Magazine article Marketing

Yoghurts

Magazine article Marketing

Yoghurts

Article excerpt

The sector boasts rising sales, but price promotions are affecting value growth.

WINNERS AND LOSERS

Activia

In 2011, Danone's brand extended its lead over Muller Corner, thanks to the strength of its Intensely Creamy and Greek Style ranges and the 'TLC' campaign starring Martine McCutcheon.

Rachel's

Sales rose more than 30% (2009 to 2011). The brand's parent group, Lactalis, has helped to boost further distribution and development.

Mullerlight

Sales fell in 2010-11 (down 5%), although it is active in NPD and fought back with a relaunch in 2011. It now offers a thicker, creamier recipe and more flavours.

Total

Despite the popularity of Greek-style yoghurt, the original has struggled, with sales down 18% (2009-11).

Muller Vitality

Yoghurt drinks in general had a difficult time in 2011, but Vitality's sales declined 48% (2009-11).

Source: Mintel

KEY TRENDS

- Healthy image

More than three-quarters of yoghurt eaters consider it a healthy alternative to other treats.

- Versatility

Spoonable yoghurt is consumed as a snack, dessert, meal replacement, cooking ingredient, and at breakfast. Sales grew 23% between 2007 and 2011, according to Mintel.

- High penetration

With penetration at about 90%, manufacturers must increase use occasions to encourage volume growth.

- Yoghurt drinks

Brands have been targeting a wider base, with more flavours and health and wellbeing claims. However, use drops considerably among the over-55s. Sales have dropped 6% since 2007 (pounds 238m in 2012).

- Brands

This is a highly branded market, which drives NPD and is well supported with adspend. …

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