Yogurt - US - July 2007

Abstract

This report provides statistics and insights about the yogurt category that can help readers choose new consumer markets for penetration and make successful decisions regarding new product development. Mintel' s unique consumer research also provides information necessary to create meaningful marketing messages, craft dynamic ad campaigns, and establish effective point-of-purchase promotions.

Some specific questions answered in the report include:

• How big a threat is drinkable yogurt to spoonable?
• What are the potential strategies for engaging more men in the yogurt category?
• What impact is Activia making on sales?
• Which yogurt flavors are growing fastest in popularity, and what is next in the flavor arena?
• How will Hispanics shape the future of the category, and how important is Spanish-language advertising?
• What foods could be packaged successfully as yogurt mix-ins?
• Which health attributes are most important to consumers who eat yogurt?
• Is there a market for “body cleansing” yogurt (for example, for detoxing or quitting smoking)?
• How might new types of packaging increase yogurt consumption in households with children?

Sales of yogurt are on the rise, supported by the diet/health yogurt segment. Organic brands and those with added probiotics are performing particularly well, and new sugar-reduced formulas are helping the category. However, manufacturers should not rely solely on momentum to carry the category into the future. Market players will need to find ways to further increase penetration. Nearly half of those who eat yogurt consumer less than eight cups a month, suggesting opportunities to increase the frequency of usage.

Mintel' s report covers yogurt sold in cups or tubes, meant to be spooned, squeezed, or “slurped.” Drinkable yogurt is not included in the scope of this report. Yogurt sales at foodservice and vending machines are also excluded. However, yogurt made with cow, sheep, and goat milk is included, as well as non-dairy yogurt made from soybeans.

This report contains US IRI InfoScan data.