Yogurt - US - July 2007

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Sources of consumer research
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• The bottom line
• Strategy one: Get more men to eat yogurt
• Strategy two: Campaigns for a "daily dose" of yogurt
• Organic and natural products support sales
• Hispanic consumers a key market for yogurt
• For some consumers, Greek is the word
• Three segments in the market
• Two thirds of the market controlled by two manufacturers
• Will drinkable yogurts cannibalize spoonable products?
• Non-fruit flavors gain in popularity
• The future will bring more health promises from yogurt
• Market expected to reach $3.4 billion in FDM channels (excluding Wal-Mart) by 2012
• Market Drivers
• Population
• Women
  • Figure 1: Female population by age, 2002-12
• Children
  • Figure 2: U.S. population of children under 18, 2002, 2007 and 2012
  • Figure 3: Yoplait Kids, 25% less sugar, 2007
• Hispanics and Asian consumers
  • Figure 4: Population by race and Hispanic origin, 2002-12
• From "all natural" to added health benefits: added value yogurt supports the category
• Focus on probiotics and other healthy contents
• All natural/organic
  • Figure 5: Dannon All Natural, 2007
• Yogurt successfully offers both diet help and/or an indulgent experience
• Yogurt as diet tool
  • Figure 6: TV ad for Yoplait yogurt, Lose weight, gain a waist, 2007
  • Figure 7: Weight Watchers yogurt, in four-pack, 2007
  • Figure 8: Dannon Light & Fit, crave control, 2006
  • Figure 9: TV ad for Dannon Light & Fit Crave Control, Fight the vending machine, 2007
• Yogurt as (healthy) indulgence
  • Figure 10: TV ad for Yoplait' s Whips!, 2007
  • Figure 11: Stonyfield Farm' s Oikos Greek yogurt, 2007
• More competition from drinkable (a.k.a. portable) yogurts and smoothies
  • Figure 12: Total U.S. retail sales of smoothies, at current and constant prices, 2001-06
  • Figure 13: Dannon' s Frusion smoothie with "new great taste!," 2007
• Market Size and Trends
• Market size
• Mainstream food, drug and mass channels
  • Figure 14: FDM sales (excluding Wal-Mart) of yogurt, at current and constant prices, 2002-07
• Natural food channels
  • Figure 15: Sales of yogurt from natural food channels, at current and constant prices, 2002-07
• Wal-Mart estimate
• Market trends
  • Figure 16: New product releases in spoonable and soy yogurts, 2002-07
  • Figure 17: Yofarm' s Yocrunch with M&M Mini mix-ins for easter, 2007
  • Figure 18: Kalona Organics' Cultural Revolution yogurt, 2007
• Market Segmentation
• Introduction
• Overview
  • Figure 19: FDM sales (excluding Wal-Mart) of yogurt, segmented by type, 2005 and 2007
  • Figure 20: Television ad for Dannon Activia, Two week challenge, 2007
• Regular/other yogurt
  • Figure 21: FDM sales (excluding Wal-Mart) of regular/other yogurt, at current and constant prices, 2002-07
• Diet/health yogurt
  • Figure 22: FDM sales (excluding Wal-Mart) of diet/health yogurt, at current and constant prices, 2002-07
• Yogurt for children
  • Figure 23: FDM sales (excluding Wal-Mart) of yogurt for children, at current and constant prices, 2002-07
• Supply Structure
• Companies and brands
  • Figure 24: Manufacturer FDM sales of yogurt in the U.S., 2004 and 2006
  • Figure 25: Manufacturer brand FDM sales of yogurt in the U.S., 2004 and 2006
• Advertising and Promotion
• Diet/health yogurt
  • Figure 26: Television ad for Dannon Activia, Mother and daughter, 2007
  • Figure 27: Television ad for Yoplait Light, the bikini, 2007
• Children' s yogurt
  • Figure 28: Television ad for Trix yogurt, Over the Hedge, 2007
  • Figure 29: Television ad for Danimals, Dylan and Cole, 2007
  • Figure 30: Television ad for Yoplait' s Go-Gurt, Cars movie tie-in, 2007
  • Figure 31: Television ad for Airheads candy, Cars movie tie-in, 2007
  • Figure 32: Television ad for Wonka' s Sweetart Squeez, 2007
• Retail Distribution
• Introduction
  • Figure 33: U.S. FDM sales (excluding Wal-Mart) of yogurt, by channel, 2005 and 2007
• Supermarkets
  • Figure 34: U.S. supermarket sales of yogurt, at current and constant prices, 2002-07
• The Consumer: Yogurt Consumption
• Summary
• Yogurt consumption
  • Figure 35: Usage of yogurt, by demographic sub-group, January-September 2002, May 2004-May 2005 and January-October 2006
• Types and kinds of yogurt eaten
  • Figure 36: Types of yogurt eaten, January-September 2002, May 2004-May 2005 and January-October 2006
  • Figure 37: Types of yogurt eaten, by age, January-October 2006
  • Figure 38: Types of yogurt eaten, by race/ethnicity, January-October 2006
  • Figure 39: Kinds of yogurt eaten, January-September 2002, May 2004-May 2005 and January-October 2006
• Yogurt mix-ins
  • Figure 40: Whether mix something in yogurt (not sold with it) to make it tastier or healthier, by key demographics, April 2007
  • Figure 41: Items mix in with yogurt, by gender, April 2007
• Brands of yogurt eaten
  • Figure 42: Brands of yogurt eaten, January-October 2006
• Amount of yogurt eaten
  • Figure 43: Amount of yogurt eaten in last 30 days, January-October 2006
• Hispanics and yogurt
  • Figure 44: Yogurt consumption among Hispanics, by place of heritage, January-October 2006
  • Figure 45: Yogurt consumption among Hispanics, by whether born in the U.S., January-October 2006
  • Figure 46: Amount of yogurt consumed monthly, by language spoken in home, January-October 2006
• Teens and yogurt
  • Figure 47: Usage of yogurt among teens, by demographic sub-group, January-September 2002, May 2004-May 2005 and January-October 2006
  • Figure 48: Types of yogurt eaten among teens, January-September 2002, May 2004-May 2005 and January-October 2006
  • Figure 49: Kinds of yogurt eaten among teens, January-September 2002, May 2004-May 2005 and January-October 2006
  • Figure 50: Brands of yogurt teens eat, January-October 2006
  • Figure 51: Amount of yogurt teens have eaten in last 30 days, January-October 2006
• Children and yogurt
  • Figure 52: Consumption of yogurt among children, January-October 2006
• The Consumer: Opinions of Yogurt
• Summary
• Health vs. taste: factors that influence type of yogurt eaten
  • Figure 53: Yogurt consumed in household and by whom, April 2007
• Most important health-related attributes in yogurt
  • Figure 54: Perceived importance of certain health-related factors when choosing a yogurt, April 2007
• Interest in new flavors of yogurt
  • Figure 55: Interest in new flavors of yogurt, April 2007
• Interest in using yogurt as healthy substitute in cooking and baking
  • Figure 56: Interest in using yogurt as healthy alternative to mayonnaise or butter in cooking/baking, April 2007
• Future and Forecast
• Future trends
• The future will bring more health promises from yogurt
• A better world with...yogurt?
• Getting personal with yogurt
• Market forecast
• Yogurt
  • Figure 57: Forecast of total U.S. FDM sales (excluding Wal-Mart) of yogurt, at current and constant prices, 2007-12
• Regular/other yogurt
  • Figure 58: Forecast of U.S. FDM sales (excluding Wal-Mart) of regular/other yogurt, at current and constant prices, 2007-12
• Diet/health yogurt
  • Figure 59: Forecast of U.S. FDM sales (excluding Wal-Mart) of diet/health yogurt, at current and constant prices, 2007-12
• Yogurt for children
  • Figure 60: Forecast of U.S. FDM sales (excluding Wal-Mart) of yogurt for children, at current and constant prices, 2007-12
• Forecast factors
• Appendix: Trade Associations
• Appendix: Breakdown of Segments by Brands
• Diet/health yogurts
• Children' s yogurts