The Yogurt Market and Yogurt Innovation: Greek Yogurt and Beyond - The yogurt
market has undergone a sea change due to the Greek yogurt counter-revolution,
which has yanked the category back to the future. Packaged Facts estimates the
U.S. retail market for yogurt at $7.3 billion in 2012, up 6.6% over the
previous year-with the Greek yogurt segment singlehandedly responsible for
these respectable sales gains in a very large and mature product category.
Greek yogurt 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.
While Greek yogurt will continue to post gains and set the direction for the
overall yogurt market, Packaged Facts does not believe it can keep up its
amazing growth pace. As of early 2013, price competition has caused some areas
of sales growth to slow, and major players to fight a zero sum game over
Even so, many industry watchers hold that that yogurt, which is consumed at a
relatively low rate per capita in the U.S., still has significant upside on
these shores. With yogurt growing in consumption across various dayparts, and
with the broad-ranging push for healthier eating and increased consumption of
lean protein in the U.S., growth in the yogurt category is hardly on its last
Moreover, Greek yogurt has emerged as a platform for innovation in other
product categories, both perimeter and center store. Frozen yogurt has become
a big early adopter, with a plethora of new Greek yogurt product
introductions. And the yogurt trend has simultaneously been picked up by the
foodservice industry, with overall penetration levels on restaurant menus
nearing 18%, a 20% increase from five years ago. As part of this spill-over
from retail, some yogurt makers have begun to pay more attention to
foodservice, with Chobani and Dannon opening up their own yogurt shops.
The Yogurt Market and Yogurt Innovation: Greek Yogurt and Beyond offers a
comprehensive look at the market for yogurt and yogurt drinks across the U.S.
retail spectrum, with discussion extending to the global competitive context.
The information contained in this report was obtained from primary and
secondary research. Primary research entailed consultations with yogurt market
sources, on-site examination of retail venues, and fielding a proprietary
Packaged Facts online consumer survey focusing on yogurt product shopper
insights. Secondary research included extensive Internet canvassing and
research- and data-gathering from relevant consumer business and trade
publications; company reports including annual reports, press releases, and
investor conference calls; company profiles in trade and consumer
publications; government reports; and other food and beverage market reports
by Packaged Facts.
Sales estimates are based on data from the above sources as well as
SymphonyIRI data for mass-market channels (supermarkets, drugstores and mass
merchandisers other than Walmart); SPINSscan and UNFI data for natural
supermarkets; Datassential MenuTrends data for foodservice; published and
estimated sales of major market participants; market size estimates from other
sources, including those appearing in the trade press; the performance of
relevant retail venues; and consumer usage rates for yogurt products; and new
product introduction activity in the market.
Our consumer analysis draws primarily on two data sources. The first is
national consumer survey data from Simmons' Fall 2012 National Consumer Study,
which is based on 25,564 adult respondents surveyed from October 2011 through
November 2012, as well as previous-year Simmons surveys. Through an ongoing
program of telephone and booklet questionnaire surveys of a large probability
sample of consumers who represent a statistically accurate cross-section of
the U.S. adult population, Simmons is able construct detailed demographic
profiles across various consumer product and service markets, including the
yogurt market. The discussion of consumer patterns also draws on proprietary
Packaged Facts online consumer surveys, including a February/March 2013 survey
based on 2,000 U.S. adults who in aggregate are census representative on the
primary demographic measure of age, gender, geographic region, race/ethnicity,
and presence of children in the household.
About Packaged Facts
For 50 years, Packaged Facts has been a leading publisher of market research in the food, beverage, consumer packaged goods, and demographic sectors. Our comprehensive, timely, quality research and presentation of market intelligence have made Packaged Facts a premier source of market information for top industry decision makers.
Founded in 1960 by David A. Weiss, Packaged Facts first began collecting market research data for advertising and public relations agencies. Gradually its customer base grew to include major corporations in the consumer products field seeking not just market data, but also competitive analysis and forecasts, for development of new products and marketing of existing ones.
By the 1980s, marketing executives from consumer goods companies, including Procter & Gamble, H. J. Heinz, and PepsiCo, commissioned Packaged Facts to prepare custom-tailored studies. In response to growing demand, Packaged Facts broadened its coverage of major and niche consumer markets and began publishing its industry-focused studies in their current syndicated format.
Our research team is committed to serving the information needs of professionals in the food, beverage, and consumer goods markets, at all levels of management, in all sizes of companies.