2021
9
UK Yoghurt and Yoghurt Drinks Market Report 2021
2020-08-27T15:55:17+01:00
OX989436
2195
123298
[{"name":"Yoghurt","url":"https:\/\/store.mintel.com\/industries\/food\/dairy\/yoghurt"}]
Report
en_GB
“The changes to consumers’ habits and priorities brought about by the COVID-19 lockdown hit spoonable yogurt in spring 2020. The income squeeze triggered by the outbreak means challenging times ahead…

UK Yoghurt and Yoghurt Drinks Market Report 2021

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Yogurt and Yogurt Drinks market, including the behaviours, preferences and habits of the consumer.

Indicating that the pandemic-driven trends around making food and drink from scratch extend into the yogurt/yogurt drinks, 48% of category users are interested in kits to make their own at home. As well as offering consumers control over ingredients, this appeal is underpinned by a desire to cut packaging waste.

The COVID-19 outbreak pushed category sales back into growth in 2020, with volumes up 3.8% year-on-year, thanks to the rise in at-home breakfast and snacking occasions and these products’ healthy image, with drinking yogurts especially benefiting. Volume is anticipated to dip in 2021, albeit by a marginal 0.4%, while rising average prices are set to see values grow by 1.5% year-on-year to £2,071 million. Longer-term, the move towards more flexible and home-oriented working habits will support demand for yogurts and yogurt drinks through retail.

Given widespread concerns around the amount of plastic packaging used in individual pots of yogurts, the accelerated sustainability movement presents a threat to the yogurt market. A move into large, more environmentally-friendly packs would be timely, especially in yogurt drinks. 80% of yogurt drink users would be interested in large packs of yogurt drinks that can be easily dispensed into daily portions. The plant-based trend in this category looks set to gain further momentum amid increased eco-consciousness.

Heightened consumer focus on health, weight management and emotional wellbeing in the wake of the pandemic will help to buttress the yogurt drinks market, given these products’ positive image in these areas. Activity which dials up these associations will be important in sustaining interest in these products amid fierce competition in the healthy eating space.

Read on to discover more details or take a look at all of our UK Drinks market research.

Quickly understand

  • The impact of COVID-19 on the yogurt and yogurt drinks market.
  • Types of yogurts/yogurt drinks eaten, frequency of usage and usage occasions.
  • Launch activity and future product development opportunities.
  • Consumer behaviours and attitudes related to yogurts and yogurt drinks.
  • Yogurt Drinks Market Growth.

Covered in this report

Brands: The Collective, Onecup, Take Two, Mill It, Alpro, Yoplait, Beleaf, Green Day, Carrefour Sensation, Food For Future, Wicked Kitchen, Lima, Nomoo, Abbot Kinney’s, Wunda, Soom, Scheckter, Juhayna, Hooray!, Nestle, Triple Blend Protein, Calli, Connoisseur, Oob, Boru Boru, WaHiki, Wild & Whipped, Nu Yu, Coconut Bliss, Earth’s Own, New Barn, Z0Cal, Ripple Kids, Le Grand, Silk Ultra, Güd, Nude, Kelkas, Heartbest, Silk, Vida Veg.

Expert analysis from a specialist in the field

This report, written by Emma Clifford, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The image of yogurts and yogurt drinks as both health- and mood-boosting amid the heightened appeal of these benefits arising from the pandemic will support market growth, with scope to dial up these connotations. Meanwhile, exploring large, eco-friendly formats is timely given strong consumer interest and the sharper spotlight on sustainability.

Emma Clifford
Associate Director – Food and Drink Research

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: Market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on the industry
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on yogurt and yogurt drinks, 23 July 2020
    • COVID-19 fuels focus on health and immune health
    • The pandemic is expected to further boost plant-based trend
    • The market
    • Category growth over 2015-20 masks volatile sales performance
    • National lockdown hinders spoonable but boosts drinking yogurts
    • Value sales growth expected to outpace volumes over 2020-25
      • Figure 2: Value sales forecast for spoonable and drinking yogurts, 2015-25
    • Milk-price volatility impacts prices of other dairy products
    • Renewed government focus on the nation’s weight
    • Ageing UK population offers little support to spoonable yogurt
    • Companies and brands
    • Müller loses share, Total and Alpro gain in spoonable yogurt
      • Figure 3: Leading brands’ sales in the UK spoonable yogurts market, by value, 2018/19-2019/20
    • Modest growth for Actimel lifts the yogurt drinks segment
      • Figure 4: Leading brands’ sales and share in the UK drinking yogurts market, by value and volume, 2018/19-2019/20
    • Low/no/reduced fat remains top health claim in 2019, no added sugar rising
      • Figure 5: New product launches in the UK yogurt/yogurt drink market, by top selected health claims, 2016-20
    • Dairy-free claims rise but remain niche
    • Further activity in kefir and skyr
    • Müller leads on advertising in 2019
    • The consumer
    • Eight in ten adults eat yogurt
      • Figure 6: Usage of yogurt and yogurt drinks, May 2020
    • Consumers’ financial health is pivotal for the category
      • Figure 7: Usage frequency for yogurt and yogurt drinks, May 2020
    • Use as ingredients holds further potential for yogurt and yogurt drinks
      • Figure 8: Usage occasions for yogurt and yogurt drinks, by serve, May 2020
    • Breakfast dominates for yogurt drinks, spoonable yogurt has more varied usage
      • Figure 9: Usage occasions for yogurt and yogurt drinks, by mealtime, May 2020
    • Yogurts must deliver on taste, even as many buyers focus on health
      • Figure 10: Choice factors for yogurt and yogurt drinks, May 2020
    • Yogurts/yogurt drinks with sugar alternatives and plant-based yogurts with a smooth texture appeal
      • Figure 11: Interest in innovation in yogurt and yogurt drinks, May 2020
    • Flag up live cultures on-pack to tap into heightened focus on immune health
      • Figure 12: Attitudes towards yogurt and yogurt drinks, May 2020
    • What we think
  3. Impact of COVID-19 on Yogurt and Yogurt Drinks

    • The market
    • National lockdown hinders spoonable but boosts drinking yogurts
    • Value sales growth expected to outpace volumes over 2020-25
    • Consumers’ financial health is pivotal for the category
    • The consumer
    • COVID-19 fuels focus on health…
    • …particularly immune health
    • The pandemic is expected to further boost plant-based trend
    • COVID-19 scratch cooking trend provides opportunities for yogurt
    • Companies and brands
    • The economic downturn triggered by COVID-19 will heighten focus on price
    • 2008-10 recession shows the potential of added value
    • Large players are better placed to weather disruption from COVID-19
    • Brands drive relevance with digital marketing
  4. Issues and Insights

    • Flag up live cultures on-pack to tap into consumers’ increased focus on immune health
    • The facts
    • The implications
    • Plant-based yogurts remain a segment to watch but must justify their price
    • The facts
    • The implications
    • Yogurt can tap into the current disruption to gain ground as a snack
    • The facts
    • The implications
  5. The Market – What You Need to Know

    • Category growth over 2015-20 masks volatile sales performance
    • National lockdown hinders spoonable but boosts drinking yogurts
    • Value sales growth expected to outpace volumes over 2020-25
    • Milk-price volatility impacts prices for other dairy products
    • Renewed government focus on the nation’s weight
    • Ageing UK population offers little support to spoonable yogurt
  6. Market Size and Forecast

    • COVID-19 – short-, medium- and long-term impact on the industry
      • Figure 13: Short-, medium- and long-term impact of COVID-19 on yogurt and yogurt drinks, 23 July 2020
    • Category growth over 2015-20 masks volatile sales performance
    • National lockdown hinders spoonable yogurts while boosting drinking yogurts
    • Second half of 2020 predicted to make up for weak first half
      • Figure 14: Value and volume sales of spoonable and drinking yogurt (prepared on 23 July, 2020), 2015-25
    • Value sales growth expected to outpace volumes over 2020-25
    • Ongoing consumer health focus and scratch cooking drive will benefit the category
    • Recession triggered by COVID-19 should have limited effect on category sales
      • Figure 15: Market size for UK retail volume and value sales of yogurt and yogurt drinks, 2008-13
    • Ageing of the UK population to hinder volume sales of spoonable yogurts
    • Post-Brexit situation to drive category inflation over 2020-25
      • Figure 16: Value sales forecast for spoonable and drinking yogurts, 2015-25
      • Figure 17: Volume sales forecast for spoonable and drinking yogurts, 2015-25
    • Forecast methodology
  7. Market Segmentation

    • National lockdown hits sales of spoonable yogurt
      • Figure 18: Value and volume sales of spoonable yogurt, 2015-20
    • Drinking yogurt is boosted by the COVID-19 outbreak
      • Figure 19: Value and volume sales of drinking yogurts, 2015-20
  8. Market Drivers

    • Milk-price volatility impacts prices for other dairy products
    • Nationwide lockdown boosts volume sales of drinking yogurts but hinders spoonable yogurts
    • Renewed government focus on the nation’s weight
    • The UK’s trade relations post-Brexit are crucial for the category
    • Ageing UK population offers little support to spoonable yogurt
      • Figure 20: Trends in the age structure of the UK population, 2014-19 and 2019-24
  9. Companies and Brands – What You Need to Know

    • Müller loses share, Total and Alpro gain in spoonable yogurt
    • Modest growth for Actimel lifts the yogurt drinks segment
    • L/N/R fat remains top health claim in 2019, no added sugar rising
    • Dairy-free claims rise but remain niche
    • Further activity in kefir and skyr
    • Müller leads on advertising in 2019
  10. Market Share

    • Müller brands lose out in volatile spoonable yogurt market
    • Further sales decline for Müllerlight
    • Müller Corner’s 2018-19 bounce proves short-lived
      • Figure 21: Leading brands’ sales and share in the UK spoonable yogurts market, by value and volume, 2017/18-2019/20
    • Growth in Greek-/natural yogurt segment boosts Total
    • Alpro continues to benefit from growth in the free-from category
    • Large players are better placed to weather disruption from COVID-19
      • Figure 22: Leading brand owners’ sales and share in the UK spoonable yogurts market, by value and volume, 2017/18-2019/20
    • Learnings from 2008-10 recession show that value is not just about price
    • Modest growth for Actimel lifts the yogurt drink segment
      • Figure 23: Leading brands’ sales and share in the UK drinking yogurts market, by value and volume, 2017/18-2019/20
  11. Launch Activity and Innovation

    • L/N/R fat remains the primary health claim in 2019
      • Figure 24: New product launches in the UK yogurt/yogurt drink market, by top 10 health claims (sorted by 2019), 2016-20
    • Müller continues to expand Müllerlight range
      • Figure 25: Examples of Müllerlight launches with flavours inspired by seasonal sweet baked goods, 2019-20
    • Fage launches natural-sugars-only yogurts
    • Yoplait Zero emphasises its real fruit content
      • Figure 26: Examples of low-fat and no added sugar yogurts, 2019-20
    • Sainsbury’s low-fat split pots offer competition for Müller Corner
      • Figure 27: Sainsbury’s Tip ‘n’ Mix Vanilla Yogurt with Cereal Balls, 2019
    • No-added-sugar claims rise in 2019
    • Danone emphasises the clean-label credentials of its Simply Fruit range…
    • …and continues the added-veg trend
    • Arla experiments with textures and formats with the Explorers range
      • Figure 28: Examples of yogurt launches with natural sugars only, 2019-20
    • Low-/reduced sugar claims are rare in the yogurt/yogurt drinks category
    • Arla launches children’s yogurt with ‘bubbles’
    • Yeo Valley draws on Somerset traditions with ‘kerned’ yogurt
      • Figure 29: Examples of spoonable yogurt launches with low-/reduced sugar claims, 2019-20
    • Environmentally friendly packaging claims are widespread, but with little real innovation
      • Figure 30: Share of new product launches with ethical claims in the UK yogurt/yogurt drink market (sorted by 2019), 2016-20
    • Planet Organic explores plastic alternatives
      • Figure 31: Planet Organic launches on-the-go yogurt in plastic-free packaging, 2020
    • Dairy-free claims rise but remain niche
      • Figure 32: Share of new product launches with free-from claims in the UK yogurt/yogurt drinks market, (sorted by 2019), 2016-20
    • Oatly enters the yogurt category
    • Danone explores oat milk yogurts
      • Figure 33: Oat milk-based yogurt launches from Danone, 2020
    • Alpro launches its first oat milk-based variant
    • Brands and retailers look to coconut milk yogurts
      • Figure 34: Examples of coconut milk-based yogurt launches, 2019
    • Coconut milk children’s yogurts brand Little Bandits makes its debut
    • Tesco provides a rare example of a dairy-free fromage frais
      • Figure 35: Dairy-free fromage frais launch from Tesco, 2020
    • On-the-go products are an underutilised opportunity
    • On-the-go claims in 2019 appear mainly on children’s products
      • Figure 36: Children’s yogurt launches with on-the-go claims from The Collective, 2019-20
    • Onken introduces pouched version of its Naked yogurt range
      • Figure 37: Example of Onken Naked in pouched format, 2019
    • Further activity in kefir
    • Crossover brands enter the kefir category
      • Figure 38: Examples of kefir launches from crossover brands, 2020
    • Biotiful Dairy launches children’s pouched kefirs
      • Figure 39: Children’s kefir launch from Biotiful Dairy, 2020
    • Dairy-free kefir aims for a premium positioning
      • Figure 40: Example of dairy-free kefir launch, 2019
    • Skyr/Icelandic-style yogurts appear in new formats
    • Müller launches its first-ever skyr product with new Corner variants
    • Graham’s Dairy launches UK’s first pouched skyr
    • Arla introduces Icelandic-style pouring yogurt
      • Figure 41: Examples of skyr/Icelandic-style yogurt launches by brand, 2019-20
    • Own-label launches heat up the competition in the skyr/Icelandic-style yogurt segment
      • Figure 42: Examples of own-label skyr/Icelandic-style yogurt launches, 2019-20
    • Organic brands highlight animal welfare commitments
      • Figure 43: Examples of organic yogurt/yogurt drink launches with animal welfare claims, 2019-20
    • St Helen’s Farm launches layered goat’s milk yogurts
      • Figure 44: St Helen’s Farm launches unusual example of a layered goat’s milk yogurt, 2020
  12. Advertising and Marketing Activity

    • Müller leads on advertising in 2019
      • Figure 45: Total above-the-line, online display and direct mail advertising expenditure on yogurt and yogurt drinks, by top ten advertisers, (sorted by 2019), 2019-20
    • Müllerlight draws on ancient Olympian imagery and promotes permissibility message
    • Müller Corner is portrayed as part of an active lifestyle…
    • …and praises individuality and creativity
      • Figure 46: Image from the Müller Corner “Yog Art” campaign, 2020
    • …which it promotes as helping people to stay connected during the lockdown
    • Fage Total focuses on plain Greek yogurt’s indulgent aspects
    • Recipe suggestions used to demonstrate plain yogurt’s versatility
      • Figure 47: Example of Fage Total recipe promoting yogurt as a guilt-free sweet treat, 2020
      • Figure 48: Example of Fage Total recipe positioned as a children’s project, 2020
    • Danone concentrates spending on Activia and Actimel
    • Activia continues to link improved gut health with happiness…
    • …and with staying healthy even amid lockdown restrictions
      • Figure 49: Facebook post by Activia as part of the “Love What’s Inside” campaign, 2020
    • Actimel celebrates “Everyday Heroes” during the pandemic
    • Arla Skyr focuses on determination and overcoming obstacles
    • Arla Explorers promoted as ‘for adventurous kids’
    • Yakult targets families as it continues to push associations with science
    • “Wellbeing with Yakult” campaign centres on mental as well as physical health
      • Figure 50: Facebook post by Yakult in the “Wellbeing with Yakult” series, 2020
    • Petits Filous puts its Change4Life endorsement front and centre
    • Nielsen Ad Intel coverage
  13. Brand Research

    • Brand map
      • Figure 51: Attitudes towards and usage of selected brands, June 2020
    • Key brand metrics
      • Figure 52: Key metrics for selected brands, June 2020
    • Brand attitudes: Müller Corner and Yeo Valley score highly on quality perceptions
      • Figure 53: Attitudes, by brand, June 2020
    • Brand personality: Müller Corner scores highest on the fun factor
      • Figure 54: Brand personality – macro image, June 2020
    • Actimel and Activia are the most widely seen as healthy
      • Figure 55: Brand personality – micro image, June 2020
    • Brand analysis
    • Müller Corner is the most widely seen as delicious and fun
      • Figure 56: User profile of Müller Corner, June 2020
    • Activia scores well on health associations
      • Figure 57: User profile of Activia, June 2020
    • Yeo Valley has a strong ethical and healthy image
      • Figure 58: User profile of Yeo Valley, June 2020
    • Müllerlight does well on the fun factor
      • Figure 59: User profile of Müllerlight, June 2020
    • Actimel has a younger user group than is usual for yogurt drinks
      • Figure 60: User profile of Actimel, June 2020
    • Arla Skyr is seen widely as natural and (somewhat) authentic
      • Figure 61: User profile of Arla Skyr, June 2020
  14. The Consumer – What You Need to Know

    • Eight in ten adults eat yogurt
    • Consumers’ financial health is pivotal for the category
    • Use as ingredients holds further potential for yogurt and yogurt drinks
    • Yogurts must deliver on taste, even as many buyers focus on health
    • Yogurts/yogurt drinks with sugar alternatives appeal to 41% of adults
    • Plant-based yogurts with a smooth texture interest a third of adults
    • Flag up live cultures on-pack to tap into heightened focus on immune health
  15. Impact of COVID-19 on Consumer Behaviours

    • Boost to home cooking offers opportunities for the category
      • Figure 62: Consumers who plan on cooking more from scratch after the COVID-19/coronavirus outbreak than they used to (ie use/prepare meals with raw ingredients), by gender and age, 23 April-7 May 2020
    • COVID-19 boosts interest in immune system benefits
    • A stronger focus on dental health would be timely
    • Potential for non-dairy yogurts/yogurt drinks to grow usage
    • COVID-19 expected to further boost flexitarian and plant-based trends
    • Headlines link human activity to pandemics
      • Figure 63: Changes in the environment being seen as a priority since the COVID-19 outbreak, by gender and age, 7-14 May 2020
  16. Usage of Yogurt and Yogurt Drinks

    • Eight in ten adults eat yogurt
      • Figure 64: Usage of yogurt and yogurt drinks, May 2020
    • Spoonable yogurts will lose out from ageing UK population
    • Child population is pivotal for spoonable yogurt
    • Half of adults eat flavoured dairy yogurts
      • Figure 65: Usage of spoonable yogurt/fromage frais, by type, May 2020
    • Usage of plain/flavoured non-dairy yogurts is low
    • Fermented milk drinks usage peaks among under-35s
      • Figure 66: Usage of yogurt drinks/fermented milk drinks, May 2020
  17. Usage Frequency for Yogurt and Yogurt Drinks

    • Drinking yogurts see more frequent usage than spoonable
    • Over-55s are the most frequent users of yogurt drinks
      • Figure 67: Usage frequency for yogurt and yogurt drinks, May 2020
    • Consumers’ financial health is pivotal for the category
  18. Usage Occasions for Yogurt and Yogurt Drinks

    • Yogurt and yogurt drinks are normally enjoyed on their own
      • Figure 68: Usage occasions for yogurt and yogurt drinks, by serve, May 2020
    • Spoonable yogurt is more likely to be used as an ingredient
    • COVID-19 scratch cooking trend provides opportunities for yogurt
    • Promote yogurt as a better-for-you substitute for cream in recipes
    • Leverage the homemade smoothies trend
    • Breakfast occasion dominates for yogurt drinks, while spoonable yogurt has more varied usage
      • Figure 69: Usage occasions for yogurt and yogurt drinks, by mealtime, May 2020
    • Innovate with more sophisticated flavours to encourage evening usage of yogurt drinks
      • Figure 70: International example of yogurt drink with cocktail-inspired flavour, 2019
    • Under-35s are the most likely to eat yogurt as a snack
    • Offer fortified yogurts to strengthen image as a healthier option for afternoon snacking
    • On-the-go formats attract strong consumer interest
  19. Choice Factors for Yogurt and Yogurt Drinks

    • Yogurts must deliver on taste
    • Better-for-you yogurts’ focus on indulgence remains highly relevant
      • Figure 71: Choice factors for yogurt and yogurt drinks, May 2020
    • Price influences 62% of buyers
    • Ethical and environmental considerations hold limited sway
  20. Interest in Innovation in Yogurt and Yogurt Drinks

    • Yogurts/yogurt drinks with sugar alternatives appeal to 41% of adults
      • Figure 72: Interest in innovation in yogurt and yogurt drinks, May 2020
    • Brands use fruits to provide sweetness to no-added-sugar yogurts
    • Plant-based sweeteners warrant further exploration
    • Plant-based yogurts with a smooth texture interest a third of adults
    • Dairy/plant-based yogurt blends appeal especially to younger Millennials
      • Figure 73: Live Real Farms Lactose Free Dairy + Almond Original Milk Blend, 2019
    • Dairy/plant-based yogurt blends can appeal on environmental grounds
    • Organic brands are a particularly good fit for dairy/plant-based blends
    • Yogurts/yogurt drinks with beauty-enhancing ingredients appeal especially to younger women
    • Beauty or skin health claims are rare in yogurt/yogurt drinks category
      • Figure 74: International examples of yogurts/yogurt drinks making skin health claims, 2017-18
  21. Attitudes towards Yogurt and Yogurt Drinks

    • Flag up live cultures on-pack to tap into consumers’ increased focus on immune health
      • Figure 75: Attitudes towards yogurt and yogurt drinks, May 2020
    • Plant-based yogurts’ environmentally friendly image rarely translates to usage
    • Emphasise non-dairy yogurts’ taste more strongly to grow usage
    • Make the environmental benefits of switching to non-dairy yogurts tangible
      • Figure 76: Facebook post from Alpro promoting the environmental ‘savings’ from switching to plant-based foods, 2020
    • Dairy yogurts with good environmental credentials should highlight this on-pack
    • Tangibility is needed to justify higher price
      • Figure 77: International examples of organic dairy product launches with on-pack statements about their environmental policies, 2020
    • Ambient yogurts can appeal both as a financially savvy and an environmentally friendly choice
    • Ambient yogurt could leverage shelf-life and energy savings
  22. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  23. Appendix – Advertising and Marketing Activity

      • Figure 78: Total above-the-line, online display and direct mail advertising expenditure on yogurt and yogurt drinks, by top four advertisers (sorted by 2019), 2019-20
  24. Appendix – Buying of Yogurt and Yogurt Drinks

      • Figure 79: Buying of yogurt and yogurt drinks, by dairy and non-dairy, May 2020

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