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Yogurt and Yogurt Drinks - UK - July 2018

“Environmentally friendly products such as with recycled packaging or sustainable farming guarantees attract strong consumer interest but are underexplored within the category. The public focus on plastic’s impact on the environment makes such packaging innovation timely. Meanwhile sustainable farming guarantees allow companies to boost their image as socially responsible.”
– Alice Baker, Research Analyst


This report looks at the following areas:

  • Environmentally friendly products enjoy wide appeal
  • Many parents would welcome less sweet-tasting children’s yogurts 
  • Multiple opportunities to tap the consumer interest in functional benefits

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Inflation masks volatile volume sales performance from 2013-18
              • Inflation and slow volume growth anticipated for 2018-23
                • Figure 1: UK retail value sales for spoonable and drinking yogurt, 2013-23
              • Milk prices remain volatile
                • Government health initiatives affect the market
                  • Companies and brands
                    • Müllerlight sees sales slip while other Müller brands continue to decline
                      • Figure 2: Leading brands’ sales in the UK spoonable yogurt market, 2017/18*
                    • Actimel remains leader on yogurt drinks but loses sales
                      • Further NPD in low-fat and L/N/R sugar yogurts
                        • Growth in lactose- and dairy-free segments helps to drive rise in L/N/R allergen claims
                          • Advertising spend falls in 2017
                            • Müller continues to focus on permissibility for Müllerlight
                              • The consumer
                                • Three quarters of adults eat yogurt, while one in five drink yogurt drinks
                                  • Figure 3: Usage of yogurt and yogurt drinks, by type, May 2018
                                • Yogurts supporting digestive and immune health appeal particularly to older people
                                  • Figure 4: Desired benefits from yogurt/yogurt drinks, May 2018
                                • Environmentally friendly products have wide appeal
                                  • Figure 5: Interest in innovation in yogurt and yogurt drinks, May 2018
                                • Consumers’ label scrutiny adds pressure for the industry to improve its health credentials
                                  • Figure 6: Behaviours relating to yogurt and yogurt drinks, May 2018
                                • Most people’s maximum sugar level for yogurt is below even PHE targets
                                  • Figure 7: Attitudes towards yogurt and yogurt drinks, May 2018
                                • What we think
                                • Issues and Insights

                                  • Environmentally friendly products enjoy wide appeal
                                    • The facts
                                      • The implications
                                        • Many parents would welcome less sweet-tasting children’s yogurts
                                          • The facts
                                            • The implications
                                              • Multiple opportunities to tap the consumer interest in functional benefits
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Inflation masks volatile volume sales performance from 2013-18
                                                      • Inflation and slow volume growth anticipated for 2018-23
                                                        • Milk prices remain volatile
                                                          • Government health initiatives affect the market
                                                          • Market Size, Segmentation and Forecast

                                                            • Inflation masks volatile volume sales performance from 2013-18
                                                              • Inflation and slow volume sales growth expected for 2018-23
                                                                • Figure 8: UK retail sales for spoonable and drinking yogurt, by value and volume, 2013-23
                                                                • Figure 9: UK retail value sales for spoonable and drinking yogurt, 2013-23
                                                              • Spoonable yogurts bounce back in 2018
                                                                • Ageing population to offer little support to spoonable yogurt from 2018-23
                                                                  • Figure 10: UK retail sales for spoonable yogurt, by value and volume, 2013-23
                                                                  • Figure 11: UK retail value sales for spoonable yogurt, 2013-23
                                                                • Lacklustre sales performance for drinking yogurt in 2017/18
                                                                  • Limited volume sales growth expected for drinking yogurt from 2018-23
                                                                    • Figure 12: UK retail sales for drinking yogurt, by value and volume, 2013-23
                                                                    • Figure 13: UK retail value sales for drinking yogurt, 2013-23
                                                                  • Forecast methodology
                                                                  • Market Drivers

                                                                    • Milk prices remain volatile
                                                                      • Future trade agreements are pivotal for spoonable and drinking yogurts
                                                                        • Government health initiatives affect the market
                                                                          • Yogurt manufacturers are tasked with cutting sugar
                                                                            • EFSA rules make it difficult for dairy products to make a low-sugar claim
                                                                              • Manufacturers take action on sugar
                                                                                • Soft Drinks Sugar Levy comes into effect
                                                                                  • Kids’ yogurts can capitalise on PHE snack guidelines
                                                                                    • Ageing UK population offers little support to yogurt
                                                                                      • Growth in children to support sales, but to a lesser extent than previously
                                                                                        • Yogurt benefits from the world foods trend
                                                                                        • Companies and Brands – What You Need to Know

                                                                                          • Müllerlight sees sales slip while other Müller brands continue to decline
                                                                                            • Actimel remains leader on yogurt drinks but loses sales
                                                                                              • Further NPD in low-fat and L/N/R sugar yogurts
                                                                                                • Growth in lactose- and dairy-free segments helps to drive rise in L/N/R allergen claims
                                                                                                  • Advertising spend falls in 2017
                                                                                                    • Müller continues to focus on permissibility for Müllerlight
                                                                                                    • Market Share

                                                                                                      • Müllerlight sees sales slip as consumers move against ‘diet’ foods
                                                                                                        • Other Müller brands continue to decline
                                                                                                          • Figure 14: Leading brands’ sales and shares in the UK spoonable yogurt market, 2015/16-2017/18
                                                                                                        • Danone brands experience mixed fortunes
                                                                                                          • Alpro continues to benefit from growth in the free-from segment
                                                                                                            • Danone takes over WhiteWave
                                                                                                              • Actimel remains market leader in yogurt drinks but loses sales
                                                                                                                • Figure 15: Leading brands’ sales and shares in the UK drinking yogurt market, 2015/16-2017/18
                                                                                                            • Launch Activity and Innovation

                                                                                                              • Low fat remains the primary health claim in 2017
                                                                                                                • Figure 16: New product launches in the UK yogurt and yogurt drinks market, by top 20 claims (sorted by 2017), 2014-18
                                                                                                              • Brands take differing approaches to cutting sugar in low-fat yogurts
                                                                                                                • Alpro launches no-added-sugar yogurts
                                                                                                                  • Figure 17: Low-fat and L/N/R sugar yogurt examples, UK, 2017-18
                                                                                                                • Benecol Light rebrands as no added sugar
                                                                                                                  • Figure 18: Benecol Original Yogurt Drink with Plant Stanols – before and after, UK, 2017
                                                                                                                • High-protein claims feature on quarter of low-fat yogurt launches in 2017
                                                                                                                  • Figure 19: High-protein low-fat yogurt launch example, UK, 2017
                                                                                                                • Brands and retailers extend their high-protein low-fat ranges
                                                                                                                  • Figure 20: High-protein low-fat yogurt range extension examples, UK, 2017
                                                                                                                • Leading players launch quark products
                                                                                                                  • Figure 21: Quark product launches, UK, 2018
                                                                                                                • Competition heats up in 0% fat Greek yogurts
                                                                                                                  • References to provenance used to underline authenticity
                                                                                                                    • Figure 22: Greek yogurts with 0% fat examples, UK, 2017-18
                                                                                                                  • Further growth in L/N/R sugar launches
                                                                                                                    • Müller continues its reformulation efforts
                                                                                                                      • Organic brand launches vegetable yogurts
                                                                                                                        • Figure 23: L/N/R sugar yogurt launch examples, UK, 2017-18
                                                                                                                      • Growth in lactose- and dairy-free segments helps to drive rise in L/N/R allergen claims
                                                                                                                        • Brands and retailers launch lactose-free variants
                                                                                                                          • Figure 24: Lactose-free yogurt launch examples, UK, 2017-18
                                                                                                                        • Further nut milk yogurts enter the market
                                                                                                                          • Figure 25: Nut milk yogurt launch examples, UK, 2017-18
                                                                                                                        • Nush claims UK first with almond milk yogurt tubes
                                                                                                                          • Coconut Collaborative extends into other plants
                                                                                                                            • Organic claims rise in 2018
                                                                                                                              • Yeo Valley and Rachel’s continue to explore on-trend ingredients
                                                                                                                                • Yeo Valley continues with Left Yeovers anti-food waste initiative
                                                                                                                                  • Arla offers people an easy route to meet fibre recommendations
                                                                                                                                    • Kefir launches continue yogurt drinks’ quest to appeal to a general audience
                                                                                                                                      • Greek goat’s milk kefir highlights provenance
                                                                                                                                        • Figure 26: Kefir launch examples, UK, 2017-18
                                                                                                                                      • Müller continues to lead on launches
                                                                                                                                        • Figure 27: Müller launch examples, UK, 2017
                                                                                                                                        • Figure 28: New product launches in the UK yogurt and yogurt drinks market, by top 10 companies (sorted by 2017), 2014-18
                                                                                                                                      • Yoplait looks to expand the pool of users of its kids’ yogurts
                                                                                                                                        • Lancashire Farm introduces free-range label to its yogurts range
                                                                                                                                        • Advertising and Marketing Activity

                                                                                                                                          • Advertising spend falls in 2017
                                                                                                                                            • Figure 29: Total above-the-line, online display and direct mail advertising expenditure on yogurt and yogurt drinks, 2014-18 (sorted by 2017)
                                                                                                                                          • Müller continues to push permissibility message for Müllerlight
                                                                                                                                            • TV advert for White Velvet looks to boost plain yogurt’s taste associations
                                                                                                                                              • Müller continues its links with sporting events
                                                                                                                                                • Danone continues to focus on Activia
                                                                                                                                                  • Advert for reformulated Activia emphasises unchanged taste despite sugar removal
                                                                                                                                                    • Actimel continues with the ‘Stay Strong’ campaign
                                                                                                                                                      • Yogurt and yogurt drink brands aim for lifestyle positioning
                                                                                                                                                        • Activia again targets people wanting to make a healthy start to the New Year
                                                                                                                                                          • Arla Fibre puts unnoticeable fibre in spotlight
                                                                                                                                                            • Actimel emphasises taste as well as health…
                                                                                                                                                              • …and looks to build associations with active lifestyles
                                                                                                                                                                • Yakult focuses on mental as well as physical wellbeing
                                                                                                                                                                  • Onken interactive campaign offers people the chance to choose flavours
                                                                                                                                                                    • Nielsen Ad Intel coverage
                                                                                                                                                                    • The Consumer – What You Need to Know

                                                                                                                                                                      • Three quarters of adults eat yogurt, while one in five drink yogurt drinks
                                                                                                                                                                        • Yogurts supporting digestive and immune health appeal particularly to older people
                                                                                                                                                                          • Environmentally friendly products have wide appeal
                                                                                                                                                                            • Consumers’ label scrutiny adds pressure for the industry to improve its health credentials
                                                                                                                                                                              • Most people’s maximum sugar level for yogurt is below even PHE targets
                                                                                                                                                                              • Usage of Yogurt and Yogurt Drinks

                                                                                                                                                                                • Three quarters of adults eat yogurt
                                                                                                                                                                                  • Figure 30: Usage of yogurt and yogurt drinks, by type, May 2018
                                                                                                                                                                                • Under-35s and parents have the most varied repertoires
                                                                                                                                                                                  • Figure 31: Repertoire of spoonable yogurt/fromage frais types eaten, May 2018
                                                                                                                                                                                • One in five adults drink yogurt drinks
                                                                                                                                                                                  • Over-65s are the most likely to drink yogurt drinks daily
                                                                                                                                                                                    • Figure 32: Usage frequency for yogurt and yogurt drinks, May 2018
                                                                                                                                                                                • Desired Benefits from Yogurt/Yogurt Drinks

                                                                                                                                                                                  • Yogurt’s associations with digestive health remain strong
                                                                                                                                                                                    • Figure 33: Desired benefits from yogurt/yogurt drinks, May 2018
                                                                                                                                                                                  • Immune health support appeals particularly to over-55s
                                                                                                                                                                                    • Immune health claims remain rare
                                                                                                                                                                                      • Figure 34: Own-label Vitamin C-fortified yogurt drink launch example, UK, 2017
                                                                                                                                                                                    • Scope to explore Vitamin C in spoonable yogurt
                                                                                                                                                                                      • References to calcium per serving could help to make yogurt’s bone health proposition more tangible
                                                                                                                                                                                        • Marketing around the importance of calcium for teenagers has untapped potential
                                                                                                                                                                                          • A quarter are interested in products which boost energy
                                                                                                                                                                                          • Interest in Innovation in Yogurt and Yogurt Drinks

                                                                                                                                                                                            • Environmentally friendly products enjoy wide appeal
                                                                                                                                                                                              • Figure 35: Interest in innovation in yogurt and yogurt drinks, May 2018
                                                                                                                                                                                            • Government and media focus on plastic makes packaging innovation timely
                                                                                                                                                                                              • Figure 36: Example of a yogurt pot with partly recycled packaging, South Africa, 2017
                                                                                                                                                                                            • Environmental claims are rare in yogurts
                                                                                                                                                                                              • Brands with good environmental credentials need to make this tangible to consumers
                                                                                                                                                                                                • ‘No unnecessary antibiotics’ guarantees appeal to many
                                                                                                                                                                                                  • Organic producers should be well placed to address concerns around antibiotics…
                                                                                                                                                                                                    • …as should the non-dairy yogurt segment
                                                                                                                                                                                                      • Yogurts with free-range milk appeal especially to under-35s
                                                                                                                                                                                                        • Organic producers should benefit from highlighting their policies on grazing access
                                                                                                                                                                                                          • Figure 37: International yogurts with on-pack animal welfare statements, 2018
                                                                                                                                                                                                      • Behaviours Relating to Yogurt and Yogurt Drinks

                                                                                                                                                                                                        • Consumers’ label scrutiny adds pressure for the industry to improve its health credentials
                                                                                                                                                                                                          • Figure 38: Behaviours relating to yogurt and yogurt drinks, May 2018
                                                                                                                                                                                                        • Over half of parents buy standard rather than children’s yogurts
                                                                                                                                                                                                          • Many parents would welcome less sweet-tasting children’s yogurts
                                                                                                                                                                                                            • Yogurt benefits from the world foods trend
                                                                                                                                                                                                              • Cross-promotions and in-store positioning can help to encourage use in cooking
                                                                                                                                                                                                              • Attitudes towards Yogurt and Yogurt Drinks

                                                                                                                                                                                                                • Most users’ maximum sugar level for yogurt is below even PHE targets
                                                                                                                                                                                                                  • Figure 39: Attitudes towards yogurt and yogurt drinks, May 2018
                                                                                                                                                                                                                • Lower-sugar yogurts will need to highlight these credentials prominently on-pack
                                                                                                                                                                                                                  • Opportunity for non-dairy yogurts to appeal beyond their free-from status
                                                                                                                                                                                                                    • No-added-sugar low-fat yogurts will need to emphasise their clean-label credentials
                                                                                                                                                                                                                      • Multiple barriers to eating spoonable yogurts out of home
                                                                                                                                                                                                                        • Opportunities for more ‘grown-up’ pouched yogurts
                                                                                                                                                                                                                          • Ambient pouched yogurts are rare
                                                                                                                                                                                                                            • Figure 40: Children’s pouched yogurts with an on-the-go positioning, UK, 2018
                                                                                                                                                                                                                          • Opportunities to market yogurt drinks for on-the-go usage
                                                                                                                                                                                                                            • Four in 10 see fermented foods as important
                                                                                                                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                • Abbreviations
                                                                                                                                                                                                                                  • Consumer research methodology
                                                                                                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                      • Figure 41: Best- and worst-case forecast of UK sales of spoonable and drinking yogurt, by value, 2018-23
                                                                                                                                                                                                                                      • Figure 42: Best- and worst-case forecast of UK sales of spoonable and drinking yogurt, by volume, 2018-23
                                                                                                                                                                                                                                      • Figure 43: Best- and worst-case forecast of UK sales of spoonable yogurt, by value, 2018-23
                                                                                                                                                                                                                                      • Figure 44: Best- and worst-case forecast of UK sales of spoonable yogurt, by volume, 2018-23
                                                                                                                                                                                                                                      • Figure 45: Best- and worst-case forecast of UK sales of drinking yogurt, by value, 2018-23
                                                                                                                                                                                                                                      • Figure 46: Best- and worst-case forecast of UK sales of drinking yogurt, by volume, 2018-23
                                                                                                                                                                                                                                      • Figure 47: UK retail volume sales of spoonable and drinking yogurt, 2013-23
                                                                                                                                                                                                                                      • Figure 48: UK retail volume sales of spoonable yogurt, 2013-23
                                                                                                                                                                                                                                      • Figure 49: UK retail volume sales of drinking yogurt, 2013-23
                                                                                                                                                                                                                                    • Forecast methodology
                                                                                                                                                                                                                                    • Appendix – Advertising and Marketing Activity

                                                                                                                                                                                                                                        • Figure 50: Total above-the-line, online display and direct mail advertising expenditure on yogurt and yogurt drinks, by top three advertisers, 2016-18

                                                                                                                                                                                                                                    Yogurt and Yogurt Drinks - UK - July 2018

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