Yogurt Drinks - US - November 2007

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Sources of consumer research
• Abbreviations and terms
• Abbreviations
• Executive Summary
• From sugar concerns to outside category competition, 2007 a tough year
• The today and tomorrow of functional yogurt drinks
• Weight loss, healthy eating and yogurt drinks
• Two basic types of usage: "On the go" and "on the couch"
• Hispanics important consumers in the category
• Price and moms
• A2 yogurt drinks?
• Market expected to grow to nearly $530 million in FDM channels, excluding Wal-Mart, by 2012
• Market Drivers
• Introduction
• Kids and yogurt drinks
  • Figure 1: Population, by age, 2002-12
  • Figure 2: FDM sales of yogurt drinks, segmented by whether for adults or kids, 2005 and 2007
  • Figure 3: Yoplait Kids with 25% less sugar, 2007
• The growing Hispanic market
  • Figure 4: Population. by race and Hispanic origin, 2002-12
• Yogurt drinks facing competition
• New versions of spoonable yogurts show growth
  • Figure 5: FDM sales (excluding Wal-Mart) of yogurt, at current and constant prices, 2002-07
• Yogurt available in new ways and places
• Kefir, soymilk and milk substitutes
  • Figure 6: U.S. FDM sales of refrigerated kefir, milk substitutes and soymilk, at current and constant prices, 2002-07
  • Figure 7: Organic Nancy' s blackberry kefir, 2007
• Smoothies offering from foodservice venues create more competition
  • Figure 8: Number of smoothies on U.S. menus, by quarter, 2006-07
• Competition for kids' market
  • Figure 9: Yoplait' s Go-Gurt featuring Shrek, 2007
  • Figure 10: Yoplait' s Fizzix, 2007
• Health-related innovations in the category give consumers more reasons to buy
  • Figure 11: Number of new drinkable yogurts launched with listed health claim, by year, 2002-07
  • Figure 12: LightFull Satiety Smoothie, 2006
  • Figure 13: Unilever Bestfoods' SuperShots, 2007
• Market Size and Trends
• Market size
  • Figure 14: U.S. FDM sales of yogurt drinks, at current and constant prices, 2002-07
• Wal-Mart estimate
• Market trends
  • Figure 15: New product releases in yogurt drinks and cultured milk*, 2002-07
  • Figure 16: Danimals in quick grab packaging, 2007
  • Figure 17: Kroger Active Smoothie in peach, cranberry and pomegranate flavor, 2007
• Market Segmentation
• Introduction
  • Figure 18: FDM sales of yogurt drinks, segmented by whether for adults or kids, 2005 and 2007
• Yogurt drinks for adults
  • Figure 19: FDM sales of yogurt drinks for adults, at current and constant prices, 2002-07
• Yogurt drinks for kids
  • Figure 20: FDM sales of yogurt drinks for kids, at current and constant prices, 2002-07
• Supply Structure
• Introduction
  • Figure 21: FDM sales of yogurt drinks in the U.S., by manufacturer, 2006 and 2007
  • Figure 22: Food Club' s strawberry banana fruit smoothie, 2007
• Companies and brands
  • Figure 23: Manufacturer brand FDM sales of adult yogurt drinks in the U.S., 2006 and 2007
  • Figure 24: Manufacturer brand FDM sales of yogurt drinks for kids in the U.S., 2006 and 2007
• Advertising and Promotion
• Dannon
  • Figure 25: Dannon' s Danimals ad with tie-in to High School Musical, 2007
  • Figure 26: Dannon' s Danimals Xtreme ad, "It' ll get you," 2007
  • Figure 27: Dannon' s Light & Fit ad, "60", 2007
• Yoplait
• Retail Distribution
• Retail channels among FDM
  • Figure 28: U.S. FDM sales of yogurt drinks, by channel, 2005 and 2007
  • Figure 29: What U.S. shoppers are doing to deal with higher energy costs, 2007
• Other channels used to purchase yogurt drinks
  • Figure 30: Where yogurt drinks are bought, August 2007
  • Figure 31: U.S. sales of yogurt drinks and kefir at natural food stores, at current and constant prices, 2004-07
• The Consumer
• Summary of section
• Consumption of yogurt drinks
  • Figure 32: Consumption of various categories of yogurt products, 2001-06
  • Figure 33: Consumption of drinkable yogurt, by age and race/ethnicity, January-October 2006
• Regular consumption of yogurt drinks
  • Figure 34: Who in household regularly consumes yogurt drinks, August 2007
• Where and in what circumstances yogurt drinks are used
  • Figure 35: Where and how use yogurt drinks, August 2007
  • Figure 36: Where and how yogurt drinks are used, by gender, August 2007
  • Figure 37: Where and how yogurt drinks are used, by age, August 2007
• Factors important in yogurt drink purchase decision (when purchasing for adult)
  • Figure 38: Factors important in yogurt drink purchase decision when purchase is for an adult, by gender, August 2007
  • Figure 39: Factors important in yogurt drink purchase decision when purchase is for an adult, by age, August 2007
• Interest in and willingness to pay premiums for innovative yogurt drinks
• Interest in innovative yogurt drinks
  • Figure 40: Interest in innovative types of yogurt drinks, August 2007
• Willingness to pay premium prices
  • Figure 41: Willingness to pay a premium for innovative types of yogurt drinks, August 2007
• Factors important in yogurt drink purchase decision when purchasing for child
  • Figure 42: Factors important in yogurt drink purchase decision when purchase is for a child or teen, by gender, August 2007
• Future and Forecast
• Future trends
• Yogurt drinks to face more outside competition for health-conscious consumers
• Yogurt drink manufacturers will see more competition from inside the category, too
• More functional yogurt products
• A2 yogurt drinks?
• Market forecast
• Yogurt drinks
  • Figure 43: Forecast of total U.S. FDM sales of yogurt drinks, at current and constant prices, 2007-12
• Adult yogurt drinks
  • Figure 44: Forecast of U.S. FDM sales of adult yogurt drinks, at current and constant prices, 2007-12
• Children' s yogurt drinks
  • Figure 45: Forecast of U.S. FDM sales of children' s yogurt drinks, at current and constant prices, 2007-12
• Forecast factors
• Appendix: Trade Associations