2022
9
US Yoghurt and Yoghurt Drinks Market Report 2022
2022-06-30T04:10:57+01:00
OX1102801
3695
152549
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"2022 is expected to mark the strongest growth of the yogurt category’s three-year pandemic upswing. The health and convenience of yogurt align with consumers’ new-normal lifestyles and priorities, and perceived…

US Yoghurt and Yoghurt Drinks Market Report 2022

£ 3,695 (Excl.Tax)

Description

This report provides comprehensive and current information and analysis of the US Yogurt and Yogurt Drinks market including yogurt drink market size, US yogurt market share, anticipated market forecast, relevant market segmentation, and industry trends for the Yogurt and Yogurt Drinks market in the US.

 

US Yogurt and Yogurt Drinks Statistics

The health and convenience of yogurt align with consumers’ new-normal lifestyles and priorities, offering new opportunities for brands to further the category’s growth. These are some statistics and insights into the US yogurt and yogurt drinks market.

How big is the US yogurt market?

2022 marks the strongest growth of the three-year pandemic upswing in the US yogurt market with an expected growth of 6%.

What is the market outlook for yogurt?

Going forward, drinks are a tool for occasion evolution with growth occasions in away-from-home eating and exercise. Connecting yogurt drinks to non-traditional and emerging occasions can help brands rewire how consumers think about yogurt, serving as a tool to offset looming category stagnancy.

Current market landscape

95% of yogurt-purchasing households expect their household will maintain or increase their consumption of yogurt from 2022-23. Households that purchase yogurt drinks significantly overindex in plans to consume more, likely due to their ability to meet and support consumers’ increasing on-the-go needs and hybrid lifestyles. Expected consumption increases are also attributed to yogurts’ alignment with goals to reclaim and improve physical, mental and financial health.

Yogurt has mainstream reach, meaning the impact of inflation will vary across the consumer base. However, yogurt outpaces total food and beverage in being perceived as a good value, convenient and healthy. Perceptions of value and alignment with 2022 priorities indicate yogurt will stay on the list for most and is well positioned to stand up against inflation.

Future market trends in US yogurt and yogurt drinks

Despite a period of pandemic- and inflation-driven reawakening, the spoonable segment is expected to return to its pre-pandemic trajectory of stagnancy, at best, over the next five years. Brands must focus on modernizing offerings by focusing on underperforming styles and flavors like non-dairy and indulgent profiles, developing emerging use cases such as cooking and considering non-traditional targeting such as nutritional tubes/ pouches for adults.

Yogurt brands should look to establish a presence in other adjacent, or unexpected categories to balance losses and create excitement. Specifically, there are emerging opportunities for yogurt product and benefits to find a place in booming beauty, personal care and fitness categories.

Read on to discover more about the US Yogurt and Yogurt Drinks consumer market, read our A year of innovation in plant-based drinks, yogurt & ice cream, 2022 or take a look at our other Drinks research reports.

Quickly understand yogurt drink market share

  • Yogurt types and styles purchased.
  • Yogurt trending flavors and formats.
  • Spoonable yogurt and yogurt drink current and opportunity occasions.
  • Anticipated change in yogurt consumption.
  • Yogurt nutritional attributes of importance.

Covered in this yogurt drink market report

Brands include: Danone, Chobani, General Mills, Lactalis, Oikos, Silk, So Delicious, Yoplait, Go Gurt Slushie, Marvel, Disney Frozen, Trix, Oui, Yoplait Whips, Two Good, YoCrunch, Activia, LALA, El Mexicano Saborico, El Viajero Bio Salud, Yo Gusto, Lifeway, Yakult, Stonyfield Organic, Fage, Noosa.

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 yogurt drink market trends and add expert context to the numbers.

2022 is expected to mark the strongest growth of the yogurt category’s three-year pandemic upswing. The health and convenience of yogurt align with consumers’ new-normal lifestyles and priorities, and perceived affordability gives the category an edge against rising grocery prices. As inflation stabilizes, brands will be challenged to avoid falling into impending stagnancy and sustain earned attention – a challenge in which yogurt drinks will fare best.

Sydney Olson, Food and Drink AnalystSydney Olson
Food and Drink Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of yogurt and yogurt drinks, at current prices, 2017-27
      • Figure 2: Yogurt and yogurt drinks category outlook, 2022-27
    • Opportunities and challenges
    • Nudge consumers to act on their exploratory intentions
      • Figure 3: Styles purchased – Select styles, 2022
    • Drinks are a tool for occasion evolution
      • Figure 4: Yogurt drink occasions, 2022
    • Habitual health will drive yogurt purchases this year
      • Figure 5: Reasons for anticipated increased consumption, 2022
    • Tackle nutritional pain points with positive nutrition
      • Figure 6: Important yogurt attributes, 2022
    • Non-dairy yogurt slips, calling for stronger brand positioning
      • Figure 7: Types purchased, 2021–22
    • Key consumer insights
    • Parents are category loyalists, with room to grow fandom
    • Yogurt drink buyers hold keys to the future
    • Men drive innovation
    • Turn up the fun to keep children and young adults engaged
  3. Market Size and Forecast

    • Yogurt continues upward trajectory, though somewhat reliant on inflation price tags
      • Figure 8: Total US sales and fan chart forecast of yogurt and yogurt drinks, at current prices, 2017-27
      • Figure 9: Total US retail sales and forecast of yogurt and yogurt drinks, at current prices, 2017-27
  4. Segment Performance

    • 2022 is a formative year for yogurt drinks
      • Figure 10: Total US retail sales and forecast of yogurt drinks, at current prices, 2017-27
    • Spoonable segment must uncover new growth avenues
      • Figure 11: Total US retail sales and forecast of spoonable yogurt/tubes/pouches, at current prices, 2017-27
    • Rethink breakthrough distribution strategies to deliver on new occasions
      • Figure 12: Total US retail sales of yogurt and yogurt drinks, by channel, at current prices, 2017-22
  5. Market Factors

    • Support consumers as they reclaim health in 2022
      • Figure 13: Food and drink aspirations, 2022
    • Ensure strategies ladder back to consumers’ true intentions
      • Figure 14: Motivations to prioritize health, by age 2022
    • Special consideration to the priorities of parents
      • Figure 15: Children health and wellness priorities, 2022
    • Yogurt is well positioned against inflation
      • Figure 16: Perceptions of yogurt launches, 2019-22
    • Use upper hand to support conversion strategies
      • Figure 17: Yogurt purchases, by financial situation, 2022
    • Meeting and improving hybrid lifestyles
      • Figure 18: Work status, 2022
    • Non-dairy consumer base trends down
      • Figure 19: Types purchased, non-dairy, 2021–22
    • Strengthen the reason to buy non-dairy yogurt
      • Figure 20: Types purchased, non-dairy, 2021–22
  6. Market Share/Key Players

    • Leaders strengthen their hold on the category through successful yogurt drinks
      • Figure 21: Multi-outlet sales of yogurt and yogurt drinks, by leading companies, rolling 52 weeks 2021 and 2022
    • Name game simplifies benefits in the crowded spoonable space
      • Figure 22: Chobani spoonable/tube/pouches growth brands, overt claims and benefits, 2022
      • Figure 23: Danone spoonable/tube/pouches growth brands, overt claims and benefits, 2022
    • Popular non-dairy spoonable brands tackle taste concerns in creative ways
    • Silk looks to other styles
      • Figure 24: Silk Greek Yogurt Alternative, 2022
    • So Delicious channels botanical and functional
      • Figure 25: So Delicious Complex flavor dairy free yogurt, 2022
    • Spoonable Yoplait wins with kids, extend fun reputation to adult occasions
      • Figure 26: Perception of Yoplait launches, 2019-22
      • Figure 27: Multi-outlet sales of spoonable yogurt/tubes/pouches, by leading companies and brands, rolling 52 weeks 2021 and 2022
    • Successful drinks go small
      • Figure 28: small-size yogurt drinks, 2022
    • Hispanic drink brands deliver on convenience and creativity
      • Figure 29: LALA Instagram Posts, 2022
      • Figure 30: Multi-outlet sales of yogurt drinks, by leading companies and brands, rolling 52 weeks 2021 and 2022
  7. Competitive Strategies and Market Opportunities

    • Best kept beauty secret
      • Figure 31: beauty/personal care products mentioning yogurt, by subcategory, 2021–22
    • Back to brown bagging: supporting work/school lunches
      • Figure 32: Meal packing Instagram posts, 2022
    • A part of the morning routine
      • Figure 33: Noosa Instagram Posts, 2022
    • Make it personal
      • Figure 34: Personalization Instagram posts, 2022
    • Converting sports drink consumers
      • Figure 35: Chobani and Peloton partnership, 2022
    • Yogurt brands become the sous chef
      • Figure 36: Cooking with yogurt Instagram posts, 2021–22
      • Figure 37: Attitudes about at-home cooking, 2021
  8. The Yogurt and Yogurt Drinks Consumer – Fast Facts

    • Most consumers are sticking to the basics, for now
    • Spoonable owns consumers’ conventional occasions, drinks support usage growth
    • Nearly all yogurt eaters will maintain or increase consumption
    • Positive nutrition may provide relief from persisting label pain points
  9. Yogurt Types Purchased

    • Consumers stick to the yogurt they know
      • Figure 38: Types purchased, 2022
    • Non-dairy slowdown requires more specific communication and targeting
      • Figure 39: Types purchased, 2021–22
    • Drinks can bridge working schedules
      • Figure 40: Types purchased, drinks, by work status 2022
    • Tube/pouch audience is narrow, consider how to reach adults
      • Figure 41: Types purchased, tubes/pouches, by parent status 2022
    • Targeting innovation at men can grow underdeveloped segments and the total yogurt category
      • Figure 42: Types purchased, by gender, 2022
  10. Yogurt Styles Purchased

    • Adding excitement to consumers’ yogurt repertories
      • Figure 43: Styles purchased – Select styles, 2022
    • Non-dairy base types as a means of flavor exploration
      • Figure 44: Non-dairy styles purchased, 2022
    • Position globally inspired styles as an affordable luxury
  11. Spoonable Yogurt Flavors and Formats Purchased

    • Encourage consumers to diversify flavor assortment and size up
      • Figure 45: Flavors and formats, 2022
    • Reinforce young consumers’ indulgent habits
      • Figure 46: Flavors and formats – Select flavors, by age, 2022
    • Give small households a reason and assurance to size up
      • Figure 47: Flavors and formats – Select formats, by household size, 2022
    • Consumers moving toward DIY
      • Figure 48: Flavors and formats – Select flavors, 2021–22
  12. Yogurt Occasions

    • Spoonable owns conventional occasions, balance meal and snacking strategies
      • Figure 49: Spoonable yogurt occasions, 2022
    • Nuance occasion strategies by life stage
      • Figure 50: Yogurt occasions, by age, 2022
    • Grow mealtime presence through cooking and condiment usage
      • Figure 51: Spoonable yogurt occasions – Select occasions, by parent status, 2022
    • Yogurt drinks support emerging occasions
      • Figure 52: Yogurt drink occasions, by age, 2022
    • Yogurt drinks as a healthy sidekick
      • Figure 53: Yogurt drink occasions – Select occasions, by gender, 2022
    • On the go for all ages and places
      • Figure 54: Yogurt drink occasions – Select occasions, by children in household, 2022
  13. Change in Yogurt Consumption

    • Nearly all yogurt eaters will maintain or increase consumption
      • Figure 55: Anticipated change in consumption, 2022
    • Lean on yogurt drink buyers for increased consumption
      • Figure 56: Anticipated change in consumption, by yogurt type purchased, 2022
    • A focus on health (physical, mental and financial) will lead to greater yogurt consumption
      • Figure 57: Reasons for anticipated increased consumption, 2022
    • Supporting traditional health goals of older audiences
      • Figure 58: Reasons for anticipated increased consumption – Select reasons, by age, 2022
    • Tweak value communication strategies by gender
      • Figure 59: Reasons for anticipated increased consumption – Select reasons, by gender, 2022
  14. Purchase Driving Nutritional Attributes

    • Yogurt category straddles the line between traditional and evolving health definitions
      • Figure 60: Important yogurt attributes, 2022
    • Drink brands can pilot positive nutrition
      • Figure 61: Important yogurt attributes, by yogurt type purchased, 2022
    • The potential of high fiber
      • Figure 62: Important yogurt attributes – Select attributes, by age, 2022
  15. Appendix – Data Sources and Abbreviations

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

      • Figure 63: Total US retail sales and forecast of yogurt and yogurt drinks, at current prices, 2017-27
      • Figure 64: Total US retail sales and forecast of yogurt and yogurt drinks, at inflation-adjusted prices, 2017-27
      • Figure 65: Total US retail sales and forecast of yogurt and yogurt drinks, by segment, at current prices, 2017-27
      • Figure 66: Average annual household spending on yogurt and yogurt drinks, 2017-22
      • Figure 67: Total US retail sales of yogurt and yogurt drinks, by segment, at current prices, 2020 and 2022
      • Figure 68: Total US retail sales and forecast of spoonable yogurt/tubes/pouches, at current prices, 2017-27
      • Figure 69: Total US retail sales and forecast of spoonable yogurt/tubes/pouches, at inflation-adjusted prices, 2017-27
      • Figure 70: Growth of multi-outlet dollar sales and volume sales of spoonable yogurt/tubes/pouches, 2017-21
      • Figure 71: Total US retail sales and forecast of yogurt drinks, at current prices, 2017-27
      • Figure 72: Total US retail sales and forecast of yogurt drinks, at inflation-adjusted prices, 2017-27
      • Figure 73: Growth of multi-outlet dollar sales and volume sales of yogurt drinks, 2017-21
      • Figure 74: Total US retail sales of yogurt and yogurt drinks, by channel, at current prices, 2017-22
      • Figure 75: Total US retail sales of yogurt and yogurt drinks, by channel, at current prices, 2020 and 2022
      • Figure 76: US supermarket sales of yogurt and yogurt drinks, at current prices, 2017-22
      • Figure 77: US sales of yogurt and yogurt drinks through other retail channels, at current prices, 2017-22
  17. Appendix – Companies and Brands

      • Figure 78: Multi-outlet sales of yogurt and yogurt drinks, by leading companies, rolling 52 weeks 2021 and 2022
      • Figure 79: Multi-outlet sales of spoonable yogurt, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 80: Multi-outlet sales of yogurt drinks, by leading companies and brands, rolling 52 weeks 2021 and 2022

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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Data

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*databooks not available with UK B2B Industry reports.

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