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The Yogurt Market and Yogurt Innovation: Greek Yogurt and Beyond

Abstract

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 market share.

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 legs.

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.

Report Methodology

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.

Table of Contents

Chapter 1 - Executive Summary

  • Scope of Report
  • Report Methodology
  • Size and Growth of the Market
  • Yogurt Sales Bloom, Thanks to Greek
    • Table 1-1: U.S. Sales of Yogurt, 2008-2012 (in millions of dollars)
  • More Yogurt Sales on the Horizon
    • Table 1-2: Projected U.S. Sales of Yogurt, 2013-2017 (in millions of dollars)
  • Majority of Yogurt Sales in Grocery Channel
    • Table 1-3: Share of U.S. Sales of Yogurt by Channel, 2012 (percent)
  • Yogurt is Bought In a Variety of Retail Outlets
    • Table 1-4: Consumers' Response to Question about Yogurt Purchases: Where do you usually buy yogurt? (Multiple answers allowed)
  • SymphonyIRI-tracked Sales Show Solid Dollar Growth
    • Table 1-5: IRI-Tracked Sales of Yogurt & Yogurt Drinks, 2012
  • Greek Yogurt Driving Dollar Growth, but at a Cost
  • Greek Stars in Natural Foods and Specialty Gourmet Channels
  • Yogurt Maintains a Top 10 position in Food
    • Table 1-6: Biggest Categories by Dollar Sales, 2012
  • Market Share Concentrated in Mass Channels, More Spread Out Elsewhere
  • Private Label An Important Yogurt Player
  • Greek Yogurt Spreads Wings
  • Yogurt Growing on Foodservice Menus
  • Yogurt Introduce a Plethora of New Products
  • Packaging Trends: Convenient and Green Packaging
  • Yogurt Invades Other Categories
  • The U.S. Competitive Landscape
  • The Global Landscape
  • Yogurt's Penetration Holds Steady
    • Table 1-7: Yogurt Usage, By Gender (percent)

Chapter 2 - Market Trends

  • Yogurt Sales Rise to $7.3 billion
    • Table 2-1: U.S. Sales of Yogurt, 2008-2012 (in millions of dollars)
  • A Multi-Channel Champion
    • Table 2-2: Share of U.S. Sales of Yogurt by Channel, 2012 (percent)
  • Location Preferences: Grocery Stores On Top, But Other Outlets Popular
    • Table 2-3: Consumers' Response to Question about Yogurt Purchases:
  • Where do you usually buy yogurt? (Multiple answers allowed)
  • SymphonyIRI-tracked Sales Show Solid Dollar Growth
    • Table 2-4: IRI-Tracked Sales of Yogurt & Yogurt Drinks, 2012
  • Other Yogurt Categories See Healthy Returns
    • Table 2-5: IRI-Tracked Sales of Other Yogurt Products, 2012
  • Greek Yogurt Fueling Dollar Growth, but Cannibalizing Unit Sales
    • Table 2-6: Greek Yogurt Dollar Sales and Share, 2011-2012
    • Table 2-7: Greek Yogurt Unit Sales and Share, 2011-2012
  • Greek Gaining Even More Share in 2013
  • Natural Foods Channel Sees Strong Growth in All Categories
    • Table 2-8: Sales of Yogurt in Natural Foods Channel, 2011-2012
  • Specialty Gourmet Channel Sees Sales Increases
    • Table 2-9: Sales of Yogurt in Specialty Gourmet Channel, 2011-2012
  • Greek Yogurt Is Tops, According to UNFI
    • Table 2-10: Subcategory Share in Natural Channel, Q4 2012 vs. Q4 2011
  • Refrigerated Yogurt Competes Across Supermarket Aisles
    • Table 2-11: Biggest Categories by Dollar Sales, 2012
    • Table 2-12: Biggest Categories by Unit Sales, 2012
  • Refrigerated Yogurt Among Fastest Growing Billion-Dollar Categories
    • Table 2-13: Fastest Growing Billion Dollar Categories, 2012
  • Competitive Landscape
  • Market Share Concentrated Among a Select Few
    • Table 2-14: Top Marketers Of Yogurt and Yogurt Drinks at Food, Drug and Mass Merchandisers, 2012
  • Mainstream Channels: Yoplait Edges Dannon In Refrigerated Yogurt
    • Table 2-15: Top Marketers of Refrigerated Yogurt, 2012
    • Table 2-16: Fast Growing Brands of Refrigerated Yogurt, 2012
  • Natural Food Channels: Foreign and Specialty Brands Populate the Top Spots
    • Table 2-17: Top 20 Yogurt Brands in Mainstream vs. Natural Channels, 2012
    • Table 2-18: Brand Share in Natural Channel, Q4 2012 vs. Q4 2011
  • FAGE, Large Sizes Prevalent Among Top Natural Food SKUs
    • Table 2-19: Top 20 SKUs in the Natural Channel, Q4 2012 vs. Q4 2011
    • Table 2-20: Top 10 New Products in the Natural Channel, Q4 2012
  • Danone Leads In Yogurt Drinks
    • Table 2-21: Top Marketers of Yogurt Drinks, 2012
    • Table 2-22: Fast Growing Yogurt Drinks, 2012
  • Chobani Rules Greek Yogurt
    • Table 2-23: Greek Yogurt by Dollar Share, 2012
    • Table 2-24: Greek Yogurt by Unit Share, 2012
  • 2013: Chobani, FAGE Seen Slipping; Dannon, Yoplait Seen Rising
  • Top Marketers of Frozen Yogurt Only Three Big Snack Size Competitors
    • Table 2-25: Top Marketers of Frozen Yogurt, 2012
    • Table 2-26: Fast Growing Frozen Yogurt Brands, 2012
  • Private Label Outpaces Its Overall Categories in All But Yogurt Drinks
    • Table 2-27: Top Marketers of Frozen Yogurt, 2012
  • Looking Ahead
  • More Yogurt Sales on the Horizon
    • Table 2-28: Projected U.S. Sales of Yogurt, 2013-2017 (in millions of dollars)

Chapter 3 - Greek Yogurt and Beyond

  • Greek Yogurt and Beyond: Market Innovation and Cross-Category Applications
  • As Greek Yogurt Grows, Other Categories Impacted
  • Greek Invades Frozen Yogurt
  • Private Label Keeps Up With the Joneses
    • Table 3-1 Food Products Purchased by Grocery Shoppers on Most Recent Grocery Shopping Trip with the Highest and Lowest Likelihood of Being National/Name Brands, 2011 (percent of grocery shoppers)
  • Yogurt's Prevalence Grows in Foodservice
    • Table 3-2: Yogurt on the Menu: Restaurant Penetration, by Segment, 2012
    • Table 3-3: Yogurt on the Menu: Restaurant Penetration Growth, 2008-2012
    • Table 3-4: Yogurt on the Menu: Penetration, by Restaurant Cuisine Specialty, 2012
    • Table 3-5: Greek Yogurt on the Menu: Penetration, by Restaurant Cuisine Specialty, 2012
    • Table 3-6: Greek Yogurt on the Menu: Penetration, by Restaurant Cuisine Specialty, 2012
    • Table 3-7: Yogurt on the Menu: Distribution by Menu, 2012
    • Table 3-8: Greek Yogurt on the Menu: Distribution by Menu, 2012
  • Yogurt Makers Open Shop
  • Yogurt Makes Regular Appearances on SymphonyIRI's Pacesetters List
  • Yogurt Innovators Recognized
  • Greek Leads New Yogurt Products
  • Packaging Trends: Convenient and Green Packaging Abound
  • Easier Snacking
  • Making Healthy Eating Easier
  • Hard to Recycle Packaging
  • Plant-Based Packaging
  • Product Attributes on the Lid
  • Cross-Category Applications: Yogurt Invading Other Categories
  • Granola Bars and Gelato
  • Frozen Novelties
  • Breakfast Cereal
  • Salad Dressing
  • Baby Food
  • Dips and Spreads
  • Smoothies
  • Cream Cheese
  • Greek Yogurt Butter
  • Asian Foods
  • Liqueur
  • Snacks
  • Skin care

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

  • Chobani, Inc.
    • Products
    • Marketing
  • The Dannon Company
    • Products
    • Marketing
  • FAGE USA
    • Products
    • Marketing
  • The Hain Celestial Group
    • Products
    • Marketing
  • Johanna Foods
    • Products
    • Marketing
  • Stonyfield Farm Inc.
    • Products
    • Marketing
  • Sun Valley Dairy Inc.
    • Products
    • Marketing
  • YoCrunch
    • Products
    • Marketing
  • General Mills (Yoplait USA Inc.)
    • Products
    • Marketing

Chapter 5 - The Global Market

  • The Global Market: Overview and New Products
  • Yogurt Sales At $69 Billion Worldwide
    • Table 5-1: Share of Yogurt Sales by Region, 2012 (percent)
  • New Products and Trends Around the World
  • Global Marketer Profiles
    • Alpina Productos Alimenticios SA
    • Arla Foods
    • Danone
    • Ehrmann AG
    • Emmi
    • FAGE International S.A.
    • Fonterra Co-operative Group
    • Groupe Lactalis
    • Meiji Holdings Co., Ltd.
    • Unternehmensgruppe Theo Müller
    • Nestlé SA
    • 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; Per Capita Consumption Increasing
    • Table 6-1: Yogurt Usage, 2005-2012 (Number in Thousands & Percent)
  • Do Women Really Like Yogurt More?
    • Table 6-2: Yogurt Usage, By Gender (percent)
  • Brogurt: What About Men?
  • Location Preferences: Grocery Stores Dominate
    • Table 6-3: Consumers' Response to Question About Yogurt Purchases:Where do you usually buy yogurt? (multiple answers allowed)
  • Daypart Preferences: Breakfast, Of Course
    • Table 6-4: Consumers' Response to Question About Yogurt Consumption: What time of day do you usually consume yogurt products? (multiple answers allowed)
  • How Fat Do You Like It?
    • Table 6-5: Types of Yogurt Consumed, 2005-2012 (Number in Thousands & Percent)
    • Table 6-6: Demographics of Adult Yogurt Consumers by Type Consumed, 2012 (Index)
  • Slurp or Spoon?
    • Table 6-7: Forms of Yogurt Consumed, 2012 (Percentage of Yogurt Users)
    • Table 6-8: Demographics of Adult Yogurt Consumers by Form Consumed, 2012(Index)
  • Fruit, Flavored, Crunchies or Plain?
    • Table 6-9: Kinds of Yogurt Consumed, 2005-2012 (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, 2012 (Index)
  • Gimme the Greek
    • Table 6-12: Greek Yogurt Usage, Overall and By Gender (percent)
    • Table 6-13: Consumers Who've Bought Greek Yogurt in Last 30 Days: What are the main reasons you buy Greek yogurt over other kinds of yogurt? (percent)
  • Yogurt from Other Countries
    • Table 6-14: Types of yogurt or cultured dairy products from other countries bought within the last 30 days (percent)
  • Usage and Appeal of Cross-Category Yogurt Applications
    • Table 6-15: Percentage of customers who have bought the following yogurt-flavored or yogurt-containing products and respective appeal
  • Brand Preferences
    • Table 6-16: Yogurt Brand Consumption Trends, 2005-2012 (percent)
  • Consumer Demographics
    • Table 6-17: Demographics of Adult Yogurt Consumers by Brand, 2012 (Index)
  • Consumer Psychographics
    • Table 6-18: Psychographics of Adult Yogurt Consumers by Brand- Attitudes
  • About Diet & Health, 2012 (Index)
    • Table 6-19: Psychographics of Adult Yogurt Consumers by Brand- Attitudes
  • About Food, 2012 (Index)
    • Table 6-20: Psychographics of Adult Yogurt Consumers by Brand- Attitudes
  • About Shopping, 2012 (Index)
  • Organic Yogurt
    • Table 6-21: Organic Product Usage, 2012
    • Table 6-22: Demographics of Adult Organic Yogurt Consumers, 2012 (Index)
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