Discovering the Next Greek Yoghurt: Innovations in Added Value Yoghurt

Greek yoghurt benefits from natural positioning, as consumers avoid overly processed food

Greek yoghurt has met consumer demand for a natural product that has undergone little processing and is a healthy addition to the diet. It has become extremely popular with those looking to maintain or lose weight, or lead a healthy lifestyle. Greek-style yoghurts are perceived to be naturally high in protein and indulgent at the same time. However, growth in Greek yoghurt has slowed down since 2014, and manufacturers are trying to find the next “big thing” in yoghurt.

 Yoghurt’s position as a snack is losing out to sweet and savoury snacks in Europe

Whilst yoghurt is increasingly positioned as a snack, In Europe, consumers will spend proportionally less on yoghurt in 2020 compared to other snacking foods. In particular, sweet and savoury snacks are outperforming all other snack categories. This is due to new product launches focusing on health and indulgence, such as seaweed crisps that are easily consumed on the go and do not require refrigeration.

Skyr and kefir have potential as alternatives to yoghurt

Skyr (fromage frais) and kefir (sour milk drinks) have very low consumption levels compared to yoghurt and drinking milk. Both could provide an alternative to yoghurt and can be the next “Big Greek”, as they offer excitement to the dairy aisle and tick three unique selling points proven successful in the past: origin, heritage and nutrition.

93% of new global yoghurt sales will come from LA, MEA and AP

Whilst Europe has the highest per capita consumption of yoghurt, new yoghurt sales will come from other regions. In fact by 2020, Chinese consumers will buy more yoghurt than the average British consumer at 8.3kg (retail volume) which will have more than tripled from the consumption levels measured in 2010.

Ambient yoghurt has great potential

Ambient yoghurt has seen rapid growth in China, as it allows for further penetration in tier three and four cities that lack a developed cold chain infrastructure. This is likely to continue to drive yoghurt sales beyond China and Asia Pacific.