FEATURED COMPANIES
- Chobani
- Danone
- General Mills
- Lactails
- Stonyfield
- MORE
With the Greek horse of strained yogurt having already refashioned the yogurt category, what's the next disruptor? The longer-term answer is dairy-free, especially beyond soy, which represents a mixed blessing for the category. Some chafed at adopting the back-to-the-future Greek style, as has been the parallel case with organics - but at least there are no intrinsic barriers to doing so. But while a dairy operation can go organic, it cannot become a coconut grove. To an even greater degree than Greek yogurt in its pure, plain incarnation, dairy-free yogurt chips away at the premise that yogurt is at heart a good-for-you product category, any dessert flavors and candy toppings notwithstanding. Worse, non-dairy yogurt takes probiotics and high protein, both hot nutritional trends, and transfers these trump cards to the plant-based product trend's bag of tricks. With the plant-based trend, many younger and trendier American eaters are switching lanes from “leaning more vegetarian” to “leaning more veganish,” and thereby cutting back on or foregoing dairy.
Although dairy-free is not the only innovation trend going, yogurt leaders have seen the dairy-free messaging on the wall. Stonyfield Farms, with its dairy-free yogurts, is now under Lactalis. Danone fields Silk (now including dairy-free and soy-free Silk Almondmilk) and So Delicious coconut culture yogurts. Danone's doing so, and labeling these as products “yogurt alternatives,” will complicate any dairy industry efforts to ban the use of “yogurt” for dairy-free products, in the way it has tried to enforce regulatory restrictions against the use of “milk” for plant-based milk alternatives such as almond, coconut, or cashew. (In any case, as with plant milks, the product shelving medium is the classification message, rather than the terminology on the label.)
Yogurt variations hitching their wagons to the “international version” appeal of Greek yogurt are another important category development theme: skyrs by Icelandic Provisions and Siggi's, the latter now under Lactalis; Australian versions such as Danone's Wallaby Organic; and French-accented versions such as General Mill's indulgence-oriented Oui, in distinctive glass pots, and Liberté, with premium, on-trend flavors such as French Lavender. Whole milk/whole fat yogurts, the antithesis of the dairy-free trend, are once again making the back-to-the future case. And old-fashioned goodness and wholesomeness notwithstanding, “American style” innovations in flavor, indulgence, and portability remain key to the market.
Scope of the report
The Yogurt Market and Yogurt Innovation, 3rd Edition focuses on the market for yogurt sold to consumers in the United States through retail channels. The market is broken out into two categories: refrigerated yogurt (spoonable) and refrigerated yogurt drinks. The report covers all retail distribution channels that carry yogurt, including supermarkets and grocery stores, mass merchandisers and supercenters, warehouse clubs, specialty food stores, health/natural food stores, convenience stores, drugstores, dollar stores, and direct-sales channels such as online and mail order. Yogurt in other forms (frozen yogurt, yogurt dips, snacks, etc.) or yogurt sold in other venues such as foodservice channels, are not part of the formal scope of the market or included in sales quantification. Market size data are provided at the retail sales level for 2012-2017 and projections for 2017-2022.
Methodology
The information in this report was obtained from both primary and secondary research. Primary research included consultation with industry sources and on-site examination of retail stores. Secondary research entailed gathering data from relevant trade, business, and government sources, as well as company promotional literature and annual reports. Estimates of market size and company performance are based on various sources including reported revenues of product manufacturers and retailers, relevant publications, and other market research source
FEATURED COMPANIES
- Chobani
- Danone
- General Mills
- Lactails
- Stonyfield
- MORE
CHAPTER 1: EXECUTIVE SUMMARY
- Scope
- Methodology
- Definition of Yogurt
- Retail Sales of Yogurt at $8.8 Billion in 2017
- Innovation: The Big Picture
- Market to Reach $9.8 Billion by 2022
- Table 1-1 U.S. Yogurt Market Retail Dollar Sales, 2012–2022P (in millions of dollars and percent change)
- Industry CharacteristicsDanone, Chobani, and General Mills Control 75% of the Market
- Figure 1-1 Dollar Shares of U.S. Yogurt: By Top Marketers, 2017 (percent)
- Channel Shares
- Table 1-2 Yogurt: U.S. Retail Dollar Sales and Shares by Channel, 2017 (in millions of dollars and percent)
CONSUMER TRENDS
- Yogurt Eaten by 55% of Adults
- Table 1-3 Consumption Rates for Yogurt & Smoothies, 2007-2017 (percent of adults)
- Consumers Increasingly Prefer Regular Yogurt
- Table 1-4 Types of Yogurt & Smoothies Eaten/Drank Most Often, 2007-2017 (percent of U.S. adults that eat/drink yogurt & smoothies)
- Most Yogurt Consumers Eat/Drink 4 to 11 Servings a Month
- Table 1-5 Servings of Yogurt Eaten/Drank in Last 30 Days, 2007-2017 (percent of U.S. adults that eat/drink yogurt)
CHAPTER 2: INTRODUCTION
- Scope
- Methodology
- Definition of Yogurt
- Spoonable Yogurt
- Drinkable Yogurt
- Regulatory Factors
CHAPTER 3: THE MARKET
- Key Economic Indicators
- Table 3-1 Key Indicators for U.S. Yogurt Retail Sales, 2006-2021
- Historical and Projected Dollar Shipments
- Figure 3-1 U.S. Yogurt Shipments, 2006-2021
- Retail Sales of Yogurt at $8.8 Billion in 2017Market to Reach $9.8 Billion by 2022
- Table 3-2 U.S. Yogurt Market Retail Dollar Sales, 2012–2022P (in millions of dollars and percent change)
- Price Trends
- Figure 3-2 U.S. Yogurt Average Retail Selling Price Trends, 2012-2017 (US$/unit)
- Volume Sales
- Table 3-3 U.S. Yogurt Market Retail Volume Sales, 2012–2017 (in millions of pints and percent change)
- Market Segmentation by Category Sales
- Figure 3-3 U.S. Yogurt Category Retail Dollar Shares 2017 (percent)
- Table 3-4 U.S. Yogurt Market Retail Dollar Sales: By Category, 2015–2017 (in millions of dollars and percent change)
FACTORS TO MARKET GROWTH
- Innovation: The Big Picture
- Dairy Alt as the New Greek
- New International StylesIndulgence & Convenience Never Go Out of Style
THE MACRO AND MARKET-SPECIFIC ECONOMIC PICTURE
- Sluggish Economy Impacts Consumer Spending
- Figure 3-4 Change in Real GDP and Personal Consumption Expenditures, 2007–2017 (percent change)
- Unemployment Rate Declines to Below Pre-Recession Levels
- Figure 3-5 U.S. Unemployment Rate, 2004-2017 (percent)
- Median Household Incomes at All-Time High in 2016
- Figure 3-6 Real Median Household Income, 2004-2016 (dollars)
- Sluggish Growth of Household Formations
- Figure 3-7 Number of U.S. Households, 2007-2017 (millions)
- Market-Specific Factors to GrowthKey Opportunities for Future Growth
CHAPTER 4: MARKETER COMPETITION
- Industry Characteristics
- Danone, Chobani, and General Mills Control 75% of the Market
- Figure 4-1 Dollar Shares of U.S. Yogurt: By Top Marketers, 2017 (percent)
- Leading Brand Lines
- Table 4-1 Selected Marketers/Brands of Yogurt
- M&A Activity
- Lactalis Weighs in to U.S. Yogurt Category Through Acquisition of Stonyfield, Siggi’s
- New Product TrendsNext-Gen Product Innovation
- Table 4-2 Selected New Products
- Organic Trends
- Table 4-3 Overall vs. Organic Usage Trends for Selected Dairy Categories, 2010-2017 (percent of U.S. households)
- Figure 4-2 Overall vs. Organic Usage Trends for Selected Dairy Categories, 2010-2017 (percent of U.S. households)
- Grass-Fed the Next Step for Organic
- Kid-Friendly, Portable Probiotics
- Yogurt’s Free-From Culture
- Social Marketing Trends
- Opportunities for Marketing Innovation
CHAPTER 5: RETAIL COMPETITIONChannel Shares
- Table 5-1 Yogurt: U.S. Retail Dollar Sales and Shares by Channel, 2017 (in millions of dollars and percent)
- Role of Online and e-GrocersAmazon EffectOpportunities in Private Label
- Table 5-2 Overall vs. Private Label Usage Trends for Selected Dairy Categories, 2008-2017 (percent of U.S. households)
- Figure 5-1 Overall vs. Private Label Usage Trends for Selected Dairy Categories, 2008-2017 (percent of U.S. households)
CHAPTER 6: CONSUMER TRENDS
- Yogurt Eaten by 55% of Adults
- Table 6-1 Consumption Rates for Yogurt & Smoothies, 2007-2017 (percent of adults)
- Usage by Product Form
- Table 6-2 Forms of Yogurt & Smoothies Eaten/Drank Most Often, 2011-2017 (percent of U.S. adults that eat/drink yogurt & smoothies)
- Usage by Product Type
- Table 6-3 Types of Yogurt & Smoothies Eaten/Drank Most Often, 2007-2017 (percent of U.S. adults that eat/drink yogurt & smoothies)
- Usage by Product Style
- Table 6-4 Styles of Yogurt & Smoothies Eaten/Drank Most Often, 2007-2017 (percent of U.S. adults that eat/drink yogurt & smoothies)
- Most Yogurt Consumers Eat/Drink 4 to 11 Servings a Month
- Table 6-5 Servings of Yogurt Eaten/Drank in Last 30 Days, 2007-2017 (percent of U.S. adults that eat/drink yogurt)
BRAND USAGE TRENDS
- Dannon Maintains, Chobani Gains, Yoplait Declines
- Figure 6-1 Performance of Leading Yogurt Brands Eaten Most Often in Last 30 Days, 2012-2017(percent of U.S. adults that eat yogurt)
- Table 6-6 Brands of Yogurt Eaten/Drank Most Often by Adults in the Last 30 Days, 2007-2017(percent of adults that eats/drinks yogurt)
APPENDIX
- Table A-1 Industry Codes Related to Yogurt
- Trade Publications and Associations
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- Chobani
- Danone
- General Mills
- Lactails
- Stonyfield
