The Yogurt Market and Yogurt Innovation: Greek Yogurt and Beyond - The yogurt market has undergone a sea change due to the Greek yogurt counter-revolution, which has yanked the category back to the future. Packaged Facts estimates the U.S. retail market for yogurt at $7.3 billion in 2012, up 6.6% over the previous year—with the Greek yogurt segment singlehandedly responsible for these respectable sales gains in a very large and mature product category. Greek yogurt surged from being from just a sliver of the yogurt market in 2007 to becoming the most important trend in the industry, albeit at the expense of non-Greek yogurt dollar and unit sales.

While Greek yogurt will continue to post gains and set the direction for the overall yogurt market, Packaged Facts does not believe it can keep up its amazing growth pace. As of early 2013, price competition has caused some areas of sales growth to slow, and major players to fight a zero sum game over market share.

Even so, many industry watchers hold that that yogurt, which is consumed at a relatively low rate per capita in the U.S., still has significant upside on these shores. With yogurt growing in consumption across various dayparts, and with the broad-ranging push for healthier eating and increased consumption of lean protein in the U.S., growth in the yogurt category is hardly on its last legs.

Moreover, Greek yogurt has emerged as a platform for innovation in other product categories, both perimeter and center store. Frozen yogurt has become a big early adopter, with a plethora of new Greek yogurt product introductions. And the yogurt trend has simultaneously been picked up by the foodservice industry, with overall penetration levels on restaurant menus nearing 18%, a 20% increase from five years ago. As part of this spill-over from retail, some yogurt makers have begun to pay more attention to foodservice, with Chobani and Dannon opening up their own yogurt shops.

The Yogurt Market and Yogurt Innovation: Greek Yogurt and Beyond offers a comprehensive look at the market for yogurt and yogurt drinks across the U.S. retail spectrum, with discussion extending to the global competitive context.

Table Of Contents

Chapter 1 Executive Summary

Scope of Report
Report Methodology


Size and Growth of the Market

Yogurt Sales Bloom, Thanks to Greek

Table 1-1 U.S. Sales of Yogurt, 2008-2012 (in millions of dollars)


More Yogurt Sales on the Horizon

Table 1-2 Projected U.S. Sales of Yogurt, 2013-2017 (in millions of dollars)


Majority of Yogurt Sales in Grocery Channel

Table 1-3 Share of U.S. Sales of Yogurt by Channel, 2012 (percent)


Yogurt is Bought In a Variety of Retail Outlets

Table 1-4 Consumers’ Response to Question about Yogurt Purchases: Where do you usually buy yogurt? (Multiple answers allowed)


SymphonyIRI-tracked Sales Show Solid Dollar Growth

Table 1-5 IRI-Tracked Sales of Yogurt andamp; Yogurt Drinks, 2012


Greek Yogurt Driving Dollar Growth, but at a Cost
Greek Stars in Natural Foods and Specialty Gourmet Channels
Yogurt Maintains a Top 10 position in Food

Table 1-6 Biggest Categories by Dollar Sales, 2012


Market Share Concentrated in Mass Channels, More Spread Out Elsewhere
Private Label An Important Yogurt Player
Greek Yogurt Spreads Wings
Yogurt Growing on Foodservice Menus
Yogurt Introduce a Plethora of New Products
Packaging Trends: Convenient and Green Packaging
Yogurt Invades Other Categories
The U.S. Competitive Landscape
The Global Landscape
Yogurt’s Penetration Holds Steady

Table 1-7 Yogurt Usage, By Gender (percent)




Chapter 2 Market Trends

Yogurt Sales Rise to $7.3 billion

Table 2-1 U.S. Sales of Yogurt, 2008-2012 (in millions of dollars)


A Multi-Channel Champion

Table 2-2 Share of U.S. Sales of Yogurt by Channel, 2012 (percent)


Location Preferences: Grocery Stores On Top, But Other Outlets Popular

Table 2-3 Consumers’ Response to Question about Yogurt Purchases:

Where do you usually buy yogurt? (Multiple answers allowed)




SymphonyIRI-tracked Sales Show Solid Dollar Growth

Table 2-4 IRI-Tracked Sales of Yogurt andamp; Yogurt Drinks, 2012


Other Yogurt Categories See Healthy Returns

Table 2-5 IRI-Tracked Sales of Other Yogurt Products, 2012


Greek Yogurt Fueling Dollar Growth, but Cannibalizing Unit Sales

Table 2-6 Greek Yogurt Dollar Sales and Share, 2011-2012
Table 2-7 Greek Yogurt Unit Sales and Share, 2011-2012


Greek Gaining Even More Share in 2013
Natural Foods Channel Sees Strong Growth in All Categories

Table 2-8 Sales of Yogurt in Natural Foods Channel, 2011-2012


Specialty Gourmet Channel Sees Sales Increases

Table 2-9 Sales of Yogurt in Specialty Gourmet Channel, 2011-2012


Greek Yogurt Is Tops, According to UNFI

Table 2-10 Subcategory Share in Natural Channel, Q4 2012 vs. Q4 2011


Refrigerated Yogurt Competes Across Supermarket Aisles

Table 2-11 Biggest Categories by Dollar Sales, 2012
Table 2-12 Biggest Categories by Unit Sales, 2012


Refrigerated Yogurt Among Fastest Growing Billion-Dollar Categories

Table 2-13 Fastest Growing Billion Dollar Categories, 2012




Competitive Landscape

Market Share Concentrated Among a Select Few

Table 2-14 Top Marketers Of Yogurt and Yogurt Drinks at Food, Drug and Mass Merchandisers, 2012


Mainstream Channels: Yoplait Edges Dannon In Refrigerated Yogurt

Table 2-15 Top Marketers of Refrigerated Yogurt, 2012
Table 2-16 Fast Growing Brands of Refrigerated Yogurt, 2012


Natural Food Channels: Foreign and Specialty Brands Populate the Top Spots

Table 2-17 Top 20 Yogurt Brands in Mainstream vs. Natural Channels, 2012
Table 2-18 Brand Share in Natural Channel, Q4 2012 vs. Q4 2011


FAGE, Large Sizes Prevalent Among Top Natural Food SKUs

Table 2-19 Top 20 SKUs in the Natural Channel, Q4 2012 vs. Q4 2011
Table 2-20 Top 10 New Products in the Natural Channel, Q4 2012


Danone Leads In Yogurt Drinks

Table 2-21 Top Marketers of Yogurt Drinks, 2012
Table 2-22 Fast Growing Yogurt Drinks, 2012


Chobani Rules Greek Yogurt

Table 2-23 Greek Yogurt by Dollar Share, 2012
Table 2-24 Greek Yogurt by Unit Share, 2012


2013: Chobani, FAGE Seen Slipping; Dannon, Yoplait Seen Rising
Top Marketers of Frozen Yogurt Only Three Big Snack Size Competitors

Table 2-25 Top Marketers of Frozen Yogurt, 2012
Table 2-26 Fast Growing Frozen Yogurt Brands, 2012


Private Label Outpaces Its Overall Categories in All But Yogurt Drinks

Table 2-27 Top Marketers of Frozen Yogurt, 2012




Looking Ahead

More Yogurt Sales on the Horizon

Table 2-28 Projected U.S. Sales of Yogurt, 2013-2017 (in millions of dollars)




Chapter 3 Greek Yogurt and Beyond Greek Yogurt and Beyond: Market Innovation and Cross-Category Applications

As Greek Yogurt Grows, Other Categories Impacted
Greek Invades Frozen Yogurt
Private Label Keeps Up With the Joneses

Table 3-1 Food Products Purchased by Grocery Shoppers on Most Recent Grocery Shopping Trip with the Highest and Lowest Likelihood of Being National/Name Brands, 2011 (percent of grocery shoppers)


Yogurt’s Prevalence Grows in Foodservice

Table 3-2 Yogurt on the Menu: Restaurant Penetration, by Segment, 2012
Table 3-3 Yogurt on the Menu: Restaurant Penetration Growth, 2008-2012
Table 3-4 Yogurt on the Menu: Penetration, by Restaurant Cuisine Specialty, 2012
Table 3-5 Greek Yogurt on the Menu: Penetration, by Restaurant Cuisine Specialty, 2012
Table 3-6 Greek Yogurt on the Menu: Penetration, by Restaurant Cuisine Specialty, 2012
Table 3-7 Yogurt on the Menu: Distribution by Menu, 2012
Table 3-8 Greek Yogurt on the Menu: Distribution by Menu, 2012


Yogurt Makers Open Shop
Yogurt Makes Regular Appearances on SymphonyIRI’s Pacesetters List
Yogurt Innovators Recognized
Greek Leads New Yogurt Products
Packaging Trends: Convenient and Green Packaging Abound

Easier Snacking
Making Healthy Eating Easier
Hard to Recycle Packaging
Plant-Based Packaging
Product Attributes on the Lid


Cross-Category Applications: Yogurt Invading Other Categories

Granola Bars and Gelato
Frozen Novelties
Breakfast Cereal
Salad Dressing
Baby Food
Dips and Spreads
Smoothies
Cream Cheese
Greek Yogurt Butter
Asian Foods
Liqueur
Snacks
Skin care




Chapter 4 The U.S. Market: Marketer Profiles
Chobani, Inc.

Products
Marketing


The Dannon Company

Products
Marketing


FAGE USA

Products
Marketing


The Hain Celestial Group

Products
Marketing


Johanna Foods

Products
Marketing


Stonyfield Farm Inc.

Products
Marketing


Sun Valley Dairy Inc.

Products
Marketing


YoCrunch

Products
Marketing


General Mills (Yoplait USA Inc.)

Products
Marketing


Chapter 5 The Global Market The Global Market: Overview and New Products

Yogurt Sales At $69 Billion Worldwide

Table 5-1 Share of Yogurt Sales by Region, 2012 (percent)


New Products and Trends Around the World


Global Marketer Profiles

Alpina Productos Alimenticios SA
Arla Foods
Danone
Ehrmann AG
Emmi
FAGE International S.A.
Fonterra Co-operative Group
Groupe Lactalis
Meiji Holdings Co., Ltd.
Unternehmensgruppe Theo Müller
Nestle SA
PepsiCo
Royal FrieslandCampina
Yoplait S.A.S
Yakult Honsha Co Ltd
Zott GmbH andamp; Co KG


Chapter 6 The Consumer
Note on Simmons and Packaged Facts Surveys
Yogurt Percentage Usage Holds Steady; Per Capita Consumption Increasing

Table 6-1 Yogurt Usage, 2005-2012 (Number in Thousands andamp; Percent)


Do Women Really Like Yogurt More?

Table 6-2 Yogurt Usage, By Gender (percent)


Brogurt: What About Men?
Location Preferences: Grocery Stores Dominate

Table 6-3 Consumers’ Response to Question About Yogurt Purchases:Where do you usually buy yogurt? (multiple answers allowed)


Daypart Preferences: Breakfast, Of Course

Table 6-4 Consumers’ Response to Question About Yogurt Consumption: What time of day do you usually consume yogurt products? (multiple answers allowed)


How Fat Do You Like It?

Table 6-5 Types of Yogurt Consumed, 2005-2012 (Number in Thousands andamp; Percent)

Table 6-6 Demographics of Adult Yogurt Consumers by Type Consumed, 2012 (Index)




Slurp or Spoon?

Table 6-7 Forms of Yogurt Consumed, 2012 (Percentage of Yogurt Users)
Table 6-8 Demographics of Adult Yogurt Consumers by Form Consumed, 2012(Index)


Fruit, Flavored, Crunchies or Plain?

Table 6-9 Kinds of Yogurt Consumed, 2005-2012 (Number in Thousands andamp; Percent)
Table 6-10 Types of yogurt purchased, Non-Greek vs Greek
Table 6-11 Demographics of Adult Yogurt Consumers by Kind Consumed, 2012 (Index)


Gimme the Greek

Table 6-12 Greek Yogurt Usage, Overall and By Gender (percent)
Table 6-13 Consumers Who’ve Bought Greek Yogurt in Last 30 Days: What are the main reasons you buy Greek yogurt over other kinds of yogurt? (percent)


Yogurt from Other Countries

Table 6-14 Types of yogurt or cultured dairy products from other countries bought within the last 30 days (percent)


Usage and Appeal of Cross-Category Yogurt Applications

Table 6-15 Percentage of customers who have bought the following yogurt-flavored or yogurt-containing products and respective appeal


Brand Preferences

Table 6-16 Yogurt Brand Consumption Trends, 2005-2012 (percent)


Consumer Demographics

Table 6-17 Demographics of Adult Yogurt Consumers by Brand, 2012 (Index)


Consumer Psychographics

Table 6-18 Psychographics of Adult Yogurt Consumers by Brand- Attitudes


About Diet andamp; Health, 2012 (Index)

Table 6-19 Psychographics of Adult Yogurt Consumers by Brand- Attitudes


About Food, 2012 (Index)

Table 6-20 Psychographics of Adult Yogurt Consumers by Brand- Attitudes


About Shopping, 2012 (Index)
Organic Yogurt

Table 6-21 Organic Product Usage, 2012
Table 6-22 Demographics of Adult Organic Yogurt Consumers, 2012 (Index)



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