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The Yogurt Market and Yogurt Innovation, 2nd Edition

The yogurt and yogurt drink market is a dynamic category both in the U.S. and worldwide, marked by constant innovation. The category has been revolutionized in recent years by Greek yogurt, which has surged from being from just a sliver of the yogurt market in 2007 to becoming the most important trend in the industry, albeit at the expense of non-Greek yogurt dollar and unit sales. More than 50% of sales can now be attributed to Greek yogurt. However, Greek yogurt's ascendance has slowed, and the industry is looking for additional ways to keep the momentum going.

The Yogurt Market and Yogurt Innovation, 2nd Edition takes a comprehensive look at the market for yogurt, both in the U.S. and globally. The report examines the trends driving growth in the category. Readers will learn about fast-growing brands and rising stars; the big gainers in brand share; the diverse range of yogurt products; demographics and psychographics of the yogurt consumer, and information on consumption habits; and the new, engaging ways in which yogurt marketers are connecting with customers.

The report segments and quantifies the market by product type, sales channel and global region, providing historical sales figures and forecasts through 2019. The report examines market size, drivers and trends, retail sales-tracking data from IRI, SPINSscan, menu trends from Datassential MenuTrends, new product trends, and national consumer survey data, both from an extensive analysis of Simmons data as well as proprietary online surveys conducted by Packaged Facts. The report also thoroughly maps out the competitive situation at the marketer and brand levels, with detailed profiles of Danone, Yoplait, Chobani, FAGE and others in the U.S., as well as the major players globally.

Table of Contents

Chapter 1: Executive Summary

  • Scope of Report
  • Report Methodology
  • Size and Growth of the Market
  • Yogurt Sales Continue Rising
  • Table 1-1: U.S. Sales of Yogurt, 2009-2014 (in millions of dollars)
  • More Yogurt Sales on the Horizon
  • Table 1-2: Projected U.S. Sales of Yogurt, 2015-2019 (in millions of dollars)
  • Grocery Dominates Yogurt Sales
  • Table 1-3: Share of U.S. Sales of Yogurt by Channel, 2014 (percent)
  • Top Channels by Consumer Purchasing Rates
  • Table 1-4: Where Yogurt Is Usually Purchased, 2013 vs. 2104 (percent)
  • IRI-tracked Sales Shows Steady Dollar Growth
  • Table 1-5: IRI-Tracked Sales of Yogurt & Yogurt Drinks, 2014
  • Greek Yogurt Moves Above the 50% Mark
  • Refrigerated Yogurt: One of Supermarket Channel's Biggest Categories
  • Table 1-6: Biggest Categories by Dollar Sales, 2014
  • Market Share Concentrated
  • Challengers Take on Chobani
  • Yogurt's Impact on Other Categories
  • Yogurt Attracts Attention of Big Foodservice Players
  • Yogurt Brands Among Biggest New Product Introductions
  • Product and Packaging Trends Keep Industry Fresh
  • Yogurt Continues Cross-Category Invasion
  • The U.S. Competitive Landscape
  • The Global Landscape
  • Yogurt's Penetration Holds Steady
  • Table 1-7: 2014 Yogurt Usage by Gender (percent)
  • Breakfast Leads, Snacking Increases, Variety Sought

Chapter 2: Market Trends

  • Yogurt Sales Rise to $8.9 billion
  • Table 2-1: U.S. Sales of Yogurt, 2009-2014 (in millions of dollars)
  • Yogurt Sales per Capita
  • Figure 2-1: U.S. Per Capita Yogurt Consumption, 1975-2013 (Number in Pounds)
  • A Multi-Channel Presence
  • Table 2-2: Share of U.S. Sales of Yogurt by Channel, 2014 (percent)
  • Location Preferences: Grocery Stores on Top, But Others Gain Ground
  • Table 2-3: Consumers' Response to Question about Yogurt Purchases: Where do you usually buy yogurt? (Multiple answers allowed)
  • IRI-tracked Sales Shows Steady Dollar Growth
  • Table 2-4: IRI-Tracked Sales of Yogurt & Yogurt Drinks, 2014
  • Yogurt-Coated Snacks Leading Other Yogurt Categories
  • Table 2-5: IRI-Tracked Sales of Other Yogurt Products, 2014
  • Greek Yogurt Moves Above the 50% Mark
  • Table 2-6: Greek Yogurt Dollar Sales and Share, 2013-2014
  • Table 2-7: Greek Yogurt Unit Sales and Share, 2013-2014
  • Greek Yogurt Growth Slows
  • Natural Foods Channel Sees Strong Growth in All Categories
  • Table 2-8: Sales of Yogurt in Natural Foods Channel, 2013-2014
  • Specialty Gourmet Channel Sees Sales Increases
  • Table 2-9: Sales of Yogurt in Specialty Gourmet Channel, 2013-2014
  • Refrigerated Yogurt Competes Across Supermarket Aisles
  • Table 2-10: Biggest Categories by Dollar Sales, 2014
  • Table 2-11: Biggest Categories by Unit Sales, 2014
  • Refrigerated Yogurt Adds Most Units Among Top Categories
  • Table 2-12: Change in Dollar & Unit Sales Among Top Food & Beverage Categories, 2014
  • Competitive Landscape
  • Market Share Concentrated
  • Table 2-13: Top Marketers of Yogurt and Yogurt Drinks at Food, Drug and Mass Merchandisers, 2014
  • Mainstream Channels: Dannon Surpasses Yoplait in Refrigerated
  • Yogurt
  • Table 2-14: Top Marketers of Refrigerated Yogurt, 2014
  • Table 2-15: Fast Growing Brands of Refrigerated Yogurt, 2014
  • Danone Leads in Yogurt Drinks
  • Table 2-16: Top Marketers of Yogurt Drinks, 2014
  • Table 2-17: Fast Growing Yogurt Drinks, 2014
  • Challengers Take on Chobani
  • Table 2-18: Greek Yogurt by Dollar Share, 2014 vs. 2013
  • Table 2-19: Greek Yogurt by Unit Share, 2014
  • Top Marketers of Frozen Yogurt
  • Private Label Lags Overall Categories
  • Table 2-20: Private Label Sales, 2014
  • Illustration 2-1: Purple Cow Blended Yogurt
  • Looking Ahead
  • More Yogurt Sales on the Horizon
  • Table 2-21: Projected U.S. Sales of Yogurt, 2015-2019 (in millions of dollars)

Chapter 3: Innovation and Cross-Category Applications

  • Innovation and Cross-Category Applications
  • Yogurt's Impact Felt Across Supermarket
  • Frozen Yogurt Still Innovating
  • Illustration 3-1: Turkey Hill Limited Edition Greek Frozen Yogurt Baklava
  • Foodservice Menu Trends for Yogurt
  • Table 3-1: Yogurt on the Menu: Restaurant Penetration, by Segment, 2014
  • Table 3-2: Yogurt on the Menu: Restaurant Penetration Growth, 2010-2014
  • Table 3-3: Yogurt on the Menu: Penetration, by Restaurant Cuisine Specialty, 2014
  • Table 3-4: Greek Yogurt on the Menu: Penetration, by Restaurant
  • Cuisine Specialty, 2014
  • Table 3-5: Greek Yogurt on the Menu: Penetration, by Restaurant Cuisine Specialty, 2014
  • Table 3-6: Yogurt on the Menu: Distribution by Menu, 2014
  • Table 3-7: Greek Yogurt on the Menu: Distribution by Menu, 2014
  • Yogurt Makers Test Restaurant Concepts
  • Yogurt Dominates IRI's New Product Pacesetters List
  • Yogurt Innovators Win Awards
  • Product Trends
  • Flavor Favorites
  • Tropical Flavors
  • Yogurt as Dessert/Snack
  • Illustration 3-2: Lakeview Farms' Greek Yogurt & Gel Parfait
  • Limited Edition Yogurts
  • Savory Flavors
  • Illustration 3-3: Blue Hill's Beet Flavor Yogurt
  • Mix-Ins
  • Superfoods
  • Illustration 3-4: Alpina Greek with Artisan Granolas - Plain with Crunchy Superfoods Granola
  • Grass-Fed
  • Illustration 3-5: Dreaming Cow's Grass-Fed Yogurt
  • 100-Calorie Cups
  • Whole Milk Yogurt
  • Illustration 3-6: Wallaby Yogurt's Whole Milk Blended Greek Yogurt
  • Yogurt for Men
  • On-the-Go
  • Beyond Greek
  • Packaging Trends
  • Stand-Up Pouches
  • Illustration 3-7: Stonyfield Farm and Happy Family (Happy Baby) Co-Branded Stand-Up Pouches
  • Edible Packaging
  • Illustration 3-8: Stonyfield Farm's Frozen Yogurt Pearls
  • Color-Changing Graphics
  • Illustration 3-9: Screenshot from Ad for Go-Gurt Minions Color-Changing Tubes
  • Indulgence-Focused Packaging
  • Illustration 3-10: Danone Yogurt in Mars-Branded Packaging
  • Packaging for Men
  • Illustration 3-11: Danone Yogurt in Mars-Branded Packaging
  • Eat It or Drink It?
  • Illustration 3-12: Danoontje Schudden Maar (Shake It!)
  • Character-Shaped Packaging
  • Illustration 3-13: Screenshot from Actimel for Kids Ad
  • Cross-Category Applications: Yogurt in Other Categories
  • Protein Bars
  • Illustration 3-14: Nature Valley Greek Yogurt Protein Bar
  • Meal Bars
  • Illustration 3-15: Fiber One's Strawberry Greek Yogurt Meal Bar
  • Protein Drinks
  • Baked Goods
  • Illustration 3-16: Hostess Greek Yogurt Cupcakes
  • Granola Bars
  • Breakfast Cereal
  • Illustration 3-17: YoCrunch Cereal Bowl with Kellogg's Frosted Flakes
  • Body Wash, Soaps and Moisturizers
  • Illustration 3-18: Screenshot from Dial Frozen Yogurt Body Wash Ad
  • Salad Dressing
  • Illustration 3-19: Bolthouse Farms' New Yogurt Dressing in Mango Chipotle
  • Illustration 3-20: Litehouse OPA! Feta Dill Greek Yogurt Dressing
  • Baby Food
  • Dips and Spreads
  • Illustration 3-21: Sabra's Greek yogurt dip line
  • Grab-and-Go
  • Illustration 3-22: YoCrunch Yopa! Spicy Three Pepper Greek Yogurt Dip with Pita Chips
  • Illustration 3-23: Fresh & Easy Neighborhood Market's Breakfast Parfait
  • Wrap
  • Spoonable Greek Kefir
  • Greek Yogurt Guacamole
  • Illustration 3-24: Trader Joe's Reduced Guilt Chunky Made Guacamole with Greek Yogurt
  • Sour Cream and Cottage Cheese
  • Smoothies
  • Cream Cheese
  • Illustration 3-25: Franklin Foods' Green Mountain Farms Greek Cream
  • Cheese
  • Greek Yogurt Butter
  • Illustration 3-26: Dutch Farms' Greek Yogurt Butter
  • Lollipops and Chocolate
  • Illustration 3-27: Screenshot from Yollies' ad
  • Yogurt Supplements for Children
  • Illustration 3-28: Vitamin Friends' ProbaYo Supplements
  • Pet Food and Treats
  • Illustration 3-29: Fruitables Greek Dog Treats

Chapter 4: The U.S. Market: Marketer Profiles

  • Chobani, Inc.
  • Products
  • Marketing
  • Illustration 4-1: Chobani's Sponsored Content on The Onion
  • The Dannon Company
  • Products
  • Illustration 4-2: Screenshot from Danimals SuperStars(aka Danimals Greek) iTunes App
  • Marketing
  • Illustration 4-3: Oikos Bromance website
  • Illustration 4-4: Screenshot from Activia Ad Starring Shakira
  • Fage USA
  • Products
  • Marketing
  • Illustration 4-5: Screenshot of Fage Total's Fill the Fridge Challenge
  • The Hain Celestial Group
  • Products
  • Marketing
  • Johanna Foods
  • Products
  • Illustration 4-6: La Chocolãt's “On the Bottoms” Flavors
  • Marketing
  • Müller Quaker Dairy
  • Products
  • Illustration 4-7: Müller FrütUp Limited-Edition Summer Pack at Costco
  • Marketing
  • Illustration 4-8: Müller Promotion Through Kroger
  • Stonyfield Farm Inc.
  • Products
  • Marketing
  • Illustration 4-9: Disney On Ice Frozen “In Summer” Sweepstakes
  • Sun Valley Dairy Inc.
  • Products
  • Marketing
  • Illustration 4-10: Screenshot of Voskos TV spot
  • YoCrunch
  • Products
  • Marketing
  • Illustration 4-11: YoCrunch Yopa! TV spot
  • General Mills (Yoplait USA Inc.)
  • Products
  • Illustration 4-12: Yoplait Light Offer
  • Marketing
  • Illustration 4-13: Screenshot from Yoplait Greek Taste-off in St. Louis
  • Illustration 4-14: Yoplait Go-Gurt and Muppets Most Wanted

Chapter 5: The Global Market

  • The Global Market: Overview and New Products
  • Yogurt Sales at $76 Billion Worldwide
  • Table 5-1: Share of Yogurt Sales by Region, 2014 (percent)
  • New Products and Trends Around the World
  • Asia/Oceania
  • Illustration 5-1: Coupon for new Anchor Uno yoghurt
  • Europe
  • Illustration 5-2: Emmi Jogurtpur Print Ad
  • Illustration 5-3: The Collective's Suckies brand
  • Illustration 5-4: Zott Sahne Joghurt Balance Limited Edition Winter Variety in Baked Apple
  • North America
  • Illustration 5-5: Screenshot of Slingshot home page
  • Illustration 5-6: Ehrmann MIXIM Social Media Promotion
  • South America
  • Illustration 5-7: Bonlac's Digestive yogurt line in Panama
  • Global Marketer Profiles
  • Alpina Productos Alimenticios SA
  • Arla Foods
  • Danone
  • Ehrmann AG
  • Emmi
  • Fage International S.A.
  • Illustration 5-8: Screenshot from Fage Fruyo TV spot
  • Fonterra Co-operative Group
  • Groupe Lactalis
  • Meiji Holdings Co., Ltd.
  • Unternehmensgruppe Theo Müller
  • Nestlé SA
  • Illustration 5-9: Screenshot from Nestle Brazil's Chamyto website
  • PepsiCo
  • Royal FrieslandCampina
  • Yoplait S.A.S
  • Yakult Honsha Co Ltd
  • Zott GmbH & Co KG

Chapter 6: The Consumer

  • Note on Simmons and Packaged Facts Surveys
  • Yogurt Percentage Usage Holds Steady
  • Table 6-1: Yogurt Usage, 2008-2014 (Number in Thousands & Percent)
  • Table 6-2: 2014 Yogurt Usage, By Gender (percent)
  • Per Capita Consumption
  • Figure 6-1: U.S. Per Capita Yogurt Consumption, 1975-2013(Number in Pounds)
  • Do Women Really Like Yogurt More?
  • How About a Yogurt for Men?
  • Location Preferences: Grocery Stores on Top, But Others Gain Ground
  • Table 6-3: Consumers' Response to Question about Yogurt Purchases: Where do you usually buy yogurt? (Multiple answers allowed)
  • Breakfast Daypart Accounts for Half of Consumption Occasions
  • Illustration 6-1: Screenshot from Yoplait Swapportunity TV Spot
  • Illustration 6-2: Screenshot from Yoplait's Swap One a Week Promotion
  • Table 6-4: Consumers' Response to Question about Yogurt Consumption: What time of day do you usually consume yogurt products? (multiple answers allowed)
  • Yogurt Consumption by Type
  • Table 6-5: Yogurt Consumption Overall and by Type, 2008-2014 (Number in Thousands & Percent)
  • Table 6-6: Demographics of Adult Yogurt Consumers by Type Consumed, 2014 (Index)
  • Yogurt Consumption by Form
  • Table 6-7: Forms of Yogurt Consumed, 2014 (Percentage of Yogurt Users) .. 184
  • Table 6-8: Demographics of Adult Yogurt Consumers by Form Consumed, 2014 (Index)
  • Popular Yogurt Additions
  • Table 6-9: Kinds of Yogurt Consumed, 2008-2014 (Number in Thousands & Percent)
  • Table 6-10: Types of yogurt purchased, Non-Greek vs. Greek
  • Table 6-11: Demographics of Adult Yogurt Consumers by Kind Consumed, 2014 (Index)
  • Variety and New Product Purchase Habits
  • Table 6-12: Primary Reasons for Trying a New Brand of Yogurt, 2014 (percent)
  • Where Do You Eat Yogurt?
  • Table 6-13 Where Yogurt is Consumed, 2014 (percent)
  • Going for Greek
  • Table 6-14: Greek Yogurt Usage 2013-2014, Overall and By Gender(percent)
  • Table 6-15: Consumers Who've Bought Greek Yogurt in Last 30 Days,2013 vs. 2014: What are the main reasons you buy Greek yogurt over other kinds of yogurt? (percent)
  • Yogurt from Other Countries
  • Table 6-16: Types of Yogurt or Cultured Dairy Products from Other Countries Bought Within the last 30 Days, 2013 vs. 2014 (percent)
  • Usage and Appeal of Cross-Category Yogurt Applications
  • Table 6-17: Percentage of Customers Who Have Bought the Following Yogurt-Flavored or Yogurt-Containing Products, 2013 vs. 2014
  • Brand Preferences
  • Table 6-18: Yogurt Brand Consumption Trends, 2008-2014 (percent)
  • Table 6-19: Sub-brand Consumption Patterns (percent)
  • Consumer Demographics
  • Table 6-20: Demographics of Adult Yogurt Consumers by Brand, 2014 (Index)
  • Consumer Psychographics
  • Table 6-21: Yogurt Consumer Attitudes About Diet & Health, 2014 (Index)
  • Table 6-22: Yogurt Consumer Attitudes About Food, 2014 (Index)
  • Table 6-23: Yogurt Consumer Attitudes About Shopping, 2014 (Index)
  • Organic Yogurt
  • Table 6-24: Organic Product Usage, 2014
  • Table 6-25: Demographics of Adult Organic Yogurt Consumers, 2014 (Index)
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