Report: Yogurt - UK - May 2009 TOC

Issues in the Market
Key themes
Definitions
Abbreviations
Market in Brief
Slowing, but healthy growth ahead
Children' s yogurts strong, active health largely lacklustre
Müller leads in a concentrated market
Themes of 2008
Seen as a healthy snack, choice driven by offers
Internal Market Environment
Key points
A quest for health
- Figure 1: Agreement that "I should do a lot more about my health ", by selected demographics, 2008
A natural trend
- Figure 2: Trend in willingness to pay more for additive free and organic food, 2004-08
- Figure 3: Willingness to pay more for additive-free and organic food, by age (indexed), 2008
Half the population try to slim
- Figure 4: Trend in adults dieting/trying to get slim, 2004-08 and adults dieting/trying to get slim, by age, 2008
- Figure 5: Agreement with statements about healthy lifestyles and eating habits, 2008
Quick health fixes can bloom in recession
- Figure 6: Complaints suffered from in the last 12 months, 2004-08
Broader Market Environment
Key points
AB socio-economic group to grow
- Figure 7: Changes in UK adult population, by socio-economic group, 2004-04 and 2009-14
Ageing population is good for yogurts
- Figure 8: Changes in the UK population, by age, 2004, 2009 and 2014
EC and ASA get tough on health claims
Milk price rises put pressure on brands
- Figure 9: UK farmgate price of milk, January 2004-January 2009
Dairy alternatives
Competitive Context
Key points
Yogurt within the dairy market
- Figure 10: UK retail value sales of dairy products, 2004-08
Wide competitive set
- Figure 11: Performance of competing markets, Index, 2004-08 (WIP)
- Figure 12: Performance of competing markets, 2004-08 (WIP)
Yogurts as a dessert
Yogurts in the snack market
Yogurt not tapping into on-the-go growth
Healthier school meals an opportunity
Yogurt as breakfast
As a natural food
Strengths and Weaknesses in the Market
Strengths
Weaknesses
Market Size and Forecast
Key points
- Figure 20: UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), and index of growth, 2004-14
- Figure 21: UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), at current and constant prices, 2004-14
10% real growth forecast for yogurt and fromage frais
- Figure 22: UK retail value sales of yogurt and fromage frais (pots, tubes), at current and constant prices, 2004-14
Yogurt drinks looking healthier
- Figure 23: UK retail value sales of yogurt drinks, at current and constant prices, 2004-14
Factors used in the forecast
Segment Performance
Key points
Market segmentation -- by format
Pots and tubes dominate
- Figure 24: UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), percentage by format, 2004-09
- Figure 25: UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), by format, 2004-09
Market segmentation -- by function
- Figure 26: UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), by positioning, 2006-08
Active health -- regaining momentum?
Organic loses momentum
Light/diet out of favour
Health to boost children' s yogurts
Mixed fortunes for other categories
Market Share and Product Positioning
Key points
Top manufacturers dominate
- Figure 27: Manufacturers' shares in UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), 2008
Yogurt pots
- Figure 28: Leading brands in UK retail value sales of yogurt and fromage frais (pots and tubes), 2005-08
Activia steams ahead
Market leader Müller holds its ground
Petits Filous strong at Yoplait
Nestlé struggles
Mixed fortunes in organics
Own brands steady
Yogurt drinks
- Figure 29: Leading brands in the UK yogurt drink market, 2005-08
Product positioning
Active health earns highest premiums
- Figure 30: Typical retail prices of selected yogurts, April 2009
Companies and Products
Key points
Manufacturers and brands
- Figure 31: Leading companies in the yogurt market and their brands
Major players
Alpro
Arla Foods UK
Benecol
Dale Farm
Fage
Groupe Danone
Müller
Nestlé
Onken (Dr Oetker)
Rachel' s Organic
St Helen' s Farm
Unilever UK Foods (Flora pro-activ)
Yakult
Yeo Valley
Yoplait
Brand Communication and Promotion
Key points
Main media spend drops in 2008
- Figure 42: Main monitored media advertising spend on yogurt, 2004-08
Three manufacturers dominate
- Figure 43: Main monitored media advertising spend on yogurt and fromage frais, by advertiser, 2006-08
Five brands -- half of adspend
- Figure 44: Main monitored media advertising expenditure on yogurts, by brand, 2007-08
Summer the season for yogurt?
TV the media of choice
- Figure 46: Main monitored media advertising spend on yogurt and fromage frais, by media type, 2006-08
Testimonials remain central in active health
Empowering the consumer
Channels to Market
Key points
Multiples dominate
- Figure 47: UK retail value sales of yogurt and fromage frais (pots, tubes and drinks), by outlet type, 2005-08
Special offers key for Asda shoppers
Own brand steady but small in yogurt
Consumer Usage
Key points
Yogurt usage in decline
- Figure 48: Trend in usage of yogurt and fromage frais, 2004-08
Heavy users -- 65+
- Figure 49: Consumption of yogurt and fromage frais in the last 12 months, by demographics, 2008
- Figure 50: Daily consumption of yogurt and fromage frais in the last 12 months, by demographics, 2008
- Figure 51: Most valuable consumers for volume sales of yogurt, 2008
Yogurt drinks lose users in 2008
- Figure 52: Trends in usage of yogurt drinks, 2004-08
Appendix -- Internal Market Environment
- Figure 58: Trend in healthy lifestyles and eating habits, 2004-08
- Figure 59: Healthy lifestyles and eating habits, by detailed demographics, 2008
- Figure 60: Healthy lifestyles and eating habits, by detailed demographics, 2008 (continued)
- Figure 61: Trend in adults dieting/trying to get slim, 2004-08
- Figure 62: Adults dieting/trying to get slim, by detailed demographics, 2008
- Figure 63: Digestive conditions, by detailed demographics, 2008
Appendix -- Consumer Usage
- Figure 64: Consumption of yogurt and fromage frais in the last 12 months, by demographics, 2008
- Figure 65: Usage of yogurt drinks, by demographics, 2008

Yogurt - UK - May 2009

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