
- Graph 30: yogurt and yogurt drink product launches, by selected flavour components, 2019-24
- Texture and framing can elevate dessert connotations
- Yogurt's use as dessert rises with age, younger groups use yogurt in more ways
- Graph 31: spoonable yogurt/fromage frais usage occasions, by age group, 2024
- Yogurt struggles to appeal at breakfast
- Pairing suggestions can drive balanced nutrition image on pack…
- …and in store
- Yogurt and yogurt drinks choice factors
- No one attribute has universal appeal in spoonable or drinking yogurt
- Graph 32: choice factors for spoonable yogurt/fromage frais and drinking yogurt/fermented milk drinks, 2024
- Thick texture and low fat lead in spoonable yogurt
- Graph 33: choice factor for spoonable yogurt/fromage frais, 2021 and 2024
- Thick texture leads, prevalence limits standout
- Low fat content loses interest, but appeals to half of over-55s women
- Low-fat claims' widespread presence dilutes differentiation
- Graph 34: share of yogurt and yogurt drink launches with low/no/reduced fat claims, 2019-24
- High protein gains interest
- Permission for mainstream food to play in sport context
- Strong potential beyond sport: at breakfast…
- …and among older adults
- Protein is crucial to win with young women
- Graph 35: high protein content as a choice factor in spoonable yogurt, by age and gender, 2024
- Behaviours related to yogurt and yogurt drinks
- Processed food spotlight prompts scrutiny of yogurt
- Graph 36: behaviours related to yogurt and yogurt drinks, 2024
- Cultivating less processed connotations is crucial
- Three in five scrutinise yogurt more
- Ingredient scrutiny favours plain variants
- Flavoured variants have a permission to play in less-processed space…
- New and old products provide inspiration
- Transparency about processes will chime
- UPF debate puts a spotlight on sweeteners
- Concerns about sweeteners benefit plain yogurt
- Graph 37: top yogurt types used, by avoidance of yogurts/yogurt drinks that contain sweeteners, 2024
- Not many people expect low sugar and sweet elements
- Attitudes towards yogurt and yogurt drinks
- Spotlight on gut health poses opportunities and challenges
- Graph 38: attitudes towards yogurt and yogurt drinks, 2024
- Half of adults link live bacteria with emotional wellbeing
- Growing focus on gut health…
- Graph 39: Google Trends search index for "gut", 2022-24
- …and strong interest in supporting it
- Graph 40: "How much would each of the following factors motivate you to buy a healthy food or drink brand/product? Can boost my gut health", by age, 2024
- One in six launches make gut health claims, limiting standout
- Graph 41: share of yogurt and yogurt drink launches featuring digestive health claims, 2019-24
- Few users look for details of live bacteria
- Help users to notice their wellbeing
- Bolster calming connotations…
- …with traditional ingredients
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Innovation And Marketing Trends
- Launch activity and innovation
- Weight and muscle gain claims gain share of launches
- Graph 42: proportion of launches in the yogurt/yogurt drink market, by selected functional claims, 2020-24
- Brands fuel functional launches with Müller refresh…
- …and moves into plant-based and gut health
- Activia highlights the benefits of gut health
- Various grocers add to gut health NPD
- High/added protein claims feature on three in ten launches
- Graph 43: proportion of launches in the yogurt/yogurt drink market, by selected positive nutrition claims, 2020-24
- Well-known brands contribute to protein NPD
- Own-label and brands add to protein NPD activity
- Plant-based claims fell in H1 2024 launches
- Graph 44: proportion of launches in the yogurt/yogurt drink market, by selected suitable claims, 2020-24
- Brands contribute to plant-based launches
- Pouches target on-the-go snacking…
- …and children's market
- Brands add to treat flavours
- Advertising and marketing activity
- Adspend falls in 2023 but expected to rise in 2024
- Graph 45: total ATL, online display and direct mail advertising expenditure on yogurt and yogurt drinks, 2020-24
- Outdoor adspend doubles in 2023
- Graph 46: ATL, online display and direct mail advertising expenditure on yogurt and yogurt drinks, by media type, 2020-24
- Müller retains its position as the biggest ATL ad spender in 2023…
- Graph 47: total ATL, online display and direct mail advertising expenditure on yogurt and yogurt drinks, by top advertiser, 2020-24
- …but cuts back adspend
- Müller supports 90's retro flavour launch under Müller Corner Originals
- Müller looks to position Müller Light as a simple, healthy choice that links with positive feelings
- Onken encourages people to make time to feed their 'inner happiness'
- Onken launches humorous new 'Feed Your Inner-Happiness' campaign
- Danone spotlights benefits of good gut health
- Benecol focuses on heart health
- Benecol spotlights the caring friend with 'Every Heart Deserves One' campaign
- Fage focuses on its product and versatility, Biotiful connects with the power of nature
- The Collective spotlights on-the-go format, Yoplait highlights children's yogurt's nutritional benefits
- The Collective promotes yogurt pouches for adults
- Alpro supports new Alpro Protein
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Appendix
- Market forecast data and methodology
- Market size and forecast: value
- Market size and forecast: volume
- Market forecast and prediction intervals (value)
- Market forecast and prediction intervals (volume)
- Forecast methodology
- Market segmentation data
- Value and volume sales of spoonable yogurt and yogurt drinks, by segment
- Value sales of yogurt, by subcategory
- Volume sales of yogurt, by subcategory
- Market share data
- Brand value sales of spoonable yogurts
- Brand volume sales of spoonable yogurts
- Brand value sales of yogurt drinks
- Brand volume sales of yogurt drinks
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Consumer research methodology
- Nielsen Ad Intel coverage
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