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Description

Description

"Yogurt sales are beginning to fall as yogurt drinks take share from the spoonable segment and constant innovation in style and flavor leads to increased competition and consumer fatigue. Performance will be dependent on brands’ ability to align functional claims and positioning with consumers’ rapidly changing definition of “healthy.” Prioritizing products that focus on meeting nutritional expectations, and consolidating those that do not, have the potential to boost sales by lessening crowding, bringing new consumers to the market and increasing purchase incidence from existing buyers."

– Madelyn Franz, Research Analyst

This report examines the following issues:

  • Yogurt sees losses
  • Yogurt fatigue is kicking in
  • Indifferent consumers spur cannibalization

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • The issues
            • Yogurt sees losses
              • Figure 1: Total US sales and fan chart forecast of yogurt and yogurt drinks, at current prices, 2014-24
            • Yogurt fatigue is kicking in
              • Figure 2: Yogurt fatigue, September 2019
            • Indifferent consumers spur cannibalization
              • Figure 3: Yogurt purchasing shifts, September 2019
            • The opportunities
              • Make mix-ins great again
                • Figure 4: Yogurt mix-ins, September 2019
              • Keep kids in mind
                • What it means
                • The Market – What You Need to Know

                  • Yogurt is struggling
                    • Convenience is key
                      • Millennial parents shape the market
                      • Market Size and Forecast

                        • Yogurt is starting to decline
                          • Figure 5: Total US sales and fan chart forecast of yogurt and yogurt drinks, at current prices, 2014-24
                          • Figure 6: Total US sales and forecast of yogurt and yogurt drinks, at current prices, 2014-24
                      • Market Breakdown

                        • Drinkable yogurt’s share is small, but growing gradually
                          • Figure 7: Spoonable and drinkable yogurt share of total market sales, 2014-24
                          • Figure 8: Sales of yogurt and yogurt drinks, by segment, 2014-24
                      • Market Perspective

                        • Fiber is a factor
                          • Figure 9: Gastrointestinal relief methods, by type, June 2019
                        • Nutrition trends shape innovation, but increase competition
                        • Market Factors

                          • Climate change leads to shake ups in agriculture
                            • Figure 10: Stonyfield announces OpenTEAM project to provide industry sustainability education
                          • Millennial parents drive innovation
                            • Figure 11: Households with own children under age 18, by age of householder, 2018
                        • Key Players – What You Need to Know

                          • Major brands see divided performance
                            • Too many yogurts on the shelf
                              • Nutrition trends are at the center of the market
                                • Yogurt for brain health
                                • Company and Brand Sales of Yogurt and Yogurt Drinks

                                  • Healthful innovators pull ahead
                                    • Figure 12: MULO sales of yogurt and yogurt drinks, by leading companies, rolling 52 weeks 2018 and 2019
                                  • Trendy spoonable offerings boost sales
                                      • Figure 13: MULO sales of spoonable yogurt, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                    • Kids love drinkable yogurts
                                      • Figure 14: MULO sales of drinkable yogurt, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                  • What’s Working?

                                    • Plant-based goes mainstream
                                      • Having fun with flavors
                                      • What’s Struggling?

                                        • The market is oversaturated
                                          • Figure 15: Repertoire analysis – Number of yogurt products purchased in the past three months
                                        • Methodology – Repertoire Analysis
                                          • Were mix-in yogurts a flash in the pan?
                                          • What to Watch

                                            • Building a better yogurt
                                              • Figure 16: Using the Yomee yogurt maker
                                            • Yogurt supporting brain development
                                              • Figure 17: Brainiac Kids yogurt launch, February 2019
                                          • The Consumer – What You Need to Know

                                            • Non-dairy options could save the day
                                              • Consumers are still buying the same amount of yogurt
                                                • Positioning yogurt as an all-day option
                                                  • Healthy yogurts are successful
                                                  • Yogurt and Yogurt Drink Purchases

                                                    • Non-dairy brought new consumers to the market
                                                        • Figure 18: Yogurt and yogurt drink purchases, by type and consumer, August 2018 and September 2019
                                                      • Dairy yogurt still reigns for kids
                                                        • Figure 19: Yogurt and yogurt drink purchases, by type and consumer, September 2019
                                                    • Dairy Yogurt Deep Dive

                                                      • Greek yogurt still dominates the market
                                                        • Figure 20: Dairy yogurt purchases, September 2019
                                                      • Emerging trends are favored by younger generations
                                                        • Figure 21: Dairy yogurt purchases, by generation, September 2019
                                                      • Purchasing patterns are relatively stagnant
                                                        • Figure 22: Dairy yogurt purchase shifts, September 2019
                                                      • Dairy yogurt is popular for families
                                                        • Figure 23: Dairy yogurt purchase shifts, by parental status, September 2019
                                                    • Non-dairy Yogurt Deep Dive

                                                      • Familiar non-dairy bases encourage trial
                                                        • Figure 24: Non-dairy yogurt purchases, September 2019
                                                      • Men are open to trying new products
                                                        • Figure 25: Non-dairy yogurt purchases, by gender, September 2019
                                                      • New brands are entering, but consumers are still catching up
                                                        • Figure 26: Non-dairy yogurt purchase shifts, September 2019
                                                      • Taste is still a driving factor
                                                        • Figure 27: Reasons for buying more non-dairy yogurt, September 2019
                                                    • Attitudes toward Yogurt

                                                      • Active yogurt consumers focus on health
                                                        • Figure 28: Attitudes toward yogurt, by non-dairy yogurt purchase shifts, September 2019
                                                    • Yogurt and Yogurt Drink Usage

                                                      • The day starts with yogurt
                                                          • Figure 29: Yogurt and yogurt drink usage occasions, by segment, September 2019
                                                        • Consumers have yogurt as a snack
                                                          • Figure 30: Yogurt and yogurt drink usage occasions, by segment, September 2019
                                                      • Interest in Yogurt Innovation

                                                        • Innovations must be strategic to capture consumers’ interest
                                                          • Figure 31: Interest in yogurt innovations, September 2019
                                                        • Yogurt goes green
                                                          • Figure 32: Interest in yogurt innovations, by parental status, September 2019
                                                        • Sugar is out, but sweet is still in
                                                          • Methodology
                                                            • Figure 33: TURF analysis – Interest in yogurt innovation, September 2019
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Sales data
                                                              • Fan chart forecast
                                                                • Consumer survey data
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                    • Appendix – The Market

                                                                        • Figure 34: Total US sales and forecast of market, at inflation-adjusted prices, 2012-22
                                                                        • Figure 35: Total US retail sales and forecast of yogurt and yogurt drinks, by segment, at current prices, 2014-24
                                                                        • Figure 36: Total US retail sales of yogurt and yogurt drinks, by segment, at current prices, 2017 and 2019
                                                                        • Figure 37: Total US retail sales and forecast of spoonable yogurt, at current prices, 2014-24
                                                                        • Figure 38: Total US retail sales and forecast of yogurt drinks/kefir, at current prices, 2014-24
                                                                        • Figure 39: Total US retail sales and forecast of yogurt and yogurt drinks, at inflation-adjusted prices, 2014-24
                                                                        • Figure 40: Total US retail sales and forecast of spoonable yogurt, at inflation-adjusted prices, 2014-24
                                                                        • Figure 41: Total US retail sales and forecast of yogurt drinks/kefir, at inflation-adjusted prices, 2014-24
                                                                    • Appendix – Retail Channels

                                                                        • Figure 42: Total US retail sales of yogurt and yogurt drinks, by channel, at current prices, 2014-19
                                                                        • Figure 43: Total US retail sales of yogurt and yogurt drinks, by channel, at current prices, 2017 and 2019
                                                                        • Figure 44: US supermarket sales of yogurt and yogurt drinks, at current prices, 2014-19
                                                                        • Figure 45: US sales of yogurt and yogurt drinks through other retail channels, at current prices, 2014-19
                                                                    • Appendix – The Consumer

                                                                        • Figure 46: Attitudes toward snacking, Spring 2019
                                                                        • Figure 47: Attitudes toward mealtimes, Spring 2019

                                                                    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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