Category Insight: YogurtAugust 17, 2015
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Indulgence Without the Guilt
Yogurt has become a staple in healthy indulgence. As companies innovate to meet the demand for convenient, nutritious, and tasteful snacks, yogurt has moved beyond the breakfast menu. Greek-style yogurt and its added benefits have given yogurt sales major growth. Classic berry and yogurt combinations are now competing with passion fruit, peanut butter & jelly, rhubarb, pumpkin, beet, tomato, and other savory flavors.
Yogurt is On the Rise
From 2009-2014 Mintel shows yogurt and yogurt drink sales increased by 46%. Since 2011, most of the growth has been driven by the introduction of Greek-style products. Globally we saw a 16% increase in new product introductions from 2013-2014. There was 5% growth in North America.
Consumers are becoming more health conscious and this has caused a shift towards healthy indulgence. They want to have their “cake” without adding to their waistline. Sweet treat and dessert inspired yogurts like Bananas Foster Caramel, Boston Cream Pie and Caramel Macchiato are just a few that have already hit the market. Sales in spoonable yogurt have experienced significant growth at 51%, while yogurt drink sales have decreased by 11%.
In North America there have been 195 new yogurt products introduced in 2015. These products include yogurt drinks, dessert inspired yogurt flavors, children’s yogurts, Greek yogurts, coffee yogurts and classic berry flavored yogurts.
Look Out Berries!
Places like Pinkberry, Sweet CeCe’s and TCBY have become popular dessert spots that focus on frozen yogurt, but health reasons are the top consumer drivers when it comes to yogurt. According to Mintel, 44% of consumers still choose yogurt because it is a healthier option and 40% for digestive health reasons.
Strawberry was the top flavor followed by plain up until 2014 when plain surpassed it. Plain continues to hold its lead for top yogurt flavor in 2015 new product introductions. Over the past five years vanilla and peach have battled back and forth for the number three spot—vanilla currently holds that spot for 2014 and 2015. Passion fruit, chocolate, apricot, mango, lemon, and coconut were some of the over indexing flavors from 2014.
Top Global Yogurt Flavors
- Passion fruit
Mintel reports that 89% of households with children consume and purchase yogurt and yogurt drinks. Adults with children are significantly more likely to purchase yogurt than those without. The probiotics, protein, and calcium in yogurt make it a healthy snack option for children. Products like Danimals’ Smoothies and Go-Gurt allow kids to take the snack on the go without a mess because rather than a cup or tub of yogurt, they come in small tubes that easily fit in children’s hands. More children’s yogurts are moving toward healthier products that are low-fat, contain added vitamins, have little to no high fructose corn syrup, and more protein.
Products of Note
Yoplait Low-Fat Yogurt
Trader Joe's Cherry & Berry Organic Low-fat Yogurt Squishers
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Top Global Kids' Yogurt Flavors
Greek yogurt is yogurt strained of the whey. This makes the yogurt creamier, thicker, and more rich in flavor. Greek yogurt has 40% less sugar and more than double the amount of protein than traditional yogurt. Calcium, magnesium, and potassium are believed to help lower high blood pressure and these along with lower fat content can be found in Greek yogurt. It helps with bone health and weight management as well. Most of the sales growth in yogurt can be attributed to Greek yogurt and consumer intrigue. Greek yogurt offers more protein and is generally viewed as being healthier than typical yogurt offerings.
Products of Note
Lakeview Farms Peach Mango Greek Yogurt & Gel Snack
Chobani Flip Salted Caramel Crunsh Flavored Greek Yogurt
Download the full report here to see more Greek Yogurt market products!
The majority of yogurt and yogurt drink buyers identify flavor as their leading purchase driver. Mintel showed flavor as a top driver in product selection with 33% of consumers naming it as the top driver. As yogurt sales increase, consumers are looking for more variety beyond the classic berry flavors. Consumers view yogurt as a healthy dessert option so seasonal, dessert, and even beverage inspired flavors are continuously being introduced. The most beneficial yogurts contain live-active cultures; here are some products that contain both and more.
Indulgence Products of Note:
Tillamook Oregon Strawberry Shortcake Dessert Yogurt is made with grade A milk, ripe Oregon strawberries, fresh cream and contains active yogurt cultures.
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FONA CAN HELP!
Let FONA’s market insight and research experts translate these trends into product category ideas for your brand. They can help you with concept and flavor pipeline development, ideation, consumer studies and white space analysis to pinpoint opportunities in the market. Our flavor and product development experts are also at your service to help meet the labeling and flavor profile needs for your products to capitalize on this consumer trend. We understand how to mesh the complexities of flavor with your brand development, technical requirements and regulatory needs to deliver a complete taste solution. From concept to manufacturing, we’re here every step of the way. Contact our Sales Service Department at 630.578.8600 to request a flavor sample or visit www.fona.com.