Abstract
About this report
Mintel last reported on the yogurt market in 2007, since when, the market has faced new challenges in the form of rapidly rising costs, a swing towards broad-based health in consumer attitudes and softening demand in the economic downturn.
Sales value increased by 7% in 2008, to reach £1,528 million, the value growth partly driven by global dairy price inflation. Spoonable yogurts/fromage frais posted 9% sales growth to reach £1,290 million, fuelled by strong performance from Activia, the relaunched Mullerlight and Onken, among others. Meanwhile, the yogurt drink segment saw sales fall further in 2008, by an estimated 3% to £238 million, still trying to find its footing after the boom and bust of active health yogurt drinks.
While some yogurt brands have established themselves as functional, yogurt is mostly seen as a discretionary purchase rather than a necessity. Thus, as consumers cut back on spending in the downturn, we expect demand for yogurt to soften, with slower growth at 4% estimated for 2009, to £1,590 million. As a small, healthy treat, yogurt will still hold its place in many shopping baskets.
Key themes
- How will the yogurt category perform as the recession deepens?
- Is yogurt a jack of all occasions, but master of none - how is the use of yogurt changing and can brands encourage greater usage?
- How is the competitive landscape changing as many of the brands reposition themselves?
- What are the differences across demographic groups on perceptions and uses of yogurt?
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