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Strategy Briefing

Discovering the Next Greek Yoghurt: Innovations in Added Value Yoghurt

29 pages, Dec 2015

US$1,325

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About This Report

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Since the big Greek-style yoghurt boom, consumers have been bombarded with new variants of so-called “origin yoghurt”, as brands try to piggyback on Greek yoghurt’s success. By examining the success factors of Greek-style yoghurt, alongside current new product launches in yoghurt, this briefing considers what could be the next Greek yoghurt, and where future growth lies.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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.

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Introduction

Scope

Key findings

The Success of Greek Yoghurt

The success story of Chobani Greek-style yoghurt…

…and the one that overtook 2 established yoghurt brands

Understanding Demand for Healthy Dairy Products

“Clean brand” positioning made Chobani big in the US…

…and manufacturers are following the clean label move

Is positioning yoghurt as a healthy snack the way forward?

Exploring innovations in yoghurt

Yoghurt’s position as a snack is changing

Yoghurt will be the number three snack in 2020 in Asia Pacific

Four overarching innovations in yoghurt

Going beyond the yoghurt pot: Convenience gaining pace

Adding more health to yoghurt with nuts, seeds and PA-3

Kid oriented launches in Europe could work in Asia Pacific

In the US consumers overwhelmed by number of launches

Global landscape of yoghurt consumption by country

Future Outlook: What Could be the Next Greek Yoghurt

Three regions will account for almost all global growth

Affordability important in key (South) East Asian markets

Where next for declining yoghurt regions?

Beyond yoghurt: Is Skyr the next big thing?

Beyond yoghurt: Is Kefir the next big thing?

FUTURE OUTLOOK: WHAT COULD BE THE NEXT GREEK YOGHURT

Sustaining growth requires different strategies

Recommendations

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Megatrends

Strategy Briefing

Discovering the Next Greek Yoghurt: Innovations in Added Value Yoghurt

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

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

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

Skyr and kefir have potential as alternatives to yoghurt

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

Ambient yoghurt has great potential

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

The Success of Greek Yoghurt

The success story of Chobani Greek-style yoghurt…

…and the one that overtook 2 established yoghurt brands

Understanding Demand for Healthy Dairy Products

“Clean brand” positioning made Chobani big in the US…

…and manufacturers are following the clean label move

Is positioning yoghurt as a healthy snack the way forward?

Exploring innovations in yoghurt

Yoghurt’s position as a snack is changing

Yoghurt will be the number three snack in 2020 in Asia Pacific

Four overarching innovations in yoghurt

Going beyond the yoghurt pot: Convenience gaining pace

Adding more health to yoghurt with nuts, seeds and PA-3

Kid oriented launches in Europe could work in Asia Pacific

In the US consumers overwhelmed by number of launches

Global landscape of yoghurt consumption by country

Future Outlook: What Could be the Next Greek Yoghurt

Three regions will account for almost all global growth

Affordability important in key (South) East Asian markets

Where next for declining yoghurt regions?

Beyond yoghurt: Is Skyr the next big thing?

Beyond yoghurt: Is Kefir the next big thing?

FUTURE OUTLOOK: WHAT COULD BE THE NEXT GREEK YOGHURT

Sustaining growth requires different strategies

Recommendations

Recommendations

Why buy this report?

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