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The Yogurt Market and Yogurt Innovation, 2nd Edition

  • January 2015
  • -
  • Packaged Facts
  • -
  • 222 pages

The yogurt and yogurt drink market is a dynamic category both in the U.S. and worldwide, marked by constant innovation. The category has been revolutionized in recent years by Greek yogurt, which has 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. More than 50% of sales can now be attributed to Greek yogurt. However, Greek yogurt's ascendance has slowed, and the industry is looking for additional ways to keep the momentum going.

The Yogurt Market and Yogurt Innovation, 2nd Edition takes a comprehensive look at the market for yogurt, both in the U.S. and globally. The report examines the trends driving growth in the category. Readers will learn about fast-growing brands and rising stars; the big gainers in brand share; the diverse range of yogurt products; demographics and psychographics of the yogurt consumer, and information on consumption habits; and the new, engaging ways in which yogurt marketers are connecting with customers.

The report segments and quantifies the market by product type, sales channel and global region, providing historical sales figures and forecasts through 2019. The report examines market size, drivers and trends, retail sales-tracking data from IRI, SPINSscan, menu trends from Datassential MenuTrends, new product trends, and national consumer survey data, both from an extensive analysis of Simmons data as well as proprietary online surveys conducted by Packaged Facts. The report also thoroughly maps out the competitive situation at the marketer and brand levels, with detailed profiles of Dannon, Yoplait, Chobani, FAGE and others in the U.S., as well as the major players globally.

Report Methodology

The information contained in this report was obtained from primary and secondary research. Primary research entailed consultations with yogurt market sources, on-site examination of retail venues, and fielding a proprietary Packaged Facts online consumer survey focusing on yogurt product shopper insights. Secondary research included extensive Internet canvassing and research- and data-gathering from relevant consumer business and trade publications; company reports including annual reports, press releases, and investor conference calls; company profiles in trade and consumer publications; government reports; and other food reports by Packaged Facts.

Sales estimates are based on data from the above sources as well as IRI data for mass-market channels (supermarkets, drugstores and mass merchandisers other than Walmart); SPINSscan for natural supermarkets; published and estimated sales of major market participants; market size estimates from other sources, including those appearing in the trade press; the performance of relevant retail venues; consumer usage rates for yogurt products; and new product introduction activity in the market.

Our consumer analysis draws primarily on two data sources. The first is national consumer survey data from Simmons National Consumer Study. Through an ongoing program of telephone and booklet questionnaire surveys of a large probability sample of consumers who represent a statistically accurate cross-section of the U.S. adult population, Simmons is able construct detailed demographic profiles across various consumer product and service markets, including the yogurt market. The discussion of consumer patterns also draws on proprietary Packaged Facts online consumer surveys, including the Packaged Facts' Yogurt Consumer Surveys of July/August 2014 and February/March 2013, which are based on 2,000 U.S. adults per survey who in aggregate are census representative on the primary demographic measure of age, gender, geographic region, race/ethnicity, and presence of children in the household.

Table Of Contents

The Yogurt Market and Yogurt Innovation, 2nd Edition
Chapter 1: Executive Summary
Scope of Report
Report Methodology
Size and Growth of the Market
Yogurt Sales Continue Rising
Table 1-1 U.S. Sales of Yogurt, 2009-2014 (in millions of dollars)
More Yogurt Sales on the Horizon
Table 1-2 Projected U.S. Sales of Yogurt, 2015-2019 (in millions of dollars)
Grocery Dominates Yogurt Sales
Table 1-3 Share of U.S. Sales of Yogurt by Channel, 2014 (percent)
Top Channels by Consumer Purchasing Rates
Table 1-4 Where Yogurt Is Usually Purchased, 2013 vs. 2104 (percent)
IRI-tracked Sales Shows Steady Dollar Growth
Table 1-5 IRI-Tracked Sales of Yogurt and Yogurt Drinks, 2014
Greek Yogurt Moves Above the 50% Mark
Refrigerated Yogurt: One of Supermarket Channel's Biggest Categories
Table 1-6 Biggest Categories by Dollar Sales, 2014
Market Share Concentrated
Challengers Take on Chobani
Yogurt's Impact on Other Categories
Yogurt Attracts Attention of Big Foodservice Players
Yogurt Brands Among Biggest New Product Introductions
Product and Packaging Trends Keep Industry Fresh
Yogurt Continues Cross-Category Invasion
The U.S. Competitive Landscape
The Global Landscape
Yogurt's Penetration Holds Steady
Table 1-7 2014 Yogurt Usage by Gender (percent)
Breakfast Leads, Snacking Increases, Variety Sought
Chapter 2: Market Trends
Yogurt Sales Rise to $8.9 billion
Table 2-1 U.S. Sales of Yogurt, 2009-2014 (in millions of dollars)
Yogurt Sales per Capita
Figure 2-1 U.S. Per Capita Yogurt Consumption, 1975-2013 (Number in Pounds)
A Multi-Channel Presence
Table 2-2 Share of U.S. Sales of Yogurt by Channel, 2014 (percent)
Location Preferences: Grocery Stores on Top, But Others Gain Ground
Table 2-3 Consumers' Response to Question about Yogurt Purchases: Where do you usually buy yogurt? (Multiple answers allowed)
IRI-tracked Sales Shows Steady Dollar Growth
Table 2-4 IRI-Tracked Sales of Yogurt and Yogurt Drinks, 2014
Yogurt-Coated Snacks Leading Other Yogurt Categories
Table 2-5 IRI-Tracked Sales of Other Yogurt Products, 2014
Greek Yogurt Moves Above the 50% Mark
Table 2-6 Greek Yogurt Dollar Sales and Share, 2013-2014
Table 2-7 Greek Yogurt Unit Sales and Share, 2013-2014
Greek Yogurt Growth Slows
Natural Foods Channel Sees Strong Growth in All Categories
Table 2-8 Sales of Yogurt in Natural Foods Channel, 2013-2014
Specialty Gourmet Channel Sees Sales Increases
Table 2-9 Sales of Yogurt in Specialty Gourmet Channel, 2013-2014
Refrigerated Yogurt Competes Across Supermarket Aisles
Table 2-10 Biggest Categories by Dollar Sales, 2014
Table 2-11 Biggest Categories by Unit Sales, 2014
Refrigerated Yogurt Adds Most Units Among Top Categories
Table 2-12 Change in Dollar and Unit Sales Among Top Food and Beverage Categories, 2014
Competitive Landscape
Market Share Concentrated
Table 2-13 Top Marketers of Yogurt and Yogurt Drinks at Food, Drug and Mass Merchandisers, 2014
Mainstream Channels: Dannon Surpasses Yoplait in Refrigerated
Yogurt
Table 2-14 Top Marketers of Refrigerated Yogurt, 2014
Table 2-15 Fast Growing Brands of Refrigerated Yogurt, 2014
Danone Leads in Yogurt Drinks
Table 2-16 Top Marketers of Yogurt Drinks, 2014
Table 2-17 Fast Growing Yogurt Drinks, 2014
Challengers Take on Chobani
Table 2-18 Greek Yogurt by Dollar Share, 2014 vs. 2013
Table 2-19 Greek Yogurt by Unit Share, 2014
Top Marketers of Frozen Yogurt
Private Label Lags Overall Categories
Table 2-20 Private Label Sales, 2014
Illustration 2-1 Purple Cow Blended Yogurt
Looking Ahead
More Yogurt Sales on the Horizon
Table 2-21 Projected U.S. Sales of Yogurt, 2015-2019 (in millions of dollars)
Chapter 3: Innovation and Cross-Category Applications
Innovation and Cross-Category Applications
Yogurt's Impact Felt Across Supermarket
Frozen Yogurt Still Innovating
Illustration 3-1 Turkey Hill Limited Edition Greek Frozen Yogurt Baklava
Foodservice Menu Trends for Yogurt
Table 3-1 Yogurt on the Menu: Restaurant Penetration, by Segment, 2014
Table 3-2 Yogurt on the Menu: Restaurant Penetration Growth, 2010-2014
Table 3-3 Yogurt on the Menu: Penetration, by Restaurant Cuisine Specialty, 2014
Table 3-4 Greek Yogurt on the Menu: Penetration, by Restaurant
Cuisine Specialty, 2014
Table 3-5 Greek Yogurt on the Menu: Penetration, by Restaurant Cuisine Specialty, 2014
Table 3-6 Yogurt on the Menu: Distribution by Menu, 2014
Table 3-7 Greek Yogurt on the Menu: Distribution by Menu, 2014
Yogurt Makers Test Restaurant Concepts
Yogurt Dominates IRI's New Product Pacesetters List
Yogurt Innovators Win Awards
Product Trends
Flavor Favorites
Tropical Flavors
Yogurt as Dessert/Snack
Illustration 3-2 Lakeview Farms' Greek Yogurt and Gel Parfait
Limited Edition Yogurts
Savory Flavors
Illustration 3-3 Blue Hill's Beet Flavor Yogurt
Mix-Ins
Superfoods
Illustration 3-4 Alpina Greek with Artisan Granolas – Plain with Crunchy Superfoods Granola
Grass-Fed
Illustration 3-5 Dreaming Cow's Grass-Fed Yogurt
100-Calorie Cups
Whole Milk Yogurt
Illustration 3-6 Wallaby Yogurt's Whole Milk Blended Greek Yogurt
Yogurt for Men
On-the-Go
Beyond Greek
Packaging Trends
Stand-Up Pouches
Illustration 3-7 Stonyfield Farm and Happy Family (Happy Baby) Co-Branded Stand-Up Pouches
Edible Packaging
Illustration 3-8 Stonyfield Farm's Frozen Yogurt Pearls
Color-Changing Graphics
Illustration 3-9 Screenshot from Ad for Go-Gurt Minions Color-Changing Tubes
Indulgence-Focused Packaging
Illustration 3-10 Danone Yogurt in Mars-Branded Packaging
Packaging for Men
Illustration 3-11 Danone Yogurt in Mars-Branded Packaging
Eat It or Drink It?
Illustration 3-12 Danoontje Schudden Maar (Shake It!)
Character-Shaped Packaging
Illustration 3-13 Screenshot from Actimel for Kids Ad
Cross-Category Applications: Yogurt in Other Categories
Protein Bars
Illustration 3-14 Nature Valley Greek Yogurt Protein Bar
Meal Bars
Illustration 3-15 Fiber One's Strawberry Greek Yogurt Meal Bar
Protein Drinks
Baked Goods
Illustration 3-16 Hostess Greek Yogurt Cupcakes
Granola Bars
Breakfast Cereal
Illustration 3-17 YoCrunch Cereal Bowl with Kellogg's Frosted Flakes
Body Wash, Soaps and Moisturizers
Illustration 3-18 Screenshot from Dial Frozen Yogurt Body Wash Ad
Salad Dressing
Illustration 3-19 Bolthouse Farms' New Yogurt Dressing in Mango Chipotle
Illustration 3-20 Litehouse OPA! Feta Dill Greek Yogurt Dressing
Baby Food
Dips and Spreads
Illustration 3-21 Sabra's Greek yogurt dip line
Grab-and-Go
Illustration 3-22 YoCrunch Yopa! Spicy Three Pepper Greek Yogurt Dip
with Pita Chips
Illustration 3-23 Fresh and Easy Neighborhood Market's Breakfast Parfait
Wrap
Spoonable Greek Kefir
Greek Yogurt Guacamole
Illustration 3-24 Trader Joe's Reduced Guilt Chunky Made Guacamole
with Greek Yogurt
Sour Cream and Cottage Cheese
Smoothies
Cream Cheese
Illustration 3-25 Franklin Foods' Green Mountain Farms Greek Cream
Cheese
Greek Yogurt Butter
Illustration 3-26 Dutch Farms' Greek Yogurt Butter
Lollipops and Chocolate
Illustration 3-27 Screenshot from Yollies' ad
Yogurt Supplements for Children
Illustration 3-28 Vitamin Friends' ProbaYo Supplements
Pet Food and Treats
Illustration 3-29 Fruitables Greek Dog Treats
Chapter 4: The U.S. Market: Marketer Profiles
Chobani, Inc.
Products
Marketing
Illustration 4-1 Chobani's Sponsored Content on The Onion
The Dannon Company
Products
Illustration 4-2 Screenshot from Danimals SuperStars(aka Danimals Greek) iTunes App
Marketing
Illustration 4-3 Oikos Bromance website
Illustration 4-4 Screenshot from Activia Ad Starring Shakira
Fage USA
Products
Marketing
Illustration 4-5 Screenshot of Fage Total's Fill the Fridge Challenge
The Hain Celestial Group
Products
Marketing
Johanna Foods
Products
Illustration 4-6 La Chocolãt's "On the Bottoms� Flavors
Marketing
Müller Quaker Dairy
Products
Illustration 4-7 Müller FrütUp Limited-Edition Summer Pack at Costco
Marketing
Illustration 4-8 Müller Promotion Through Kroger
Stonyfield Farm Inc.
Products
Marketing
Illustration 4-9 Disney On Ice Frozen "In Summer� Sweepstakes
Sun Valley Dairy Inc.
Products
Marketing
Illustration 4-10 Screenshot of Voskos TV spot
YoCrunch
Products
Marketing
Illustration 4-11 YoCrunch Yopa! TV spot
General Mills (Yoplait USA Inc.)
Products
Illustration 4-12 Yoplait Light Offer
Marketing
Illustration 4-13 Screenshot from Yoplait Greek Taste-off in St. Louis
Illustration 4-14 Yoplait Go-Gurt and Muppets Most Wanted
Chapter 5: The Global Market
The Global Market: Overview and New Products
Yogurt Sales at $76 Billion Worldwide
Table 5-1 Share of Yogurt Sales by Region, 2014 (percent)
New Products and Trends Around the World
Asia/Oceania
Illustration 5-1 Coupon for new Anchor Uno yoghurt
Europe
Illustration 5-2 Emmi Jogurtpur Print Ad
Illustration 5-3 The Collective's Suckies brand
Illustration 5-4 Zott Sahne Joghurt Balance Limited Edition Winter Variety in Baked Apple
North America
Illustration 5-5 Screenshot of Slingshot home page
Illustration 5-6 Ehrmann MIXIM Social Media Promotion
South America
Illustration 5-7 Bonlac's Digestive yogurt line in Panama
Global Marketer Profiles
Alpina Productos Alimenticios SA
Arla Foods
Danone
Ehrmann AG
Emmi
Fage International S.A.
Illustration 5-8 Screenshot from Fage Fruyo TV spot
Fonterra Co-operative Group
Groupe Lactalis
Meiji Holdings Co., Ltd.
Unternehmensgruppe Theo Müller
Nestlé SA
Illustration 5-9 Screenshot from Nestle Brazil's Chamyto website
PepsiCo
Royal FrieslandCampina
Yoplait S.A.S
Yakult Honsha Co Ltd
Zott GmbH and Co KG
Chapter 6: The Consumer
Note on Simmons and Packaged Facts Surveys
Yogurt Percentage Usage Holds Steady
Table 6-1 Yogurt Usage, 2008-2014 (Number in Thousands and Percent)
Table 6-2 2014 Yogurt Usage, By Gender (percent)
Per Capita Consumption
Figure 6-1 U.S. Per Capita Yogurt Consumption, 1975-2013(Number in Pounds)
Do Women Really Like Yogurt More?
How About a Yogurt for Men?
Location Preferences: Grocery Stores on Top, But Others Gain Ground
Table 6-3 Consumers' Response to Question about Yogurt Purchases: Where do you usually buy yogurt? (Multiple answers allowed)
Breakfast Daypart Accounts for Half of Consumption Occasions
Illustration 6-1 Screenshot from Yoplait Swapportunity TV Spot
Illustration 6-2 Screenshot from Yoplait's Swap One a Week Promotion
Table 6-4 Consumers' Response to Question about Yogurt Consumption: What time of day do you usually consume yogurt products? (multiple answers allowed)
Yogurt Consumption by Type
Table 6-5 Yogurt Consumption Overall and by Type, 2008-2014 (Number in Thousands and Percent)
Table 6-6 Demographics of Adult Yogurt Consumers by Type Consumed, 2014 (Index)
Yogurt Consumption by Form
Table 6-7 Forms of Yogurt Consumed, 2014 (Percentage of Yogurt Users) .. 184
Table 6-8 Demographics of Adult Yogurt Consumers by Form Consumed, 2014 (Index)
Popular Yogurt Additions
Table 6-9 Kinds of Yogurt Consumed, 2008-2014 (Number in Thousands and Percent)
Table 6-10 Types of yogurt purchased, Non-Greek vs. Greek
Table 6-11 Demographics of Adult Yogurt Consumers by Kind Consumed, 2014 (Index)
Variety and New Product Purchase Habits
Table 6-12 Primary Reasons for Trying a New Brand of Yogurt, 2014 (percent)
Where Do You Eat Yogurt?
Table 6-13 Where Yogurt is Consumed, 2014 (percent)
Going for Greek
Table 6-14 Greek Yogurt Usage 2013-2014, Overall and By Gender(percent)
Table 6-15 Consumers Who've Bought Greek Yogurt in Last 30 Days,2013 vs. 2014: What are the main reasons you buy Greek yogurt over other kinds of yogurt? (percent)
Yogurt from Other Countries
Table 6-16 Types of Yogurt or Cultured Dairy Products from Other Countries Bought Within the last 30 Days, 2013 vs. 2014 (percent)
Usage and Appeal of Cross-Category Yogurt Applications
Table 6-17 Percentage of Customers Who Have Bought the Following Yogurt-Flavored or Yogurt-Containing Products, 2013 vs. 2014
Brand Preferences
Table 6-18 Yogurt Brand Consumption Trends, 2008-2014 (percent)
Table 6-19 Sub-brand Consumption Patterns (percent)
Consumer Demographics
Table 6-20 Demographics of Adult Yogurt Consumers by Brand, 2014 (Index)
Consumer Psychographics
Table 6-21 Yogurt Consumer Attitudes About Diet and Health, 2014 (Index)
Table 6-22 Yogurt Consumer Attitudes About Food, 2014 (Index)
Table 6-23 Yogurt Consumer Attitudes About Shopping, 2014 (Index)
Organic Yogurt
Table 6-24 Organic Product Usage, 2014
Table 6-25 Demographics of Adult Organic Yogurt Consumers, 2014 (Index)

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