2021
9
US Yoghurt and Yoghurt Drinks Market Report 2021
2021-09-01T04:08:33+01:00
OX1044535
3695
142040
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Report
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“While 2020 marked a budding return to relevance of the spoonable yogurt and yogurt drinks market, driven by the influx of pandemic-necessitated time spent and meals and snacks eaten at…

US Yoghurt and Yoghurt Drinks Market Report 2021

£ 3,695 (Excl.Tax)

Description

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

Spoonable yogurt and yogurt drinks sales are expected to reach $9.1 billion by the end of 2021, adding another 2.5% growth on top of an already elevated pandemic performance.

While the spoonable yogurt segment will continue to carry the weight of the category, the return of away-from-home eating and consumers’ desire to take their snacking habits and healthy preferences on-the-go will give yogurt drinks another chance to shine since the time of the segment’s initial pre-pandemic launch.

97% of spoonable yogurt and yogurt drink purchasers expect their household will maintain or increase their yogurt consumption over the next 12 months, which is especially positive news as consumers adjust to pre-pandemic lifestyles and routines.

Dairy alternatives have become a mainstay in the dairy market at large, but are struggling to pick up speed in the yogurt segment. The macro-movement toward plant-based options in the total food and beverage landscape is not expected to subside, so it’s critical for yogurt brands and companies to stay the course through continued innovation that addresses current consumer barriers.

Read on to discover more about the US Yogurt and Yogurt Drinks consumer market, read our Functional Drinks – US – 2021 report, or take a look at our other Drinks Market research reports.

Quickly understand

  • The impact of the pandemic on spoonable yogurt and yogurt drinks category performance.
  • Consumers’ anticipated future consumption and how the category can address the next normal.
  • The importance of the drinks format and other innovation to the future of the category.
  • The rise of dairy alternatives and associated barriers of dairy alternative yogurts.
  • Probiotic yogurt drinks, and kefir yogurt drinks.

Covered in this report

Brands include: Domino’s Pizza, Jimmy John’s, Aerie, Activa, Danone, Chobani, General Mills, Lactalis American Group, Silk, So Delicious, Two Good, YoCrunch, Oreo, M&M, Yoplait, Oui, Danimals, Dannon, Siggi’s, Stonyfield, Lala, Coca-Cola, Kellogg’s, Kroger, Aldi, Brown Cow Yogurt, Kite Hill, Kodiak Cakes, Oikos, Starbucks, Popsicle, LaffyTaffy.

Frozen yogurt is excluded from this Report. For information on frozen yogurt please see Mintel’s Ice Cream and Frozen Novelties – US, 2021.

Expert analysis from a specialist in the field

This report, written by Sydney Olson, 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.

While 2020 marked a budding return to relevance of the spoonable yogurt and yogurt drinks market, driven by the influx of pandemic-necessitated time spent and meals and snacks eaten at home, continued projected growth in 2021 is a testament to the category’s more longstanding potential. The near-term years will be pivotal for the category to build upon its momentum, adapting for the next normal and each normal after.
Sydney Olson, Food and Drink Analyst
Sydney Olson
Food and Drink Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of spoonable yogurt and yogurt drinks market, at current prices, 2016-26
    • Impact of COVID-19 on spoonable yogurt and yogurt drinks
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on spoonable yogurt and yogurt drinks, 2021
    • Opportunities and challenges
    • Keep balance and personalization at the forefront of the health conversation
      • Figure 3: Select dietary claims in total food and drink launches, compared to yogurt and yogurt drink category launches, 2020-21
    • Ethics are influencing choice, and consumers want proof
      • Figure 4: Reasons for household use of dairy alternatives, 2021 compared to last year
    • The opportune male target
      • Figure 5: Spoonable yogurt and yogurt drink purchase, by gender and parental status, 2021
    • Focus on expanded usage occasions to maintain momentum
      • Figure 6: Spoonable yogurt and yogurt drink occasions, 2021
    • Protein guides current choice, gut health can encourage trial
      • Figure 7: Attributes that would encourage more purchase of spoonable yogurt and yogurt drinks, 2021
  3. The Market – Key Takeaways

    • Pandemic driven tailwinds extend into 2021 and beyond
    • Spoonable continues to carry the category, but drinks drive future growth
    • Brands must continue to diversify their retail reach
    • Dairy alternatives have become a mainstay in the dairy market at large, but slower developing in yogurt category
  4. Market Size and Forecast

    • The climb: return to relevance
    • The summit: riding the wave
    • Enjoying the view: maintaining momentum
      • Figure 8: Total US sales and fan chart forecast of spoonable yogurt and yogurt drinks, at current prices, 2016-26
      • Figure 9: Total US retail sales and forecast of yogurt and yogurt drinks, at current prices, 2016-26
  5. Segment Performance

    • Category health is reliant on the spoonable segment
      • Figure 10: Share of total spoonable yogurt and yogurt drinks category, US retail dollar sales, by segment, at current prices, 2021 (est)
      • Figure 11: Share of total category US retail dollar sales, by segment, at current prices, 2016-26
    • Category growth depends on the yogurt drinks segment
      • Figure 12: Total US sales and forecast of spoonable yogurt and yogurt drinks, by segment at current prices, 2015-25
    • Diversify retail reach
      • Figure 13: Total US retail sales of yogurt and yogurt drinks, by channel, at current prices, 2016-21
    • Solve the digital dairy dilemma
      • Figure 14: Anticipated post-pandemic shopping location for dairy products, 2021
    • Secure the snack occasion through non-grocery channels
  6. Market Factors

    • The most important meal (and snack) of the day
      • Figure 15: Impact of COVID-19 outbreak on breakfast habits, 2021
      • Figure 16: Attributes sought, by occasion, 2020
      • Figure 17: Perceptions of spoonable yogurt and yogurt drinks launches, 2021
      • Figure 18: Perceptions of yogurt drinks compared to spoonable yogurt, 2021
    • One size fits no one
      • Figure 19: Aerie Body Positivity Instagram post, 2021
      • Figure 20: Dietary claims in total food and drink launches, compared to spoonable yogurt and yogurt drink category launches, 2020-21
      • Figure 21: Reason for choosing yogurt, 2020
      • Figure 22: Activia, holistic health Instagram posts, 2021
    • Number of US households with children continues to decline
      • Figure 23: Households, by presence of own children, 2010-20
    • Plant power increasingly requires spoonable yogurt to step up its dairy alternative game
      • Figure 24: Dairy and dairy alternative consumption, 2021
      • Figure 25: Dairy and dairy alternative consumption, 2020
      • Figure 26: Yogurt and milk type purchase, dairy or dairy alternative, 2021
      • Figure 27: Associations of taste in spoonable yogurt and milk, 2021
    • Half of US adults remains loyal to dairy only, but audience is aging
      • Figure 28: Dairy and dairy alternative types purchased, by age, 2021
    • Dairy alternatives are much more than their name implies
      • Figure 29: Reasons for household use of dairy alternatives, 2021
      • Figure 30: Reasons for household use of dairy alternatives, 2020-21
    • Non-users need to be convinced of relevance and taste
      • Figure 31: Reasons household does not use dairy alternatives, 2021
      • Figure 32: Reasons household does not use dairy alternatives, 2020-21
  7. Companies and Brands – Key Takeaways

    • Danone and Chobani account for more than half of category dollar sales
    • Brands must choose team health or team indulgence, as middle-of-the-road legacy brands falter
    • Private label and Hispanic-targeted yogurt drinks flourish
    • Ethical, cooking and brain-body positioning drive marketing efforts
  8. Market Share

    • Danone and Chobani control more than half of total category sales
      • Figure 33: Multi-outlet share of yogurt and yogurt drinks category, by leading companies, 52 weeks ending May 16, 2021
      • Figure 34: Multi-outlet sales of yogurt and yogurt drinks, by leading companies, rolling 52 weeks 2020 and 2021
    • Danone invests in health and indulgence, as legacy brands in the middle falter
      • Figure 35: Leading Danone spoonable yogurt brands, 2021
    • Chobani is the only leader to gain market share
      • Figure 36: Leading Chobani spoonable yogurt brands, 2021
    • General Mills shows split performance
      • Figure 37: Leading General Mills’ spoonable yogurt brands, 2021
    • Spoonable yogurt and yogurt drinks for kids head toward health
      • Figure 38: Kid-focused spoonable yogurt and yogurt drinks. 2021
    • Private label and Hispanic-focus show strong potential in drinks segment
      • Figure 39: Hispanic yogurt drink brand LALA, 2021
  9. Competitive Strategies

    • Kid-size brands take on adult-size issues
      • Figure 40: Responsibility for sustainability, 2021
      • Figure 41: Stonyfield Earth Day Instagram post
    • Brand’s celebrate their B-day
      • Figure 42: Silk BCorp Instagram post, 2021
    • The recipe calls for yogurt
      • Figure 43: Instagram posts highlighting the use of yogurt in cooking, 2021
    • A commitment to protein
      • Figure 44: General Mills high protein spoonalbe yogurt launch, 2021
      • Figure 45: Kite Hill Protein Partnership Instagram post, 2021
    • It starts with the gut
      • Figure 46: Activia Gut Health Facebook post, 2021
      • Figure 47: Chobani gut health spoonable yogurt launch, 2021
  10. Market Opportunities

    • Eat great, even late
      • Figure 48: Top three spoonable yogurt and yogurt drinks perceived as “indulgent treat,” 2018-21
    • Support mental health habits
      • Figure 49: Starbucks Self-Care Instagram post, 2021
    • Help parents help their kids adjust to the “next normal”
      • Figure 50: Parents’ COVID-19-driven attitudes, 2021
      • Figure 51: Kid-focused product engagement, Instagram posts, 2021
    • Upgrade consumers’ yogurt routines
      • Figure 52: Top three launches in yogurt and yogurt drinks perceived as premium, 2018-21
  11. The Consumer – Key Takeaways

    • Three quarters of US adults purchase spoonable yogurt or yogurt drinks
    • Multi-packs overtake single-serve as most popular format
    • Snacking continues to lead consumption occasions
    • Dairy alternatives struggle to stack up and stand out
    • Nearly all category shoppers expect their household to maintain or increase consumption
    • Protein drives current choice, gut health influences future purchases 
  12. Spoonable Yogurt and Yogurt Drink Purchase

    • Three quarters of US adults purchase spoonable yogurt or yogurt drinks
      • Figure 53: Spoonable yogurt and yogurt drink purchase, 2021
    • Growth of yogurt drinks impacted by decline in on-the-go occasions but supported by at-home convenience
      • Figure 54: Average household spend on yogurt and yogurt drinks, 2016-21
    • Dairy alternatives have strong relative presence in yogurt drinks
      • Figure 55: Yogurt drink purchases, 2019-21
    • Men outpace women in category participation
      • Figure 56: Spoonable yogurt and yogurt drink purchase, by gender and parental status, 2021
    • Hispanic audiences overindex in purchase of yogurt drinks
      • Figure 57: Spoonable yogurt and yogurt drink purchase, by Hispanic origin, 2021
    • Category participants predominately shopping for themselves, followed by purchase for teens, children
      • Figure 58: Spoonable yogurt and yogurt drink purchase – For who, 2021
  13. Spoonable Yogurt Formats Purchased

    • Multi-packs overtake single-serve as most popular format
      • Figure 59: Spoonable yogurt formats purchased – Packaging, 2020-21
    • Both flavored and unflavored can nurture fruit on the bottom
      • Figure 60: Spoonable yogurt formats purchased – Flavor, 2021
    • Dairy alternative buyers are more open to plain/unflavored
      • Figure 61: Spoonable yogurt formats purchased – Flavor, by dairy/dairy alternative, 2021
    • Format choice is influenced by parental status
      • Figure 62: Spoonable yogurt formats purchased, by parent status, 2021
  14. Spoonable Yogurt and Yogurt Drink Occasions

    • The power of snacking and beyond
    • On-the-go eating occasions are picking up, this time with new considerations
    • Nurture spoonable yogurts’ potential as an ingredient
      • Figure 63: Spoonable yogurt and yogurt drink occasions – Personal usage, 2021
      • Figure 64: Spoonable yogurt and yogurt drink occasions – Usage child, 2021
    • Usage is financially dependent
      • Figure 65: Spoonable yogurt and yogurt drink occasions, by financial situation, 2021
  15. Perceptions of Spoonable Yogurt Base Types

    • The majority of US adults view dairy as having a positive impact on their health
      • Figure 66: Opinion on dairy’s impact on health, 2021
    • Dairy alternatives struggle to meet category taste expectations
      • Figure 67: Select spoonable yogurt base perceptions – Flavor, indulgence, texture, taste, 2021
    • Most base types need educational efforts
    • Plant-based struggles with differentiation and versatility
      • Figure 68: Select spoonable yogurt base perceptions – premium, nutritious, trendy, sustainable, versatile, 2021
  16. Anticipated Change in Spoonable Yogurt and Yogurt Drinks Consumption

    • Category participation expected to maintain or increase
    • Expanded usage will generate more consumption
    • Dairy alternative explorers pave the way for total category growth
      • Figure 69: Anticipated change in spoonable yogurt or yogurt drinks consumption, 2021
    • Category’s nutritional qualities are its greatest strength and weakness
      • Figure 70: Reasons for anticipated increased spoonable yogurt and yogurt drinks consumption, 2021
  17. Attributes Important to Spoonable Yogurt and Yogurt Drink Choice

    • Protein drives choice
    • Spotlight on farming
      • Figure 71: Attributes important to spoonable yogurt and yogurt drink choice, 2021
  18. Motivating Spoonable Yogurt and Yogurt Drink Trial

    • Category can double down on associated benefits to invite trial
      • Figure 72: Attitudes toward supporting gut health, 2020
    • 3 in 10 US adults need to be eased into yogurt functionality
      • Figure 73: Motivating spoonable yogurt and yogurt drink trial, 2021
    • Millennials are all for spoon-fed functionality
      • Figure 74: Motivating spoonable yogurt and yogurt drink trial, by generation, 2021
  19. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Consumer qualitative research
    • Abbreviations and terms
    • Abbreviations
  20. Appendix – The Market

      • Figure 75: Total US retail sales and forecast of yogurt and yogurt drinks, at inflation-adjusted prices, 2016-26
      • Figure 76: Total US retail sales and forecast of spoonable yogurt, at inflation-adjusted prices, 2016-26
      • Figure 77: Total US retail sales and forecast of yogurt drinks, at inflation-adjusted prices, 2016-26
  21. Appendix – Companies and Brands

      • Figure 78: Multi-outlet sales of spoonable yogurt, by leading companies, rolling 52 weeks 2020 and 2021
      • Figure 79: Multi-outlet sales of yogurt drinks, by leading companies, rolling 52 weeks 2020 and 2021

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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*databooks not available with UK B2B Industry reports.

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