FONA International Inc.
1900 Averill Road
Geneva, IL 60134
Phone: 630.578.8600
Fax: 630.578.8601
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While internationally it can be said that soccer is the sport of the world, it is becoming increasingly clear that yogurt just might be the food of the world. And whether Greek, Australian, Icelandic, Asian or French, yogurt is popular morning, night and for times in between.
In the major global markets in 2015 alone, yogurt captivated consumers to the tune of 16.3 million tons.1 The Greek yogurt boom of 2011-2013 has slowed from oversaturation and exposure, creating opportunity for new yogurts from other countries. In 2015, the fastest growing markets were seen in the U.S. (7.4% CAGR) and China (24% CAGR), while European sales were sluggish due to consumers’ distraction with other food categories.2 Consumers’ increasing health and wellness demands, their snacking obsession and fast paced lifestyles all are contributors to various changes in the yogurt segment. However, the category’s future is still pretty sweet with buckets — make that tubs — of potential.
There is no denying the fact that the outlook for the yogurt segment is bright. Consumers enjoy it for breakfast, as a midday snack or as dessert. Because of its simple, clean, slightly acidic base, yogurt plays both sweet and savory, can be a base for a dip, dressing or even substitute for fat as a baking ingredient. Regardless how it is employed, yogurt has a high satiety factor because of protein content and creaminess. Here is the breakout of occasions where consumers choose yogurt.
Yogurt seems to have an identity crisis when it comes to breakfast. While it is the perfect satiating choice that can carry a consumer through lunch, consumers worldwide often link yogurt to snacking. Yet spoonable yogurt perhaps conflicts with the portability needed to be truly convenient for on-the-go. In the U.S., yogurt is likely to be eaten throughout the day. But European, Asian and Hispanic consumers are not onboard with yogurt as an “anytime” food. In Germany 30% of consumers enjoy yogurt as an accompaniment to muesli or cereal for breakfast while in Italy 30% choose to eat it alone.3 Asian consumers (Chinese in particular) prefer drinkable yogurt. Only 11% of their yogurt consumed is of the spoonable variety.4
Given the recent news that Millennials find eating cereal to be “too much work,” drinkable yogurts are being positioned as convenient. Of the 58 new yogurts with specific claims for breakfast in 2015, 28% are drinkable yogurts.5 Mintel forecasts both drinkable and spoonable yogurt growth to continue through 2020. However, drinkable yogurt does have hurdles to overcome: 80% of consumers haven’t tried it.6 Appealing to their desire for convenience might help a drinkable product take off.
Manufacturers have found a way to connect yogurt to breakfast with add-ons inclusions like ancient grains, cereal, coconut and dried fruits in yogurt offerings. These also help with the convenience factor and might swing the cereal-shy Millennials towards yogurt for breakfast.
Morrisons Fresh From Market St. Blueberry and Yogurt Muesli Pot (UK) comprises fat-free Greek-style natural yogurt with whole grain oats, wheat and barley flakes with mixed dried fruit topped with whole blueberries.
A “two birds” phenomenon is the idea behind manufacturers blending caffeine and coffee flavors into yogurt. While not necessarily a brand-new idea, manufacturers hope that Millennials love of blended coffee drinks and energy boosting applications will translate to yogurt.
When it comes to snacking, yogurt fits the bill. There are high protein, low fat options with plenty of unique flavors. In addition, yogurt’s adaptability for customizing makes it perfect for snacking. Nearly 70% of North American consumers eat yogurt as a snack. German consumers lean towards midday or evening yogurt noshing, and 53% of the French prefer their yogurt with dinner.7
While pretty much anything is a snack these days, yogurt manufacturers have an opportunity to explore applications targeted to specific mealtimes. If there can be indulgent dessert yogurts or grain driven breakfast applications, why not target savory flavors to lunch and dinner snacking?
Health conscious consumers still crave indulgence and yogurt is the perfect solution. The majority of yogurt consumers see yogurt as healthier than typical desserts, especially when it comes to Greek yogurt, which has a thicker more indulgent texture. Of the consumers who eat Greek yogurt, 33% would like more indulgent flavors.10 Twenty seven percent of U.S. consumers who eat yogurt choose it as a dessert.11 In Europe, yogurt is more likely to be eaten as dessert or as part of a meal.
Yogurt is certainly a snack or food for the whole family but manufacturers are targeting certain flavors towards adult consumers.
If yogurt can cross into dessert or savory territories, there isn’t any reason it can’t dunk its spoon or straw into flavors inspired by favorite cocktails or liqueurs. Think flavors like crème de menthe or Cherry Kirsch that can turn a guilty pleasure into a healthier one.
Yogurts geared toward stress relief or illness recovery are soothing options for consumers who might want to avoid medication and use their food as a treatment alternative.
The aforementioned allergen claims have led rise to alternative dairy options for dairy-adverse or health conscious consumers. While some consumers are truly allergic to dairy, others choose a dairy free lifestyle because they believe dairy-free options are healthier. About 33% of consumers enjoy the taste of dairy-free options and 44% of American Millennials think dairy-free yogurts are healthier.13
While American consumers may not be immediately attracted to room temperature yogurts, the Asian consumer, notably the Chinese, prefer ambient beverages and foods because they believe them to be easier to digest. In China, 28% of yogurts are ambient.15 Shelf stable yogurts could be the next big thing and also meet the portability needs of on-the-go consumers.
One only has to visit a bar or gastro pub and see house-made pickles or kimchi on the table to know that fermentation fever is trending. Since yogurt is a food created from live cultures, it is regarded as a “fermented product” and manufacturers are using this to their advantage to speak to consumer’s health concerns. Kefir, a live cultured fermented milk drink made from Kefir grains, is loaded with powerful gut stabilizing bacteria.
Perhaps the newest “Greek” yogurt, Icelandic yogurt called skyr has tripled its launches in the U.S and quadrupled them globally between 2014-2015.14 With a smooth texture but lower fat and sugar content, skry is poised to capture some market share. Look for kefir, Balkan (another Greek offspring), almond and sheep’s yogurts to be fighting for fridge space in 2016.
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.
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.
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