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Yogurt and

Desserts - UK, July 2013

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Table of Contents Yogurt and Desserts UK, July 2013

© Mintel Group Ltd. All rights reserved. iii

INTRODUCTION ..................................................................................................................................... 9

Definition ......................................................................................................................................... 9 Abbreviations ................................................................................................................................ 10

EXECUTIVE SUMMARY ....................................................................................................................... 11

The market .................................................................................................................................... 11 Figure 1: Market size and forecast for UK retail value sales of yogurt and yogurt drinks, 2008-18 ................... 11 Figure 2: Market size and forecast for UK retail value sales of desserts, 2008-18 ............................................ 12

Market factors ............................................................................................................................... 12 Revised EFSA regulations hit the yogurt market............................................................................................... 12 Growth in 25-34s and 5-9s to boost the market…............................................................................................. 13 …while shrinking household sizes pose a challenge ........................................................................................ 13

Companies, brands and innovation .............................................................................................. 13 Müller leads in yogurts and chilled desserts ..................................................................................................... 13 Figure 3: UK retail sales of leading brands in everyday and indulgent yogurts and desserts and pouring yogurt, by value, 2012/13 ................................................................................................................................. 13 NPD activity in yogurt peaks in 2012 ................................................................................................................ 14 An uptick in adspend in 2012 ............................................................................................................................ 14

The consumer ............................................................................................................................... 15 Yogurts/yogurt drinks enjoy a high penetration of 84% ..................................................................................... 15 Figure 4: Types of yogurt/yogurt drink bought in the past three months, by gender, May 2013 ........................ 15 Consumers’ favourite flavour holds the most sway in yogurt choice ................................................................. 16 Figure 5: Factors considered when choosing yogurt/fromage frais, by gender, May 2013 ................................ 16 Yogurt benefits from its functional and health credentials ................................................................................. 17 Figure 6: Attitudes towards yogurt/yogurt drinks, May 2013 ............................................................................. 17 Chilled desserts are preferred to frozen or ambient formats ............................................................................. 18 Figure 7: Types of desserts eaten and/or bought in the past three months, May 2013 ..................................... 18 Consumers want to be able to see their desserts ............................................................................................. 19 Figure 8: Attitudes towards desserts, May 2013 ............................................................................................... 19

What we think................................................................................................................................ 19

ISSUES IN THE MARKET .................................................................................................................... 21

How has EFSA’s work on health claims affected the yogurt market? .......................................... 21 What steps can yogurt and dessert brands take to enhance their appeal among over-55s? ...... 21 How can yogurt brands grow usage occasions for yogurts and desserts? .................................. 22 What attributes can help yogurt brands appeal to the younger generation? ................................ 22

TREND APPLICATION ......................................................................................................................... 24

Trend: Many Mes .......................................................................................................................... 24 Trend: Miniaturize Me ................................................................................................................... 24 Mintel Futures: Human .................................................................................................................. 25

MARKET DRIVERS .............................................................................................................................. 26

Key points ..................................................................................................................................... 26 Low fat is the go-to claim for healthy eaters ................................................................................. 26 Probiotics and antioxidants fall foul of the EFSA .......................................................................... 26 Population changes likely to boost the market ............................................................................. 28

Figure 9: Trends in the age structure of the UK population, 2007-17 ................................................................ 28 Families provide a boost to the sector… ...................................................................................... 29

Figure 10: Forecast adult population trends, by lifestage, 2007-17 ................................................................... 29 ….however, household sizes are in decline ................................................................................. 30

Figure 11: UK households, by size, 2007-17 .................................................................................................... 30

STRENGTHS AND WEAKNESSES ..................................................................................................... 31

Strengths ....................................................................................................................................... 31 Weaknesses.................................................................................................................................. 31

WHO’S INNOVATING? ......................................................................................................................... 33

Key points ..................................................................................................................................... 33


© Mintel Group Ltd. All rights reserved. iv

Spoonable yogurts dominate ........................................................................................................ 33 Figure 12: Share of new product launches in the UK yogurt market, by segment, 2009-13 .............................. 33 Figure 13: Share of new product launches within the UK yogurt market, by segment and company (top ten), 2012 ................................................................................................................................................................. 34

Brands continue to lead NPD........................................................................................................ 36 Figure 14: Share of new product launches in the UK yogurt market, branded vs. own-label, 2009-13 .............. 36

Danone stepped up its new launch activity in 2012 ...................................................................... 37 Figure 15: Share of new product launches within the UK yogurt market, by company (top 15), 2009-13 .......... 37

Müller looks to grow its premium yogurt offering .......................................................................... 38 Yeo Valley steps up its zero-fat yogurt innovation ........................................................................ 40 L/N/R fat claims become more prevalent ...................................................................................... 41

Figure 16: Share of new product launches within the UK yogurt market, by claim (top ten), 2009-13 ............... 41 Danone sets the bar for environmentally friendly packaging ........................................................ 41 Limited edition variants became more commonplace in 2012 ...................................................... 42 Organic and functional claims fall by the wayside ........................................................................ 42 Rise in new launches of chilled desserts ...................................................................................... 43

Figure 17: Share of new product launches within the UK dessert market, by segment, 2009-13 ...................... 43 Figure 18: Share of new product launches in the UK dessert market, branded vs. own-label, 2012 ................. 44

Morrisons ramps up its new launch activity in 2012 ..................................................................... 45 Figure 19: Share of new product launches within the UK dessert market, by company (top 15), 2009-13 ........ 45

Müller moves into desserts in 2013 .............................................................................................. 46 Claims relating to fat content are less prevalent in desserts ........................................................ 46

Figure 20: Share of new product launches within the UK yogurt market, by claim (top 15), 2009-13 ................ 46

MARKET SIZE AND FORECAST ......................................................................................................... 47

Key points ..................................................................................................................................... 47 Yogurt market value grows by 17% over 2008-13 ........................................................................ 47

Figure 21: Market size and forecast for UK retail volume and value sales of yogurt and yogurt drinks, 2008-18 ..................................................................................................................................................................... 47

The future of the yogurt market..................................................................................................... 48 Figure 22: Market size and forecast for UK retail volume sales of yogurt and yogurt drinks, 2008-18 .............. 48 Figure 23: Market size and forecast for UK retail value sales of yogurt and yogurt drinks, 2008-18 ................. 49

Factors used in the forecast .......................................................................................................... 50 The dessert market sees sluggish value growth ........................................................................... 51

Figure 24: Market size and forecast for UK retail volume and value sales of desserts, 2008-18 ....................... 51 Figure 25: Market size and forecast for UK retail volume sales of desserts, 2008-18 ....................................... 52 Figure 26: Market size and forecast for UK retail value sales of desserts, 2008-18 .......................................... 52

Factors used in the forecast .......................................................................................................... 53

MARKET SEGMENTATION ................................................................................................................. 54

Key points ..................................................................................................................................... 54 Spoonable and pouring yogurts dominate .................................................................................... 54

Figure 27: UK retail value sales of spoonable and pouring yogurt and drinking yogurt, 2008-13 ...................... 54 Figure 28: UK retail volume sales of spoonable and pouring yogurt and drinking yogurt, 2008-13 ................... 54

Yogurt drinks fall from favour ........................................................................................................ 55 Chilled desserts continue to outpace ambient, while frozen declines .......................................... 56

Figure 29: UK retail value sales of ambient, chilled and frozen desserts, 2008-13 ........................................... 56 Figure 30: UK retail volume sales of ambient, chilled and frozen desserts, 2008-13 ........................................ 56

Volatility in the ambient dessert market ........................................................................................ 57 Sales of frozen desserts tumble ................................................................................................... 57

Figure 31: Share of ambient, frozen and chilled desserts in total retail value sales of desserts, 2008-13 ......... 57

MARKET SHARE .................................................................................................................................. 58

Key points ..................................................................................................................................... 58 Müller leads in yogurts and chilled desserts ................................................................................. 58

Figure 32: UK retail sales of leading brands in yogurt and chilled dessert, by value and volume, 2012 and 2013 ................................................................................................................................................................. 58 Figure 33: UK retail sales of leading manufacturers in yogurt and chilled dessert, by value and volume, 2012 and 2013 ................................................................................................................................................. 60

Sales are down for Danone yogurt brands ................................................................................... 61 Own-label continues to steal share ............................................................................................... 61


© Mintel Group Ltd. All rights reserved. v

Yeo Valley is the big success story .............................................................................................. 62 Only Yakult saw value growth in the drinking yogurt category ..................................................... 62 Yoplait has a strong presence in the kids’ yogurt market ............................................................. 62

Figure 34: UK retail sales of leading brands in kids’ yogurt and desserts, by value and volume, 2012 and 2013 ................................................................................................................................................................. 62 Figure 35: UK retail sales of leading manufacturers in kids’ yogurt and desserts, by value and volume, 2012 and 2013 ................................................................................................................................................. 63

Ambrosia outperforms the ambient dessert market ...................................................................... 64 Figure 36: UK retail sales of leading brands in ambient desserts, by value and volume, 2012 and 2013 ......... 64 Figure 37: UK retail sales of leading manufacturers in ambient desserts, by value and volume, 2012 and 2013 ................................................................................................................................................................. 65

Own-label has the upper hand in frozen desserts ........................................................................ 66 Figure 38: UK retail sales of leading brands in frozen desserts, by value and volume, 2012 and 2013 ............ 66

COMPANIES AND PRODUCTS ........................................................................................................... 67

Danone .......................................................................................................................................... 67 Müller ............................................................................................................................................ 68 Nestlé ............................................................................................................................................ 70 Onken ............................................................................................................................................ 71 Yeo Valley ..................................................................................................................................... 72 Yoplait ........................................................................................................................................... 73

BRAND RESEARCH............................................................................................................................. 75

Brand map..................................................................................................................................... 75 Figure 39: Attitudes towards and usage of brands in the yogurt sector, May 2013 ........................................... 75 Correspondence analysis ................................................................................................................................. 76

Brand attitudes .............................................................................................................................. 77 Figure 40: Attitudes, by yogurt brand, May 2013 .............................................................................................. 77 Brand personality .............................................................................................................................................. 78 Figure 41: Yogurt brand personality – macro image, May 2013 ........................................................................ 78 Figure 42: Yogurt brand personality – micro image, May 2013 ......................................................................... 79

Brand experience .......................................................................................................................... 80 Figure 43: Yogurt brand usage, May 2013 ........................................................................................................ 80 Figure 44: Satisfaction with various yogurt brands, May 2013 .......................................................................... 81 Figure 45: Consideration of yogurt brands, May 2013 ...................................................................................... 82 Figure 46: Consumer perceptions of current yogurt brand performance, May 2013 ......................................... 83 Figure 47: Yogurt brand recommendation – Net Promoter Score, May 2013 .................................................... 84

Brand index ................................................................................................................................... 85 Figure 48: Yogurt brand index, May 2013 ......................................................................................................... 85 Figure 49: Yogurt brand index vs. recommendation, May 2013 ........................................................................ 86

Target group analysis ................................................................................................................... 86 Figure 50: Target groups, May 2013 ................................................................................................................. 87 Figure 51: Yogurt brand usage, by target groups, May 2013 ............................................................................ 88 Group One – Conformists ................................................................................................................................. 88 Group Two – Simply the Best ........................................................................................................................... 89 Group Three – Shelf Stalkers ........................................................................................................................... 89 Group Four – Habitual Shoppers ...................................................................................................................... 89 Group Five – Individualists ............................................................................................................................... 90

BRAND COMMUNICATION AND PROMOTION ................................................................................. 91

Key points ..................................................................................................................................... 91 Adspend growth returns in 2012 ................................................................................................... 91

Figure 52: Topline advertising spend in the yogurts and desserts markets, 2009-13 ........................................ 91 Müller Dairy overtakes Danone as top advertiser in 2012 ............................................................ 92

Figure 53: Advertising expenditure in the UK yogurts market, by top ten advertisers, 2009-12 ........................ 92 Müller invests in Corner range in 2012 ......................................................................................... 93

Figure 54: Advertising expenditure in the UK yogurts market, by top ten brands, 2009-12 ............................... 93 TV campaigns continue to be increasingly relied upon ................................................................ 94

Figure 55: Advertising expenditure in the UK yogurts market, by media type, 2009-13 .................................... 94 Premier Foods leads dessert investment in 2012......................................................................... 94

Figure 56: Advertising expenditure in the UK desserts market, by top ten advertisers, 2009-12 ....................... 94 Ambrosia invests in adspend in 2012 ........................................................................................... 95


© Mintel Group Ltd. All rights reserved. vi

Figure 57: Advertising expenditure in the UK desserts market, by top ten brands, 2009-12 ............................. 95 Press overtakes TV as most popular form of advertising in the desserts category ...................... 95

Figure 58: Advertising expenditure in the UK desserts market, by media type, 2009-13 .................................. 96

CHANNELS TO MARKET .................................................................................................................... 97

Key point ....................................................................................................................................... 97 Multiples continue to dominate ..................................................................................................... 97

Figure 59: UK retail value sales of yogurts and dessert, by outlet type, 2009-12 .............................................. 97

THE CONSUMER – USAGE OF YOGURT/FROMAGE FRAIS ........................................................... 98

Key points ..................................................................................................................................... 98 Yogurts/yogurt drinks enjoy a high penetration of 84% ................................................................ 98

Figure 60: Types of yogurt/yogurt drink bought in the past three months, by gender, May 2013 ...................... 99 Families are most likely to buy yogurts/yogurt drinks ................................................................. 100

Figure 61: Consumers who have purchased any yogurt/yogurt drink in the past three months, by age and presence of children and household size, May 2013 ...................................................................................... 100

Yogurt drinks ............................................................................................................................... 101 Figure 62: Consumers who have purchased yogurt/yogurt drink in the past three months, by age, May 2013 ............................................................................................................................................................... 101

Half of consumers only purchase one or two different types of yogurt ....................................... 102 Figure 63: Repertoire of types of yogurt/yogurt drink bought in the past three months, May 2013 .................. 102

Yogurt enjoys frequent usage ..................................................................................................... 103 Figure 64: Frequency of eating yogurt and fromage frais, May 2013 .............................................................. 103 Base: 2,000 internet users aged 16+ .............................................................................................................. 103

THE CONSUMER – VARIETIES OF YOGURT/FROMAGE FRAIS PURCHASED........................... 104

Key points ................................................................................................................................... 104 Low fat is the most popular type of yogurt .................................................................................. 104

Figure 65: Varieties of yogurt/fromage frais purchased, by gender, May 2013 ............................................... 105 Low-fat yogurts are popular among older buyers ....................................................................... 106

Figure 66: Consumers who have purchased low-fat, full-fat and non/zero-fat yogurts/fromage frais, by age, May 2013 ........................................................................................................................................................ 106

Natural versus Greek .................................................................................................................. 106 Organic yogurts attract a young, affluent crowd ......................................................................... 107

Figure 67: Consumers who have purchased organic yogurts/fromage frais, by age and socio-economic group, May 2013............................................................................................................................................. 107

Multipacks are most popular format ............................................................................................ 108 Figure 68: Pack types of yogurt/fromage frais purchased in the past three months, by gender, May 2013 ..... 108 Figure 69: Pack types of yogurt/fromage frais purchased in the past three months, by varieties of yogurt/fromage frais purchased, May 2013 ..................................................................................................... 109

THE CONSUMER – CHOICE FACTORS FOR YOGURTS/FROMAGE FRAIS ................................ 110

Key points ................................................................................................................................... 110 Consumers’ favourite flavour holds the most sway .................................................................... 110

Figure 70: Factors considered when choosing yogurt/fromage frais, by gender, May 2013 ............................ 111 Price versus special offers .......................................................................................................... 111 Over-55s are most interested in diet-related factors .................................................................. 112

Figure 71: Most popular factors considered when choosing yogurt/fromage frais, by all-natural ingredients, low sugar/sugar-free and reduced calorie claims, by age, May 2013 .............................................................. 112

Premium and ethical attributes ................................................................................................... 113

THE CONSUMER – ATTITUDES TOWARDS YOGURT/YOGURT DRINKS .................................... 114

Key points ................................................................................................................................... 114 Yogurt benefits from its functional credentials ............................................................................ 114

Figure 72: Attitudes towards yogurt/yogurt drinks, May 2013 ......................................................................... 115 Added health benefits give yogurts something extra .................................................................. 116

Figure 73: Consumers who are interested in yogurts and yogurt drinks with added health benefits, by gender, May 2013 ........................................................................................................................................... 116

Guilt-free, indulgent treat ticks all the boxes for women ............................................................. 117 Yogurt is also deemed to be a good cooking ingredient ............................................................. 117


© Mintel Group Ltd. All rights reserved. vii

THE CONSUMER – USAGE OF DESSERTS .................................................................................... 119

Key points ................................................................................................................................... 119 Chilled desserts are preferred to frozen or ambient formats ...................................................... 119

Figure 74: Types of desserts eaten and/or bought in the past three months, May 2013 ................................. 119 Consumers are promiscuous in their dessert buying behaviour ................................................. 121

Figure 75: Repertoire of types of dessert bought in the past three months, May 2013 ................................... 121

THE CONSUMER – ATTITUDES TOWARDS DESSERTS ............................................................... 122

Key points ................................................................................................................................... 122 Consumers concerned about visibility ........................................................................................ 122

Figure 76: Attitudes towards desserts, May 2013 ........................................................................................... 123 Smaller and individual portions appeal to lots of consumers ...................................................... 123 Consumers watch calorie content ............................................................................................... 124 Individual desserts could benefit from meal deal availability ...................................................... 124

APPENDIX – MARKET SIZE .............................................................................................................. 125

Figure 77: Best- and worst-case forecasts for UK retail sales of yogurt and yogurt drinks, by volume, 2013-18 ................................................................................................................................................................... 125 Figure 78: Best- and worst-case forecasts for UK retail sales of yogurt and yogurt drinks, by value, 2013-18 .......................................................................................................................................................... 125 Figure 79: Best- and worst-case forecasts for UK retail sales of desserts, by volume, 2013-18 ..................... 125 Figure 80: Best- and worst-case forecasts for UK retail sales of desserts, by value, 2013-18 ........................ 126

APPENDIX – BRAND RESEARCH .................................................................................................... 127

Figure 81: Brand usage, May 2013 ................................................................................................................. 127 Figure 82: Brand commitment, May 2013 ....................................................................................................... 127 Figure 83: Brand momentum, May 2013......................................................................................................... 127 Figure 84: Brand diversity, May 2013 ............................................................................................................. 128 Figure 85: Brand satisfaction, May 2013......................................................................................................... 128 Figure 86: Brand recommendation, May 2013 ................................................................................................ 128 Figure 87: Brand attitude, May 2013 ............................................................................................................... 129 Figure 88: Brand image – macro image, May 2013 ........................................................................................ 129 Figure 89: Brand image – micro image, May 2013 ......................................................................................... 130 Figure 90: Profile of target groups, by demographics, May 2013 .................................................................... 130 Figure 91: Psychographic segmentation, by target groups, May 2013 ............................................................ 132 Figure 92: Brand usage, by target groups, May 2013 ..................................................................................... 135

Brand index ................................................................................................................................. 136 Figure 93: Brand index, May 2013 .................................................................................................................. 136

APPENDIX – THE CONSUMER – USAGE OF YOGURT/FROMAGE FRAIS .................................. 137

Figure 94: Types of yogurt/yogurt drink bought in the past three months, May 2013 ...................................... 137 Figure 95: Most popular types of yogurt/yogurt drink bought in the past three months, by demographics, May 2013 ........................................................................................................................................................ 138 Figure 96: Next most popular types of yogurt/yogurt drink bought in the past three months, by demographics, May 2013 ............................................................................................................................... 140 Figure 97: Repertoire of types of yogurt/yogurt drink bought in the past three months, by demographics, May 2013 ........................................................................................................................................................ 142 Figure 98: Most popular frequency of eating yogurt, by demographics, May 2013 ......................................... 144 Figure 99: Next most popular frequency of eating fromage frais, by demographics, May 2013 ...................... 146

APPENDIX – THE CONSUMER – VARIETIES OF YOGURT/FROMAGE FRAIS PURCHASED .... 149

Figure 100: Varieties of yogurt/fromage frais purchased, May 2013 ............................................................... 149 Figure 101: Most popular varieties of yogurt/fromage frais purchased, by demographics, May 2013 ............. 149 Figure 102: Next most popular varieties of yogurt/fromage frais purchased, by demographics, May 2013 ..... 151 Figure 103: Repertoire of varieties of yogurt/fromage frais purchased, by demographics, May 2013 ............. 153 Figure 104: Pack types of yogurt/fromage frais purchased in the past three months, by demographics, May 2013 ........................................................................................................................................................ 156

APPENDIX – CHOICE FACTORS FOR YOGURTS/FROMAGE FRAIS ........................................... 159

Figure 105: Factors considered when choosing yogurt/fromage frais, May 2013 ........................................... 159 Figure 106: Most popular factors considered when choosing yogurt/fromage frais, by demographics, May 2013 ............................................................................................................................................................... 159


© Mintel Group Ltd. All rights reserved. viii

Figure 107: Next most popular factors considered when choosing yogurt/fromage frais, by demographics, May 2013 ........................................................................................................................................................ 162

APPENDIX – THE CONSUMER – ATTITUDES TOWARDS YOGURT/FROMAGE FRAIS ............. 165

Figure 108: Agreement with the statement ‘Yogurts make for a good guilt-free snack’, by demographics, May 2013 ........................................................................................................................................................ 165 Figure 109: Agreement with the statement ‘I'd like to see a wider variety of yogurts with added health benefits’, by demographics, May 2013 ........................................................................................................... 167 Figure 110: Agreement with the statement ‘I trust the health benefits yogurts claim on the packaging’, by demographics, May 2013 ............................................................................................................................... 169 Figure 111: Agreement with the statement ‘Yogurts with ‘healthy’ claims are still high in sugar’, by demographics, May 2013 ............................................................................................................................... 171 Figure 112: Agreement with the statement ‘Yogurt is a good way to get calcium and Vitamin D in my diet’, by demographics, May 2013 ........................................................................................................................... 173 Figure 113: Agreement with the statement ‘Yogurt/yogurt drinks are a good way to support digestive health’, by demographics, May 2013 .............................................................................................................. 175 Figure 114: Agreement with the statement ‘I would like to see more yogurts high in protein’, by demographics, May 2013 ............................................................................................................................... 177 Figure 115: Agreement with the statement ‘Yogurts can be a good cooking ingredient (eg for sauces/dips)’, by demographics, May 2013 ........................................................................................................................... 179 Figure 116: Agreement with the statement ‘The taste of a yogurt is more important to me than calorie content’, by demographics, May 2013 ............................................................................................................ 181 Figure 117: Agreement with the statement ‘A thick texture makes a yogurt feel more indulgent’, by demographics, May 2013 ............................................................................................................................... 183 Figure 118: Agreement with the statement ‘Big pots allow you to control the portion size’, by demographics, May 2013 ............................................................................................................................... 185 Figure 119: Agreement with the statement ‘I would eat yogurts more often if they kept me fuller for longer’, by demographics, May 2013 ........................................................................................................................... 187

APPENDIX – THE CONSUMER – USAGE OF DESSERTS ............................................................. 189

Figure 120: Chilled desserts eaten and/or bought in the past three months, by demographics, May 2013 ..... 189 Figure 121: Custard/vanilla sauce eaten and/or bought in the past three months, by demographics, May 2013 ............................................................................................................................................................... 191 Figure 122: Non-chilled dessert eaten and/or bought in the past three months, by demographics, May 2013 ............................................................................................................................................................... 193 Figure 123: Packet dessert mixes eaten and/or bought in the past three months, by demographics, May 2013 ............................................................................................................................................................... 195 Figure 124: Frozen dessert eaten and/or bought in the past three months, by demographics, May 2013 ...... 197 Figure 125: Other eaten and/or bought in the past three months, by demographics, May 2013 ..................... 199 Figure 126: Repertoire of types of desserts eaten and/or bought in the past three months, by demographics, May 2013 ............................................................................................................................... 201 Figure 127: Repertoire of types of desserts eaten and/or bought in the past three months, by demographics, May 2013 (continued) ............................................................................................................. 203

APPENDIX – THE CONSUMER – CHOICE FACTORS FOR DESSERTS ....................................... 205

Figure 128: Most popular factors considered when choosing desserts, by demographics, May 2013 ............ 205 Figure 129: Next most popular factors considered when choosing desserts, by demographics, May 2013 .... 207 Figure 130: Other factors considered when choosing desserts, by demographics, May 2013 ........................ 209

APPENDIX – THE CONSUMER – ATTITUDES TOWARDS DESSERTS ........................................ 211

Figure 131: Most popular attitudes towards desserts, by demographics, May 2013 ....................................... 211 Figure 132: Next most popular attitudes towards desserts, by demographics, May 2013 ............................... 214

UK RESEARCH METHODOLOGY ..................................................................................................... 218

Consumer research .................................................................................................................... 218 Sampling and weighting.................................................................................................................................. 218 Definitions ....................................................................................................................................................... 220 Qualitative Research ...................................................................................................................................... 222

Trade research ............................................................................................................................ 222 Informal .......................................................................................................................................................... 222 Formal ............................................................................................................................................................ 222 Desk research ................................................................................................................................................ 222

Statistical Forecasting ................................................................................................................. 223 European Research Methodology .............................................................................................. 225

Introduction Yogurt and Desserts UK, July 2013

© Mintel Group Ltd. All rights reserved. 9

Introduction

Signalling its maturity, penetration of yogurt stands at 84% in 2013, with these products benefiting

from high levels of trust in their health credentials, being seen as guilt-free treats, their affordability

and the presence of a number of big-hitting brands (most notably those owned by Müller and Danone).

However, while rising prices have seen the value of the market continue to grow, volume sales have

been in steady decline since 2010.

The yogurt market has had to cope with the EFSA’s ban of the probiotic health claim which came into

effect in December 2012 – a key part of many brands’ preposition. This has had the biggest impact on

brands operating in the yogurt drink segment, which has suffered a significant decline in sales.

At the opposite end of the health spectrum, sales of desserts have also been struggling, with volume

sales down by 5% between 2008 and 2013, while inflation saw value sales increase by 12%. The

chilled desserts segment was the only one to grow in both value and volume terms over the five-year

period, reflecting the continued migration towards chilled from ambient and frozen desserts.

Definition

This report examines the UK retail market for yogurts and desserts, and excludes sales through

catering or fast food establishments.

Yogurt includes spoonable yogurt, fromage frais and yogurt drinks. Functional fermented milk drinks

such as Yakult are included in the report since cultures similar to those contained therein have now

been introduced into products positioned as yogurt. Frozen yogurt is excluded from this market.

Desserts include chilled, ambient and frozen variants, as well as ice cream-based desserts like

Viennetta (but not block or handheld ice cream).

Frozen desserts include for example frozen cakes, sponge puddings, cheesecake, gateaux, Pavlova,

dessert toppings and traditional puddings.

Ambient desserts include dessert ingredients (eg condensed milk, evaporated milk, custard, jelly, ice

cream accompaniments), dessert ready mixes (eg mousse, Blancmange, toppings), ready-to-eat

desserts (eg RTE custard, RTE jelly, rice pudding, sponge pudding, fruit pots).

Sorbets, shelf-stable cakes and Christmas puddings are excluded from the market size.

Value figures throughout this report are at retail selling prices (rsp) unless stated otherwise. Market

sizes at constant 2013 prices are devised using Mintel’s food deflator.

Crown copyright material is reproduced with the permission of the Controller of HMSO and the

Queen’s Printer for Scotland.

Introduction Yogurt and Desserts UK, July 2013


Abbreviations

ASA Advertising Standards Agency

DoH Department of Health

EFSA European Food Standards Agency

EU European Union

GAD Government Actuary’s Department

GI Glycaemic Index

GNPD Global New Product Database

Nielsen Media

Research

For further information, please contact

[email protected]

L/N/R Low/No/Reduced

MAT Moving Annual Total

NPD New Product Development

PDI Personal Disposable Income

PR Public Relations

RSP Retail Selling Price

RTE Ready To Eat

UK United Kingdom

Executive Summary Yogurt and Desserts UK, July 2013


Executive Summary “That over six in ten (62%) yogurts users agree these are good cooking ingredients, highlights

how the cooking with yogurt is already on consumers’ radar and demonstrates marked potential

for both product development in this area and marketing campaigns emphasising the versatility

of yogurts in creating myriad dishes to boost consumption. ”

– Emma Clifford, Senior Food Analyst

The market FIGURE 1: MARKET SIZE AND FORECAST FOR UK RETAIL VALUE SALES OF YOGURT AND YOGURT DRINKS, 2008-18

(£m)

1,898

Best case (£m)2,180

Worst case (£m)2,017

Mintel forecast (£m)2,099

1,000

1,200

1,400

1,600

1,800

2,000

2,200

2,400

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Market

valu

e (

£m

)

95%

Confidence intervals

90%

70%

50%

Actual Forecast

Est.

0

SOURCE: MINTEL/BASED ON IRI

The yogurt market increased in value by 17% to £1,898 million between 2008 and 2013. However,

with volume sales down 1% over the period to 663 million kg, value growth can be attributed to rising

prices and consumers trading up in the market.

In 2013, Mintel estimates that volume sales will fall by almost 2% year on year, while rising average

prices will see value sales edge up by 1% on 2012. The outlook for the market in 2013 is worse than

2012, and subdued overall, reflecting a slowdown in the largest segment, spoonable yogurt, and the

worsening performance of drinking yogurts.

The market’s considerable size reflects high penetration; 88% of women and 79% of men have bought

yogurts/fromage frais in the last three months. However, the maturity of the yogurt market limits

future growth opportunities through growing its customer base, and means that growth has to come

from increasing usage frequency or added value.

Mintel expects yogurt/yogurt drinks to grow by 11% over 2013-18, to a total of £2.1 billion in 2018.

This will be fuelled largely by rising prices, with a marginal decline of 3% in volume sales to stand at

646 million kg.



FIGURE 2: MARKET SIZE AND FORECAST FOR UK RETAIL VALUE SALES OF DESSERTS, 2008-18

(£m)

1,515




1,000

1,100

1,200

1,300

1,400

1,500

1,600

1,700

1,800

1,900

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Market

valu

e (

£m

)

95%


90%

70%

50%

Actual Forecast

Est.

0


Sales in the dessert market are anticipated to reach £1,515 million in 2013, representing a modest 12%

increase since 2008 and an annual growth of just 1%. However, this comes against a decline in volume

sales of 5% over the five-year period to 485 million kg. This sees the segment outperformed by rival

sweet treats markets including chocolate confectionery, ice cream and sweet biscuits, however, all

share falling volume sales, demonstrating this to be a tough marketplace in which to achieve growth in

real terms.

Chilled desserts were the only dessert market segment to grow in both value and volume terms

between 2008 and 2013, reflecting the continued migration towards chilled from ambient and frozen

desserts.

Growth of 11% is expected to increase desserts’ market value to £1.7 billion by 2018, with a 7% drop

in volume sales to 452 million kg, broadly continuing recent trends, and reflecting both the ongoing

role of health considerations on the nation’s diet and the competition from other snacks.

Market factors

Revised EFSA regulations hit the yogurt market

The EFSA’s clampdown on health claims, enforced in December 2012, included the rejection of

claims related to ‘probiotics’ and a ban on the use of the term, coming as a major setback for many

yogurt and yogurt drinks manufacturers. This claim has gained widespread acceptance, with the

majority of consumers (56%) claiming to be aware of the claim and what its function is (see Mintel’s

Consumer Attitudes towards Functional Food and Drink – UK, February 2013).

However, brands can continue to benefit from the established positive health associations of ‘good

bacteria’, given that most yogurt users agree that yogurt/yogurt drinks are a good way to support

digestive health.



Growth in 25-34s and 5-9s to boost the market…

Supporting future sales growth in the yogurt and dessert market is the rapid forecast growth of key

users aged 25-34. The number of consumers in this age group is expected to rocket by 9% over the

next five years to account for 14% of the population by 2017. These consumers are significantly more

likely than average to buy typically higher-priced yogurts such as cholesterol-lowering and fermented

milk drinks and pouring yogurt, which bodes well for the market.

The presence of children in the household is also a major driver to yogurt consumption, and since

population forecasts reveal rapid growth of 11% in the number of 5-9-year-olds over 2012-17, this

should be a valuable source of market growth which brands can tap into.

…while shrinking household sizes pose a challenge

Offsetting the boost from the growth in 25-34s will be shrinking household sizes and the growing

ranks of one- and two-person households, given that there is a strong correlation between the

likelihood of buying yogurt and household size. Increasing usage among the over-55s will be key for

the market, with products emphasising natural and health qualities most likely to appeal to this group.

Companies, brands and innovation

Müller leads in yogurts and chilled desserts FIGURE 3: UK RETAIL SALES OF LEADING BRANDS IN EVERYDAY AND INDULGENT YOGURTS AND DESSERTS AND POURING

YOGURT, BY VALUE, 2012/13*

Müller15%

Activia (Danone)11%

Müller Crunch Corner6%

Actimel (Danone)5%

Yeo Valley3%

Onken (Emmi)3%Weight Watchers

(Yoplait)3%

Cadbury (Müller Dairy)

2%

Other brands21%

Own-label31%

* MAT w/e 28 April 2013 SOURCE: MINTEL/BASED ON IRI



Müller and Danone have a stronghold on the everyday and indulgent yogurt market. However, both

have experienced double-digit declines in volume sales in the last 12 months, with the Müller sub-

brand Crunch Corner however showing a positive sales performance.

Within the struggling yogurt drink market, most of the major brands have suffered a significant decline

in sales, with only Yakult seeing growth in value sales in the last year.

Yoplait is the biggest player in the children’s yogurt market, with its brands including Petits Filous,

Wildlife and the rapidly growing Peppa Pig range. Yoplait has outperformed the segment, with volume

and value sales up 3% and 4% year on year respectively in the 12 months to April 2013.

Own-label plays a leading role across all dessert sectors, particularly in frozen desserts. Premier

Foods’ Ambrosia leads the shelf-stable dessert market, and has posted a solid sales performance in the

last 12 months.

NPD activity in yogurt peaks in 2012

In terms of the number of new products/new variants launched, 2012 was a record year for both

yogurts and desserts. In the yogurt market this was driven by a surge in NPD activity from both

Danone and Morrisons, while own-label fuelled the growth in dessert innovation.

Spoonable varieties dominate NPD in the UK yogurt market, accounting for three quarters of new

launches in the market in 2012. However, drinking yogurts have steadily grown their share of NPD

since 2010, while soy yogurts remain a niche area of innovation.

Following a slight dip in 2011, brands extended their lead again over own-label in yogurt NPD in

2012, accounting for 62% of new launches. Danone notably ramped up its NPD activity in 2012 to

become the most active player with a 17% share of new launches. Two high profile launches last year

were Greek-style yogurt brand Oykos and Activia Breakfast Pots.

In the UK dessert market, there has been a notable shift in NPD over the 2009-12 period, with both

chilled and ambient dessert launches becoming more prevalent, at the expense of frozen desserts.

An uptick in adspend in 2012

Both yogurts and desserts’ above-the-line adspend grew in 2012, almost reaching 2010 highs, with a

combined expenditure of £65.7 million.

The desserts segment represents a much lower share of adspend than yogurts, with less than a fifth of

total adspend dedicated to desserts, which reflects the yogurt market housing more big-hitting brands.

Despite this, the desserts category’s above-the-line spend has experienced a five-year high in 2012,

fuelled by Premier Foods’ investment in Ambrosia.

The yogurt category increased its above-the-line spend in 2012 by a third, compared with 2011. Big

brands, such as Müller Dairy and Danone, continue to dominate adspend, however, while Müller

increased its above-the-line investment by some £10 million, Danone reduced its adspend by 8% in

2012. Contributing to the increase in adspend, smaller brands, including Rachel’s Dairy, Total and

Emmi grew their spend in 2012.



The consumer

Yogurts/yogurt drinks enjoy a high penetration of 84% FIGURE 4: TYPES OF YOGURT/YOGURT DRINK BOUGHT IN THE PAST THREE MONTHS, BY GENDER, MAY 2013 Base: 2,000 internet users aged 16+

79

51

38

24

16

18

15

12

11

2

21

88

67

43

30

26

22

13

12

10

4

12

Any

Standard yogurt (including big pots)

Yogurt with separate toppings (eg Müller corner)

Layered yogurt (eg with fruit purée)

Kids' yogurt (eg Munch bunch, Frubes)

Other yogurt drinks (eg Actimel, Müller Vitality)

Cholesterol-lowering yogurt drinks (eg Benecol)

Pouring yogurt (eg for use on cereals, in cooking etc)

Fermented milk drinks (eg Yakult)

Other

I have not bought yogurt in the last 3 months%

Men

Women

SOURCE: GMI/MINTEL

Signalling a mature market, 84% of UK consumers – corresponding to some 44 million adults – have

purchased yogurt/yogurt drinks in the past three months, with standard yogurts the most popular

format.

Purchasing of yogurt is skewed towards women, 25-34s, parents of under-10s and those living in large

households, illustrating the important role families play in the market. Meanwhile under-25s, those in

full-time education and living alone are identified as key targets, as they currently represent low users.

With almost two thirds of adults eating yogurt at least once a week and one in five consuming it on a

daily basis, the yogurt category enjoys high-frequency usage but there remains scope for growth. Half

of consumers have only purchased one or two different types of yogurt/yogurt drinks in the last three

months, suggesting that most people have habitual purchasing patterns.



Consumers’ favourite flavour holds the most sway in yogurt choice FIGURE 5: FACTORS CONSIDERED WHEN CHOOSING YOGURT/FROMAGE FRAIS, BY GENDER, MAY 2013 Base: 1,602 internet users aged 16+ who have bought yogurt/fromage frais in the past three months

52

48

41

27

25

31

19

15

14

8

56

48

52

38

32

24

30

14

15

10

Favourite flavour

Low price

Special offer/promotion

All-natural ingredients

Low sugar/sugar-free

A well-known brand

Reduced calorie

Premium ingredients

A flavour I haven't tried before

Ethical claims% Men Women

SOURCE: GMI/MINTEL

The maturity of the market and habitual purchasing of yogurt mean consumers prefer the tried and

tested variants over flavours they have not tried before.

Special offers tend to resonate more with women than men, and indeed more so than low prices alone

for women. Only a quarter (27%) prioritise a well-known brand when choosing yogurt or fromage

frais, reflecting how price-competitive the yogurt sector has become, and the growing threat of own-

label.

Diet-related factors resonate most with older consumers, who are more likely to be looking out for

their health. This trend will benefit from the ageing population and more yogurt brands should

promote health/diet claims which are approved by the EFSA in order to take advantage of this.



Yogurt benefits from its functional and health credentials FIGURE 6: ATTITUDES TOWARDS YOGURT/YOGURT DRINKS, MAY 2013 Base: 1,728 internet users aged 16+ who have bought yogurt/fromage frais and other types of yogurts in the past 3 months

19

21

22

15

15

18

11

15

10

10

12

11

61

56

55

56

47

44

48

42

43

35

33

32

18

19

20

25

29

25

34

32

42

36

46

37

2

3

3

3

8

12

6

10

5

17

8

18

1

1

1

1

2

2

2

2

1

2

Yogurt is a good way to get calcium and Vitamin D in my diet

Yogurts make for a good guilt-free snack

A thick texture makes a yogurt feel more indulgent

Yogurt/yogurt drinks are a good way to support digestivehealth

Yogurts can be a good cooking ingredient (eg for sauces/dips)

The taste of a yogurt is more important than calorie content

I trust the health benefits yogurts claim on the packaging

I'd like to see a wider variety of yogurts with added healthbenefits (eg added fibre, vitamins)

Yogurts with “healthy” claims are still high in sugar

I'd eat yogurts more often if they kept me fuller for longer

I would like to see more yogurts high in protein

Big pots allow you to control the portion size

%

Strongly agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

SOURCE: GMI/MINTEL

Over half of yogurt users (59%) trust the health benefits claimed by yogurt brands, which is beneficial

for the market, and trust may have been boosted by the clampdown on claims by EFSA.

Yogurt brands could expand their user base with further innovation surrounding health benefits, as

57% of users are interested more products in this area, with scope to target specific groups through

individual health benefits, eg heart or bones.

High-protein claims enjoy widespread appeal, resonating particularly with men (47% of men

compared to 42% of women), boding well for growth in this emerging segment in the UK. Danone

launched high protein Greek yogurt brand Danio in March 2013, Yoplait also launching the high

protein Greek yogurt Liberte in the same month. While women are concerned with the sugar and fat

content in yogurts, most still want them to feel like a treat, benefiting sales of Greek yogurt, with its

thick, creamy texture but low-fat credentials.

Yogurts that keep consumers fuller for longer are also in demand, interest in these noted by 45% of

yogurt users, which poses an opportunity for yogurt brands to innovate with added relevant

ingredients, such as granola, though no claims around satiety are currently approved by EFSA.

Yogurt is perceived as a good ingredient in cooking by 62% of users, particularly women and ABs,

suggesting opportunities for brands to drive the concept of yogurt as a versatile cooking ingredient in

their marketing to drive usage frequency by reminding users of these occasions to support growth in

the mature market.



Chilled desserts are preferred to frozen or ambient formats FIGURE 7: TYPES OF DESSERTS EATEN AND/OR BOUGHT IN THE PAST THREE MONTHS, MAY 2013 Base: 2,000 internet users aged 16+

59

40

36

18

35

15

29

23

27

18

24

16

32

48 49

70

52

72

0

10

20

30

40

50

60

70

80

Chilled desserts Custard/vanillasauce

Non-chilleddessert

Packet dessertmixes

Frozen dessert Other

%

Eaten in the last 3 months Bought in the last 3 months Not eaten or bought in the last 3 months

SOURCE: GMI/MINTEL

Families are key users in the dessert category, being the most likely to buy different types of desserts

irrespective of storage type.

Consumers continue to favour chilled desserts over the other categories – particularly students and

young people - which reflects the overall trend towards chilled over frozen or ambient foods.

Those living alone or with no children are the most likely to only use one type of desserts, which are

most likely to be chilled desserts. This suggests that the other dessert categories need to do more to

appeal to this growing consumer group, for example by focusing on individually portioned options.



Consumers want to be able to see their desserts FIGURE 8: ATTITUDES TOWARDS DESSERTS, MAY 2013 Base: 1,499 internet users aged 16+ who have bought or eaten dessert in the past three months

43

42

29

28

28

27

23

20

18

15

11

6

I prefer packaging where you can see what the dessert insidelooks like

I like to try new flavours and varieties of desserts

I prefer homemade desserts over shop-bought varieties

I'd like to see more frozen desserts which are individuallyportioned

I'd buy a dessert as part of a lunch meal deal

I prefer desserts which are naturally lower in calories

I avoid desserts which are too sweet

Smaller portions of dessert would make me more likely to eatthem more often

I prefer sweet treats that I do not have to finish in one go

I would rather have a yogurt as pudding than a dessert

Individual servings of non-chilled desserts (eg rice puddings)are good for kids' packed lunches

None of these%

SOURCE: GMI/MINTEL

Almost three in ten dessert users are keen to see a wider availability of individually portioned frozen

desserts, with women, singles, older consumers and those with children showing above-average

interest.

Despite women being more likely than men to indulge with a dessert, they are also more likely to be

concerned with calorie content, with a third of women who eat desserts preferring ones which are

naturally lower in calories, compared to 22% of men who eat them. Among users, young consumers,

who are the most likely dieters, and ABs are also keen to avoid highly calorific desserts.

There is a sizeable pool of demand for individual desserts to feature in lunchtime meal deals, noted by

28% of users, with typically younger employed consumers the most likely to agree with this.

What we think

The yogurt market is a mature one, with penetration at 84%, and one which enjoys regular usage by

most users. Yogurts benefit from their versatility, being able to deliver on both health and indulgence,

as demonstrated by the explosion of the Greek style yogurts in the market in the last couple of years –

winning appeal among health-conscious without compromising on taste. However, volume sales are in

decline, making it important for manufacturers to explore different avenues through product

innovation.



The positive perceptions of yogurts, in terms of their calcium and vitamin D content and supporting

digestive health, and high levels of trust in health claims, should continue to minimise the impact of

the EFSA’s banning of the probiotic claim. Yogurts brands have shifted their marketing messages to

more implied digestive benefits (eg Activia’s “Feel good from within” tagline) and are also placing

more emphasis on nutrients, with the launch of calcium and vitamin D-enriched Calin yogurt a good

example of this.

There is scope for more brands to carve a niche for themselves using high protein claims, given that

45% of users would like to see more yogurts high in protein. Given that these hold most appeal to men

and under-25s, innovation in this area would help to drive consumption among these current low user

groups. A greater focus on satiety could also boost the category, with over two fifths (45%) of users

likely to eat yogurts more often if they kept them fuller for longer.

Over six in ten (62%) yogurts users agree these are good cooking ingredients, highlighting how the

cooking occasion is on consumers’ radar and demonstrates marked potential for both product

development in this area and marketing campaigns emphasising the versatility of yogurts in creating

myriad dishes in a bid to boost consumption.

Volume sales of desserts are also falling, with strong competition from other sweet treat markets

hindering growth. Expanding usage occasions remains important to drive frequency of use. Here,

competing more effectively on health terms with yogurts and other treats may help to drive usage

beyond traditional dessert occasions. Innovation in single-serve desserts is likely to help boost usage,

particularly in the frozen dessert market. There is also scope for more dessert brands to tap into the

lucrative lunchtime meal deal market, which should also boost the visibility of the category.

Issues in the Market Yogurt and Desserts UK, July 2013


Issues in the Market “There is scope for more brands to expand their offering of single-serve desserts, particularly

within the frozen aisle. Over three in ten over-55s would like to see more frozen desserts which

are individually portioned, and these also appeal most to those living in single-person

households – both rapidly growing demographics.”

– Emma Clifford, Senior Food Analyst

How has EFSA’s work on health claims affected the yogurt market?

Challengingly for brands in the European functional food and drink market, the EFSA has over several

years clamped down on the health claims which can be used by brands on packaging and in marketing.

A final list of 222 approved health claims was published by the European Food Safety Authority

(EFSA) in May 2012, coming into effect in December 2012. Rejected health claims can no longer be

used in the European market.

Yogurt manufacturers were among those the most significantly impacted by the change, given that the

claims related to probiotics failed to make the cut, and a positioning around probiotics and gut health

had been a core part of the brand proposition of many yogurts and yogurt drinks.

Over seven in ten (72%) yogurt users however still see yogurt/yogurt drinks as a good way to support

digestion, suggesting that the association between the category and improved digestion is decidedly

well-established. This should help to cushion the impact of the removal of specific claims of this

nature. The yogurt market also benefits from its other health credentials, with 80% of users viewing it

as a good source of calcium and Vitamin D, and many brands have now looked to associate

themselves with other health benefits.

However, the drinking yogurts market has been more severely affected, with value sales expected to

fall by 7% year on year in 2013, given that these are seen more as purely functional products.

Therefore yogurt drink brands are under greater pressure to shift their focus to other health

considerations seen as important by consumers such as low fat/sugar, naturalness, high-protein claims

and vitamin/mineral content.

What steps can yogurt and dessert brands take to enhance their appeal among over-55s?

Given the rising numbers of over-55s in the UK population – with this age group projected to account

for 30% of the population by 2017 – targeting this demographic has never been more important.

Older consumers tend to take a keener interest in health than their younger counterparts. While popular

health claims such as low/no/reduced fat, sugar or calories and all-natural ingredients resonate most

among over-55s, their main health concerns relate to blood pressure, cholesterol and heart health,

suggesting areas for the market to further to explore to directly engage with these shoppers.

Single-serving desserts, particularly in the frozen aisle should also appeal. Over three in ten over-55s

would like to see more frozen desserts which are individually portioned, and these also appeal most to

those living in one-person households. This could offer much-needed support to the beleaguered

frozen dessert market, given that over-55s currently have the lowest usage of these products.



Packaging design could also be used to enhance the appeal of yogurts/desserts among the older

generation through features which are particularly important to older consumers, namely: being easy to

open, keeping food fresher for longer and being both resealable and recyclable (see Food and Drink

Packaging Trends – UK, February 2013), particularly within the dessert market.

How can yogurt brands grow usage occasions for yogurts and desserts?

Volume growth of the yogurt market is constrained by existing high household penetration (84%), and

is reliant on expanding usage occasions. The established high frequency of usage makes this

challenging; half (52%) of adults eat yogurts at least two times per week.

Given that 62% of yogurt users think these products can be good cooking ingredients, yogurt brands

could take cues from the table sauces market, by actively positioning their products as versatile

cooking ingredients to drive usage and tap into the home cooking trend. Recipes to provide inspiration,

from dips to creamy chicken or curry sauces, and other prompts to use the products in cooking look to

be needed to fully capitalise on this openness to yogurt as a cooking ingredient.

Driving usage frequency in the dessert market may rely on healthier formulations, with low-fat claims

for example being far less common in desserts than yogurts, in a bid to reposition these from being

seen as a one-off indulgence to something that can be enjoyed on a more regular basis. This is

something that Müllerlight is hoping to achieve with the launch of its new dessert range in March

2013, blurring the boundary between yogurts and chilled desserts.

While desserts are a common part of meal deals targeting the dinner occasion, there is room for brands

to further explore the lunchtime occasion. That three in ten users would buy a dessert as part of a lunch

meal deal, climbing to 35% of those in full-time education, suggests dessert brands can do more to

fully capitalise on the lucrative lunchtime meal deal market, also offering the brands a platform to

boost visibility for other occasions.

What attributes can help yogurt brands appeal to the younger generation?

Under-25s have below-average usage of yogurts in terms of penetration (81% compared to 84% on

average) and frequency of use (26% eating these only two times a month or less often compared to

19% on average), their low engagement posing a potential concern for the future.

Under-25s are the most interested in satiety and high-protein claims in yogurt, with half of under-25s

noting that they would eat yogurts more often if they kept them fuller for longer, compared to 45% on

average. Emphasising these qualities should therefore help yogurt brands compete more effectively

with other snack categories (see the US Brogurt example).

While the explosion of Greek yogurts in the UK market is helping to fill this gap, there is evidently

more room for innovation here. For example, brands could look to yogurts with oats, nuts, seeds or

ancient grains (eg quinoa) for added protein content and to build further associations to fillingness.

Rather than being limited to the breakfast market, like granola-topped yogurt pots, these could be

positioned as a filling daytime snack. Satiety and a strong low-GI slow energy-release positioning

could then be the key message in marketing campaigns. This should also help to grow usage among

men, who have notably lower usage of yogurts than women (79% compared to 88%) and expressed the

most interest in seeing more high-protein yogurts.



Yogurts with either cereal bars or breakfast biscuits to be used as ‘dippers’ offer another platform for

yogurts to position themselves as healthy and substantial breakfasts and to encourage on-the-go

consumption.

Trend Application Yogurt and Desserts UK, July 2013


Trend Application

Mintel’s approach in this section goes beyond merely identifying trends. We apply trends from

Mintel’s trend tool, Inspire, to understand the wider implications of cultural changes, gaining insight

into how companies and brands can translate these into on-the-ground opportunities relevant for the

yogurt and dessert industry.

Trend: Many Mes

Many Mes is a consumer trend identified by Mintel which looks at how consumers are diverse

individuals, with multiple identities and niche interests. This trend means that marketers and retailers

are speaking not to one consumer, or one target group, but to individuals who feel nuanced, complex

and ‘individually diverse’. In general terms, brands and service providers need to offer more than

customisation; they need to offer variety and alternatives that allow for maximum self-expression.

Here is how the Many Mes trend can be applied to the yogurt and dessert market:

Mintel’s consumer research reveals that around six in ten yogurt users (67% of women and 58% of

men) agree that these products can be good cooking ingredients.

Given the maturity of the yogurt market – with penetration at 84% – and that volume sales are

slipping, increasing usage frequency is key to growing the category going forward. To do this,

manufacturers have looked to drive uptake on new usage occasions, for example breakfast and

snacking.

However, positioning yogurt as a versatile cooking ingredient is another avenue that players in the

market can take, given that most consumers are already open to the idea. This would tap into the home

cooking trend which has been boosted by an explosion of coverage of cookery in the media in recent

years.

While acceptance of the concept is high, there is scope for manufacturers to prompt uptake by

educating and reminding consumers about specific usage opportunities. This could include outlining

how to use yogurts in different meals/side dishes/desserts, through recipes on packaging, on their

brand websites and in their advertising campaigns from salads, sauces and curries to desserts.

Here brands can take cues from the Philadelphia soft cheese brand and many operators in the table

sauces market (eg Heinz with its Secret Ingredient campaign) – with cooking ideas becoming a core

part of their marketing strategies, reminding consumers of the versatility of their products.

A ‘recipe of the month’ campaign featuring seasonal ingredients, or asking consumers to share their

own favourite recipes using yogurt on their webpage or via social media should help brands to drive a

sense of engagement as well as drawing attention to the new usage occasions.

Trend: Miniaturize Me Minimize Me is a consumer trend identified by Mintel’s Inspire that shows how the assumption of

bigger being better has largely been reversed, as a smaller size is increasingly recognised as desirable

with more conveniently sized goods being sought out.

Here is how the Minimize Me trend can be used in the yogurt and dessert market:

Trend Application Yogurt and Desserts UK, July 2013


There is a notable demand for a wider variety of frozen desserts in individual portions, with almost

three in ten (28%) users reporting they would like to see more of these products. Over-55s and adults

living in one-person households are most likely to be interested in a wider variety of frozen desserts; as

such demand for these products is likely to increase given the ageing population and the rising number

of small households.

This suggests opportunities for brands to drive interest in the lacklustre frozen dessert segment by

introducing single-portion variants, sold either individually (for example a single slice of cheesecake

or one frozen pot dessert) or in multipacks of individual desserts or cake slices, as seen popularly in

the ice cream market.

The smaller format should also appeal from the health angle, positioning the desserts as occasional

permissible treats. The greater convenience should also boost their appeal, for example, a multipack of

individual pot desserts could be separated in the freezer for more convenient storage, particularly if

space is an issue. Furthermore, a major advantage of single-serve portions over whole desserts is their

significantly reduced defrost time.

Mintel Futures: Human Human is a trend identified by Mintel’s Inspire that demonstrates how automation and mass

production will continue to make life easier, but consumers and companies will react by valuing – and

promoting – human service and artisan goods.

Here is how Human can be applied to the yogurt and dessert market:

In terms of automation to make life easier and more convenient, there is scope for both yogurts and

desserts to be made available in vending machines, to drive impulse purchasing beyond the traditional

retail environment. Indulgent individual desserts might be most appealing to those going to social

venues such as cinemas as an alternative to sweets or ice cream, eg chilled chocolate mousse or

cheesecake pots.

Yogurts and yogurt drinks meanwhile, with their trusted health credentials, should be well-suited for

vending machines at gyms and other sports locations. Vending machines at busy commuter locations

could help brands to target more effectively the 16% of adults who eat breakfast out of home at least

twice a week, by allowing people to quickly pick up a breakfast yogurt pot on their way into work for

example.

At the opposite end of the spectrum from automation, there has been a rise in prominence of artisanal

brands and products in many food categories, such as bread and chocolate, as consumers seek out

handmade products thanks to their associations with high quality and authenticity.

However, there is a distinct lack of such brands in the dessert market. The positioning of desserts as an

indulgence, suggests that, as for chocolate, there should be scope for natural and handcrafted desserts

to resonate with consumers particularly on special occasions, with potential for more premium

alternatives to the stalwart mass-produced desserts to add value to the category.

Market Drivers Yogurt and Desserts UK, July 2013


Market Drivers

Key points

Given rising levels of obesity and the growing numbers of dieters in the UK, the yogurt

market is well placed to benefit from its role as a healthy snack, particularly as the low-fat

claim resonates most among those trying to manage their weight.

Revised EFSA regulations, enforced in December 2012, have imposed greater restrictions to

what functional brands can claim, with the banning of the ‘probiotics’ claim a major setback

for many yogurt manufacturers.

The predicted rise in the number of 25-34s and children aged 5-9 by 2017 works to the

advantage of the yogurt and dessert market, these groups being key users.

The ageing population bodes well for sales of yogurt, however, it is likely to stifle growth in

the dessert market, with shrinking household sizes also set to hamper the market going

forward.

Low fat is the go-to claim for healthy eaters

Despite the fact that over half of the adult population have tried to lose weight in the last year,

equating to approximately 27 million adults (see Dieting Trends – UK, November 2012), obesity

continues to be a hot topic in media and political spheres. Despite this, levels of obesity continue

to edge up; in 2012 some 22% of adults were obese, up from 18% in 2008 (TGI).

The yogurt market is ideally placed to cater to consumer demand for low-fat treats and snacks,

with the low/no/reduced fat new product claim becoming increasingly prevalent over the 2009-12

period (see Who’s Innovating?), carried by half of new launches in 2012. Indeed, low-fat yogurts

are the most popular type of yogurt, purchased by six in ten yogurt buyers (see The Consumer –

Varieties of Yogurt/Fromage Frais Purchased).

Meanwhile, claims relating to fat content are less important in the dessert market, with less than

one in ten new products entering the dessert market claiming to have low/no/reduced fat content.

Probiotics and antioxidants fall foul of the EFSA

In a clampdown on EU functional food claims, food safety body EFSA published a list of 222

approved health claims in May 2012, with rejected claims no longer permitted from December

2012 onwards. Policing the use of functional claims in the UK, the ASA monitors advertising

materials while Trading Standards is responsible for checking on-pack claims.

That over 80% of the total claims made up to July 2011 were not granted approval illustrates the

impact these new regulations have had on the market in recent years. One perspective is that these

enforcements are likely to hinder innovation and growth in the food and drink market, with many

brands no longer able to use their functional claim, thus losing an important point of differentiation

from their competitors. Another perspective is that this type of ruling might instil greater

confidence in consumers’ attitudes towards functional health benefits, heightening the credibility

of those claims that are approved.



Among the newly prohibited claims were those relating to ‘probiotic’ and ‘antioxidants’, with the

former coming as a major blow to yogurt manufacturers given the extensive use of this term to

promote healthy digestion. Indeed, almost three quarters of yogurt users agree that yogurts/yogurt

drinks are a good way to support digestive health, with six in ten trusting the health claims on

these products’ packaging (see The Consumer – Attitudes Towards Yogurt/Yogurt Drinks).

Furthermore, the probiotic claim is one which has gained widespread acceptance, given that only

one in ten adults have not heard of it, while the majority of consumers (56%) claim to be aware of

the claim and what its function is. Aiding digestion and boosting the immune system emerged as

the benefits most commonly associated with probiotic bacteria, as expected given their popularity

in high-profile marketing (see Consumer Attitudes towards Functional Food and Drink – UK,

February 2013).

As such organisations including the Yoghurt and Live Fermented Milks Association, Global

Alliance for Probiotics and the Provision Trade Federation have lobbied the Department of Health

(DoH) to support the positioning of ‘probiotic’ as a generic descriptor. However, the claim

remained forbidden from use at the time of writing, with clinical trials on the subject continuing.

Consequently, the number of new products claiming digestive health benefits has plummeted (see

Who’s Innovating?). Wary of further health legislation, or indeed consumer backlash, yogurt

brands have distanced themselves from specific health claims of this type in search of other ways

to add value.

Key analysis: Although many yogurt manufacturers are likely to be disgruntled at having to remove

their probiotic claims from packaging and advertising campaigns, brands can continue to benefit

from the established positive health associations of ‘good bacteria’. Activia, for example, has

adopted this approach, with the downwards pointing arrow on pots building on its ‘Tummy Loving

Care’ campaign, while the ‘feel good from within’ advertising slogan implies digestive health

benefits. The brand also promotes its ‘well-being’ positioning through its calcium content and bone

health claims.



Population changes likely to boost the market FIGURE 9: TRENDS IN THE AGE STRUCTURE OF THE UK POPULATION, 2007-17

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

10-14 15-19 20-24 25-34 35-44 45-54 55-64 65-74 75-84 85+

00

0's

2007 2012 (est) 2017 (proj)

SOURCE: OFFICE FOR NATIONAL STATISTICS/GAD/MINTEL

Demographic shifts in the UK’s population over the next few years present opportunities and

threats for the yogurt and dessert market.

The ageing population in the UK is well documented, with the over-55 age group forecast to

expand by 9% over the next five years to 19.7 million. This should benefit the yogurt market, since

although the older generation have slightly below-average usage of yogurts overall, those who do

eat yogurts are the most habitual users, with over a quarter (26%) of over-65s eating yogurt on a

daily basis (see The Consumer - Usage of Yogurt/Fromage Frais).

Low-fat yogurts, Greek yogurts and those carrying claims relating to all-natural ingredients, low

sugar content and reduced calories are more popular among older consumers than their younger

counterparts, reflecting their greater attention to health. Therefore products which emphasise these

claims are likely to appeal to this rapidly growing group, whereas desserts are less likely to benefit

given their below-average usage of all types of dessert.

The number of consumers aged 25-34 is also expected to experience a similar growth rate of

approximately 9% over the next five years, to account for 14% of the population by 2017. This

group is also a key audience for yogurt manufacturers, with penetration reaching 91% among these

consumers, compared to the average of 84% (see The Consumer – Usage of Yogurt/Fromage

Frais).



Those aged 25-34 are significantly more likely than most other age groups to use both pouring

yogurts and fermented milk drinks such as Yakult, with these categories set to benefit from the

projected growth in this age group.

Families provide a boost to the sector… FIGURE 10: FORECAST ADULT POPULATION TRENDS, BY LIFESTAGE, 2007-17

13.9 13.9

12.7

9.3

14.0 14.2

13.1

10.8

14.2 14.4

13.2

12.0

0

2

4

6

8

10

12

14

16

Pre-/no family Families Third age Retired

Mill

ion

pe

op

le

2007 2012 (proj) 2017 (proj)


The growth in the number of families, and that they represent the largest group in the population,

bodes well for the yogurt and dessert sector as these households are more likely than average to be

users of all types of yogurts and desserts.

Within the family sector, the number of children aged 5-9 in particular is expected to grow rapidly,

surging by 12% over 2012-17. This is also positive news for the market, given that parents with

children of this age are key drivers of yogurt and dessert sales and have the widest repertoires of

different products.



….however, household sizes are in decline FIGURE 11: UK HOUSEHOLDS, BY SIZE, 2007-17

7.4

8.9

4.0

3.5

1.7

7.7

9.3

4.3

3.5

1.7

8.2

9.7

4.6

3.6

1.7

0

2

4

6

8

10

12

1-person 2-people 3-people 4-people 5 or more people

Mill

ion

ho

use

ho

lds

2007 2012 2017


The yogurt and dessert market should in theory experience organic growth due to the 5% increase

in the number of households over the next five years. However, this growth is not evenly

distributed and – symptomatic of the ageing population – household sizes are in decline.

Combined, one- and two-person households account for around two thirds (64%) of the total

number of homes in 2012. Meanwhile the share of households comprising four or more people is

expected to decline marginally over the 2012-17 period.

This shift is set to hinder growth in the market, given that large households have above-average

usage of all types of yogurts and desserts and the broadest repertoires. Conversely, adults living in

one-person households are less likely than average to eat any type of yogurt or dessert.

Strengths and Weaknesses Yogurt and Desserts UK, July 2013


Strengths and Weaknesses

Strengths

Guilt-free snack positioning – The yogurt market benefits from its healthy positioning, with 77%

of users deeming these to be a good guilt-free snack, which is a big plus given the huge swathes of

the population who are trying to lose or manage their weight (70% – see Dieting Trends – UK,

November 2012).

High level of trust in health benefits – 80% of yogurt users agree that yogurt is a good source of

calcium and Vitamin D, while 72% think yogurts support digestive health and 59% trust the health

claims on yogurt packaging.

Growth of families and 25-34s – The rapid growth in the number of 25-34s and children aged 5-9

over the next five years bodes well for the market, these being the biggest buyers of yogurt and

desserts.

Versatility – Yogurt can be positioned as a healthy breakfast, standalone snack or dessert option,

and also stands to benefit from the popularity of the home cooking trend given that 62% of

consumers also see yogurts as a good cooking ingredient.

High branded presence – Myriad big-hitting brands from the likes of Müller and Danone drive

visibility within the yogurt market through their advertising campaigns, with adspend increasing

significantly year on year in 2012.

High levels of innovation – The number of new launches in the yogurt and dessert market

continues to increase year on year, with limited edition varieties providing a good balance of

familiar and new flavours.

Weaknesses

High penetration – Yogurt enjoys high household penetration, limiting growth opportunities

through growing the number of users, and therefore must seek to drive usage frequency to support

volume growth going forward.

Volume sales are stumbling – Volume growth of the yogurt market in particular is constrained by

existing high household penetration. Volume sales within the overall yogurt and dessert market

fell by 5% between their peak in 2010 and 2013, a trend that is expected to continue over the next

five years.

The EFSA’s clampdown – The stringent guidelines on functional claims from December 2012 –

including the banning of the ‘probiotic’ claim – have hit many yogurt brands, leading them to take

an implied ‘inner wellbeing’ approach within their advertising and packaging designs (eg Danone

Activia).

Shrinking households – Fuelled by the ageing population and declining family size, the average

household size is steadily falling. Almost three in ten UK households are made up of people living

on their own, and these consumers are significantly more likely than average to be non-buyers of

yogurt and desserts.

Strengths and Weaknesses Yogurt and Desserts UK, July 2013


Lack of frozen dessert brands – The frozen dessert market lacks prominent brands and is heavily

dominated by own-label, resulting in a lack of visibility.

Who’s Innovating? Yogurt and Desserts UK, July 2013


Who’s Innovating?

Key points

In terms of the number of new products/new variants launched, 2012 was a record year for

both yogurts and desserts. In the yogurt market this was driven by a surge in NPD activity

from both Danone and Morrisons, while own-label fuelled the growth in dessert innovation.

Spoonable varieties dominate NPD in the UK yogurt market, accounting for three quarters

of new launches in the market in 2012, however, drinking yogurts have steadily grown their

share of NPD since 2010, while soy yogurts remain a niche area of innovation.

Following a slight dip in 2011, brands extended their lead again over own-label in yogurt

NPD in 2012, accounting for 62% of new launches. Danone notably ramped up its NPD

activity in 2012 to become the most active player with a 17% share of new launches. Two

high profile launches last year were Greek-style yogurt brand Oykos and Activia Breakfast

Pots.

In the UK dessert market, there has been a notable shift in NPD over the 2009-12 period,

with both chilled and ambient dessert launches becoming more prevalent, at the expense of

frozen desserts.

Spoonable yogurts dominate FIGURE 12: SHARE OF NEW PRODUCT LAUNCHES IN THE UK YOGURT MARKET, BY SEGMENT, 2009-13

7782

76 75 74

1917

19 22 24

5 2 5 3 2

0

10

20

30

40

50

60

70

80

90

100

2009 2010 2011 2012 2013*

%

Spoonable yogurt Drinking yogurts and liquid cultured milk Soy Yogurt

* Jan-June 2013 SOURCE: MINTEL GNPD



Overall, the number of new yogurt launches peaked in 2012, according to Mintel’s GNPD records,

helped by a surge in NPD activity from both Danone and Morrisons.

Dairy-based spoonable varieties dominate the NPD landscape in the UK yogurt market,

accounting for three quarters of new launches in 2012. However, this share has slipped by 7

percentage points since its peak in 2010, as drinking yogurts have steadily gained ground – a trend

which has continued in the first half of 2013.

However, increased NPD activity in drinking yogurts has not translated into an uplift in sales in

this segment. Indeed, value sales of drinking yogurts have dropped by 9% between 2008 and 2013

(see Segment Performance), with only Yakult bucking the downward trend in the 12 months to

April 2013 (see Market Share).

Meanwhile soy-based innovation has not kept pace with activity in the dairy market, with a 3%

share of new product launches in 2012. Alpro is the main brand operating in the soy yogurt

market, and although it has outperformed the overall everyday and luxurious yogurt market, it only

captures a 1% share of its total value (see Segment Performance).

FIGURE 13: SHARE OF NEW PRODUCT LAUNCHES WITHIN THE UK YOGURT MARKET, BY SEGMENT AND COMPANY (TOP TEN), 2012

67

85

64

89

59

100 100

75

9

60

33

15

24

11

41

25

91

40

12

0

10

20

30

40

50

60

70

80

90

100

Danone Morrisons Tesco Marks &Spencer

MüllerDairy

Yeo ValleyOrganic

Asda Yoplait Bio GreenDairy

Aldi

%

Spoonable Yogurt Drinking Yogurt & Liquid Cultured Milk Soy Yogurt

SOURCE: MINTEL GNPD

However, within the own-label arena, Tesco set the bar for soy-based yogurt innovation in 2012,

with these accounting for over a tenth of all of its new launches in this category. This reflects the

launch of the chilled Tesco Free From range in March 2012. This included six yogurts and seven

desserts, which are all free from dairy, gluten and wheat, and has since been expanded with new

flavour variants.



Of the supermarkets, Tesco also dedicated the highest share of NPD to drinking yogurt launches in

2012. New products included Tesco Everyday Health Yogurt Drinks which contain added L. casei

culture and Tesco Everyday Value Multifruit Yogurt Drink. Some new yogurt drink launches in

2013 were Tesco Eat Live Enjoy Mixed Berries with Cereals Low Fat Yogurt Drink and Tesco

Cholesterol Reducing Apricot & Peach Flavoured Yogurt Drinks.

In May 2013, Tesco also extended its Yoo brand into yogurt drinks, available in both toffee and

strawberry flavours.



Brands continue to lead NPD FIGURE 14: SHARE OF NEW PRODUCT LAUNCHES IN THE UK YOGURT MARKET, BRANDED VS. OWN-LABEL, 2009-13

67 6657

62 61

33 3443

38 39

0

10

20

30

40

50

60

70

80

90

100

2009 2010 2011 2012 2013*

%

Branded Own-label


Brands continue to be the main drivers of innovation in the yogurt market, accounting for over six

in ten (62%) new launches in 2012.

Branded new launch activity fell to a four-year low in 2011, reflecting a drop in NPD from both

market-leading Danone and Yeo Valley Organic. However, it saw an uptick again in 2012, with

Danone unveiling a host of new products and taking the top spot in terms of new launches, with a

share of 17% (as discussed below).



Danone stepped up its new launch activity in 2012 FIGURE 15: SHARE OF NEW PRODUCT LAUNCHES WITHIN THE UK YOGURT MARKET, BY COMPANY (TOP 15), 2009-13 2009 2010 2011 2012 2013* % % % % %

Danone 7 10 6 17 11 Morrisons 1 4 3 10 2 Tesco 9 5 8 10 15 Marks & Spencer 4 4 4 5 2 Müller Dairy 8 10 8 5 10 Yeo Valley Organic 10 6 2 4 5 Asda 4 13 10 4 8 Yoplait 1 2 4 4 5 Bio Green Dairy 0 0 3 3 - Aldi 0 2 3 3 1 Rachel's Dairy 4 6 3 3 1 Alpro 2 2 2 2 - Nestlé 3 2 2 2 2 Sainsbury's 8 3 2 2 6 Other 41 30 41 28 33 Total 100 100 100 100 100


Danone ramped up its NPD activity in 2012, accounting for 17% of new launches, ahead of both

Morrisons and Tesco – despite both supermarkets also growing their share of NPD in 2012.

Looking to capitalise on the ongoing popularity of Greek yogurts, a high-profile new launch from

Danone came from its indulgent Greek-style yogurt Oykos brand in May 2012.

In the last year, Danone has also expanded its Activia brand – the second-biggest brand in the

everyday and luxurious yogurt/dessert/pouring yogurt market after Müller. Tapping into the

growing on-the-go breakfast occasion, the manufacturer unveiled Activia Breakfast Pots.

Available in three flavours (vanilla, peach and ‘hint of honey’), the single-serve yogurts feature a

separate ‘top hat’ lid of granola topping.



Danone has remained active in terms of new product launches in 2013. At the start of the year it

launched the Danio Greek yogurt brand, positioned at the premium end of the market. Danio is a

strained Greek yogurt (as opposed to Greek-style), which uses more milk to make it thicker and

high in protein, and the yogurts have a layer of fruit on the bottom. The line is available in low and

0% fat versions and has six fruit flavours – passionfruit, strawberry, blueberry, raspberry, peach

and cherry.

Activia added a range of summer-inspired flavours to its yogurt line in April 2013. The new sub-

range, Summer Specials, comprises Sunkissed Raspberry & Pomegranate, Exotic Pineapple &

Coconut and 0% fat Refreshing Lemon & Lime flavours.

Danone also extended its Activia Intensely Creamy sub-range in April 2013 with two new

flavours: Scrumptious Banana Toffee and Bursting Blueberry.

Müller looks to grow its premium yogurt offering

In terms of new product launches, 2012 was a relatively slow year for Müller Dairy with the

company recording a 5% share of all new yogurt launches. However, this doubled in the six

months to June 2013 as the brand turned its focus to indulgent, Greek Style and kids’ yogurts.

In April 2013, Müller relaunched its luxurious, Italian-inspired Amore range, which is made with

yogurt and real whipping cream. New flavours included Lavish Me Strawberries and Cream,

Tease me, Please me…Peaches and Cream, Caress Me…Coconut and Vanilla and You, Me, Now

Mango. The revamped line has new crimson packaging, designed to give the products more

standout on-shelf.

In the same month, the company unveiled Müller de Luxe Corner – an indulgent sub-brand for the

Müller Corner brand. The compartmentalised pots contain yogurt made with whipping cream

featuring layers of dark chocolate or fruit, with toppings of dessert-style ‘malt balls’ or ‘biscuit

pearls’ covered in dark chocolate and yogurt. The range comprises four variants: Marc de

Champagne, Coconut Dream, Crème Praline and After Dinner Mint, with a selection pack also

available containing all four flavours.



Having proved a hit with consumers, Müller has also continued to extend its Müller Greek Style

Yogurt Corner range, with Blissful Honeyed Fig the latest to join the portfolio at the start of 2013.

Also in January 2013, Müller also added a new Greek-style option to its Müllerlight range with a

Sublime Strawberry flavour.

In a bid to expand its presence in the kids’ yogurt market, Müller launched two children’s yogurts

under the Müller Corner banner in March 2013. The new kids’ yogurt range consists of three

varieties: Müller Kids Corner Football (vanilla flavour yogurt with black and white chocolate-

coated cereal footballs), Müller Kids Corner Lots of Love (strawberry flavour yogurt with pink

and white chocolate-coated cereal hearts) and Müller Kids Corner Choccy Raisins (toffee flavour

yogurt with chocolate-coated raisins).

The manufacturer has also introduced My First Kids Corner – vanilla yogurt with smooth

strawberry compote.



Yeo Valley steps up its zero-fat yogurt innovation

Organic brand Yeo Valley is hoping to carve itself a bigger share of the zero-fat yogurt market in

2013 with the launch of a single-serve yogurt range called Noughty. The organic range comes in

Raspberry & Vanilla, Blueberry & Blackcurrant, Fig & Honey and Mango, Lime & Lemongrass

flavours.

The company has further expanded its range of fat-free big yogurt pots with new flavour variants.

For example two limited edition products in 2013 have been 0% Fat Lemon & Poppy Seed Yogurt

and 0% Fat Mango, Peach & Passion Fruit Yogurt.

Similar to the Activia Breakfast Pot concept, and aiming to meet consumer demand for convenient

and healthy breakfast on the go, Yeo Valley launched a 0% Fat Strawberry Yogurt with Orange

Infused Granola in September 2012.



L/N/R fat claims become more prevalent FIGURE 16: SHARE OF NEW PRODUCT LAUNCHES WITHIN THE UK YOGURT MARKET, BY CLAIM (TOP TEN), 2009-13 2009 2010 2011 2012 2013*

% % % % % Low/no/reduced fat 41 47 48 50 43 Ethical – environmentally friendly package 18 47 35 23 36 No additives/preservatives 23 30 32 22 34 Limited edition 7 6 7 10 6 Low/no/reduced allergen 19 24 17 10 11 Gluten-free 16 24 17 9 10 Premium 2 10 7 7 8 Organic 23 19 8 6 7 Economy 7 2 3 6 2 Digestive (functional) 32 15 15 6 3 * Jan-June 2013 SOURCE: MINTEL GNPD

Excluding ‘vegetarian’, the most common claim in yogurts is low/no/reduced fat, with half of new

launches carrying this claim in 2012. Low-fat yogurts are the most popular type of yogurt among

consumers, purchased by six in ten (61%) yogurt buyers (see The Consumer – Varieties of

Yogurt/Fromage Frais Purchased).

A third of new yogurts launched are free from additives and preservatives, with these products

likely to appeal to the one in three yogurt buyers who look for yogurts with all-natural ingredients

(see The Consumer – Choice Factors for Yogurts/Fromage Frais).

Danone sets the bar for environmentally friendly packaging

Environmentally friendly packaging such as recyclable packs remains a notable claim made by

almost a quarter of new products launched in 2012. Danone is one company which has carved a

niche for itself in terms of promoting the ‘green’ movement, which is something which should

resonate with the two fifths of UK consumers who say that being green is a high priority for them,

according to Mintel’s Green Lifestyles – UK, March 2012 report. This rises to six in ten parents

with children under 10, who are a key user group of yogurts.

Danone joined the TerraCycle recycling scheme in September 2010 as part of a broader

commitment to save Activia, Shape and Activia yogurt pots from ending up in UK landfill,

helping the brand to build associations with sustainability and build loyalty among its users.

The company announced in November 2012 that the Activia Yogurt Brigade had reached a

milestone of 500,000 yogurt pots collected with a corresponding £11,000 raised for charity. It

plans to hit the 1 million pot milestone by August 2013, revealing a growing momentum behind

the campaign.



Limited edition variants became more commonplace in 2012

The year 2012 saw a higher share of limited edition yogurt launches than previous years, as

manufacturers sought to inject more excitement into their product offering and gauge consumer

reaction to more unusual or exotic flavour combinations – attracting the attention of the one in

seven (14%) buyers of yogurt who seek out products with flavours they have not tried before (see

The Consumer – Choice Factors for Yogurts/Fromage Frais). Examples include Onken’s Limited

Edition Orange & Fig variety.

Organic and functional claims fall by the wayside

Mirroring the decline in the overall organic market since the onset of the recession, the organic

claim was considerably less prevalent in 2012 than in 2009. The overriding perception that organic

produce is overpriced, together with scepticism over the tangible benefits of organic produce, has

contributed to the market’s struggle during the economic downturn. As such, organic brands are

starting to play down their credentials in this area to avoid deterring shoppers. For example,

Rachel’s and Yeo Valley are two of the big names to remove ‘organic’ from their names over the

past few years.

The share of functional claims in NPD peaked in 2009 and has since fallen dramatically, applying

to just 6% of new yogurts launched in 2012. The change in EFSA regulation, with many of the

commonly used functional claims being overruled (see Market Drivers), has forced many yogurt

brands to remove these.

However, there remains considerable demand for health-boosting yogurts given that the majority

(57%) of yogurt buyers would like to see a wider variety of yogurts with added health benefits (see

The Consumer – Attitudes Towards Yogurt/Yogurt Drinks).

In September 2012, in reaction to increased media focus on the importance of Vitamin D for

healthy bones, Yoplait launched calcium- and Vitamin D-enriched Calin Yogurt.

Benecol, the cholesterol-lowering brand, added to its range of fat-free yogurts with the launch of

Benecol Fat Free Forest Fruits Yogurts in September 2012. This joins Benecol’s first fat-free,

cholesterol-lowering yogurts, available in Garden Fruits, Strawberry, Peach, Rhubarb and Black

Cherry variants, launched earlier in 2012. Benecol products are the only cholesterol-lowering

foods to contain the ingredient plant stanols, which have been proved to reduce cholesterol by up

to 10% within three weeks.



Rise in new launches of chilled desserts

In a similar pattern to yogurts, the number of new dessert launches reached a four-year high in

2012 (not shown).

FIGURE 17: SHARE OF NEW PRODUCT LAUNCHES WITHIN THE UK DESSERT MARKET, BY SEGMENT, 2009-13

36

49 4651

57

19

19 2624

22

36

29 1923 18

94

82 4

0

10

20

30

40

50

60

70

80

90

100

2009 2010 2011 2012 2013*

%

Chilled desserts Shelf-stable desserts Frozen desserts Dessert toppings


The chilled dessert segment has grown its share of dessert NPD by 15 percentage points between

2009 and 2012 to account for just over half of all new products entering the dessert market, and

the growth in activity in this area has continued into the first half of 2013. This reflects the fact

that chilled varieties are the most popular desserts, eaten by six in ten (59%) adults in the three

months to May 2013 (see The Consumer – Usage of Desserts).

This increase has been driven by own-label launches, which has steadily grown its share of NPD

in category over the 2009-12 period to account for 71% of new chilled dessert launches, led by

Morrisons and Tesco. Of the brands in the chilled dessert market, Gü has been most active,

although it notably scaled down its new launches in 2012.

Shelf-stable/ambient products increased their NPD activity in 2011, as leading brands Ambrosia,

Hartley’s and Nestlé Carnation stepped up activity, however, this dropped off again in 2012 and

January-June 2013.

Unlike chilled desserts, brands have the upper hand in the ambient dessert market, led by the

Premier Foods brand stable (eg Ambrosia, Angel Delight, Hartley’s and Birds) and Silver Spoon

companies (owner of the Crusha brand) in 2012.



Frozen desserts found its share of NPD was overtaken for the first time by shelf-stable products in

2012. This is also reflected in the finding that more consumers have purchased ambient desserts

than frozen desserts in the last three months (27% vs 24% – see The Consumer – Usage of

Desserts).

To a greater extent than the chilled desserts market, own-label dominates new launches of frozen

desserts, reflecting own-label’s strong presence in the market, with a 76% share of value sales in

the 12 months to April 2013 (see Market Share).

FIGURE 18: SHARE OF NEW PRODUCT LAUNCHES IN THE UK DESSERT MARKET, BRANDED VS. OWN-LABEL, 2012

71

23

79

44

30

77

21

56

0

10

20

30

40

50

60

70

80

90

100

Chilled desserts Shelf-stable desserts Frozen desserts Dessert toppings

%

Own-label Branded

SOURCE: MINTEL GNPD



Morrisons ramps up its new launch activity in 2012 FIGURE 19: SHARE OF NEW PRODUCT LAUNCHES WITHIN THE UK DESSERT MARKET, BY COMPANY (TOP 15), 2009-13 2009 2010 2011 2012 2013* % % % % %

Morrisons 3 5 9 16 7 Tesco 14 16 11 14 16 Asda 6 12 7 11 8 Premier Foods Group 2 - 4 5 3 Sainsbury's 7 8 3 4 4 Marks & Spencer 6 4 5 4 9 The Co-operative Group 1 5 3 4 2 Silver Spoon 1 1 2 3 - Waitrose 14 4 3 3 5 Aldi 1 2 3 2 3 Iceland 6 - 4 2 2 GranoVita - - - 2 - Weight Watchers International - - - 2 1 Aunt Bessie's - - 1 2 - Conditorei Coppenrath & Wiese - 1 1 2 - * Jan-June 2013 SOURCE: MINTEL GNPD

In the overall dessert market, Morrisons significantly grew its share of NPD launches in 2012,

reflecting the relaunch of its own-label ranges in 2012 eg M NuMe and M Kitchen.

The biggest share of this innovation came from the chilled M Kitchen Bistro sub-brand – a

collaboration with five of the UK’s leading chefs, including Aldo Zilli and Pierre Koffmann,

which launched in late 2011.

Premier Foods also increased its NPD activity slightly in 2012, helped by new variants of Angel

Delight, including Chocolate Flavoured Instant Custard Mix and Vanilla Flavoured Ice Cream

Mix. In March 2013, Premier Foods launched Ambrosia Devon Dream Vanilla Dessert Topping –

a dessert sauce that contains 80% less fat than single cream.



Müller moves into desserts in 2013

In a bid to expand its presence in the chilled dessert market, Müller launched a new range of low-

fat indulgent desserts in April 2013. Müllerlight Desserts join the existing yogurt range and come

in Mischievous Milk Chocolate, Frivolous Fudge and Wickedly White Chocolate flavours.

Also in April 2013 Müller unveiled a new range of Cadbury desserts made with melted chocolate.

The new range, Pots of Joy, is available in three flavours – Dairy Milk, Caramel and White

Chocolate Buttons.

Claims relating to fat content are less prevalent in desserts FIGURE 20: SHARE OF NEW PRODUCT LAUNCHES WITHIN THE UK YOGURT MARKET, BY CLAIM (TOP 15), 2009-13 2009 2010 2011 2012 2013* % % % % %

Ethical – environmentally friendly package 22 39 27 31 35 No additives/preservatives 34 39 34 30 33 Microwaveable 20 17 14 14 15 Premium 9 13 9 12 10 Low/no/reduced trans fat 11 12 6 9 4 Economy 6 7 3 8 7 Low/no/reduced fat 9 9 9 7 11 Low/no/reduced allergen 3 7 6 6 6 Gluten-free 2 7 5 6 5 Ease of use 4 5 12 6 10 Seasonal 2 2 3 4 8 Slimming 3 4 3 4 8 Organic 2 3 1 4 3 Time/speed 2 3 5 4 3 * Jan-June 2013 SOURCE: MINTEL GNPD

Unlike in the yogurt market, other claims are more prevalent than L/N/R fat claims, with

environmentally friendly packaging, no additives/preservatives and microwaveable the most

common claims. However, L/N/R fat claims increased in 2013 partly thanks to the launch of

Müllerlight Desserts as mentioned above.

Market Size and Forecast Yogurt and Desserts UK, July 2013


Market Size and Forecast

Key points

The yogurt market increased in value by 17% to £1,898 million between 2008 and 2013.

However, with volume sales down 1% over the period to 663 million kg, value growth can be

solely attributed to rising prices.

Sales in the dessert market are anticipated to reach £1,515 million in 2013, representing a

12% increase since 2008 and an annual growth of just 1%. However, this comes against a

decline in volume sales of 5% over the period to 485 million kg.

Mintel expects yogurt/yogurt drinks to grow by 11% over 2013-18, to a total of £2.1 billion in

2018. This will be fuelled largely by rising prices, with a marginal decline of 3% in volume

sales to stand at 646 million kg.

Growth of 11% is expected to increase desserts’ market value to £1.7 billion by 2018, with a

7% drop in volume sales to 452 million kg.

Yogurt market value grows by 17% over 2008-13 FIGURE 21: MARKET SIZE AND FORECAST FOR UK RETAIL VOLUME AND VALUE SALES OF YOGURT AND YOGURT DRINKS, 2008-18

Total volume

Index % annual change

Total value


Value at 2013

prices


m kg £m

2008 667 101 na 1,619 85 na 2013 106 na 2009 678 102 +1.6 1,728 91 +6.7 2040 107 +1.3 2010 688 104 +1.5 1,764 93 +2.1 2019 106 -1.0 2011 676 102 -1.7 1,794 95 +1.7 1938 102 -4.0

2012 675 102 -0.1 1,875 99 +4.5 1961 103 +1.2 2013 (est) 663 100 -1.8 1,898 100 +1.2 1898 100 -3.2 2014 (fore) 665 100 +0.3 1,934 102 +1.9 1861 98 -1.9 2015 (fore) 656 99 -1.3 1,969 104 +1.8 1817 96 -2.4 2016 (fore) 655 99 -0.2 2,012 106 +2.2 1783 94 -1.9 2017 (fore) 649 98 -1.0 2,054 108 +2.1 1747 92 -2.0 2018 (fore) 646 97 -0.5 2,099 111 +2.2 1714 90 -1.9 SOURCE: MINTEL/BASED ON IRI

Estimated at £1.9 billion in 2013, sales of yogurt posted solid growth of 17% since 2008.

However, this has been driven by price inflation and comes against a marginal decline in volume

sales of 1% over the period to 663 million kg.

In 2013, Mintel estimates that volume sales will fall by almost 2% year on year, while rising

average prices will see value sales edge up by 1% on 2012.

The outlook for the market in 2013 is worse than 2012, and really subdued overall, reflecting a

slowdown in the largest segment, spoonable yogurt, and the worsening performance of drinking

yogurts (see Segment Performance).



The market’s considerable size reflects high penetration; 88% of women and 79% of men have

bought yogurts/fromage frais in the last three months. Furthermore, the category enjoys frequent

usage, with over half (52%) of consumers eating yogurt at least twice a week (see The Consumer –

Usage of Yogurts/Fromage Frais), underscoring their established place within Britons’ diets.

Given the overarching health trend, the yogurt market’s positive health perceptions have helped to

drive this widespread usage. For example, the majority of users deem yogurt/yogurt drinks to be a

good guilt-free snack (77%), a good source of calcium and Vitamin D (77%) and a good way to

support digestive health (72% – see The Consumer – Attitudes Towards Yogurt/Yogurt Drinks).

However, the maturity of the yogurt market limits future growth opportunities through growing its

customer base, and means that growth has to come from increasing usage frequency or added

value.

Sales within the yogurt drinks market have tumbled since their peak in 2009, steadily losing share

of the overall yogurt market (an estimated 12% value share in 2013 compared to a 15% share in

2009). A combination of premium price points, consumers’ squeezed budgets and EFSA’s

banning of probiotic health claims is likely to be responsible for the market’s decline (see Market

Segmentation).

The future of the yogurt market FIGURE 22: MARKET SIZE AND FORECAST FOR UK RETAIL VOLUME SALES OF YOGURT AND YOGURT DRINKS, 2008-18

(m)

663

Best case (m)684

Worst case (m)607

Mintel forecast (m)646

560

580

600

620

640

660

680

700

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Market

vo

lum

e (

m)

95%


90%

70%

50%

Actual Forecast

Est.

0




FIGURE 23: MARKET SIZE AND FORECAST FOR UK RETAIL VALUE SALES OF YOGURT AND YOGURT DRINKS, 2008-18

(£m)

1,898




1,000

1,200

1,400

1,600

1,800

2,000

2,200

2,400

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Market

valu

e (

£m

)

95%


90%

70%

50%

Actual Forecast

Est.

0


Mintel expects yogurt/yogurt drinks to grow by 11% over 2013-18, to a total of £2.1 billion in

2018. Continued price inflation will fuel this growth, with a marginal decline of 3% in volume

sales to stand at 646 million kg.

The yogurt market has a strong brand presence which should help to maintain visibility of the

category going forward. The top two brands, Müller and Danone’s Activia, account for a third of

the total value of the everyday/indulgent and pouring yogurt sector (see Market Share).

Furthermore, combined the Müller Dairy and Danone brand stables accounted for approaching two

thirds of the total adspend on yogurts in 2012 (see Brand Promotion and Communication) and

22% of new products launched in 2012, reflecting their dominant role in the category.

However, own-label continues to gain share as price-conscious shoppers swap brands for these

lower-cost alternatives, which will continue to hinder value growth going forward.

One important factor which is likely to support future sales growth in the yogurt market is the

forecast growth of key users aged 25-34 (see Market Drivers). These consumers are significantly

more likely than average to buy typically higher-priced yogurts such as cholesterol-lowering and

fermented milk drinks and pouring yogurt, which bodes well for market.

The presence of children in the household is also a major driver to yogurt consumption, and since

population forecasts reveal rapid growth of 11% in the number of 5-9-year-olds over 2012-17, this

should be a valuable source of market growth which brands can tap into, eg Müller Kids Corner

Football range.

However, offsetting this growth will be shrinking household sizes and the growing ranks of one-

and two-person households, given that there is a strong correlation between the likelihood of

buying yogurt and household size. Increasing usage among the over-55s will be key for the

market, with products emphasising natural and health qualities most likely to appeal to this group.



Marketing strategies aimed at increasing engagement among 16-24s are important for the long-

term prospects of the yogurt category, given their below-average usage frequency.

Factors used in the forecast

For the yogurt and yogurt drink market PDI was identified to have the most influence on the

market value and value sales.

Mintel has produced these forecasts based on an advanced statistical technique known as

‘multivariate time series auto-regression’ using the statistical software package SPSS.

The model, based on historical market size data taken from Mintel’s own market size database and

supplemented by macro- and socio-economic data sourced from credible organisations (eg Office

for National Statistics, HM Treasury, Bank of England), searches for relationships between actual

market sizes and a selection of key economic and demographic determinants (independent

variables) in order to identify those predictors having the most influence on the market.

Next to historical market sizes and a current-year estimate, the fan charts illustrate the probability

of various outcomes for the market value of the yogurt and yogurt drink market over the next five

years.

The future uncertainty within this market is illustrated by the coloured bands around the five-year

forecast. The widening bands successively show the developments that occur within 95%, 90%,

70% and 50% probability intervals. Statistical processes predict the central forecast to fall within

the darker shaded area, which illustrates 50% probability ie a five in ten chance.

At a 95% confidence interval, we are saying that 95 out of 100 times, the forecast will fall within

these outer limits, which we call the best- and worst-case forecasts as these, based on the

statistically-driven forecast, are the highest (best case) and lowest (worst case) market sizes the

market is expected to achieve.

The best- and worst-case forecasts take the value of yogurt and yogurt drink sales from an

expected £1.9 billion in 2013 to as high as £2.2 billion (best case) or as low as £2 million (worst

case) in 2017. Based on our consumer research findings, the projected growth in relevant age

groups (25-34s) and rising food inflation, which shows no signs of abating, Mintel expects the

yogurt and yogurt drink market to grow to a total of £2.1 billion in 2018.

In terms of volume sales, the best- and worst-case forecasts take the yogurt and yogurt drink

market from an expected 663 million kg in 2013 to as high as 684 million kg (best case) or as low

as 607 million kg (worst case) in 2018. Based on our consumer research findings, Mintel expects

the yogurt and yogurt drink market to grow to a total of 646 million kg in 2018.



The dessert market sees sluggish value growth FIGURE 24: MARKET SIZE AND FORECAST FOR UK RETAIL VOLUME AND VALUE SALES OF DESSERTS, 2008-18

Total volume


Total value


Value at 2013

prices


m kg £m

2008 509 105 na 1,347 89 na 1675 111 na 2009 525 108 3.1 1,446 95 7.3 1707 113 1.9 2010 524 108 -0.2 1,457 96 0.8 1668 110 -2.3 2011 509 105 -2.9 1,460 96 0.2 1577 104 -5.5 2012 501 103 -1.6 1,499 99 2.7 1568 103 -0.6 2013 (est) 485 100 -3.2 1,515 100 1.1 1515 100 -3.4 2014 (fore) 479 99 -1.3 1,544 102 1.9 1485 98 -2.0 2015 (fore) 467 96 -2.5 1,574 104 2.0 1452 96 -2.2 2016 (fore) 461 95 -1.2 1,606 106 2.1 1423 94 -2.0 2017 (fore) 454 94 -1.5 1,642 108 2.2 1396 92 -1.9 2018 (fore) 452 93 -0.5 1,680 111 2.3 1371 90 -1.8 SOURCE: MINTEL/BASED ON IRI

The dessert market is expected to reach £1.5 billion in 2013, representing a 12% increase since

2008 and an annual growth of just 1%. Price increases have driven this uplift, with volume sales

down 5% to 485 million kg over the period.

Since 2009, desserts have struggled to capitalise on the trend towards consumer dining in instead

of eating out, which has benefited so many other grocery categories. This is in part because they

do not enjoy the same ‘health halo’ as yogurts, and hence are likely to be seen as an occasional

indulgence rather than an everyday food, putting the market in direct competition with other sweet

‘treat’ categories. However, while the dessert market has been outperformed by chocolate

confectionery (see Chocolate Confectionery – UK, April 2013), sweet biscuits (see Biscuits,

Cookies and Crackers – UK, March 2013) and ice cream (see Ice Cream – UK, June 2013) in

terms of value growth, all share falling volume sales, demonstrating this to be a tough marketplace

in which to achieve growth in real terms.

Chilled desserts are the category champion and continue to gain share at the expense of frozen and

ambient desserts (see Market Segmentation).



FIGURE 25: MARKET SIZE AND FORECAST FOR UK RETAIL VOLUME SALES OF DESSERTS, 2008-18

(m)

485

Best case (m)474

Worst case (m)430

Mintel forecast (m)452

350

370

390

410

430

450

470

490

510

530

550

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Market

vo

lum

e (

m)

95%


90%

70%

50%

Actual Forecast

Est.

0

SOURCE: MINTEL/BASED ON IRI FIGURE 26: MARKET SIZE AND FORECAST FOR UK RETAIL VALUE SALES OF DESSERTS, 2008-18

(£m)

1,515




1,000

1,100

1,200

1,300

1,400

1,500

1,600

1,700

1,800

1,900

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Market

valu

e (

£m

)

95%


90%

70%

50%

Actual Forecast

Est.

0


Mintel forecasts that the dessert market will decline by 7% in volume terms to 452 million kg over

the 2013-18 period, while rising prices will see value sales increase by 11% to £1.7 billion.

Competition from other treat markets is only likely to intensify as the sweet treat market becomes

increasingly crowded, putting the category under pressure to keep itself front of mind for

consumers.



The major demographic trends affecting the yogurt market are also set to affect the dessert market,

with the rapid growth in consumers aged 25-34s and children aged 5-9 expected to benefit the

market, while the ageing population and the decline in household size are likely to hamper future

growth.

Factors used in the forecast

For the dessert market consumer expenditure was identified to have the most influence on the

market value sales, while the number of children aged under 10 was used to generate the forecast

for volume sales.

Mintel has produced these forecasts based on an advanced statistical technique known as

‘multivariate time series auto-regression’ using the statistical software package SPSS.

The model, based on historical market size data taken from Mintel’s own market size database and

supplemented by macro- and socio-economic data sourced from credible organisations (eg Office

for National Statistics, HM Treasury, Bank of England), searches for relationships between actual

market sizes and a selection of key economic and demographic determinants (independent

variables) in order to identify those predictors having the most influence on the market.

Next to historical market sizes and a current-year estimate, the fan charts illustrate the probability

of various outcomes for the market value of the dessert market over the next five years.

The future uncertainty within this market is illustrated by the coloured bands around the five-year

forecast. The widening bands successively show the developments that occur within 95%, 90%,

70% and 50% probability intervals. Statistical processes predict the central forecast to fall within

the darker shaded area, which illustrates 50% probability ie a five in ten chance.

At a 95% confidence interval, we are saying that 95 out of 100 times, the forecast will fall within

these outer limits, which we call the best- and worst-case forecasts as these, based on the

statistically-driven forecast, are the highest (best case) and lowest (worst case) market sizes the

market is expected to achieve.

The best- and worst-case forecasts take the value of dessert sales from an expected £1.5 billion in

2013 to as high as £1.8 billion (best case) or as low as £1.5 million (worst case) in 2018. Based on

our consumer research findings, the projected growth in relevant age groups (25-34s) and rising

food inflation, which shows no signs of abating, Mintel expects the dessert market to grow to a

total of £1.7 billion in 2018.

In terms of volume sales, the best- and worst-case forecasts take the dessert market from an

expected 485 million kg in 2013 to as high as 474 million kg (best case) or as low as 430 million

kg (worst case) in 2018. Based on our consumer research findings, Mintel expects the dessert

market to grow to a total of 452 million kg in 2018.

Market Segmentation Yogurt and Desserts UK, July 2013


Market Segmentation

Key points

Spoonable and pouring yogurt has continued to grow its share of the yogurt market,

accounting for 88% of the total value. Value sales leapt by 22% between 2008 and 2013,

albeit against flat volume sales, while the value sales of drinking yogurts have fallen by 9%

over the period.

The best-performing sector of the market, chilled desserts, increased in volume and value by

3% and 23% over 2008-13 respectively, benefiting from rising levels of NPD activity in this

area. The ambient dessert market has had a more volatile performance, but nonetheless

increased in value by 21% over the five-year period.

The growth of chilled desserts has come largely at the expense of frozen desserts, with value

sales dropping by 11% between 2008 and 2013, with the lack of brand presence failing to

keep this category front of mind for consumers.

Spoonable and pouring yogurts dominate FIGURE 27: UK RETAIL VALUE SALES OF SPOONABLE AND POURING YOGURT AND DRINKING YOGURT, 2008-13 Spoonable

and pouring yogurt

Drinking yogurt

Total yogurt

£m Annual % change

£m Annual % change

2008 1,371 248 1,619 2009 1,474 +7.5 254 +2.4 1,728 2010 1,513 +2.6 251 -1.2 1,764 2011 1,551 +2.5 243 -3.2 1,794 2012 1,633 +5.3 242 -0.4 1,875 2013 (est) 1,672 +2.4 226 -6.6 1,898 % change 2008-13 +22.0 -8.9 +17.2 SOURCE: MINTEL/BASED ON IRI FIGURE 28: UK RETAIL VOLUME SALES OF SPOONABLE AND POURING YOGURT AND DRINKING YOGURT, 2008-13 Spoonable

and pouring yogurt

Drinking yogurt

Total yogurt

m kg Annual % change

m kg Annual % change

2008 585 82 667 2009 592 +1.2 86 +4.9 678 2010 603 +1.9 85 -1.2 688 2011 594 -1.5 82 -3.5 676 2012 593 -0.2 82 - 675 2013 (est) 586 -1.2 77 -6.1 663 % change 2008-13 +0.2 -6.1 -0.6 SOURCE: MINTEL/BASED ON IRI

Spoonable and pouring yogurt dominates the yogurt market, with value sales estimated to reach

£1.7 billion in 2013, accounting for 88% of the total value of the category. The segment has

increased in value by a solid 22% between 2008 and 2013, growing its share from 85% in 2008.



This growth has been fuelled by rising average prices with volume sales in 2013 unchanged since

2008. This partly reflects the maturity of this market, putting pressure on brands to maintain the

current high levels of NPD and adspend to maintain consumer interest in the category.

There have been mixed performances from the top-selling companies in the market, with double-

digit declines in volume sales (in the 12 months to April 2013) coming from both Müller and

Danone, while organic brand Yeo Valley has been a rising star (see Market Share). However, all

brands are under pressure from own-label which continues to gain ground.

In terms of innovation, the Greek/Greek-style yogurt trend continues to gain momentum, with the

major players expanding their offering in this area. For example, Danone unveiled its Danio Greek

yogurt brand in January 2013 while Yoplait introduced Canadian Greek-style yogurt brand Liberté

into the UK market in March 2013.

The pouring yogurt sub-segment has been a notable success story in the yogurt market, with

volume and value sales up 6% and 9% respectively in 2013 (data not shown). This is a relatively

new innovation and slow to take off – with Activia launched its Pouring Yogurt brand in January

2011 and Alpro following suit in March 2012. Penetration is therefore low (12%, see The

Consumer – Usage of Yogurt/Fromage Frais), however, the growth in this market indicates it is

successfully winning favour from consumers, benefiting from its healthy breakfast positioning.

Yogurt drinks fall from favour

The drinking yogurt market is small compared to the overall market, accounting for just 12p in

every £1 spent on these products. This reflects lower usage, with those who purchase cholesterol-

lowering yogurt drinks (14%), fermented milk drinks (10%) and other yogurt drinks (20%) in the

minority (see The Consumer – Usage of Yogurt/Fromage Frais).

This market has been hit by consumers’ reduced spending power thanks to the squeeze on real

incomes, with shoppers perhaps more likely to forgo these products rather than standard yogurts

when looking to cut down their shopping bills.

The EFSA’s rejection of the probiotic claim as part of their clampdown on health claims (see

Market Drivers) has come as a major blow to this market, with this being a key proposition for

many yogurt drink brands. With sales forecast to drop by 6% year on year – likely to be a direct

impact of the new regulations which came into effect from December 2012 – 2013 is expected to

be a particularly tough year.

However, the change in regulation has not deterred manufacturers from investing in innovation in

this segment. Indeed, while new drinking yogurt products accounted for 17% of all new launches

in the yogurt category in 2010, this has steadily climbed to 22% in 2012 and reached 24% in the

first six months of 2013 (see Who’s Innovating?).

Danone led innovation in 2012, accounting for approximately a quarter of all new launches with

its Actimel brand. However, it was the supermarkets which ramped up their NPD activity in this

segment in the first half of 2013, led by Tesco and Asda, intensifying competition for the brands in

this market.



Chilled desserts continue to outpace ambient, while frozen declines FIGURE 29: UK RETAIL VALUE SALES OF AMBIENT, CHILLED AND FROZEN DESSERTS, 2008-13 Ambient

desserts*

Chilled desserts

Frozen desserts

Total desserts

£m Annual %

change

£m Annual %

change

£m Annual %

change

£m

2008 563 555 229 1,347 2009 593 +5.3 609 +9.7 244 +6.6 1,446 2010 598 +0.8 630 +3.4 229 -6.1 1,457 2011 597 -0.2 644 +2.2 219 -4.4 1,460 2012 623 +4.4 664 +3.1 212 -3.2 1,499 2013 (est) 628 +0.8 683 +2.9 204 -3.8 1,515 % change 2008-12 +21 +23 -11 +12 * includes ready-to-eat and instant desserts, as well as dessert toppings SOURCE: MINTEL/BASED ON IRI

FIGURE 30: UK RETAIL VOLUME SALES OF AMBIENT, CHILLED AND FROZEN DESSERTS, 2008-13 Ambient

desserts*

Chilled desserts

Frozen desserts

Total desserts

m kg Annual %

change

m kg Annual %

change

m kg Annual %

change

m kg

2008 265 178 66 509 2009 276 +4.2 180 +1.1 69 +4.5 525 2010 276 0.0 183 +1.7 65 -5.8 524 2011 261 -5.4 190 +3.8 58 -10.8 509 2012 262 0.4 185 -2.6 54 -6.9 501 2013 249 -5.0 184 -0.5 52 -3.7 485 % change 2008-12 -6 +3 -21 -5 * includes ready-to-eat and instant desserts, as well as dessert toppings SOURCE: MINTEL/BASED ON IRI

Chilled desserts have continued to grow their share of the dessert market, increasing in value by

23% over 2008-13 to hit £683 million. Furthermore, in a dessert market where overall volume

sales have fallen 5% over the last five years, chilled desserts have posted standout growth of 3%.

This has helped to boost the value of the dessert market given the higher prices these products

command compared to ambient varieties.

Clearly high levels of NPD in chilled desserts are helping to stimulate growth, with their share of

NPD rising from 26% in 2009 to 37% in 2012 (see Who’s Innovating?).

Hoping its trusted brand credentials in the yogurt market will transfer to the dessert category,

Müller Dairy launched its Müllerlight dessert range in April 2013, which should help to further

boost sales within the chilled dessert market.



Volatility in the ambient dessert market

The ambient dessert market’s robust growth of 21% over 2008-13 is largely due to a significant

rise in average prices since volume sales have slipped by 6% over the period.

Unlike the yogurt market, it is own-label which is losing share, with a strong sales performance

coming from market-leading Ambrosia, while volume sales of own-label have dropped by 7% year

on year (see Market Share).

Sales of frozen desserts tumble

Despite the current era of austerity, the value-for-money proposition of frozen desserts has not

benefited this market, with volume and value sales down 21% and 11% over 2008-13 respectively.

Mirroring this trend is the drop in NPD activity in this market, with frozen desserts accounting for

a 23% share in 2012 contrasting to 36% in 2009, reflecting the heightened competition from

chilled and ambient desserts.

The lack of big-hitting bands in the frozen market, with own-label accounting for three quarters of

sales, means the category lacks visibility. Meanwhile, the chilled segment features brands such as

Cadbury, Nestlé’s Aero and Milky Bar, Gü and new entrant to the chilled dessert market

Müllerlight. This makes it tough for frozen desserts to compete with their chilled counterparts,

whose convenience positioning gives them a notable advantage, particularly on impulse sales.

The lack of single-serve options within the frozen dessert segment may also be limiting its appeal,

with a sizeable minority of dessert users (28%) agreeing they would like to see more frozen

desserts which are individually portioned (see The Consumer – Attitudes Towards Desserts).

FIGURE 31: SHARE OF AMBIENT, FROZEN AND CHILLED DESSERTS IN TOTAL RETAIL VALUE SALES OF DESSERTS, 2008-13

17 17 16 15 14 13

42 41 41 41 42 41

41 42 43 44 44 45

0

10

20

30

40

50

60

70

80

90

100

2008 2009 2010 2011 2012 2013 (est)

%

Frozen desserts Ambient desserts* Chilled desserts

* includes ready-to-eat and instant desserts, as well as dessert toppings SOURCE: MINTEL/BASED ON IRI

Market Share Yogurt and Desserts UK, July 2013


Market Share

Key points

Müller and Danone have a stronghold on the everyday and indulgent yogurt market.

However, both have experienced double-digit declines in volume sales in the last 12 months,

with the Müller sub-brand Crunch Corner however showing a positive sales performance.

Within the struggling yogurt drink market, most of the major brands have suffered a

significant decline in sales, with only Yakult seeing growth in value sales in the last year.

Yoplait is the biggest player in the children’s yogurt market, with its brands including Petits

Filous, Wildlife and the rapidly growing Peppa Pig range. Yoplait has outperformed the

segment, with volume and value sales up 3% and 4% year on year respectively in the 12

months to April 2013.

Own-label plays a leading role across all dessert sectors, particularly in frozen desserts.

Premier Foods’ Ambrosia leads the shelf-stable dessert market, and has posted a solid sales

performance in the last 12 months.

Müller leads in yogurts and chilled desserts FIGURE 32: UK RETAIL SALES OF LEADING BRANDS IN YOGURT AND CHILLED DESSERT, BY VALUE AND VOLUME, 2012 AND

2013 2012* Share 2013** Share % change Value: £m % £m % 2012-13

Müller (other brands) 337 16 342 16 +1 Activia (Danone) 265 12 237 11 -11 Müller Crunch Corner 102 5 123 6 +21 Actimel (Danone) 109 5 101 5 -7 Yeo Valley 61 3 69 3 +13 Onken (Emmi) 60 3 62 3 +3 Weight Watchers (Yoplait) 61 3 58 3 -5 Cadbury (Müller Dairy) 62 3 56 3 -10 Benecol 54 3 55 3 +2 Rachel’s 42 2 45 2 +7 Gü (Noble Foods) 37 2 35 2 -5 Total (Fage) 30 1 32 1 +7 Shape (Danone) 35 2 31 1 -11 Ski (Nestlé) 23 1 28 1 +22 Yakult 23 1 25 1 +9 Aero (Nestlé) 25 1 24 1 -4 Danone (other brands) - - 16 1 - Alpro 15 1 16 1 +7 Milky Bar (Nestlé) 13 1 13 1 - Nestlé (other brands) 6 - 11 1 +83 Flora (Unilever) 12 1 10 - -17 Perle de Lait (Yoplait) 7 - 8 - +14 Yop (Yoplait) 6 - 8 - +33 Other brands 81 4 83 4 +2 Own-label 649 30 687 31 +6 Total 2,131 100 2,191 100 +3



2012** Share 2013*** Share % change Volume: m kg % m kg % 2012-13

Müller (other brands) 151 20 134 19 -11 Activia (Danone) 92 12 81 11 -12 Müller Crunch Corner 42 6 44 6 +5 Actimel (Danone) 44 6 42 6 -5 Yeo Valley 21 3 23 3 +10 Onken (Emmi) 25 3 25 3 - Weight Watchers (Yoplait) 22 3 21 3 -5 Cadbury (Müller Dairy) 10 1 8 1 -20 Benecol 8 1 8 1 - Rachel’s 13 2 13 2 - Gü (Noble Foods) 3 - 3 - - Total (Fage) 7 1 6 1 -14 Shape (Danone) 15 2 13 2 -13 Ski (Nestlé) 10 1 10 1 - Yakult 4 1 4 1 - Aero (Nestlé) 7 1 7 1 - Danone (other brands) - - 5 1 - Rolo (Nestlé) 4 1 4 1 - Alpro 5 1 5 1 - Milky Bar (Nestlé) 3 - 3 - - Nestlé 2 - 3 - +50 Flora (Unilever) 3 - 2 - -33 Perle de Lait (Yoplait) 2 - 3 - +50 Yop (Yoplait) 4 1 5 1 +25 Other brands 31 4 29 4 -6 Own-label 215 29 223 31 +4 Total 743 100 724 100 -3

* includes drinking and pouring yogurt ** MAT w/e 28 April 2012 *** MAT w/e 28 April 2013




FIGURE 33: UK RETAIL SALES OF LEADING MANUFACTURERS IN YOGURT AND CHILLED DESSERT, BY VALUE AND VOLUME, 2012

AND 2013 2012* Share 2013** Share % change Value: £m % £m % 2012-13

Muller 399 19 398 18 - Danone 408 19 387 18 -5 Nestle 86 4 97 4 +13 Yoplait 75 4 77 4 +3 Yeo Valley Organic 61 3 69 3 +13 Emmi 60 3 62 3 +3 McNeil Nutritionals 54 3 55 3 +2 Other brands 393 18 414 19 +5 Own-label 649 30 687 31 +6 Total 2,131 100 2,191 100 +3

2012** Share 2013*** Share % change Volume: m kg % m kg % 2012-13

Müller 161 22 142 20 -12 Danone 151 20 141 19 -7 Nestle 26 3 28 4 +8 Yoplait 29 4 31 4 +7 Yeo Valley Organic 21 3 23 3 +10 Emmi 25 3 25 3 - McNeil Nutritionals 8 1 8 1 - Other brands 107 14 107 15 - Own-label 215 29 223 31 +4 Total 743 100 724 100 -3

* includes drinking and pouring yogurt ** MAT w/e 28 April 2012 *** MAT w/e 28 April 2013


With total retail sales of £398 million in the 12 months to April 2013, Müller is the biggest brand

in the UK yogurt and dessert market.

Reflecting its number one ranking position, Müller stands out as being the most trusted yogurt

brand and also for having the most differentiated brand image (see Brand Research). The company

has helped to cultivate these positive perceptions through a hefty weight of advertising and high

levels of innovation.

However, while the stalwart brand has marginally increased its value sales in the last year thanks

to rising average prices, this masks a drop of 11% year on year in volume terms – a similar decline

to its closest rival, Danone’s Activia.

This is despite new range extensions for both the Müllerlight and Müller Corner ranges in the last

year. For example, following the success of the trio Müllerlight Greek Style fat-free yogurts

launched in March 2012, three new flavours were added in August 2012: Coconut with a hint of

Vanilla, Morello Cherry and Honeyed Peach. To commemorate the British summer of celebration,

Müller unveiled three limited edition British pudding-themed flavours to its Corner range in May

2012.

Furthermore, in light of its struggles, the Müller Corner portfolio was overhauled in November

2012, with a new formulation making the yogurt thicker and creamier and a packaging revamp.



Adding a more luxurious and indulgent range to its portfolio – and blurring the lines between

yogurts and desserts – Müller unveiled its new Müller de Luxe corner range in April 2013, backed

by a high-profile advertising campaign fronted by Nicole Scherzinger.

Müller Crunch Corner has fared a lot better, seeing volume and value increases of 5% and 21%

respectively in the 12 months to April 2013. This brand was boosted by the launch of two new

Crunch Corner limited edition twin-pot yogurts in September 2012: Orange Chocolate Crunch

Corner and Cookies & Cream Crunch Corner.

Sales are down for Danone yogurt brands

Operating a number of brands, Danone has a strong presence in the yogurt market. Its biggest

brand Activia captures just over a tenth of the total value of the everyday and indulgent yogurts

and desserts and pouring yogurt market, and – like Müller – scores highly on both trust and

differentiation (see Brand Research).

Danone also ramped up its new launch activity in 2012, growing its share of new products

launched in the yogurt and dessert market from 6% in 2011 to 17% to become the most active

company in terms of innovation.

Activia has been a key focus for the company in terms of innovation, for example in July 2012

Danone unveiled the granola-topped single-serve Activia Breakfast Pots range, in a bid to

capitalise further on the lucrative breakfast on-the-go occasion.

However, in the 12 months to April 2013, value sales of the Activia brand tumbled by 11% to

£237 million. The flavour extensions of both its Activia brand (the Summer Specials sub-brand)

and its Activia Intensely Creamy line (Scrumptious Banana Toffee and Bursting Blueberry) aim to

drive consumer interest in the brand and combat flagging sales.

Danone’s Shape brand has also suffered similar double-digit declines in both volume and value

over the period. This is a contrasting performance to the previous year, when sales rebounded

following the brand’s relaunch and marketing support under the ‘Zer0%’ banner.

Own-label continues to steal share

While many of the biggest brands in the yogurt and chilled dessert market have seen volume sales

either decline or remain flat in the 12 months to April 2013, own-label brands saw volume and

value sales increase by 4% and 6% respectively over the period.

Own-label continues to benefit from the price-sensitivity in the market as consumer budgets

remain under pressure. However, as well as competitive pricing, the growth in own-label also

reflects both the growing credibility of these products in terms of quality and the difficulty for

brands to differentiate products in a way that is tangible to consumers.

Extensive own-label NPD by the major retailers has also facilitated the growth of own-label, with

both Tesco and Morrisons notably stepping up their new launch activity in the yogurt market in

2012 (see Who’s Innovating?).



Yeo Valley is the big success story

Organic brand Yeo Valley has been the strongest performer in the yogurt and chilled dessert

category, posting double-digit growth in both volume and value sales in the 12 months to April

2013. Sales have been boosted by the launch of on-the-go formats such as Yeo Valley Breakfast

Pots, yet not managing to grow its share and its new Noughty line, comprising four flavour

variants of single-serve fat-free yogurts.

Only Yakult saw value growth in the drinking yogurt category

The last year has been a challenging one for the drinking yogurt market, with most of the major

brands suffering declines in both volume and value sales. The ASA clampdown on health claims

such as probiotic in advertising and on packaging – which came into effect at the end of 2012 – is

likely to be hampering growth in the market (see Market Drivers).

Yakult is the only brand to grow in value, however, this reflects higher prices, since volume sales

remained static.

Yoplait has a strong presence in the kids’ yogurt market FIGURE 34: UK RETAIL SALES OF LEADING BRANDS IN KIDS’ YOGURT AND DESSERTS, BY VALUE AND VOLUME, 2012 AND 2013 2012* Share 2013** Share % change £m % £m % 2012-13 Value:

Petits Filous Fromage Frais (Yoplait) 57 20 58 20 +2 Wildlife (Yoplait) 45 16 46 16 +2 Frubes (The Ubley Company) 38 14 40 14 +5 Munch Bunch (Nestlé) 36 13 36 13 - Munch Bunch Double Up (Nestlé) 18 6 21 7 +17 Müller 26 9 18 6 -31 Petits Filous (Yoplait) 12 4 11 4 -8 Peppa Pig (Yoplait) 2 1 7 2 +250 Other brands 46 16 46 16 - Own-label 26 9 26 9 - Total 280 100 283 100 +1

2012* Share 2013** Share % change m kg % m kg % 2012-13 Volume:

Petits Filous Fromage Frais (Yoplait) 17 18 18 20 +6 Wildlife (Yoplait) 13 14 13 14 - Frubes (Yoplait) 11 12 11 12 - Munch Bunch (Nestlé) 11 12 11 12 - Munch Bunch Double Up (Nestlé) 6 6 7 8 +17 Müller 11 12 6 7 -45 Petits Filous (Yoplait) 4 4 3 3 -25 Peppa Pig (Yoplait) 1 1 2 2 +100 Other brands 20 21 19 21 -5 Own-label 14 15 14 16 - Total 94 100 90 100 -4

* MAT w/e 28 April 2012 ** MAT w/e 28 April 2013




FIGURE 35: UK RETAIL SALES OF LEADING MANUFACTURERS IN KIDS’ YOGURT AND DESSERTS, BY VALUE AND VOLUME, 2012

AND 2013 2012* Share 2013** Share % change £m % £m % 2012-13 Value:

Yoplait 121 43 126 45 +4 Nestlé 56 20 60 21 +7 The Ubley Company 38 14 40 14 +6 Müller Dairy 26 9 18 6 -31 Other manufacturers 13 5 13 5 -1 Own-label 26 9 26 9 - Total 280 100 283 100 +1

2012* Share 2013** Share % change m kg % m kg % 2012-13

Volume: Yoplait 36 38 37 37 +3 Nestlé 18 19 18 18 - The Ubley Company 11 12 11 11 - Müller Dairy 11 12 6 6 -45 Other manufacturers 4 4 4 4 - Own-label 14 15 14 14 - Total 94 100 90 90 -4



Yoplait dominates the children’s yogurts and dessert category, with the three biggest brands

included in its portfolio (Petits Filous Fromage Frais, Wildlife and Frubes). It has outperformed

the segment, with volume and value sales up 3% and 4% year on year respectively in the 12

months to April 2013.

Petits Filous Fromage Frais outperformed the market in the 12 months to April 2013, with volume

sales increasing by 6% year on year, however, intensified promotional activity saw this translate

into an annual value growth of just 2%.

In August 2012, Yoplait launched a new promotional initiative called Petits Filous After School

Club, offering a range of exciting after-school activities free when consumers collect points from

Petits Filous or Frubes packs.

Since its 2011 launch, the licensed Peppa Pig range has gone from strength to strength, doubling in

volume sales in the year to April 2013, albeit from a small base, testament to the appeal that

popular kids’ television characters can bestow on food products among children and parents alike.

Munch Bunch Double Up has also been a notable success story, growing its sales by an impressive

17% in the last year.

However, Yoplait is also making strides in the adult market, with the launch of Calin+ in

September 2012 (which is marketed as the first yogurt pot in the UK to contain 100% of adults’

daily Vitamin D needs) and Greek yogurt brand Liberté in March 2013.



Ambrosia outperforms the ambient dessert market FIGURE 36: UK RETAIL SALES OF LEADING BRANDS IN AMBIENT DESSERTS, BY VALUE AND VOLUME, 2012 AND 2013 2012* Share 2013** Share % change £m % £m % 2012-13 Value:

Ambrosia (Premier Foods) 95 16 101 16 +6 Hartley’s (Hain Celestial) 46 8 47 8 +2 Nestlé 33 5 33 5 - Del Monte (Del Monte Foods) 23 4 26 4 +13 Lyles (United Biscuits) 15 2 18 3 +20 Betty Crocker (General Mills) 15 2 17 3 +13 Natures Finest 15 2 16 3 +7 Bird’s (Premier Foods) 15 2 14 2 -7 Princes 12 2 14 2 +17 Other brands 116 19 115 19 -1 Own-label 222 37 212 35 -5 Total 607 100 613 100 +1


Ambrosia (Premier Foods) 51 20 55 22 +8 Hartley’s (Hain Celestial) 14 5 14 5 - Nestlé 13 5 12 5 -8 Del Monte (Del Monte Foods) 11 4 11 4 - Lyles (United Biscuits) 7 3 8 3 +14 Betty Crocker (General Mills) 3 1 4 2 +33 Natures Finest 5 2 5 2 - Bird’s (Premier Foods) 3 1 3 1 - Princes 6 2 7 3 +17 Other brands 31 12 29 11 -6 Own-label 115 44 107 42 -7 Total 259 100 255 100 -2





FIGURE 37: UK RETAIL SALES OF LEADING MANUFACTURERS IN AMBIENT DESSERTS, BY VALUE AND VOLUME, 2012 AND 2013 2012* Share 2013** Share % change £m % £m % 2012-13 Value:

Premier Foods 120 20 129 21 +7 Hain Celestial 49 8 50 8 +3 Nestle 33 5 33 5 -2 Del Monte Foods 23 4 26 4 +13 United Biscuits 15 2 18 3 +19 General Mills 15 2 17 3 +12 Natures Finest 15 2 16 3 +4 Princes 12 2 14 2 +22 Other manufacturers 104 17 100 16 -4 Own-label 222 37 212 35 -5 Total 607 100 613 100 +1


Premier Foods 56 22 61 24 +9 Hain Celestial 15 6 15 6 +3 Nestle 13 5 12 5 -13 Del Monte Foods 11 4 11 4 +6 United Biscuits 7 3 8 3 +5 General Mills 3 1 4 1 +11 Natures Finest 5 2 5 2 -4 Princes 6 2 7 3 +10 Other manufacturers 26 10 25 10 -5 Own-label 115 44 107 42 -7 Total 259 100 255 100 -2



Ambrosia is the leading brand in the ambient dessert market, boosted by the launch of a 12-strong

range of new rice snack pots in March 2012. In May 2012 a new TV campaign was launched to

communicate to consumers that Ambrosia Rice Snack Pots are both creamy and naturally low in

fat.

In 2013, the brand is hoping to maintain its growth with the first TV advertising campaign for its

custard range in a decade, featuring the strapline ‘This is pudding’.

Although overall volume sales in ambient desserts have slipped slightly, strong sales performances

also came from Del Monte, Lyles, Betty Crocker and Princes, which all saw double-digit growth

in value sales.

Although own-label holds the biggest share of the market, accounting for just over a third of the

total value, sales have been in decline as brands stepped up their NPD activity in this category in

2012.



Own-label has the upper hand in frozen desserts FIGURE 38: UK RETAIL SALES OF LEADING BRANDS IN FROZEN DESSERTS, BY VALUE AND VOLUME, 2012 AND 2013 2012* Share 2013** Share % change £m % £m % 2012-13 Value:

Aunt Bessie’s (Aunt Bessie's Ltd) 15 7 18 9 +20 Conditorei Coppenrath & Wiese 15 7 13 6 -13 Weight Watchers (Heinz) 12 6 10 5 -17 Other brands 9 4 8 4 -11 Own-label 159 76 153 76 -4 Total 210 100 202 100 -4

2012* Share 2013** Share % change £m % £m % 2012-13 Volume:

Aunt Bessie’s (Aunt Bessie's Ltd) 5 9 6 12 +20 Conditorei Coppenrath & Wiese 4 7 3 6 -25 Weight Watchers (Heinz) 2 4 1 2 -50 Other brands 1 2 2 4 +100 Own-label 42 78 40 77 -5 Total 54 100 52 100 -4



Accounting for three quarters of volume and value sales, own-label dominates within the frozen

dessert market, reflecting a lack of brand presence in this category.

Aunt Bessie’s, the leading brand in the market, expanded its range of frozen desserts with five new

products in October 2012, including three fruit crumbles, a lemon sponge and a chocolate pudding.

This has helped it achieve strong volume and value growth of 20% in the 12 months to April 2013.

German frozen dessert manufacturer Conditorei Coppenrath & Wiese has also been investing in

new products, and was the most active brand in terms of NPD in 2012 (see Who’s Innovating?).

The brand also launched a £3.5 million advertising push involving press and outdoor advertising in

February 2013, however, this has yet to stem falling sales.

Companies and Products Yogurt and Desserts UK, July 2013


Companies and Products

Danone

www.danone.co.uk

Background

Danone is a French global dairy group which also operates in the bottled water and baby food and

drink markets. Danone UK is the UK subsidiary of Danone, with products in the spoonable yogurt

market, including Activia and Shape, as well as probiotic drinking yogurt brand Actimel and new

luxury Greek-style yogurt brand Oykos.

Recent activity

In November 2012, Danone announced that its recycling scheme had resulted in 500,000 yogurt

bottles being prevented from going to landfill. The Activia Yogurt Brigade was launched in

September 2010 with TerraCycle.

Product range

Actimel is a drinking yogurt, containing Danone’s exclusive L. casei cultures, as well as Calcium

and Vitamins B6 and D, positioned as ‘a perfect way to start the day’. The product comes in 14

flavour variations and also comes in a Fat Free range that has less than 30 calories per bottle. New

flavours for the brand include Apricot and a special edition Mango & Passionfruit variant.

The Activia brand consists of spoonable yogurt, pouring yogurt and breakfast pots. Within its

spoonable yogurt range the brand offers Fruit variants, 0% Fat Free, Single Pot, Natural, Fruit

Layers, Intensely Creamy Classics, Intensely Creamy Temptations and Greek Style. The Fruit

range consists of ten flavours, including the recently launched Pear variant. The brand highlights

the fact that it contains the exclusive Bifidus ActiRegularis cultures.

Danone’s Shape Delights ranges feature low-fat yogurts and desserts. The Shape Delights 0%

Yogurts range is available in ten different flavours and contains no fat. Shape Delights Greek Style

Yogurts contain less than 3% fat and are available in a lemon flavour. The range also features

Shape Delights Desserts, which also contain less than 3% fat and come in a caramel, chocolate or

white chocolate variant.

Danone launched the Oykos Greek-style yogurt brand in May 2012. The range is positioned as a

luxury Greek-style yogurt, available in strawberry, pear or peach flavours.

Innovation

In July 2012, Danone launched three new granola-topped single-serve yogurts under its Activia

brand. The Activia Breakfast Pots range is available in vanilla, peach and ‘hint of honey’ flavours,

topped with granola in a separate ‘top hat’ lid.

Danone launched a new yogurt brand in January 2013, targeted at premium adult shoppers who

want a high-protein alternative snack to crisps or chocolate. Danio is a thick, strained yogurt and is

described on-pack as ‘Greek yogurt’ as opposed to ‘Greek-style’. The range is available in low and

0% fat versions in six fruit flavours – passionfruit, strawberry, blueberry, raspberry, peach and

cherry.

http://www.danone.co.uk/



In April 2013, Activia added a range of summer-inspired flavours to its yogurt line. The new sub-

range, Summer Specials, comprises Sunkissed Raspberry & Pomegranate, Exotic Pineapple &

Coconut and 0% fat Refreshing Lemon & Lime flavours.

Also in April 2013, Activia Intensely Creamy sub-range launched two new flavours: Scrumptious

Banana Toffee and Bursting Blueberry.

Marketing and promotion

Danone’s total above-the-line advertising spend in the yogurts and desserts category in 2012 was

£14.4 million, according to Nielsen Media Research.

Activia spent a total of £9.1 million on advertising its brand in 2012, after enlisting Gok Wan as

brand ambassador. The new marketing move for the brand featured the slogan ‘feel good from

within’, using TV ads and ‘real Activia fans’. The campaign also involved posters, in-store

promotions and a digital campaign.

In April 2013, Danone launched a campaign for its newly launched Danio brand. Comedian Harry

Hill provides the voiceover to the 30-second TV ad, which features a cartoon chef who animates

how the Danio yogurts are made.

Also to coincide with the launch of Danio, Danone launched an experiential sampling campaign,

which will see more than 300,000 samples delivered across Tesco, Asda, Morrisons and

Sainsbury’s stores nationwide. Launched in April 2013, shoppers were able to test the products at

a fully branded Airstream trailer, set against a summery backdrop of bright colours and beach

umbrellas.

Müller

www.mullerdairy.co.uk

www.cadburydesserts.co.uk

Background

The Müller Group is a German privately held producer of dairy products. Müller UK is the UK

arm of the group, which produces yogurt, fromage frais, rice puddings, desserts and other dairy

products for the UK market, and manufactures chilled desserts under licence from Cadbury.

The year 2012 saw Müller steadily building its presence in the UK dairy market – firstly through

the acquisition of liquid milk processor Robert Wiseman Dairies (February 2012) and through that

of a chilled desserts factory from Greencore in June 2012 (£4.3 million) which manufactured

its Cadbury-licensed chilled desserts.

Recent activity

In March 2012, Müller reviewed its portion sizes due to increasing manufacturing costs. The

company subsequently reduced the size of its Fruit Corner yogurts to 150g and its Crunch Corner

yogurts to 135g.

Müller UK announced in April 2012 that it was set to break into own-label yogurt manufacturing

for the first time, stating that it would be primarily targeting continental suppliers.

http://www.mullerdairy.co.uk/

http://www.cadburydesserts.co.uk/

http://premiertest.mintel.com/sinatra/oxygen/display/631187/display/id=64956





Also in January 2013, Greencore completed the sale of its Minsterley facility to Müller Dairy. The

Minsterley site in Shropshire makes Cadbury-branded desserts for Müller and the £4.3 million

acquisition has now given the company the ability to expand into new areas of production such as

own-label desserts.

Product range

Müller’s brand portfolio in the yogurts and desserts category includes:

Müller Corner, a split pot yogurt that is available in seven main varieties: Fruit, Kids Corner,

Crunch (containing confectionery-style pieces), Greek Style Yogurt, Breakfast (granola with dried

fruit), Dessert Inspired and mini Corner yogurts (85g instead of 150g). The range also includes

some limited edition specials.

Müllerlight, a fat-free yogurt range that includes fruit flavours, a chocolate-sprinkled variety,

Inspired by cheesecake range and a Greek Style yogurt.

Müller Rice, a low-fat rice pudding snack range, is available in seven different flavours and comes

in regular portions (190g) as well as smaller sizes (95g) called Mini Müller Rice.

Vitality, which is a range of yogurts and yogurt drinks containing probiotic and positioned as

‘ideal as part of a healthy breakfast’.

Little Stars is Müller’s kids’ range, including fromage frais, smooth yogurts and fruit juice jellies.

The range contains ‘100% naturally sourced ingredients’ with ‘no bits’ for kids.

Amore is the brand’s premium yogurt line, described as indulgent, creamy yogurt and featuring

more upmarket flavours such as Strawberries & Cream, Greek Honey & Walnut and special

edition Coconut & Lime.

The Cadbury chilled desserts range includes a range of desserts mainly based on Cadbury

chocolate confectionery lines, with variants such as Cadbury Mousse, Trifle, Fudge and twin-pot

products.

Innovation

In May 2012, Müller Corner introduced three limited edition classic British pudding variants –

Eton Mess, Apple Pie and Cherry Bakewell. The launch coincided with the Queen’s Jubilee and

London Olympic celebrations throughout summer 2012 and the packs of six yogurts incorporated

the Union Jack flag.

Also in May 2012, Müller Dairy launched a trio of fat-free Greek Style lines to its Müllerlight

range. The variants included Coconut with a hint of vanilla, Morello Cherry and Honeyed Peach.

The range was then extended in August 2012 with the addition of a Luscious Lemon flavour.

In September 2012, Müller Dairy launched two new Crunch Corner limited edition twin-pot

yogurts, Orange Chocolate Crunch Corner and Cookies & Cream Crunch Corner. The Orange

Chocolate Crunch flavour was voted in by its Facebook followers and the Cookies & Cream

variant has been brought back after seeing success as a limited edition variant in spring 2012.



Müller relaunched its Amore range in April 2013 and replaced some flavours with new ones, such

as Tease Me, Please Me Peaches and Cream, and Caress Me Coconut and Vanilla. The range also

relaunched in twin pots as opposed to the previous single pots.

Müller also launched a new range of low-fat indulgent desserts in April 2013; Müllerlight Desserts

join the existing yogurt range and come in Mischievous Milk Chocolate, Frivolous Fudge and

Wickedly White Chocolate flavours.

Also in April 2013, Müller launched a new range of Cadbury desserts made with melted chocolate.

The new range, Pots of Joy, is available in three flavours – Dairy Milk, Caramel and White

Chocolate Buttons.


Müller’s above-the-line spend in the yogurts and desserts category in 2012 was £18.6 million,

according to Nielsen Media Research.

In December 2012, Müller launched a £3 million Müllerlight campaign. The campaign included a

TV ad highlighting the new strawberry Greek-style flavour, as well as flavour-specific press ads

and online, social media and consumer PR activity.

In April 2013, Müller announced US singer Nicole Scherzinger as its new brand ambassador for

Müller Corner’s new chilled dessert-style range. The singer will front both the TV ads and print

campaigns for the product.

Nestlé

www.nestle.co.uk

Background

Nestlé SA is a Swiss multinational nutritional, snack food and health-related consumer goods

company. Nestlé UK and Ireland is a subsidiary of Nestlé SA and the company’s chilled dairy

products are manufactured by Lactalis Nestlé Chilled Dairy Company Ltd, a joint venture with the

France-based Lactalis Group.

Nestlé’s brands in the yogurt and dessert category include Ski, Munch Bunch, Rachel’s Organic

Dairy, Disney fromage frais, Carnation Rice Puddings and dessert extensions of Nestlé

confectionery brands such as Rolo and Aero.

Product range

The Ski brand is available in standard fruit variants comprising six flavours, a smooth yogurt

variant in five flavour variations and also Ski Mousse in three flavours with accompanying sauces.

Munch Bunch is Nestlé’s kids’ dairy brand, with ranges including Small Pots Fromage Frais,

Double Up Fromage Frais, Jelly Delights, yogurts, Squashums which are squeezable fruit-shaped

pouches of yogurt, and Drinky+, a smooth drink made with real fruit purée.

http://www.nestle.co.uk/



The Rachel’s Dairy range of organic products includes big pots in 12 flavour variants; multipacks

in four flavour variants; Natural yogurt; small pots in seven different flavours including a breakfast

variant with granola; Divine rice puddings; and kids’ yogurts including ‘taste explorers’ and ‘my

first yogurt’ ranges.

Nestlé also offers various yogurts and desserts in some of it confectionery brands, such as Rolo

Dessert, Aero Bubbleball chocolate mousse and Milkybar Dessert.

Part of the Nestlé Carnation range, Carnation Rice Puddings consists of four varieties of dessert

mixes – Original, Cinnamon, Chocolate and Caramel. The mixes require added milk, whisking and

can be cooked on the hob or in the microwave. Each pack contains two servings of rice pudding.

Innovation

In September 2012, Rachel’s relaunched its My First Yogurts four-pack of kids’ yogurt with a new

recipe, a new variant and revamped packaging. A Mango variant was added to the range and

packaging was changed to bring it more into line with the wider Rachel’s yogurt portfolio.

Rachel’s also unveiled a new yogurt in September 2012 – a limited edition Apple & Cinnamon big

pot. The big pot replaced its previous limited edition of Strawberries & Cream.

Munch Bunch extended its range in September 2012 to include the launch of a bigger 450g

Fromage Frais pot. The format is still aimed at children and is available in strawberry and vanilla

flavours.

In March 2013, Ski was given a makeover with new packaging to celebrate its 50th birthday. The

Ski packaging was given a more contemporary look and displayed a ’50 Years Young’ flash for

the month of March.

In April 2013, Ski introduced Coconut Mousse with Chocolate Sauce to its Mousse range.


Nestlé’s above-the-line spend in the yogurts and desserts category in 2012 was £3.4 million,


Nestlé launched an on-pack promotion in April 2013 to support its Munch Bunch Drinky+

drinking yogurt brand. The promotion offers consumers free child entry to all UK and Ireland Sea

Life centres and sanctuaries.

Onken

www.onken.co.uk

Background

Emmi Group acquired the German yogurt brand Onken from Dr Oetker in 2010. The brand

specialises in ‘big pot’ yogurts.

http://www.onken.co.uk/



Recent activity

In February 2012, Emmi relaunched Onken with redesigned packaging to better differentiate

between flavours and an updated and enlarged logo.

Product range

Onken specialises in 450g big pot yogurts, including Naturals, Fat Free Fruits, Fruit Wholegrain,

Fruits and Limited Edition variants. The yogurts contain live bio cultures and are creamy in taste

and thick in texture.

Innovation

In May 2012, Onken launched a sub-range, Low Fat Set with a Hint of…, which is available in

honey, vanilla and lemon flavours. The brand also launched a limited edition Blackberry & Vanilla

flavour in May, following its recent revamp.

In January 2013, Onken added two new flavours to its fat-free big pot yogurt range – Raspberry &

Honey and Blueberry & Elderberry.


Onken returned to TV advertising in June 2012, with a push highlighting its taste. The £2 million

ad campaign ran a TV ad featuring people enjoying Onken yogurt and straplines including ‘it

won’t make you rich and famous – just real tasty yogurt’.

To support the launch of new fat-free raspberry & honey and blueberry & elderberry flavours in

January 2013, Onken brought back its ‘How Good?’ TV campaign. It was supported by online

advertising and a Facebook campaign called ‘Rewards Not Resolutions’ where shoppers can win

prizes for trying the new variants during January.

Yeo Valley

www.yeovalley.co.uk

Background

Yeo Valley is part of a family-owned farming and dairy company. It is the leading organic yogurt

brand in the UK.

The business produces probiotic organic yogurt, rice pudding as well as milk, cream, ice cream,

butter, frozen yogurt and fruit compote.

Product range

Yeo Valley’s products in the yogurts and desserts market include:

Probiotic organic yogurts in a variety of variants, including: Natural; Greek Style; Fruity, in 13

different flavours; 0% fat yogurts; breakfast pots, with orange-infused granola; and limited edition

variants.

Organic compote in Apple & Berry, Rhubarb & Strawberry, and Summer Fruit variants.

http://www.yeovalley.co.uk/



Organic rice pudding.

Organic lines for children, including: First Yeos, smooth yogurts for weaning made with real pear

& apple, mango & vanilla and strawberry & peach; Little Yeos Fruity Favourites, slightly bigger

yogurt pots for older children; Yeotubes, tube packets of yogurt; and Little Yeos Simply

Strawberry.

Innovation

Yeo Valley launched a new limited edition big pot yogurt in June 2012. The Damson & Plum

flavoured yogurt replaced its previous limited edition of Blackcurrant & Elderflower.

In September 2012, Yeo Valley launched new Fruity Breakfast Pots, using Yeo Valley’s

Strawberry Yeogurt with orange-infused granola in single-serve pots.

In April 2013, Yeo Valley introduced Noughty 0% fat single-serve yogurts. The yogurts come in

raspberry & vanilla, blackberry & blackcurrant, fig & honey and mango, lime & lemongrass

flavours.


In April 2013, Yeo Valley launched an on-pack offer giving shoppers the chance to win one of two

new Land Rover Freelanders, or £25,000 in cash, when they buy yogurt from the Yeo Valley

organic range. Running until June 2013, shoppers will be able to find the offer on pots of Yeo

Valley 0% Fat Natural, fruit variants and Greek Style yogurts in both big pot and four-pack

variants.

Yoplait

www.yoplait.co.uk

Background

Yoplait is an internationally franchised yogurt brand jointly owned by US-based food

conglomerate General Mills and French dairy cooperative Sodiaal.

In the UK, the company is most active in the children’s yogurt and fromage frais sector through its

leading brand Petits Filous, as well as other brands targeting adults, such as Perle de Lait and

desserts under licence for the Weight Watchers from Heinz brands.

Product range

Within the yogurts and desserts market, Yoplait offers:

Petits Filous, aimed at young children, with products including rice pudding, various flavoured

small pots and big pots of fromage frais, strawberry, raspberry & peach Greek Style Layers,

strawberry & raspberry yogurt and chocolate & vanilla flavour Little Desserts. Petits Filous also

offers Frubes, fromage frais in individual tube and pouch packaging.

Peppa Pig and Thomas & Friends fromage frais, and Wildlife fromage frais, big pots and Choobs

(tube packaging). Also available for children is the Moshi Monsters strawberry yogurts.

http://www.yoplait.co.uk/



For the adult audience, the brand offers: Perle de Lait flavoured yogurts, available in five variants;

Calin+ yogurts in strawberry, vanilla and cherry flavours with added calcium and Vitamin D;

Liberté, a Greek-style yogurt in natural, strawberry and blueberry flavours; as well as a range of

yogurts, fromage frais, Greek-style yogurts, creamed rice and desserts under the Weight Watchers

brand.

Innovation

Yoplait appears to have shifted its focus onto the adult yogurt market. The company entered the

functional yogurt market in September 2012 with the launch of Calin+, a yogurt brand with added

calcium and Vitamin D. The yogurt was launched in strawberry and vanilla flavours. The brand

already had a presence in France, where it was targeted at older women.

In March 2013, Yoplait introduced Canadian Greek-style yogurt brand Liberté into the UK

market. The range includes a 500g natural pot, as well as four-packs in Strawberry Fields and

Blueberry Harvest flavours.


Yoplait’s above-the-line spend in the yogurts and desserts category in 2012 was £9 million,


In August 2012, Yoplait launched a new promotion for its Petits Filous brand, ‘After School

Club’. The campaign was designed to retain and reward loyal customers, building on the existing

brand credentials and category performance. The campaign offered after-school activities free

when consumers collected points from Petits Filous or Frubes packs. The campaign ran for three

months, with supported activity from press, PR and social media.

In February 2013, Yoplait was rapped by advertising watchdogs for suggesting one of its yogurt

ranges could help reduce the risk of broken bones. The Calin+ ad showed a young woman talking

about her mother’s recent fall, stating she had started eating Calin+ yogurt to protect her own

bones. Yoplait has since launched a revised ad that complies with the ASA ruling.

Brand Research Yogurt and Desserts UK, July 2013


Brand Research

Brand map

The Mintel Brand Research Map below illustrates a three-dimensional brandscape based on:

Differentiation: an indication of vitality and profitability. Taken from consumer perceptions of a

brand’s standout from others in its competitive sphere.

Trust: an indication of brand integrity and stature. Derived from agreement with the statement ‘a

brand that I trust’.

Experience: consumers who have ever used/visited/bought the brand, an indication of presence in

the category.

This map gives a snapshot of the current strength and quality of selected brands, where they are in

their growth and how healthy they are.

FIGURE 39: ATTITUDES TOWARDS AND USAGE OF BRANDS IN THE YOGURT SECTOR, MAY 2013 Base: internet users aged 16+ who have heard of the brand and expressed a view

Bubble size represents usage (% ever eaten) SOURCE: GMI/MINTEL



Ski has a relatively large usage base compared to its position on the map in terms of trust and

perceived differentiation. While it is the second most used brand, it is struggling to grasp the attention

of consumers, possibly as a result of lower advertising spend and a smaller profile in recent years. The

brand was innovative when it was first launched, by being the first yogurt brand to include real fruit

pieces. However, other more active brands in the current day have a greater level of trust than Ski,

which also struggles to stand out from the crowd.

Müller has continued to develop a trusted and differentiated brand image through advertising and

product development in terms of new and interesting flavours and for different occasions. Activia

follows Müller in both respects. The emphasis that Activia places on feeling good both inside and out

pushes an image that it cares about health and wellbeing, boosting trust, while Activia’s Tummy

Loving Care campaign also gives it a point of difference.

The two organic brands, Yeo Valley and Rachel’s have a similar level of trust; however, Rachel’s

manages to stand out more in the eyes of consumers, with the biggest different in perceived

differentiation coming from over-55s.

Correspondence analysis

In order to display brand images (and/or consumer attitudes towards brands) related to each brand

covered in this survey in a joint space that is easy to understand, Mintel has conducted correspondence

analyses. Correspondence analysis is a statistical visualisation method for picturing the associations

between rows (image, attitudes) and columns (brands) of a two-way contingency table. The

significance of the relationship between a brand and its associated image is measured using the Chi-

square test. If two brands have similar response patterns regarding their perceived images/attitudes,

they are assigned similar scores on underlying dimensions and will then be displayed close to each

other in the perceptual map.



Brand attitudes FIGURE 40: ATTITUDES, BY YOGURT BRAND, MAY 2013 Base: internet users aged 16+ who have heard of the brand and expressed a view

This chart shows the level of association of each brand surveyed with a set of key performance attributes core to yogurt brands overall. The more significant an attribute is as part of a brand’s image relative to other attributes, the nearer it will be to that attribute. If a brand is between a number of attributes, it is reasonably closely associated with each of these. SOURCE: GMI/MINTEL

Activia has an image of both innovation and caring about health and wellbeing. Activia’s involvement

with active ingredients to improve stomach health and surrounding marketing drive including ‘Tummy

Loving Care’ has clearly impacted on consumer perceptions in terms of health. Younger consumers

are more likely to think this, possibly because of a lower level of cynicism around health claims.

Activia’s innovative image comes from being a driver behind the movement into this kind of

functionality.

The organic features of Rachel’s and Yeo Valley are something noted by consumers in that they are

both located around social and environmental responsibility. Both enjoy an image of being worth

paying more for, something that derives from the additional quality that the organic perception

provides.

Ski and Müller are most noted for their trust and value factors. These elements mean that they are

likely to be chosen as an everyday yogurt compared to the more special Rachel’s and Yeo Valley.

Consumers aged 35-44 have the most positive image of Ski, while C2DEs are more likely to consider

these brands in trust and value terms.



Brand personality FIGURE 41: YOGURT BRAND PERSONALITY – MACRO IMAGE, MAY 2013 Base: internet users aged 16+ who have heard of the brand and expressed a view

This chart shows all yogurt brands in relation to a set of broad image attributes applicable to all categories. SOURCE: GMI/MINTEL

Yeo Valley and Rachel’s enjoy the benefits of being noted as organic with strong ethical associations.

There is also a sense of exclusivity, especially with Rachel’s, which is likely to arise from the

additional cost involved and the traditionally lower profile and exposure that the brands have

compared to others.

Ski’s comparative lack of adspend to other brands with as traditionally large a consumer base means

that it has attained a more tired and boring image. There has also been lower innovation within Ski

compared to other brands which have moved into other sectors and occasions. For example, Rachel’s

and Yeo Valley use their organic dairy associations to produce milk and butter, Activia has moved in

to breakfast occasions with pouring yogurts and breakfast pots and Müller has pushed into dessert

occasions with Amore and de Luxe Corners. This negative image of Ski is particularly prevalent

among ABC1s, over-55s and consumers in rural areas.

Müller has a fun image, especially among under-35s, perpetuated through its product range and

advertising.



FIGURE 42: YOGURT BRAND PERSONALITY – MICRO IMAGE, MAY 2013 Base: internet users aged 16+ who have heard of the brand and expressed a view

This chart complements the wider brand image display, using a set of image traits specific to the yogurt sector. SOURCE: GMI/MINTEL

For the first time, Rachel’s and Yeo Valley are more separated, with Rachel’s earning a more special

image compared to Yeo Valley’s health aspect. Older women tend to be more likely to pick up on

these associations for each brand.

Müller’s associations of comfort and deliciousness, most prevalent among 35-54s and C2DEs,

combined with the value perception seen in the previous map are what enable it to be considered an

everyday yogurt brand, suitable for all occasions. The large portfolio of products that Müller has also

helps to contribute to this image, from Müllerlight meeting the desire for a low-fat snack to something

more indulgent like Müller Amore or Müller de Luxe Corner.

Activia is another brand associated with health, especially by women over 45, because of its focus on

aiding digestion and logo indicating stomach health. Ski is located around words it has no real strong

association with, indicating the wider issue of struggling to impart a strong message through to

consumers.



Brand experience FIGURE 43: YOGURT BRAND USAGE, MAY 2013 Base: 2,018 internet users aged 16+

* usage = % ever eaten SOURCE: GMI/MINTEL

Müller’s dominance of the market is shown with over 50% of consumers having eaten it in the past

year and 24% describing their usage as ‘often’. The number of products for different occasions and

accessibility open up its products to a large number of consumers.

Ski’s decline in profile in recent years is illustrated by the difference in its total usage and usage in the

past 12 months. It drops down to fourth of the five brands when only the last year is looked at, while

awareness remains high. Yeo Valley earns more usage than Rachel’s thanks to higher awareness

among consumers.

Usage tends to follow the same patterns in consumers across all brands. Women are the main

consumers, with 25-34s the main drivers of continued usage, although women over the age of 55 are

prominent eaters of yogurt brands too. Ski is slightly different to other brands in that it has most total

usage from 45-54s, again highlighting the drop-off it has had in recent years.

Ski and Müller gain more usage outside of London, whereas usage is concentrated in London for Yeo

Valley, Activia and Rachel’s. Müller’s accessibility is demonstrated by an even socio-economic split

compared to Activia, Yeo Valley and Rachel’s ABC1 bias. Ski is the only brand with more usage

among C2DEs.



FIGURE 44: SATISFACTION WITH VARIOUS YOGURT BRANDS, MAY 2013 Base: internet users aged 16+ who have ever used the brand

SOURCE: GMI/MINTEL

Ski’s satisfaction levels suggest why the brand has dropped off in recent years, with other, newer and

more exciting brands gaining a higher proportion of positive experiences. Other brands have extended

their product ranges and the number of occasions on which yogurts can be eaten, while Ski has stayed

fairly basic, contributing to a more average experience. Ski is the only brand with more positive

endorsement, combining both excellent and good responses, from men.

The other brands are fairly closely matched in terms of positive endorsement. Rachel’s has a

satisfaction level that goes beyond its current penetration, suggesting that there is room for growth if

this is converted into positive buzz. The brand’s more premium organic offering looks to appeal

particularly to over-55s, who are more likely to consider it as excellent.

Aside from Rachel’s, most satisfaction in the market tends to come from 25-44-year-olds, although

Müller’s most enthusiastic base is under-25s.



FIGURE 45: CONSIDERATION OF YOGURT BRANDS, MAY 2013 Base: internet users aged 16+ who have heard of the brand and expressed a view

SOURCE: GMI/MINTEL

Müller’s dominance is again evident by the amount of commitment on display from consumers, and is

especially popular among under-25s. Despite Rachel’s vast popularity among over-55s in terms of

satisfaction, Müller still manages to gain more commitment among this age group, suggesting that

Müller holds wider appeal to those who have not tried other, more niche products on the market.

Commitment across all brands is more likely to come from women, ABC1s and under-35s. The only

exception to these patterns is Ski which has slightly more commitment from 35-44s, and an even

socio-economic and gender split. Rachel’s is the only brand to see as much commitment in rural areas

as it does in urban ones, possibly suggesting that its organic slant has more of an impact among rural

dwellers.

Activia has the strongest ABC1 and regional bias, with Inner and Greater London accounting for

significantly more commitment than any other region in the country.



FIGURE 46: CONSUMER PERCEPTIONS OF CURRENT YOGURT BRAND PERFORMANCE, MAY 2013 Base: internet users aged 16+ who have heard of the brand and expressed a view

SOURCE: GMI/MINTEL

Ski has become a brand that consumers have lost track of somewhat, with the lowest proportion of

consumers considering it as moving forwards and the higher proportion of consumers falling behind.

However, 2013 sees the 50th anniversary of Ski, which has given the brand an opportunity to revamp

packaging and product lines, giving more prominence to the brand on the supermarket shelves. Those

aged 45-54 have the most negative view of Ski, likely because they have been aware of the brand’s

activity in the past and are now more aware of current developments by other brands in the market.

Müller remains the brand most perceived to be moving forwards thanks to continued product

development and advertising investment, plus accessibility. Along with Ski, Müller is the only brand

which sees C2DEs as more likely than ABC1s to consider it as moving forwards. Rachel’s and Yeo

Valley’s more premium overtones help to contribute towards a dynamic image. Yeo Valley’s

dynamism is most keenly felt by 25-34s while Rachel’s again benefits from a supportive over-55 base.

Compared to 2012, Activia has increased its perception of forward dynamism, with women over 45 the

main drivers of perceived forward movement. Activia’s link with Gok Wan fits in well with the

brand’s message of feeling good on the inside to feel good on the outside, thanks to his various TV

shows which encourage self-confidence in women. It also has allowed Activia to build on activity

surrounding his ambassadorial role, and the concept of feeling good, particularly on its website.



FIGURE 47: YOGURT BRAND RECOMMENDATION – NET PROMOTER SCORE, MAY 2013 Base: internet users aged 16+ who have ever used the brand

Green: % net positive promotion Red: % net negative detraction SOURCE: GMI/MINTEL

Mintel identified three groups of customers, based on the likelihood to recommend a brand to

colleagues or friends, measured on a scale from 0-10 with 0 ‘not at all likely’ and 10 ‘extremely

likely’.

Promoters (9-10): Loyal enthusiasts who will keep buying and refer others, fuelling growth.

Passives (7-8): Satisfied but unenthusiastic customers who are vulnerable to competitive offerings.

Detractors (0-6): Unhappy customers who can damage your brand and impede growth through

negative word of mouth.

The Net Promoter Score is based on a netting of positive ‘promotion’ against negative ‘detraction’.

This results in a net positive or negative percentage.

Only Ski receives net detraction, suggesting a market which has a significant amount of positive buzz

around it. This is likely to be driven by consistent product developments in terms of both innovation

and new flavours.

Often yogurts are used as an alternative to more unhealthy snacks, so the health aspect of these brands

is important, as is the determination of products to be eaten as treats. If a brand can make its purpose

clear, it has clearer grounds on which to be judged. Ski, for example, has a more blurred message that

it puts out to consumers; therefore it sits in a more middle-of-the-road part of the brandscape and

suffers from net detraction, with older women, rural dwellers and ABC1s more likely to detract from

it.



Despite Müller’s strong image, along with Ski, it suffers net detraction among over-55s. Yeo Valley

and Activia gain their strongest amount of promotion from 25-44s, while Yeo Valley suffers detraction

among consumers living in the North and Scotland. All brands receive more promotion from C2DEs.

Brand index

The Mintel brand index gives an overview of a brand’s standing relative to others in its own category

or outside. A brand scoring 100 on the index would have 100% penetration, be universally seen as

unique, score universally on all attributes and be top-rated for all relevant scaled brand aspects. A

brand scoring zero on the index would be completely unknown.

FIGURE 48: YOGURT BRAND INDEX, MAY 2013 Base: internet users aged 16+ who have heard of the brand and expressed a view

SOURCE: GMI/MINTEL



FIGURE 49: YOGURT BRAND INDEX VS. RECOMMENDATION, MAY 2013 Base: internet users aged 16+ who have ever used the brand


Rachel’s looks to be in a promising position thanks to a strong Net Promoter Score. The brand

performs particularly well among women over 55, in terms of both recommendation and brand

perceptions. This is the group of consumers most likely to have eaten Rachel’s, giving a wider reach of

recommendation and providing a definitive age range to further target.

While Müller has a strong Brand Index and positive promotion, it may face some competition from the

likes of Activia and Yeo Valley. The key feature of Müller is its wider range of products which

increase the number of eating occasions. Yeo Valley and Activia have a more defined proposition

which may limit their reach slightly, but Activia’s move into breakfast occasions may signify a shift

away from a focus on functionality.

Ski is the brand most vulnerable to losing custom. It has failed to innovate at a time where brands have

developed new products and new formats. The legacy of Ski’s success in past decades means it has

more of an outdated image compared to newer and fresher brands.

Target group analysis

Mintel’s brand target groups are based on psychographic analysis highlighting different attitudinal and

personality traits between people, informing their interactions with and motivations towards brands

and brand purchase.



Through varying combinations of these traits and the importance survey respondents place on them,

Mintel allocates them to one of five groups, although there are some common traits between them.

The five groups are illustrated here in relation to Mintel’s yogurt research sample, together with the

brands they are most likely to buy, shopping habits and the attitudes they have towards individual

brands.

FIGURE 50: TARGET GROUPS, MAY 2013 Base: 2,018 internet users aged 16+

SOURCE: GMI/MINTEL



FIGURE 51: YOGURT BRAND USAGE, BY TARGET GROUPS, MAY 2013 Base: 2,018 internet users aged 16+


Group One – Conformists

Conformists are the most brand-loyal of all groups and are primarily driven by a desire to fit in with

others. They seek reassurance from others ahead of making a purchase, and will as such think carefully

about buying something beforehand rather than buying impulsively. However, they are the least

concerned about quality and premium products and brands.

Conformists are strictly mass market; they prefer popular brands and are liable to say such brands

make them feel confident or express their personality. Personal emotional benefits are important to

them, reflecting their concern over fitting in with others and feeling part of the crowd. In line with this,

they are among the most likely to agree that they buy brands they know their friends would approve of

and to feel that owning fashionable brands makes them attractive.

The Conformists group is biased towards women, especially those under the age of 35, although men

aged 55 and over are also well represented. This group has the highest proportion of C1s, with an

above-average number living in the South East and East Anglia. Conformists tend to choose brands

they are comfortable with and that are well known by others. Müller and Ski are the only brands which

get near average usage from Conformists, who are more unlikely to consider choosing brands which

they and others have a lower understanding of.



Group Two – Simply the Best

This group is by far the most concerned about quality and premium goods, but like Conformists are

worried about their image and status. They are least likely to worry about price, product range or offers

and, while no more impulsive than average, they are arguably more likely to buy something ‘with

confidence’ when they see it.

However, they are most likely to be early adopters and adventurous in their brand and product choices,

and their status motivations are therefore more likely to be driven by projections of prestige rather than

fitting in with others – they are among the least likely to ask opinions of friends and family.

The Simply the Best group has an above-average number of men within it, especially men aged

between 35 and 44. The most notable feature of this group is the high number of ABs, while it is also a

group that comprises an above-average number of Londoners. Simply the Best enjoy branching out

and trying new products, which means that active brands are likely to gain usage from this group.

Simply the Best are heavier consumers of the more niche brands than any other group, likely to be

because of the quality associations with those brands and being more capable of paying for the

additional cost involved.

Group Three – Shelf Stalkers

Shelf Stalkers are the anxious shoppers of the batch and are characterised by the propensity to consider

every facet of a purchase and the products available before committing to buy. Quality matters to them

and they are among the least likely to be impulse shoppers.

They are internally motivated, making their own minds up on whatever criteria they need to consider,

and while slightly more likely to be individualistic than others on this basis, they will to some extent

consult others before purchasing – an additional source of information to consider, although ultimately

they will make their own minds up.

The Shelf Stalkers group is the oldest of all the groups, with 55% aged over 45. The group has an even

gender split, and has the highest proportion of consumers living outside town and city centres. This

older group are more likely to have been exposed to Ski when it was a higher-profile brand, ensuring

that there is an above-average level of usage among them. Other brands have a below-average usage

level thanks to Shelf Stalkers’ more cautious approach to spending. This approach may lead to more

consumption of non-branded products available in supermarkets.

Group Four – Habitual Shoppers

Habitual Shoppers are characterised primarily by sticking to what they know, although within that

parameter they are relatively carefree and will buy products on impulse. Like Simply the Best

consumers, they are unconcerned with price and bargain shopping, although conversely they are no

more than averagely likely to be attracted to premium goods.

Interestingly and against their habitual characteristics, they do not consider themselves brand-loyal.

This indicates that they are more likely to buy ‘replacement’ products.

This group is the most male-dominated, with a significantly higher proportion than average aged under

35. This is another group that has a high proportion living in London, as well as other town and city

centres. Habitual Shoppers tend to stick to brands that they know and that they have bought before,

which increases the amount of regularity they eat brands. Even the likes of Ski, which has a far below-

average level of consumption, has a higher level of regular consumption among Habitual Shoppers.

These consumers are indifferent to price, shown by their higher usage of Rachel’s and Yeo Valley,

instead they are likely to choose based on convenience.



Group Five – Individualists

Individualists are a smaller group representing the quirky, more bohemian end of the spectrum.

Conformism is anathema to these consumers and they are by far the most likely to be driven by doing

their own thing and standing out. They will buy based solely on their own wants without consulting

others, but at the same time they like to be admired for their choices and their style.

These are the least habitual shoppers and will branch out to try new things, typically acting

impulsively. Quality and brand loyalty are of low importance to them, but Individualists are at the

same time most likely to take into account product ranges, price and promotions – they are bargain

hunters.

This group is the most female-dominated group, especially by women between 35 and 54.

Individualists are experimental and enjoy hunting for bargains. Brands which bring out limited

editions and concentrate on promotional deals will succeed in enticing these consumers, especially as

this is a market in which consumers of their age are engaged. This concern over price means that Yeo

Valley and Rachel’s usage is closer to the average than brands which have an image of value, like

Müller and Ski.

Brand Communication and Promotion Yogurt and Desserts UK, July 2013


Brand Communication and Promotion

Key points

Both yogurts and desserts’ above-the-line adspend grew in 2012, almost reaching 2010 highs,

with a combined expenditure of £65.7 million.

The desserts segment represents a much lower share of adspend than yogurts, with less than

a fifth of total adspend dedicated to desserts, which reflects the yogurt market housing more

big-hitting brands. Despite this, the desserts category’s above-the-line spend has experienced

a five-year high in 2012, fuelled by Premier Foods’ investment in Ambrosia.

The yogurt category increased its above-the-line spend in 2012 by a third, compared with

2011. Big brands, such as Müller Dairy and Danone, continue to dominate adspend,

however, while Müller increased its above-the-line investment by some £10 million, Danone

reduced its adspend by 8% in 2012.

Contributing to the increase in adspend, smaller brands, including Rachel’s Dairy, Total and

Emmi grew their spend in 2012.

Adspend growth returns in 2012 FIGURE 52: TOPLINE ADVERTISING SPEND IN THE YOGURTS AND DESSERTS MARKETS, 2009-13

40.0

58.4

40.6

54.2

20.0

9.411.1

9.411.5

3.5

0

10

20

30

40

50

60

2009 2010 2011 2012 2013*

£m

Yogurts Desserts**

* Jan-Apr 2013 ** includes chilled and frozen desserts, chilled cakes and fruit pies, frozen cakes/gateaux and ambient desserts SOURCE: NIELSEN MEDIA RESEARCH/MINTEL



Above-the-line spend on yogurts and desserts fell in 2011, having seen a surge in investment in

2010.

Adspend has since recovered in 2012, to similar levels as 2010, reaching a combined total of £65.7

million. This charts a healthy annual growth of 33% for the yogurts segment and 22% for desserts.

Müller Dairy overtakes Danone as top advertiser in 2012 FIGURE 53: ADVERTISING EXPENDITURE IN THE UK YOGURTS MARKET, BY TOP TEN ADVERTISERS, 2009-12 2009 2010 2011 2012

£000 % £000 % £000 % £000 %

Müller Dairy 14,999 37 21,592 37 8,481 21 18,597 34 Danone 15,014 38 20,347 35 15,718 39 14,389 27 Yoplait 2,404 6 7,978 14 8,497 21 9,010 17 McNeil 913 2 1,147 2 1,691 4 3,124 6 Lactalis Nestlé 2,851 7 2,661 5 1,542 4 1,948 4 Emmi 1,146 3 653 1 - - 1,499 3 Rachel's Dairy 7 - 4 - 1,249 3 1,535 3 Total Fage 400 1 320 1 919 2 1,385 3 Morrisons 102 - 384 1 670 2 374 1 Unilever 1,173 3 477 1 197 - 67 - Others 1,027 3 2,810 5 1,660 4 2,284 4 Total 40,036 100 58,373 100 40,624 100 54,212 100

SOURCE: NIELSEN MEDIA RESEARCH/MINTEL

Müller Dairy and Danone stand out as the leading advertisers in the yogurts market, having both

historically competed for the top spot. Between 2011 and 2012, Müller increased its above-the-line

investment by £10 million and has subsequently secured the lead with 34% of total adspend.

Danone, on the other hand, marginally reduced its adspend by 8% in 2012.

Yoplait has been steadily increasing its adspend in the yogurt category since 2010, investing £9

million in 2012, representing a 17% share of the total market spend.

Also contributing to the significant increase in adspend in 2012 was McNeil’s Nutritionals

(Benecol), Rachel’s Dairy, Emmi (Onken) and Total. However, this has not translated into uplifts

in volume sales for these brands in the 12 months to April 2013 (see Market Share).



Müller invests in Corner range in 2012 FIGURE 54: ADVERTISING EXPENDITURE IN THE UK YOGURTS MARKET, BY TOP TEN BRANDS, 2009-12 2009 2010 2011 2012

£000 % £000 % £000 % £000 % Müller: Müller Corner 1,940 5 819 1 1,562 4 9,990 18 Müllerlight Greek Style - - - - - - 7,190 13 Müllerlight 3,345 8 3,664 6 2,512 6 421 1 Müller Fruit Corner 3,739 9 8,272 14 1,606 4 - - Yoplait: Perle de Lait - - 4,225 7 4,866 12 3,816 7 Petits Filous 2,017 5 3,497 6 3,014 7 3,025 6 Danone: Activia Pouring Yogurt - - 1,915 3 3,883 10 2,036 4 Activia Intensely Creamy 2,050 5 2,909 5 2,748 7 1,471 3 Activia Yogurts 2,379 6 4,424 8 1,341 3 1,060 2 Bio Activia 8,024 20 5,144 9 897 2 674 1 Others 16,542 41 23,504 40 18,195 45 24,529 45 Total 40,036 100 58,373 100 40,624 100 54,212 100

SOURCE: NIELSEN MEDIA RESEARCH/MINTEL

Müller Corner overtook Yoplait’s Perle de Lait as the highest-spending brand in 2012, giving it an

18% share of total spend (£10 million). The brand revamped the yogurt line in November 2012

with new packaging, a new recipe and a subsequent campaign to support the relaunch. This is

reflected in a strong sales performance from the Müller Crunch Corner brand, which saw value

sales increase by 21% in the 21 months to April 2013 (see Market Share).

Müller also took the second spot with its recently launched Müllerlight Greek Style Yogurt in

2012. The brand launched in May 2012 and was supported with TV, press and outdoor activity, as

well as online and social media activity, trial-generating price promotions and a 1 million pot

sampling campaign.

Yoplait only slightly reduced its adspend on its Perle de Lait brand, meaning it held its place in the

top three highest-spending brands in 2012.

Yogurt drink brands were again notably absent in 2012, with even market leaders such as McNeil

Nutritionals’ Benecol and Yakult not having invested significantly in above-the-line advertising

and promotion throughout the year, according to Nielsen Media Research.



TV campaigns continue to be increasingly relied upon FIGURE 55: ADVERTISING EXPENDITURE IN THE UK YOGURTS MARKET, BY MEDIA TYPE, 2009-13 2009 2010 2011 2012 2013*

% % % % %

TV 70 77 85 86 91 Press 20 11 7 6 5 Outdoor 7 9 5 6 4 Internet - 1 2 - - Radio 1 - - 2 - Cinema 2 2 - - - Direct mail - - - - - Door drops - - - - - Total 100 100 100 100 100

* Jan-Apr 2013 SOURCE: NIELSEN MEDIA RESEARCH/MINTEL

TV remains the primary channel for yogurt brands’ above-the-line spend, representing over four

fifths of spend during 2011 and 2012.

The main players in the yogurt market invested in TV ads in 2012, including Müller’s £3 million

TV campaign for Müllerlight Greek Style yogurt and Danone Activia’s TV campaign enlisting

Gok Wan as brand ambassador. Onken returned to TV screens in June 2012 with an ad

highlighting its taste.

Premier Foods leads dessert investment in 2012 FIGURE 56: ADVERTISING EXPENDITURE IN THE UK DESSERTS* MARKET, BY TOP TEN ADVERTISERS, 2009-12 2009 2010 2011 2012

£000 % £000 % £000 % £000 %

Premier Foods 1,392 15 2,064 19 27 - 3,194 28 Asda Stores 446 5 1,500 14 1,575 17 1,677 15 Nestlé 546 6 466 4 88 1 1,146 10 Gü Chocolate Puds 25 - 397 4 1,577 17 999 9 Tesco 464 5 66 1 690 7 1,045 9 Waitrose 20 - 537 5 - - 849 7 Iceland Frozen Foods

697 7 282 3 545 6 429 4

Sainsbury's 132 1 995 9 347 4 344 3 Müller Dairy 2,726 29 2,594 23 3,842 41 40 - Unilever 1,266 14 168 2 376 4 - - Others 1,644 18 1,985 18 368 4 1,733 15 Total 9,358 100 11,054 100 9,435 100 11,456 100

* includes chilled and frozen desserts, chilled cakes and fruit pies, frozen cakes/gateaux and ambient desserts SOURCE: NIELSEN MEDIA RESEARCH/MINTEL

In 2012, Premier Foods ramped up its above-the-line investment to £3.2 million, giving it a

leading 28% share of total adspend on desserts. This supported the release of several new

Ambrosia products and investment in the brand image in general.



Retailers feature more heavily in the desserts category than in the yogurts segment, with Asda

featuring in the top three advertisers with a share of 15% and Tesco, Waitrose, Iceland and

Sainsbury’s also among the top ten spenders for 2012.

Ambrosia invests in adspend in 2012 FIGURE 57: ADVERTISING EXPENDITURE IN THE UK DESSERTS* MARKET, BY TOP TEN BRANDS, 2009-12 2009 2010 2011 2012

£000 % £000 % £000 % £000 %

Ambrosia – Rice Puddings - - - - - - 2,522 22 Asda – Frozen Desserts - - 715 6 1,106 12 1,466 13 Tesco – Christmas Puds 227 2 - - - - 886 8 Gü – Chocolate Puds 19 - 397 4 1,576 17 767 7 Müller – Müller Rice 1,541 16 1,770 16 1,454 15 - - Walls – Viennetta Ice Cream 1,134 12 148 1 376 4 - - Ambrosia – Devon Custard - - 483 4 - - - - Müller – Product range 27 - 7 - 1,416 15 1 - Ambrosia – Crumble Puds 597 6 633 6 - - - - Ambrosia – Jelly Puds 401 4 719 7 - - - - Others 5,412 58 6,182 56 3,507 37 5,814 51 Total 9,358 100 11,054 100 9,435 100 11,456 100

* includes chilled and frozen desserts, chilled cakes and fruit pies, frozen cakes/gateaux and ambient desserts SOURCE: NIELSEN MEDIA RESEARCH/MINTEL

Premier Foods heavily invested in its Ambrosia brand in 2012, and continues to do so into 2013.

The brand has introduced new variants, including Ambrosia Devon Dream Dessert Topping, in an

attempt to increase brand share of the market. Subsequently, the brand has also invested in

advertising to promote newly launched products, with £2.5 million driven into promotion. This has

given the brand a leading position in terms of adspend in the category, with a 22% share.

Most leading brands cut back significantly on promoting their desserts ranges in 2012, particularly

notable from Müller Rice, which reduced its spend from £1.5 million in 2011 to zero in 2012.

Premium desserts brand Gü Puds also cut back on investment, having dedicated £1.6 million to the

brand in 2011, decreasing to £767,000 for 2012. The brand launched a press campaign for its

‘Passion Soufflés’ targeting both men and women for Valentine’s Day in February 2012, which

featured in various national titles such as The Guardian, The Times and The Observer.

Asda remained within the leading desserts advertisers in 2012, increasing spend on its frozen

desserts range from £1.1 million in 2011 to £1.5 million in 2012.

Press overtakes TV as most popular form of advertising in the desserts category

Whereas the yogurts category is heavily weighted towards TV advertising, the desserts segment

has actually seen press overtake TV for the first time in 2013. Brands such as Gü Puds have

contributed to this trend with a greater focus on press campaigns in recent years.



FIGURE 58: ADVERTISING EXPENDITURE IN THE UK DESSERTS* MARKET, BY MEDIA TYPE, 2009-13 2009 2010 2011 2012 2013*

% % % % %

TV 48 51 62 51 37 Press 47 41 23 27 49 Outdoor - 1 1 8 3 Internet - - 2 1 - Radio - 6 12 13 11 Cinema 3 - - - 1 Direct mail 1 - - - - Door drops - - - - - Total 100 100 100 100 100

* includes chilled and frozen desserts, chilled cakes and fruit pies, frozen cakes/gateaux and ambient desserts ** Jan-Apr 2013 SOURCE: NIELSEN MEDIA RESEARCH/MINTEL

Contributing to both TV and press activity in 2013 is the launch of Müller Corner Luxe, with

campaigns fronted by US singer Nicole Scherzinger, in April 2013.

TV adspend is expected to rise at the end of the full 2013 year, however, with activity throughout

the year from brands such as Ambrosia Custard, which returned to TV advertising after a ten-year

absence, in March 2013.

Channels to Market Yogurt and Desserts UK, July 2013


Channels to Market

Key point

The vast majority of yogurts (92%) and desserts (93%) are sold through the grocery

multiples, echoing their dominance in the overall food market, since these products tend to

fall within the main shop.

Multiples continue to dominate FIGURE 59: UK RETAIL VALUE SALES OF YOGURTS AND DESSERT, BY OUTLET TYPE, 2009-12 2009 2010 2011 2012 % change £m % £m % £m % £m % 2009-12 Yogurts: Multiple grocers 1,601 93 1,624 92 1,650 92 1,725 92 8 Independents/ other 127 7 140 8 144 8 150 8 18 Total 1,728 100 1,764 100 1,794 100 1,875 100 9

Desserts: Multiple grocers 1,332 92 1,355 93 1,358 93 1,394 93 5 Independents/other 114 8 102 7 102 7 105 7 -8 Total 1,446 100 1,457 100 1,460 100 1,499 100 +4

SOURCE: MINTEL

The major supermarkets dominate as a grocery shopping destination, benefiting from their

economies of scale in offering competitive prices on brands as well as a price-led own-brand

offering and the physical size of the stores facilitating a comprehensive range.

As such 79% of people use one of the big four supermarkets for their main weekly shop (in-store),

according to Food and Drink Retailing – UK, March 2013, with Tesco standing out as the most

popular grocer.

This dominance is also reflected in the yogurt and desserts markets, since they are both by nature a

planned purchase, continue to lack impulse appeal compared to other treats and are arguably less

of a ‘distress’ purchase than other dairy products such as milk and butter.

The Consumer – Usage of Yogurt/Fromage Frais Yogurt and Desserts UK, July 2013


The Consumer – Usage of Yogurt/Fromage Frais

Key points

As a mature market, 84% of UK consumers – corresponding to some 44 million adults –

have purchased yogurt/yogurt drinks in the past three months, with standard yogurts the

most popular formats.

Purchasing of yogurt is skewed towards women, 25-34s, parents of under-10s and those

living in large households, illustrating the important role families play in the market.

Under-25s, those in full-time education and living alone are also identified as key targets, as

they currently represent low users.

Half of consumers have only purchased one or two different types of yogurt/yogurt drinks in

the last three months, suggesting that most people have habitual purchasing habits in this

category and hence limited repertoires.

With almost two thirds of adults eating yogurt at least once a week and one in five

consuming these on a daily basis, the yogurt category enjoys high-frequency usage but there

remains scope for growth.

Yogurts/yogurt drinks enjoy a high penetration of 84%

Mintel commissioned consumer research for this report to assess consumer usage of and attitudes

towards yogurt/yogurt drinks and desserts. Research was carried out by GMI among 2,000 internet

users aged 16+ in May 2013. Detailed demographics are given in the Appendix.



To assess the usage of yogurt and yogurts drinks by type, respondents were asked:

“Which of the following types of yogurt/fromage frais have you bought for yourself or other members of your household in the last 3 months? Please select all that apply.”

FIGURE 60: TYPES OF YOGURT/YOGURT DRINK BOUGHT IN THE PAST THREE MONTHS, BY GENDER, MAY 2013 Base: 2,000 internet users aged 16+

79

51

38

24

16

18

15

12

11

2

21

88

67

43

30

26

22

13

12

10

4

12

Any

Standard yogurt (including big pots)

Yogurt with separate toppings (eg Müller corner)

Layered yogurt (eg with fruit purée)

Kids' yogurt (eg Munch bunch, Frubes)

Other yogurt drinks (eg Actimel, Müller Vitality)

Cholesterol-lowering yogurt drinks (eg Benecol)

Pouring yogurt (eg for use on cereals, in cooking etc)


Other

I have not bought yogurt in the last 3 months%

Men

Women

SOURCE: GMI/MINTEL

Over four fifths (84%) of adults purchased yogurt and/or yogurt drinks in the past three months,

demonstrating the high penetration the market continues to experience.

The market benefits from its broad positioning as an affordable healthy and indulgent treat – one

which consumers are willing to spend money on even when budgets are under pressure.

Such high penetration means there is little potential to attract new consumers. The category,

therefore, must maintain its core customer base by competing effectively with competing treats

and snacks, and drive frequency of usage in order to grow the market.

Women are the core users of yogurt and yogurt drinks, while usage peaks among 25-34-year-olds.

The market is set to benefit from the rapid growth forecast in this key age group over 2012-17 (see

Market Drivers).



The difference between men’s and women’s usage is more pronounced for yogurt

(spoonable/pouring) than it is for yogurt drinks. This can be linked to the fact that men tend to skip

breakfast more than women (15% of men compared with 7% of women – see Mintel’s Breakfast

Cereals – UK, August 2012 report). According to Mintel’s Yogurt and Desserts – UK, July 2012,

32% of women have yogurt for breakfast, compared to 24% of men. Yogurt drinks provide the

benefits of eating yogurt in a much more convenient and portable format.

Families are most likely to buy yogurts/yogurt drinks FIGURE 61: CONSUMERS WHO HAVE PURCHASED ANY YOGURT/YOGURT DRINK IN THE PAST THREE MONTHS, BY AGE AND

PRESENCE OF CHILDREN AND HOUSEHOLD SIZE, MAY 2013 Base: 2,000 internet users aged 16+

96 96

9189

91

79

74

82 8488

93

0

10

20

30

40

50

60

70

80

90

100

Aged 0-4 Aged 5-9 Aged 10-15

Aged 16-18

Any None 1 2 3 4 5 ormore

Age and presence of children Household size

%

Average = 84

SOURCE: GMI/MINTEL

The presence of young children in the household increases the likelihood of purchase of

yogurts/yogurt drinks, especially for those with under-10s (96%).

There is also a significant correlation in household size and purchasing activity, with those in

households of five or more the most likely to buy yogurts of some kind (93%). With families

providing such a key consumer target group for the market, shrinking household sizes therefore

provide a substantial challenge (see Market Drivers).

There is also a socio-economic skew, with yogurt purchasing notably higher among ABC1C2s and

falling among DE consumers.



Yogurt drinks FIGURE 62: CONSUMERS WHO HAVE PURCHASED YOGURT/YOGURT DRINK IN THE PAST THREE MONTHS, BY AGE, MAY 2013 Base: 2,000 internet users aged 16+

17

12

16

12

19

17

20

17

21

12 12

10

24

17

10

9

17

11

7

5

24

15

3

7

0

5

10

15

20

25

Other yogurt drinks Cholesterol-loweringyogurt drinks

Pouring yogurt Fermented milk drinks

%

16-24 25-34 35-44 45-54 55-64 65+

SOURCE: GMI/MINTEL

Cholesterol-lowering yogurt drinks (eg Benecol), fermented milk drinks (eg Yakult) and pouring

yogurt are most likely to be purchased by 25-34s. Consumers in this age group are likely to be

working full-time and so have less time for breakfast or snacking during the day. This is also a key

family lifestage (25-34s), supported by the fact that usage also peaks among parents with under-

10s. These busy parents are likely to be focusing on their children’s needs and so speed and

convenience are important.

Cholesterol-lowering yogurt drinks and fermented milk drinks have an upmarket bias, however,

other types of yogurt have a broader (ABC1C2) socio-economic appeal.

With the launch of own-label yogurt drinks, such as Tesco’s Yoo brand (see Who’s Innovating?),

the sector is reaching a wider audience and beginning to move away from a premium positioning.



Half of consumers only purchase one or two different types of yogurt FIGURE 63: REPERTOIRE OF TYPES OF YOGURT/YOGURT DRINK BOUGHT IN THE PAST THREE MONTHS, MAY 2013 Base: 2,000 internet users aged 16+

1 Types 26%

2 Types25%3 Types

15%

4 or more Types18%

None of these16%

SOURCE: GMI/MINTEL

Just over half of consumers (51%) have purchased only one or two types yogurt in the past three

months, showing habitual shopping habits and a reluctance to experiment among a large

proportion of the population.

Consumers from large households are the most likely to have bigger repertoires of four or more

different types (34% compared to the average of 18%), reflecting the wider variety of personal

tastes and therefore scope for experimentation in large households.

Those significantly more likely than average to purchase just one type of yogurt/yogurt drink are

the over-65s, retirees and those living in one-person households, suggesting that experimentation

is low among these groups and they are more likely to stick to tried and tested formats.



Yogurt enjoys frequent usage FIGURE 64: FREQUENCY OF EATING YOGURT AND FROMAGE FRAIS, MAY 2013 BASE: 2,000 INTERNET USERS AGED 16+

20

4

32

14

12

11

11

11

8

12

18

48

Yogurt

Fromage Frais

%

Once a day or more 2-3 times a week Once a week

2-3 times a month Once a month or less Not eaten in the last 3 months

SOURCE: GMI/MINTEL

Just over half (52%) of consumers eat yogurt at least two or three times a week, with one in five

consuming it daily, revealing opportunities to boost usage frequency in the majority of households.

Women, ABs and families are among those most likely to eat yogurt several times a week.

Conversely under-25s, those in full-time education and C1s are most likely to only eat yogurt two

or three times a month or less often, suggesting that young people, particularly students, represent

a key potential target for yogurt brands.

Fromage frais is a notably less popular product, with 48% of consumers not having eaten this at all

in the past three months, compared to just 18% who have not eaten yogurt. This reflects its

inherently childish connotations, with fromage frais brands such as Petits Filous, Müller Little

Stars and Munch Bunch all targeting kids.

The Consumer – Varieties of Yogurt/Fromage Frais Purchased Yogurt and Desserts UK, July 2013


The Consumer – Varieties of Yogurt/Fromage Frais

Purchased

Key points

In terms of low-fat and diet variants, women are the main users. The under-35s are the most

likely age group to go for zero-fat variants (18%) which reflects the enthusiasm for dieting

among this age group.

Men prefer natural yogurt to Greek yogurt, which is reflected in their lack of interest for

trying new flavours. Greek yogurt has a female and over-55 bias. Older consumers are more

interested in yogurts that are indulgent and so the creamier texture of Greek yogurt fits in

with this trend.

ABs go for both natural and Greek yogurts, which reflects both variants’ upmarket bias.

The same applies for organic yogurt which attracts mostly only affluent buyers.

Multipacks are the most commonly purchased format, and unsurprisingly the trend is

driven by those with children. Individual small pots are driven by working adults, which is

in line with the trend for people to bring breakfasts and lunches into work.

Low fat is the most popular type of yogurt

To assess what varieties of yogurt users had bought for themselves, respondents were asked:

“Which of the following varieties of yogurt/fromage frais have you bought for yourself or other members of your household in the last 3 months? Please select all that apply.”



FIGURE 65: VARIETIES OF YOGURT/FROMAGE FRAIS PURCHASED, BY GENDER, MAY 2013 Base: 1,602 internet users aged 16+ who have bought yogurt/fromage frais in the past three months

56

45

34

29

17

11

74

66

40 41

32

2220

6 6

0

10

20

30

40

50

60

70

Low fat Natural Greek Full fat Organic Non/zero fat Soya Non-diary/lactose-free

%

Men Women

SOURCE: GMI/MINTEL

Low-fat varieties enjoy the highest penetration (61%), with women significantly more likely than

men to buy this variety and zero-fat yogurts such as Shape. This is not surprising considering

women are more concerned with the calorie content in yogurts/yogurt drinks than taste (see The

Consumer – Choice Factors for Yogurts/Fromage Frais).

Over-45s are the most likely buyers of low-fat yogurt (66%), along with those in the smallest one-

or two-person households (65%) and the largest household size, of five or more (62%). As

discussed in The Consumer – Usage of Yogurt/Fromage Frais section, larger households tend to

have larger yogurt repertoires, increasing the likelihood of low fat being among the options

purchased.



Low-fat yogurts are popular among older buyers FIGURE 66: CONSUMERS WHO HAVE PURCHASED LOW-FAT, FULL-FAT AND NON/ZERO-FAT YOGURTS/FROMAGE FRAIS, BY AGE, MAY 2013 Base: 1,602 internet users aged 16+ who have bought yogurt/fromage frais in the past three months

5558

61

6668

65

26

32

38 39

2220

18 1816

1314

13

0

10

20

30

40

50

60

70

16-24 25-34 35-44 45-54 55-64 65+

%

Low fat Full fat Non/zero fat

SOURCE: GMI/MINTEL

The tendency to buy low-fat yogurts rises with age, while under-35s are the most likely age group

to buy zero-fat products. This is in line with dieting trends that show this age group to be most

likely to both use diet food and drink products and look out for light/diet versions of food and

drink (23% and 28% respectively – see Dieting Trends – UK, November 2012). Comparatively,

the 35-54-year-olds are the most likely to buy full-fat versions.

Older consumers are the most likely to buy low-fat versions, peaking at 68% for 55-64s, and the

least likely to buy full-fat varieties. This suggests that while this age group is likely to be less

concerned with dieting, leading a healthy lifestyle is important to them.

Natural versus Greek

Natural is the only variety of yogurt that men are more likely to buy than women. This could link

in with the fact that men are less likely to want to try a new flavour of yogurt, at 14% (see The

Consumer – Choice Factors for Yogurts/Fromage Frais).

Purchasing of natural yogurt is biased towards the under-55s, while that of Greek yogurt is skewed

towards the over-55s. This relates to the fact that Greek yogurt is thicker and creamier in

consistency and older consumers, over the age of 35, are more likely to think a thicker yogurt is

more indulgent (78% – see The Consumer – Attitudes Towards Yogurt/Yogurt Drinks).



ABs are the most likely socio-economic group to buy natural yogurt (48%), while both ABs and

Es are the main purchasers of Greek yogurt (44% and 45% respectively). This shows that while

both natural and Greek have an upmarket bias, Greek is also benefiting from the growing number

of over-55s.

Greek yogurt, and Greek-style yogurt, innovation has seen a surge over the past few years, with

most of the big players in the market now offering at least one related product. In May 2012

Müllerlight launched a Greek Style range, which has been followed in suit by Danone’s Greek

yogurt brand Danio in January 2013, Yoplait’s Canadian Greek Style yogurt brand Liberté, which

launched in the UK in March 2013 and Fage’s fruity Greek yogurt brand Fruyo, again in March

2013, to name but a few.

Organic yogurts attract a young, affluent crowd FIGURE 67: CONSUMERS WHO HAVE PURCHASED ORGANIC YOGURTS/FROMAGE FRAIS, BY AGE AND SOCIO-ECONOMIC GROUP, MAY 2013 Base: 1,602 internet users aged 16+ who have bought yogurt/fromage frais in the past three months

2323

21

1716

17

27

1819

11

15

0

5

10

15

20

25

30

16-24 25-34 35-44 45-54 55-64 65+ AB C1 C2 D E

%

Average = 20

SOURCE: GMI/MINTEL

Under-35s are the most likely age group to purchase organic yogurts, which is in line with these

consumers being the core buyers of organic food and drink produce overall. Indeed, seven in ten

16-34s have purchased organic produce, compared to the average of 58% (see Mintel’s Organic

Food and Drink – UK, September 2012 report).



ABs are the core advocates for organic yogurt (27% of ABs compared to a 20% average), again in

line with overall organic usage behaviour. This socio-economic skew reflects organic food’s

reliance on affluent consumers and how the market has struggled to sustain sales during the

economic downturn. Indeed, the number of new launches carrying the organic claim has tumbled

since 2009 (see Who’s Innovating?).

To avoid premium associations, some organic yogurt brands have been playing down their

credentials in this area in recent years. Both Yeo Valley and Rachel’s Dairy have removed the

‘Organic’ in their titles, instead choosing to cite it as one of many attributes.

Multipacks are most popular format FIGURE 68: PACK TYPES OF YOGURT/FROMAGE FRAIS PURCHASED IN THE PAST THREE MONTHS, BY GENDER, MAY 2013 Base: 1,602 internet users aged 16+ who have bought yogurt/fromage frais in the past three months

63

45

38

11

66

51

45

16

0

10

20

30

40

50

60

70

Multipacks of small pots Individual large pots Individual small pots Tubes/pouches

%

Men Women

SOURCE: GMI/MINTEL

The most likely purchasers of multipacks are those aged 35-54 (71%). They are also most popular

among households with children aged 10-18, reflecting demand for variety, larger appetites and

value-for-money pack sizes.

These are most commonly purchased in full-fat versions (79%), reflecting consumers’ desire for

an indulgent treat that won’t be too calorific by limiting the portion sizes, or children’s taste

preferences taking precedence over dieting needs.



Individual large pots are most commonly bought by the under-45s and ABs. Younger consumers

are more likely to agree that big pots allow you to control portion size (see The Consumer –

Attitudes Towards Yogurt/Yogurt Drinks). This is in line with dieting trends which indicate that

the under-45s are the most likely to try to lose weight (55%), along with ABs (59% – see Mintel’s

Dieting Trends – UK, November 2012).

Those most likely to purchase individual small pots are 25-54s and those in full- and part-time

employment. This reflects an ongoing trend during a tough economic climate for consumers to

bring in lunches and breakfasts to work, with 48% of consumers bringing lunch from home during

the week and 13% of consumers doing the same for breakfast (see Mintel’s Contract Catering –

UK, October 2012). Consumers from large households are also likely to buy individual small pots,

reflecting the need for multiplicity in a household of varying tastes.

Not surprisingly, parents with under-10s are the most likely purchasers of tubes and pouches, with

nearly one in three doing so.

Organic and Greek yogurt are most commonly purchased in individual large pots, reflecting their

upmarket bias, with ABs being enthusiasts for both organic and Greek and larger pot formats.

Greek yogurt and natural yogurt are also often used in cooking which contributes towards their

popularity in large pot formats.

FIGURE 69: PACK TYPES OF YOGURT/FROMAGE FRAIS PURCHASED IN THE PAST THREE MONTHS, BY VARIETIES OF

YOGURT/FROMAGE FRAIS PURCHASED, MAY 2013 Base: 1,602 internet users aged 16+ who have bought yogurt/fromage frais in the past three months Low fat Natural Greek Full fat Organic Non/zero fat Soya % % % % % % %

Multipacks of small pots

69 70 71 79 69 70 56

Individual large pots 49 63 66 51 72 59 61 Individual small pots 46 47 44 46 51 47 62 Tubes/pouches 15 17 16 23 19 19 21 Other 2 1 2 1 1 3 1 SOURCE: GMI/MINTEL

The Consumer – Choice Factors for Yogurts/Fromage Frais Yogurt and Desserts UK, July 2013


The Consumer – Choice Factors for Yogurts/Fromage

Frais

Key points

With the level of variety in the yogurt category high, flavour innovation does not sit at the

forefront of manufacturers’ or consumers’ needs. The maturity of the market and habitual

purchasing behaviour of yogurt mean room for flavour innovation is scarce and consumers

prefer the tried and tested method of usage.

Special offers tend to resonate more with women than men, and indeed more so than low

prices alone.

A quarter (27%) prioritise a well-known brand when choosing yogurt or fromage frais,

reflecting how price-competitive the yogurt sector has become, and the growing threat of

own-label brands in keeping prices low.

Diet-related factors resonate most with older consumers, who are more likely to be looking

out for their health. This trend will benefit from the ageing population and more yogurt

brands should promote health/diet claims in order to take advantage of this.

Consumers’ favourite flavour holds the most sway

To assess factors affecting choice, yogurt/fromage frais buyers were asked:

“Thinking about buying yogurt/fromage frais to eat at home, which of the following factors are most important in influencing what you buy? Please select up to five.”



FIGURE 70: FACTORS CONSIDERED WHEN CHOOSING YOGURT/FROMAGE FRAIS, BY GENDER, MAY 2013 Base: 1,602 internet users aged 16+ who have bought yogurt/fromage frais in the past three months

52

48

41

27

25

31

19

15

14

8

56

48

52

38

32

24

30

14

15

10

Favourite flavour

Low price

Special offer/promotion


Low sugar/sugar-free

A well-known brand

Reduced calorie

Premium ingredients

A flavour I haven't tried before

Ethical claims% Men Women

SOURCE: GMI/MINTEL

Surprisingly flavour holds more ground over price for over half of yogurt users. This applies

across all age, gender and socio-economic groups. Consumers are willing to compromise on lower

price and special offers on yogurts in order to find their favourite flavour. With the frequency of

using yogurt on a regular basis being high (see The Consumer – Usage of Yogurt/Fromage Frais),

looking for favourite flavour suggests largely habitual purchasing behaviour in the category.

Despite the high levels of flavour innovation within the yogurt category, only 14% of yogurt users

look for a flavour they have not tried before. This suggests a certain level of indifference to

experimentation, presenting difficulties to yogurt brands’ innovation.

This reflects in part the maturity of this market, with many flavours tried and tested by

manufacturers, as well as the popularity of limited edition flavours in ‘test-marketing’ new

flavours before rolling out on a more permanent basis.

Innovation throughout 2012 has largely focused around traditional flavours and various twists on

them, with almost a quarter of new launches being strawberry flavoured. This falls significantly

when more exotic and unfamiliar flavours are introduced, such as passion fruit and apricot, at 6%

and 4% respectively.

Price versus special offers

Women are more drawn to special offers rather than price alone – reflecting their position as the

primary shoppers in the household, and often their greater experience with bargain hunting.



C2DEs are more likely than consumers from higher socio-economic groups to look for yogurts on

special offer or promotion, reflecting the greater importance they place on saving money.

However, the volume of yogurts and desserts sold on promotion has fallen in the past two years to

around 50%, according to trade sources. With consumer confidence unlikely to improve

significantly in the short to medium term and manufacturers feeling squeezed by input costs and

price promotions, competitions provide a chance for brands to stand out without experiencing

negative impacts on value growth.

Consumers placed a higher emphasis on low price than on well-known brands (48% compared to

27% respectively), reflecting the general promiscuity of the market and of the grocery industry as

a whole. Own-label has for example continued to gain share in the 12 months to April 2013 (see

Market Share), largely due to their competitive pricing strategies as well as increased choice. This

places greater pressure on brands to increase promotional activity or ensure value for money in

order to compete effectively with own-label.

Men regard brands as more important than women, as do those with children aged 5-9 and large

households of five or more people, suggesting that campaigns designed to promote brand loyalty

should be receptive among these consumer groups.

Over-55s are most interested in diet-related factors FIGURE 71: MOST POPULAR FACTORS CONSIDERED WHEN CHOOSING YOGURT/FROMAGE FRAIS, BY ALL-NATURAL

INGREDIENTS, LOW SUGAR/SUGAR-FREE AND REDUCED CALORIE CLAIMS, BY AGE, MAY 2013 Base: 1,602 internet users aged 16+ who have bought yogurt/fromage frais in the past three months

2524

33

37

44 43

22

25

23

31

4140

25

22 22 21

35

31

0

5

10

15

20

25

30

35

40

45

16-24 25-34 35-44 45-54 55-64 65+

%

All-natural ingredients Low sugar/sugar-free Reduced calorie

SOURCE: GMI/MINTEL



Product claims such as low sugar/sugar-free, all-natural and reduced calories have most resonance

among women and over-55s in line with their greater health and diet concerns. While all-natural

attributes rise in importance from the 35-44 age group onwards, reduced calorie claims have

significantly greater appeal among over-55s.

With an ageing population, the relevance of healthy eating and natural, having transparent

ingredients is increasingly important.

Premium and ethical attributes

Demand for premium is notable for those earning a higher income and ABs, which is driving the

premiumisation currently appearing in the market. The focus on indulgence which is evident from

innovation in 2012 supports this, along with the increase in more upmarket yogurt brands’

innovation, such as Rachel’s Organic. Müller, the value-for-money, family-oriented brand, has

sought to add a more premium, indulgent line to its portfolio with the launch of dessert-inspired

Müller de Luxe split pots, in four flavours – Marc de Champagne, Coconut Dream, Crème Praline

and After Dinner Mint.

Although low, the consumer group most concerned with ethical claims is the under-25s. This

suggests a generation more attuned to such issues and more concerned with environmental issues.

This also ties in with this age group being the most likely to buy organic yogurts – suggesting

some concern with the sourcing of ingredients.

The Consumer – Attitudes Towards Yogurt/Yogurt Drinks Yogurt and Desserts UK, July 2013


The Consumer – Attitudes Towards Yogurt/Yogurt

Drinks

Key points

Over half of yogurt users (59%) trust the health benefits claimed by yogurt brands, which is

extremely beneficial for the market, especially since the clampdown on claims by EFSA.

Companies could, however, still improve the clarity of such health claims so consumers are

fully aware of how they can benefit health.

Some 57% of yogurt users are also interested in seeing more yogurts with added health

benefits, such as calcium and Vitamin D, and in a greater variety. Yogurt brands could

expand their target audience with greater innovation surrounding health benefits, not just

with flavour but also kids’ yogurts, and yogurts targeting specific areas of health, eg heart or

bones.

High-protein claims appeal to men (47% of men compared to 42% of women), with this an

emerging trend in the UK, for example Danone launched high protein Greek yogurt brand

Danio in March 2013.

While women are concerned with the sugar and fat content in yogurts, they still want them

to feel like a treat, benefiting sales of Greek yogurt, with its thick, creamy texture but low-fat

credentials.

Yogurts that keep consumers fuller for longer are also in demand among 45% of yogurt

users, which poses an opportunity for yogurt brands to innovate with added relevant

ingredients, such as granola.

Yogurt is perceived as a good ingredient in cooking by 62% of users, particularly women

and ABs, suggesting opportunities for brands to drive the concept of yogurt as a versatile

cooking ingredient in their marketing campaigns to drive usage frequency.

Yogurt benefits from its functional credentials

To assess their attitudes towards yogurt/fromage frais and yogurt drinks, respondents were asked:

“Thinking about yogurts/fromage frais and yogurt drinks, to what extent do you agree or disagree with the following statements?”



FIGURE 72: ATTITUDES TOWARDS YOGURT/YOGURT DRINKS, MAY 2013 Base: 1,728 internet users aged 16+ who have bought yogurt/fromage frais and other types of yogurts in the past 3 months

19

21

22

15

15

18

11

15

10

10

12

11

61

56

55

56

47

44

48

42

43

35

33

32

18

19

20

25

29

25

34

32

42

36

46

37

2

3

3

3

8

12

6

10

5

17

8

18

1

1

1

1

2

2

2

2

1

2


Yogurts make for a good guilt-free snack

A thick texture makes a yogurt feel more indulgent

Yogurt/yogurt drinks are a good way to support digestivehealth

Yogurts can be a good cooking ingredient (eg for sauces/dips)

The taste of a yogurt is more important than calorie content

I trust the health benefits yogurts claim on the packaging

I'd like to see a wider variety of yogurts with added healthbenefits (eg added fibre, vitamins)

Yogurts with “healthy” claims are still high in sugar

I'd eat yogurts more often if they kept me fuller for longer


Big pots allow you to control the portion size

%

Strongly agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

SOURCE: GMI/MINTEL

It is surprising to note that consumer trust in health benefit claims on yogurt packaging is high, at

59%. Almost three in four users also believe yogurts are beneficial for digestive health (72%).

With functional claims being heavily scrutinised since EFSA published its list of 222 approved

health claims in May 2012, effective from December 2012 (see Market Drivers), brands have had

to drastically cut back on functional claims on packaging. Consumer trust is likely to have risen

since this enforcement with brands only permitted to claim authentic functions.

While consumers are aware of functional claims used on various foods, they are not always

entirely sure how they are beneficial to them. For example, 94% of consumers are aware of added

calcium but 25% of consumers are unsure of what it does. Similarly for Vitamin D, 95% of

consumers are aware of it but 31% are unsure of its tangible benefits (see Mintel’s Consumer

Attitudes towards Functional Food and Drink – UK, February 2013). This suggests that more

education is needed by the brands whose claims are approved for use to improve consumer

understanding about the functionality of their products.

Men are slightly less trusting than women in terms of functional claims, as are under-25s and over-

55s. Meanwhile 25-54s are the key demographics using functional foods.

According to Mintel’s Consumer Attitudes towards Functional Food and Drink – UK, February

2013 report, 44% of functional users are more prepared to buy these products as they get older and

their susceptibility to various ailments rises, which bodes well for functional yogurts with an

ageing population.



The yogurt market could benefit, however, from clearer labelling on packaging so consumers are

fully aware of the benefits these products have to their health. Digestive functions remain a

popular choice for consumers, indicative in the success of brands such as Activia.

Added health benefits give yogurts something extra FIGURE 73: CONSUMERS WHO ARE INTERESTED IN YOGURTS AND YOGURT DRINKS WITH ADDED HEALTH BENEFITS, BY

GENDER, MAY 2013 Base: 1,728 internet users aged 16+ who have bought yogurt/fromage frais and other types of yogurts in the past 3 months

76

84

57 56

47

42

0

10

20

30

40

50

60

70

80

90

Men Women

%


I'd like to see a wider variety of yogurts with added health benefits (eg added fibre, vitamins)


SOURCE: GMI/MINTEL

Four fifths of yogurt users believe yogurt is a good source of calcium and Vitamin D, higher

among 35-54s, ABs and those living in a household of three or more. The 34-54s are at an age

when bone and skin health is important to them and calcium and Vitamin D yogurts are a good

way of getting these. ABs are likely users of yogurts with added benefits, and are unlikely to seek

alternative means such as vitamins and supplements – with only 23% of ABC1s agreeing vitamins

are an easy way to ensure they get the nutrients needed (see Mintel’s Vitamins and Supplements –

UK, September 2012 report).

Those living in a larger household may purchase yogurts with added ingredients as an easy way to

provide a variety of people with calcium and Vitamin D, rather than buying a multitude of

supplements.



Over half (57%) would like to see a wider variety of yogurts with added health benefits,

particularly those living in a household of five or more, those with children aged 0-9 and C2s.

Those living in large households need to cater for varying tastes and so innovative flavours,

textures and specifically targeted health claims would be valuable. Innovation in kids’ yogurts

with added health benefits is relatively low. Petits Filous stands out in this area, clearly flagging up

on its packaging that it contains calcium and added Vitamin D for strong bones.

Men reveal a higher interest in yogurts with added protein than women (47% vs 42% on average).

This has not been capitalised on in the UK as much as in other countries, with a limited number of

yogurt brands focusing on high protein content. Danone launched a new high-protein brand Danio

in January 2013, however, its thick, ‘creamy’ texture suggests it might have greater resonance with

women. In the US, Powerful Yogurt, which has been dubbed ‘brogurt’, launched in March 2013.

The high-protein, low-fat Greek yogurt product is specifically targeted at men with larger servings

and is promoted as ‘helping men to build muscles, burn fat and improve digestive health’.

It is also worth noting that men are more likely buyers of natural yogurt than women (45%,

compared to 40% of women), and are less frequent buyers of Greek yogurt (at 34% compared to

women’s 41%). Considering men are less interested in thick, indulgent-tasting yogurts and more

concerned with health benefits, it is interesting that yogurt brands choosing to focus on higher

protein content and aimed at men are choosing to use a Greek format. Brands targeting men could

focus on the high protein content rather than texture or flavour.

Guilt-free, indulgent treat ticks all the boxes for women

While women are still concerned with the taste of a yogurt (58%), they also want yogurts to act as

a guilt-free snack (81%). Women are also more sceptical than men about the sugar content in

yogurts, with 58% agreeing that yogurts with ‘healthy’ claims are still high in sugar. This reflects

an overall trend towards women being more concerned about low-fat and healthy options in food.

The success of Greek yogurt is an example of how this trend has been realised – with Greek yogurt

maintaining an indulgent feel with a thick and creamy texture but also providing the low-fat option

many women are looking for.

More than three in four yogurt users feel that a thick texture makes yogurts seem indulgent,

highlighting the importance of communicating terms such as ‘thick and creamy’ to help convey

taste and luxury to consumers.

A sizeable proportion of men and women (45%) agree that they would eat yogurts more often if

they kept them fuller for longer. There is an opportunity for yogurt brands to capitalise on this with

the addition of slow energy-releasing foods such as granola or oats.

Yogurt is also deemed to be a good cooking ingredient

Six in ten yogurt users (67% of women and 58% of men) note that yogurts can be good cooking

ingredients, with agreement also highest among typically highly-earning ABs.

Given the maturity of the yogurt market – and that volume sales are slipping – increasing usage

frequency is key to growing the category going forward. Repositioning yogurt as a versatile

cooking ingredient presents an avenue for players in the market to take, given that most consumers

are already familiar with the idea of using yogurts in dishes. This would tap into the home cooking

trend which has been boosted by an explosion of coverage of cookery in the media in recent years.



Key analysis: There is scope for manufacturers to educate consumers about how to use yogurts in

different meals/side dishes/desserts, through recipes on packaging, on their brand websites and in

their advertising campaigns from salads, sauces and curries to desserts.

Here brands can take cues from the Philadelphia brand and many operators in the table sauces

market (eg Heinz with its Secret Ingredient campaign) – with cooking ideas becoming a core part of

their marketing strategies, reminding consumers of the versatility of their products.

Brands could introduce a ‘recipe of the month’ campaign featuring seasonal ingredients, or ask

consumers to share their own favourite recipes using yogurt on their webpage or via social media.

The Consumer – Usage of Desserts Yogurt and Desserts UK, July 2013


The Consumer – Usage of Desserts

Key points

Families are strong drivers of the dessert category, and are most likely to buy desserts for

different storage purposes such as chilled, ambient and frozen.

Consumers continue to favour chilled desserts over any other category, which reflects the

overall trend towards chilled over frozen or ambient foods, particularly students and young

people.

Those living alone or with no children prefer one type, which provides a solid gap in the

market for brands to focus on individual dessert options to drive growth.

Chilled desserts are preferred to frozen or ambient formats

To assess which types of desserts are most popular, respondents were asked:

“Which of the following desserts have you eaten and/or bought in the last 3 months? Please select all that apply.”

FIGURE 74: TYPES OF DESSERTS EATEN AND/OR BOUGHT IN THE PAST THREE MONTHS, MAY 2013 Base: 2,000 internet users aged 16+

59

40

36

18

35

15

29

23

27

18

24

16

32

48 49

70

52

72

0

10

20

30

40

50

60

70

80

Chilled desserts Custard/vanillasauce

Non-chilleddessert

Packet dessertmixes

Frozen dessert Other

%

Eaten in the last 3 months Bought in the last 3 months Not eaten or bought in the last 3 months

SOURCE: GMI/MINTEL



With 59% of consumers having eaten them in the last three months, chilled desserts are the most

popular type, reflecting a general preference in the food market for chilled over frozen or ambient

formats. Chilled foods are often perceived as being fresher, more convenient and quick to eat and

prepare, and in some cases even higher quality.

As such, chilled desserts hold the largest share of sales within the dessert market of 45% in the

first six months of 2013 (see Market Segmentation). Furthermore, chilled desserts stand out as the

best-performing segment of the market, increasing in value by 23% over 2008-13 to hit £683

million.

Usage of chilled desserts peaks among women, 16-24s, ABC2s and those in full-time education.

Usage of packet dessert mixes is biased towards families, particularly those with children aged 0-

9, who are also strong drivers of the dessert category as a whole.

Non-chilled or ambient dessert usage has a less affluent E slant and those living in large

households with five or more people. This reflects the lower price points of this category and the

need for convenience and larger quantities in these households.

Frozen desserts are typically eaten by those in households of three or more (41%), as well as those

with children aged 5-15 (47%), again reflecting the value-for-money and easy-to-store nature of

this type of dessert.

Key analysis: There is scope for non-chilled desserts to do more to harness the ‘freshness’ normally

associated with chilled desserts to compete more effectively with these products. For example, frozen

desserts featuring fruit could use the same ‘locked in freshness’ message that has become the ethos

of frozen vegetable manufacturers such as Birds Eye.



Consumers are promiscuous in their dessert buying behaviour FIGURE 75: REPERTOIRE OF TYPES OF DESSERT BOUGHT IN THE PAST THREE MONTHS, MAY 2013 Base: 2,000 internet users aged 16+

1 Types13%

2 Types17%

3 Types17%

4 or more Types37%

None of these16%

SOURCE: GMI/MINTEL

Over half of consumers (54%) have purchased three or more different types of dessert, with the

majority (37%) having purchased four or more types.

Families with children aged 0-9 and households with five or more people have the largest

repertoires – showing them to be the core users of a variety of desserts and the ideal target

audience for dessert brands’ innovation.

The fact that the majority of consumers opt for four or more types shows that people like to have a

variety of types of desserts in storage (eg everyday chilled desserts, tinned/packet custard in the

cupboard, frozen dessert for unforeseen events perhaps).

Those purchasing just one type include those with no children in the household (16%) and those

living in a household of just one person (20%), showing more habitual purchasing behaviour and a

tendency to buy favourites rather than experiment.

The Consumer – Attitudes Towards Desserts Yogurt and Desserts UK, July 2013


The Consumer – Attitudes Towards Desserts

Key points

Almost three in ten dessert users are keen to see a wider availability of individually

portioned frozen desserts, which suits a variety of consumers’ needs including singles,

women, older consumers and those with children.

Despite women being more likely than men to want to indulge with a dessert, they are also

more likely to be concerned with calorie content, with a third of women preferring desserts

which are naturally lower in calories, compared to 22% of men. Young consumers, who are

the most likely dieters, and ABs are also keen to avoid highly calorific desserts.

Consumers are concerned about the packaging their desserts come in, with two fifths of

consumers wanting to be able to see the dessert before they buy.

Brands could capitalise on the demand for individual desserts to feature in lunchtime meal

deals among 28% of users, with typically younger employed consumers most likely to agree

with this.

Consumers concerned about visibility

To assess attitudes towards desserts, respondents were asked:

“Thinking about chilled, non-chilled and frozen desserts, which of the following statements, if any, do you agree with? Please select all that apply.”



FIGURE 76: ATTITUDES TOWARDS DESSERTS, MAY 2013 Base: 1,499 internet users aged 16+ who have bought or eaten dessert in the past three months

43

42

29

28

28

27

23

20

18

15

11

6

I prefer packaging where you can see what the dessert insidelooks like

I like to try new flavours and varieties of desserts

I prefer homemade desserts over shop-bought varieties

I'd like to see more frozen desserts which are individuallyportioned

I'd buy a dessert as part of a lunch meal deal


I avoid desserts which are too sweet

Smaller portions of dessert would make me more likely to eatthem more often

I prefer sweet treats that I do not have to finish in one go

I would rather have a yogurt as pudding than a dessert

Individual servings of non-chilled desserts (eg rice puddings)are good for kids' packed lunches

None of these%

SOURCE: GMI/MINTEL

Over two fifths of dessert users (43%) prefer packaging where you can see the dessert inside,

perhaps to see how appetising it looks compared to the product description; this particularly

applies to women (51% compared to 36% of men).

Almost three in ten dessert users prefer homemade to shop-bought varieties, with typically higher

agreement among women, 45-64s, ABs and those with no children in the household. Those with

no children in the household also have more time for homemade varieties and are less likely to

need quick or frozen varieties that can be bought in bulk and prepared easily.

Encouraging for the dessert market is that a sizeable minority of users expressed an interest in

experimenting with new flavours and varieties of desserts, with 45-54s, C2DEs and consumers in

large households of five or more people emerging as the most adventurous.

Smaller and individual portions appeal to lots of consumers

Over a quarter of consumers would like to see more individually portioned frozen desserts. This is

particularly true for over-55s, who typically have smaller appetites, and one-person households.

Women are also more likely to want individual or smaller portioned desserts, both frozen and

chilled. They are also more likely to want to try new flavours (44%) too which suggests

multipacks of individual desserts would appeal.



Those living in households with five or more and families agree that smaller portions would

encourage them to eat them more often, suggesting that this portion control is a key route towards

increasing frequency of dessert usage.

Key analysis: There are clear opportunities for brands to look to single-portion frozen in their NPD,

sold either individually (for example a single slice of cheesecake or one frozen pot dessert), in

multipacks of individual desserts or cake slices. These would be likely to appeal from the health

angle, positioning these as occasional permissible treats. They would also offer consumers greater

convenience, for example, a multipack of individual pot desserts could be separated in the freezer

for more convenient storage, particularly if space is an issue. Furthermore, a major advantage of

single-serve portions over whole desserts is their significantly reduced defrost time.

This would tap into the Minimize Me consumer trend identified by Mintel’s Inspire that shows how

the assumption of bigger being better has largely been reversed, as a smaller size is increasingly

recognised as desirable with more conveniently sized goods being sought out.

Consumers watch calorie content

Over a quarter of consumers prefer desserts which are naturally lower in calories (for example

having a high fruit content), peaking among women, ABs, those aged 16-24 and over-55s,

reflecting wider dieting trends.

Interestingly, despite women showing a greater concern over calories, men are more likely to

agree that they would prefer a yogurt to a dessert (16%). This reflects the fact that men are less

indulgent in their eating habits than women.

Women are more likely to avoid desserts that are too sweet, along with over-55s. While women

may be more concerned with the sugar content of a dessert due to higher dieting habits, older

consumers may also not like the taste of overly sweet desserts, reflecting more mature palates.

Individual desserts could benefit from meal deal availability

There is notable demand for desserts in lunchtime meal deals from a minority of dessert users

(28%).

Consumers aged 16-24 are the most likely to want desserts included in lunch meal deals. Young

employees are the most attracted to meal deals for lunch, with 62% of 16-34s stating that they are

more likely to buy sandwiches out of home which are part of a meal deal, compared to 42% on

average (see Sandwiches and Lunchtime Foods – UK, November 2012). While dessert options are

often featured in dinner meal deals, lunch is neglected and could provide the market with an

opportunity to boost sales of individual desserts among younger workers.

Appendix – Market Size Yogurt and Desserts UK, July 2013


Appendix – Market Size FIGURE 77: BEST- AND WORST-CASE FORECASTS FOR UK RETAIL SALES OF YOGURT AND YOGURT DRINKS, BY VOLUME, 2013-18 Worst-

case forecast


Mintel forecast


Best-case

forecast


m kg m kg m kg

2013 (est) 663 100 -1.8 663 100.0 -1.8 663 100 -1.8 2014 (fore) 643 97 -3.1 665 100.3 0.3 688 104 3.8 2015 (fore) 628 95 -2.2 656 99.0 -1.3 684 103 -0.5 2016 (fore) 624 94 -0.8 655 98.8 -0.2 687 104 0.4 2017 (fore) 614 93 -1.6 649 97.8 -1.0 684 103 -0.5 2018 (fore) 607 92 -1.0 646 97.4 -0.5 684 103 0.0 SOURCE: MINTEL/BASED ON IRI

FIGURE 78: BEST- AND WORST-CASE FORECASTS FOR UK RETAIL SALES OF YOGURT AND YOGURT DRINKS, BY VALUE, 2013-18 Worst-

case forecast


Mintel forecast


Best-case

forecast


£m £m £m

2013 (est) 1,898 100 1.2 1,898 100 1.2 1,898 100 1.2 2014 (fore) 1,883 99 -0.8 1,934 102 1.9 1,985 105 4.6 2015 (fore) 1,911 101 1.4 1,969 104 1.8 2,028 107 2.1 2016 (fore) 1,947 103 1.9 2,012 106 2.2 2,078 109 2.5 2017 (fore) 1,981 104 1.8 2,054 108 2.1 2,127 112 2.4 2018 (fore) 2,017 106 1.8 2,099 111 2.2 2,180 115 2.5 SOURCE: MINTEL/BASED ON IRI FIGURE 79: BEST- AND WORST-CASE FORECASTS FOR UK RETAIL SALES OF DESSERTS, BY VOLUME, 2013-18 Worst-

case forecast


Mintel forecast


Best-case

forecast


m kg m kg m kg

2013 (est) 485 100 -3.2 485 100 -3.2 485 100 -3.2 2014 (fore) 464 96 -4.4 479 99 -1.3 494 102 1.8 2015 (fore) 449 93 -3.2 467 96 -2.5 485 100 -1.7 2016 (fore) 441 91 -1.7 461 95 -1.2 481 99 -0.8 2017 (fore) 433 89 -1.9 454 94 -1.5 475 98 -1.2 2018 (fore) 430 89 -0.7 452 93 -0.5 474 98 -0.3 SOURCE: MINTEL/BASED ON IRI

Appendix – Market Size Yogurt and Desserts UK, July 2013


FIGURE 80: BEST- AND WORST-CASE FORECASTS FOR UK RETAIL SALES OF DESSERTS, BY VALUE, 2013-18 Worst-

case forecast


Mintel forecast


Best-case

forecast


£m £m £m

2013 (est) 1,515 100 1.1 1,515 100 1.1 1,515 100 1.1 2014 (fore) 1,471 97 -2.9 1,544 102 1.9 1,616 107 6.7 2015 (fore) 1,482 98 0.8 1,574 104 2.0 1,665 110 3.0 2016 (fore) 1,494 99 0.8 1,606 106 2.1 1,718 113 3.2 2017 (fore) 1,506 99 0.8 1,642 108 2.2 1,778 117 3.5 2018 (fore) 1,518 100 0.8 1,680 111 2.3 1,842 122 3.6 SOURCE: MINTEL/BASED ON IRI

Appendix – Brand Research Yogurt and Desserts UK, July 2013


Appendix – Brand Research

“Which single statement best describes your use of each of these brands?” FIGURE 81: BRAND USAGE, MAY 2013 Base: 2,018 internet users aged 16+ Müller Activia Yeo Valley Rachel’s Ski

% % % % % Never eaten, and never heard of it 4 5 20 46 10 Never eaten, but have heard of it 16 33 38 27 25 Eat rarely 18 14 11 8 29 Eat sometimes 28 23 18 11 22 Eat often 24 16 10 6 11 Eat all the time 11 8 4 2 3 Eaten in the last 12 months 52 40 25 14 24 Ever eaten 80 62 42 27 64 Awareness 96 95 80 54 90 SOURCE: GMI/MINTEL

“Which single statement best describes your intentions towards each of these brands?”

FIGURE 82: BRAND COMMITMENT, MAY 2013 Müller Activia Yeo Valley Rachel’s Ski

Base: internet users aged 16+ who have heard of a brand and expressed an opinion

1,947 1,917 1,622 1,089 1,809

% % % % %

I would never consider eating this brand 4 6 5 5 5 I would only consider eating this brand if I had no other option

9 12 14 11 16

I have no preference for this brand over others 47 55 60 61 62 I prefer this brand over others 28 20 17 18 13 This is a favourite brand 12 7 5 5 3 Committed 40 27 22 23 16 SOURCE: GMI/MINTEL

“How well do you think the following brands are doing?”

FIGURE 83: BRAND MOMENTUM, MAY 2013 Müller Activia Yeo Valley Rachel’s Ski


1,947 1,917 1,622 1,089 1,809

% % % % % Falling behind 4 4 11 10 29 1 – falling behind 0 0 1 1 5 2 4 4 10 9 24 3 – standing still 40 41 50 50 49 Surging forward 56 55 39 40 22 4 45 42 32 32 18 5 – surging forwards 12 12 6 8 3 SOURCE: GMI/MINTEL



“Which single statement best describes how well you think each brand stands out from others?”

FIGURE 84: BRAND DIVERSITY, MAY 2013 Müller Activia Yeo Valley Rachel’s Ski


1,947 1,917 1,622 1,089 1,809

% % % % %

Not diverse 14 16 21 19 36 It’s the sort of brand that you don’t notice and it doesn’t stand out at all

2 2 3 3 6

It’s much the same as most brands and doesn’t stand out much

12 14 18 16 30

It isn’t very different from other brands but it does stand out 29 32 42 35 45 Diverse 56 53 37 46 19 It stands out as being somewhat different from other brands 42 40 29 35 16 It’s a unique brand which really stands out from other brands 14 13 8 11 4 SOURCE: GMI/MINTEL

“How would you rate your overall satisfaction with the following brands?”

FIGURE 85: BRAND SATISFACTION, MAY 2013 Müller Activia Yeo Valley Rachel’s Ski

Base: internet users aged 16+ who have eaten a brand and expressed an opinion

1,623 1,245 847 535 1,299

% % % % %

Negative endorsement 2 3 2 3 8 Unsatisfactory 0 0 0 1 1 Poor 2 3 2 2 6 Average 22 22 27 20 46 Positive endorsement 75 75 71 77 46 Good 48 50 49 47 38 Excellent 27 24 21 30 8 SOURCE: GMI/MINTEL

“How likely are you to recommend the following brands to colleagues or friends?”

FIGURE 86: BRAND RECOMMENDATION, MAY 2013 Müller Activia Yeo Valley Rachel’s Ski

Base: internet users aged 16+ who have eaten a brand and expressed an opinion

1,623 1,245 847 535 1,299

% % % % %

Detractors 30 27 28 22 51 Passives 26 30 31 32 28 Promoters 44 43 40 46 21 Net Promoter Score 13 16 12 24 -29 SOURCE: GMI/MINTEL



“Choose all brands you associate with each statement.”

FIGURE 87: BRAND ATTITUDE, MAY 2013 Müller Activia Yeo Valley Rachel’s Ski


1,947 1,917 1,622 1,089 1,809

% % % % %

A brand that I trust 61 51 41 40 36 A brand that cares for the environment 20 25 36 30 15 A brand that has consistently high quality 61 56 46 48 35 A brand that has a good reputation 65 63 46 45 42 A brand that is socially responsible 26 28 32 29 17 A brand that is innovative 45 41 24 24 14 A brand that offers good value 48 32 23 19 35 A brand that is worth paying more for 27 24 24 30 10 A brand that I am proud to be associated with 35 29 25 26 17 A brand that cares about my health/wellbeing 30 60 36 29 23 SOURCE: GMI/MINTEL

“From the pairs below, please choose the word from each pair that matches your image of each brand.”

FIGURE 88: BRAND IMAGE – MACRO IMAGE, MAY 2013 Müller Activia Yeo Valley Rachel’s Ski


1,947 1,917 1,622 1,089 1,809

% % % % %

Boring 9 14 11 7 25 Fun 52 36 34 35 32 Tired 10 9 8 5 28 Vibrant 45 39 33 37 27 Exclusive 8 9 10 17 4 Accessible 64 57 48 44 54 Unappealing 7 10 8 5 15 Engaging 48 43 38 42 27 Unethical 3 2 2 2 3 Ethical 28 33 42 42 22 SOURCE: GMI/MINTEL



“Now, from the list below, please select all words that describe your image of each brand.”

FIGURE 89: BRAND IMAGE – MICRO IMAGE, MAY 2013 Müller Activia Yeo Valley Rachel’s Ski


1,947 1,917 1,622 1,089 1,809

% % % % %

Authentic 15 14 20 18 12 Connoisseur 4 5 6 12 2 Comforting 25 15 14 15 13 Special 14 17 13 23 6 Delicious 40 23 20 28 18 Healthy 28 59 40 33 24 Natural 20 34 41 35 18 Wholesome 15 24 28 24 10 Traditional 15 8 19 13 31 Indulgent 23 11 11 25 7 Cool 15 9 8 11 9 Family 41 21 23 19 35 Bland 5 7 5 3 12 Unhealthy 3 1 1 1 3 Basic 11 8 10 5 27 None of these 12 14 18 18 17 SOURCE: GMI/MINTEL

“Different people have different views about themselves. Please tell me the extent to which you agree or disagree with each statement on a scale of 0-5 (where 1 means you strongly disagree and 5 means you strongly agree).”

FIGURE 90: PROFILE OF TARGET GROUPS, BY DEMOGRAPHICS, MAY 2013 All Conformists Simply the

best Shelf

stalker Habitual shoppers

Individualist

Base: internet users aged 16+ 2,018 222 348 597 485 366 % % % % % %

Gender:

Male 51 46 54 50 61 39 Female 49 54 46 50 39 61 Age:

16-24 18 24 18 8 27 17 25-34 19 18 18 13 27 19 35-44 22 17 24 23 22 23 45-54 18 16 17 21 13 21 55+ 23 26 24 34 10 19 Gender and age:

Men 16-24 9 9 11 4 17 5 Men 25-34 9 6 8 6 16 10 Men 35-44 11 9 16 10 12 8 Men 45-54 9 8 9 10 9 8 Men 55+ 12 14 10 19 7 7 Women 16-24 9 14 7 4 10 12 Women 25-34 9 12 9 7 11 9 Women 35-44 11 8 8 13 10 15 Women 45-54 9 8 8 11 5 13 Women 55+ 11 12 14 15 3 12



Region:

Inner and Greater London 14 10 18 13 18 11 South East/East Anglia 24 26 25 23 22 23 South West and Wales 14 15 14 16 11 14 East and West Midlands 16 15 14 19 16 15 North West 11 9 9 10 11 12 Yorks, Humberside 8 11 8 7 7 8 North and Scotland 13 14 13 12 14 16 Area:

Inner city/town 29 27 30 20 41 28 Town/city outskirts 53 55 51 59 46 52 Rural area 18 19 19 21 13 20 Socio-economic group:

ABC1 62 64 66 62 60 62 C2DE 38 36 34 38 40 38 AB 31 28 39 30 29 32 C1 31 36 27 32 31 30 C2 20 14 19 20 22 22 D 13 16 11 11 15 13 E 5 5 4 7 3 4 DE 18 21 16 18 18 16 Internet access:

Using a computer at work/ university/ college

43 42 48 34 47 48

Using my personal computer 96 99 99 97 91 98 Using a tablet device eg iPad 31 26 37 26 35 33 Using a gaming device eg Xbox, Wii

19 18 19 11 27 22

Using an e-reader eg Kindle 12 11 13 9 12 14 Using a smartphone/ BlackBerry 54 55 63 47 51 61 Other 2 1 2 2 2 2 Websites visited:

News sites eg BBC News 88 90 90 86 90 87 Online magazines eg Ask Men, Vogue

45 35 50 31 64 45

Online video eg BBC iPlayer, YouTube

89 90 91 86 91 90

Blogs 60 53 63 49 71 62 Online maps/ GPS services eg Google Maps

90 89 93 88 90 91

Social networking sites eg Facebook, Twitter

80 78 82 71 88 84

Shopping sites eg Amazon, eBay, ASOS

98 98 98 98 98 99

Online supermarkets eg Tesco, Ocado, Asda

76 73 80 67 84 78

Brands’ own sites eg L’Oréal, Apple

70 64 79 62 75 72

Price comparison sites eg uSwitch, Kelkoo, Compare the Market

80 77 81 79 81 83

Other 82 85 82 83 80 80



Social media usage:

Facebook 97 99 98 96 97 97 Twitter 51 46 58 41 62 48 Bebo 14 5 17 3 29 9 LinkedIn 31 25 38 25 38 26 Friends Reunited 24 13 24 20 34 22 MySpace 16 9 17 7 31 12 Other 20 15 21 12 34 17 SOURCE: GMI/MINTEL

FIGURE 91: PSYCHOGRAPHIC SEGMENTATION, BY TARGET GROUPS, MAY 2013 All Conformists Simply the

best Shelf stalker Habitual

shoppers Individualist

Base: internet users aged 16+

2,018 222 348 597 485 366

% % % % % %

I consider all available options before deciding what product to buy:

Any agree 74 82 61 82 64 82 Neither agree nor disagree

21 15 26 15 32 14

Any disagree 5 4 13 3 5 4 I often buy things on the spur of the moment:


29 27 25 30 35 26

Any disagree 24 36 17 38 9 20 I tend to make purchase decisions quickly, based on 'gut feeling':


36 30 33 37 42 31

Any disagree 24 40 26 33 6 21 I only buy brands I have bought before:


33 24 35 34 49 15

Any disagree 52 66 59 59 5 85 I like to try new brands that I see:


32 50 27 36 34 16

Any disagree 7 20 6 7 4 2



I want to stand out from the crowd:


34 30 35 25 42 38

Any disagree 37 59 23 68 15 19 I like people to admire things I own:


34 36 27 36 39 27

Any disagree 23 10 6 58 7 11 I do my own thing, regardless of the current trends:


14 22 13 5 29 6

Any disagree 4 12 5 2 4 2 I don’t like to be too different from everyone else:


37 40 35 36 45 30

Any disagree 37 13 47 46 12 60 I like to have new products ahead of everybody else:


35 32 35 28 44 38

Any disagree 36 57 19 66 12 24 I shop around from a variety of brands:


17 13 22 12 32 4

Any disagree 3 6 5 3 4 0 Once I find a brand I like I tend to stick to it:


38 27 32 40 38 46

Any disagree 14 5 6 13 4 41 I look for the lowest possible prices when I go shopping:


26 9 38 25 34 13

Any disagree 11 1 41 8 5 3



I always look out for special offers:


14 2 19 12 26 3

Any disagree 3 0 9 2 3 0 I am happy to pay extra for better quality:


28 34 6 28 37 36

Any disagree 10 14 1 9 10 17 I tend to go for premium rather than standard goods/services:


40 32 28 47 45 38

Any disagree 27 62 6 30 9 44 I feel more comfortable buying branded products than a shop's own-label:


35 32 25 35 42 34

Any disagree 29 50 10 36 8 50 I seek other people’s opinions before choosing a product:


35 36 31 34 46 27

Any disagree 40 26 56 45 15 58 I always buy the brands I think my family/ friends would approve of:


33 35 33 26 43 27

Any disagree 46 48 47 68 8 57 SOURCE: GMI/MINTEL



FIGURE 92: BRAND USAGE, BY TARGET GROUPS, MAY 2013 All Conformists Simply the best Shelf

stalker Habitual shoppers

Individualist

Base: internet users aged 16+

2,018 222 348 597 485 366

% % % % % %

Müller:

Never eaten, and never heard of it

4 4 3 2 7 2

Never eaten, but have heard of it

16 14 15 22 16 9

Eat rarely 18 25 14 22 9 22 Eat sometimes 28 27 31 27 25 30 Eat often 24 23 24 19 28 25 Eat all the time 11 6 13 8 16 13 Eaten in the last 12 months

52 48 57 47 52 60

Ever eaten 80 82 82 77 77 89 Awareness 96 96 97 98 93 98 Activia:


5 4 5 4 8 2


33 41 30 40 30 26


40 35 45 33 38 51

Ever eaten 62 55 64 56 62 72 Awareness 95 96 95 96 92 98 Yeo Valley:


20 19 20 19 25 14


38 41 31 44 33 42


25 23 29 21 26 27

Ever eaten 42 40 49 38 42 43 Awareness 80 81 80 81 75 86



Rachel’s:


46 53 41 49 44 46


27 25 27 29 28 26


14 14 18 12 14 16

Ever eaten 27 22 32 23 28 29 Awareness 54 47 59 51 56 54 Ski:


10 10 11 6 17 7


25 26 21 29 28 19


24 20 28 21 24 28

Ever eaten 64 64 68 65 55 73 Awareness 90 90 89 94 83 93 SOURCE: GMI/MINTEL

Brand index FIGURE 93: BRAND INDEX, MAY 2013 Base: 2,018 internet users aged 16+ Mean

Müller 56.2 Activia 52.5 Yeo Valley 40.1 Rachel’s 26.9 Ski 40.2 SOURCE: GMI/MINTEL

Appendix – The Consumer – Usage of Yogurt/Fromage Frais Yogurt and Desserts UK, July 2013


Appendix – The Consumer – Usage of

Yogurt/Fromage Frais FIGURE 94: TYPES OF YOGURT/YOGURT DRINK BOUGHT IN THE PAST THREE MONTHS, MAY 2013 Base: 2,000 internet users aged 16+ %

Any 84 Yogurt or fromage frais: Standard yogurt (including big pots) 59 Yogurt with separate toppings (eg Müller Corner) 41 Layered yogurt (eg with fruit purée) 27 Kids’ yogurt (eg Munch bunch, Frubes) 21 Other yogurt: Other yogurt drinks (eg Actimel, Müller Vitality) 20 Cholesterol-lowering yogurt drinks (eg Benecol) 14 Pouring yogurt (eg for use on cereals, in cooking etc) 12 Fermented milk drinks (eg Yakult) 10 Other 3 I have not bought yogurt in the last 3 months 16 SOURCE: GMI/MINTEL



FIGURE 95: MOST POPULAR TYPES OF YOGURT/YOGURT DRINK BOUGHT IN THE PAST THREE MONTHS, BY DEMOGRAPHICS, MAY 2013 Base: 2,000 internet users aged 16+ Sample

size Any Standard

yogurt (including big pots)

Yogurt with

separate toppings (eg Müller

Corner)

Layered yogurt (eg with fruit

purée)

Kids’ yogurt (eg

Munch bunch, Frubes)

Other yogurt

drinks (eg Actimel, Müller

Vitality) % % % % % %

All 2,000 84 59 41 27 21 20 Gender: Male 1,000 79 51 38 24 16 18 Female 1,000 88 67 43 30 26 22 Age: 16-24 368 81 54 40 30 20 17 25-34 380 91 64 45 30 29 19 35-44 393 85 60 46 25 31 21 45-54 350 81 57 45 31 23 24 55-64 264 83 64 32 22 8 17 65+ 245 80 54 31 21 5 24 Region: Inner and Greater London 277 91 63 42 30 24 23 South East/East Anglia 495 84 61 42 26 21 21 South West and Wales 267 84 56 37 24 18 18 East and West Midlands 322 81 53 36 27 21 19 North West 213 80 58 43 29 23 18 Yorks, Humberside 169 85 69 49 30 17 20 North and Scotland 257 81 55 39 24 21 24 Area: Urban location 822 85 60 42 31 22 22 Suburban location 807 83 57 42 25 21 20 Village/rural location/Other 371 84 59 36 22 18 18 Working status: Employee full-time (30+ hours/week)

803 85 59 44 29 23 21

Employee part-time (less than 30 hours/week)

303 90 63 46 32 30 20

Any self-employed 185 80 57 37 24 22 21 In full-time education 209 80 57 42 28 22 20 Retired 319 81 56 29 21 5 22 Not working for any other reason

181 80 59 42 23 25 15

Socio-economic group: AB 583 84 64 38 28 21 22 C1 592 86 60 40 28 22 18 C2 415 84 57 48 27 22 23 DE 410 80 53 38 23 17 18 D 279 80 53 42 24 22 19 E 131 79 53 31 20 8 16



Highest level of education: No formal qualification* 93 81 48 33 18 12 19 GCSE/O-level or equivalent 493 83 56 43 26 22 23 AS/A-level or equivalent 345 86 62 45 27 23 23 Vocational qualification (eg NVQs, BTEC)

315 81 53 40 25 24 18

Further qualification (HNCs, HNDs)

137 80 56 41 28 17 19

University degree (including undergraduate and master’s degrees)

497 87 65 39 30 22 19

Gross annual household income:

Under £9,500 148 76 47 27 17 14 14 £9,500-15,499 296 84 60 38 28 18 19 Under £15,500 444 81 56 34 24 16 17 £15,500-24,999 400 82 54 42 24 17 25 £25,000-49,999 711 86 61 45 30 25 19 £50,000 or over 278 88 68 43 31 27 25 Don't know/Refused 167 76 55 32 25 18 18 Housing situation: Bought on a mortgage 731 85 60 44 30 28 21 Own outright 547 85 60 38 24 15 23 Rented from local authority 174 82 52 40 23 21 21 Rented from private landlord 376 82 60 42 31 18 17 Rented from housing association/Others

172 81 53 35 20 18 15

Presence of own children: Aged 0-4 221 96 59 46 33 58 21 Aged 5-9 257 96 58 56 39 59 28 Aged 10-15 351 91 59 53 35 40 27 Aged 16-18 294 89 63 53 37 30 28 Any children 790 91 60 52 34 42 25 No children in household 1,210 79 58 34 22 8 17 Household size: 1 296 74 53 23 18 5 13 2 656 82 62 37 23 8 20 3 451 84 57 46 30 27 21 4 382 88 60 48 30 34 24 5 or more 215 93 60 53 40 47 26 Current marital status: Single 607 78 55 37 25 15 16 Married/Civil partnership/ Living as married

1,155 87 61 44 28 26 23

Separated, divorced or widowed

238 81 56 33 26 13 21

Financial situation: Healthy 449 84 61 41 29 19 20 OK 891 85 57 40 29 22 21 Tight 495 82 59 41 23 22 22 Struggling/In Trouble 165 81 60 45 23 22 15 * small sub-sample (75-100) SOURCE: GMI/MINTEL



FIGURE 96: NEXT MOST POPULAR TYPES OF YOGURT/YOGURT DRINK BOUGHT IN THE PAST THREE MONTHS, BY

DEMOGRAPHICS, MAY 2013 Base: 2,000 internet users aged 16+ Sample

size Cholesterol-

lowering yogurt drinks (eg Benecol)

Pouring yogurt (eg for use on cereals, in cooking

etc)


Other I have not bought

yogurt in the last 3 months

% % % % %

All 2,000 14 12 10 3 16 Gender: Male 1,000 15 12 11 2 21 Female 1,000 13 12 10 4 12 Age: 16-24 368 12 16 12 2 19 25-34 380 17 20 17 2 9 35-44 393 12 12 10 2 15 45-54 350 17 10 9 1 19 55-64 264 11 7 5 4 17 65+ 245 15 3 7 6 20 Region: Inner and Greater London 277 17 16 15 3 9 South East/East Anglia 495 15 12 10 2 16 South West and Wales 267 8 9 8 4 16 East and West Midlands 322 14 13 12 2 19 North West 213 14 11 8 1 20 Yorks, Humberside 169 17 12 11 5 15 North and Scotland 257 13 11 9 2 19 Area: Urban location 822 16 16 13 2 15 Suburban location 807 13 11 9 3 17 Village/rural location/Other 371 10 7 8 3 16 Working status: Employee full-time (30+ hours/week)

803 17 16 14 2 15


303 13 12 7 1 10

Any self-employed 185 11 9 10 3 20 In full-time education 209 11 14 12 2 20 Retired 319 13 5 7 6 19 Not working for any other reason

181 9 7 7 3 20

Socio-economic group: AB 583 15 14 13 3 16 C1 592 15 13 10 3 14 C2 415 13 14 9 1 16 DE 410 12 7 9 3 20 D 279 12 7 10 2 20 E 131 12 6 6 6 21



Highest level of education: No formal qualification* 93 13 4 3 1 19 GCSE/O-level or equivalent 493 14 8 9 3 17 AS/A-level or equivalent 345 13 13 9 2 14 Vocational qualification (eg NVQs, BTEC)

315 11 10 9 2 19


137 15 14 9 4 20


497 16 18 14 3 13


Under £9,500 148 10 11 7 6 24 £9,500-15,499 296 11 11 10 3 16 Under £15,500 444 11 11 9 4 19 £15,500-24,999 400 12 12 9 1 18 £25,000-49,999 711 16 13 10 3 14 £50,000 or over 278 20 17 17 2 12 Don’t know/Refused 167 8 5 7 4 24 Housing situation: Bought on a mortgage 731 16 13 12 2 15 Own outright 547 15 10 8 4 15 Rented from local authority 174 13 11 11 1 18 Rented from private landlord 376 10 14 11 2 18 Rented from housing association/Others

172 13 12 8 4 19

Presence of own children: Aged 0-4 221 17 23 20 2 4 Aged 5-9 257 18 25 17 1 4 Aged 10-15 351 18 20 16 1 9 Aged 16-18 294 18 16 15 2 11 Any children 790 17 19 15 2 9 No children in household 1,210 12 8 8 3 21 Household size: 1 296 10 8 6 5 26 2 656 14 7 7 3 18 3 451 14 14 12 2 16 4 382 15 15 10 2 12 5 or more 215 18 24 21 1 7 Current marital status: Single 607 11 14 11 2 22 Married/Civil partnership/ Living as married

1,155 15 12 11 2 13


238 13 9 8 5 19

Financial situation: Healthy 449 17 14 14 3 16 OK 891 15 13 10 3 15 Tight 495 12 9 8 2 18 Struggling/In Trouble 165 6 12 9 2 19 * small sub-sample (75-100) SOURCE: GMI/MINTEL



FIGURE 97: REPERTOIRE OF TYPES OF YOGURT/YOGURT DRINK BOUGHT IN THE PAST THREE MONTHS, BY DEMOGRAPHICS, MAY 2013 Base: 2,000 internet users aged 16+ Sample

size 1 types of

yogurt/ yogurt drink

2 types of yogurt/yogurt

drink

3 types of yogurt/ yogurt drink

4 or more types of yogurt/

yogurt drink

None of

these

% % % % %

All 2,000 26 25 15 18 16 Gender: Male 1,000 26 25 13 15 21 Female 1,000 26 25 16 21 12 Age: 16-24 368 25 24 14 18 19 25-34 380 24 31 13 23 9 35-44 393 25 23 17 20 15 45-54 350 22 22 16 21 19 55-64 264 37 19 17 10 17 65+ 245 30 29 12 9 20 Region: Inner and Greater London 277 25 29 16 21 9 South East/East Anglia 495 26 26 14 19 16 South West and Wales 267 33 26 12 12 16 East and West Midlands 322 29 22 13 17 19 North West 213 23 24 15 18 20 Yorks, Humberside 169 23 20 21 21 15 North and Scotland 257 24 24 17 16 19 Area: Urban location 822 23 24 16 21 15 Suburban location 807 26 25 15 16 17 Village/rural location/Other 371 33 26 12 12 16 Working status: Employee full-time (30+ hours/week)

803 25 24 16 21 15


303 25 31 15 19 10


181 24 25 16 15 20

Socio-economic group: AB 583 25 25 15 20 16 C1 592 27 27 15 17 14 C2 415 25 22 17 20 16 DE 410 29 25 13 13 20 D 279 27 25 12 16 20 E 131 32 25 15 7 21



Highest level of education: No formal qualification* 93 34 28 12 6 19 GCSE/O-level or equivalent 493 26 25 15 17 17 AS/A-level or equivalent 345 25 26 16 19 14 Vocational qualification (eg NVQs, BTEC)

315 25 26 16 14 19


137 28 16 17 20 20


497 28 24 14 21 13


Under £9,500 148 31 26 9 9 24 £9,500-15,499 296 28 28 13 16 16 Under £15,500 444 29 27 12 14 19 £15,500-24,999 400 31 20 15 17 18 £25,000-49,999 711 24 27 17 18 14 £50,000 or over 278 22 24 15 27 12 Don’t know/Refused 167 28 22 14 13 24 Housing situation: Bought on a mortgage 731 22 25 17 20 15 Own outright 547 31 26 14 14 15 Rented from local authority 174 27 27 10 17 18 Rented from private landlord 376 26 23 14 19 18 Rented from housing association/Others

172 32 21 13 15 19

Presence of own children: Aged 0-4 221 17 33 17 29 4 Aged 5-9 257 18 26 19 33 4 Aged 10-15 351 17 29 16 29 9 Aged 16-18 294 18 25 16 30 11 Any children 790 18 28 18 28 9 No children in household 1,210 32 23 13 11 21 Household size: 1 296 35 21 10 8 26 2 656 32 23 15 12 18 3 451 21 27 15 21 16 4 382 20 28 18 22 12 5 or more 215 21 23 15 34 7 Current marital status: Single 607 27 22 13 16 22 Married/Civil partnership/ Living as married

1,155 25 27 16 19 13


238 32 22 12 16 19




FIGURE 98: MOST POPULAR FREQUENCY OF EATING YOGURT, BY DEMOGRAPHICS, MAY 2013 Base: 2,000 internet users aged 16+ Sample

size Once a day or more

2-3 times a week

Once a week

2-3 times a month

Once a month or

less

Not eaten in the last 3 months

% % % % % %

All 2,000 20 32 12 11 8 18 Gender: Male 1,000 17 32 12 12 7 21 Female 1,000 22 33 12 11 8 15 Age: 16-24 368 15 29 16 15 11 13 25-34 380 19 33 17 12 8 11 35-44 393 22 33 10 12 5 19 45-54 350 20 36 8 8 7 20 55-64 264 17 35 9 10 6 22 65+ 245 26 26 6 9 9 24 Region: Inner and Greater London

277 21 36 12 13 9 9

South East/East Anglia 495 20 33 12 11 7 18 South West and Wales 267 16 32 12 14 8 18 East and West Midlands

322 21 26 11 9 8 24

North West 213 21 29 10 10 8 23 Yorks, Humberside 169 20 36 11 12 9 13 North and Scotland 257 18 37 13 9 6 17 Area: Urban location 822 23 31 10 11 8 17 Suburban location 807 17 34 12 11 7 18 Village/rural location/Other

371 18 31 13 11 9 18

Working status: Employee full-time (30+ hours/week)

803 20 37 11 11 5 16


303 23 27 13 11 11 16


181 19 28 13 8 8 23

Socio-economic group:

AB 583 20 36 11 11 7 15 C1 592 17 31 12 14 9 16 C2 415 20 34 11 9 6 20 DE 410 22 27 12 9 8 23 D 279 22 26 14 9 8 22 E 131 21 29 8 8 9 25



Highest level of education:

No formal qualification* 93 22 27 13 6 8 25 GCSE/O-level or equivalent

493 22 32 9 8 8 21

AS/A-level or equivalent

345 19 31 17 13 7 14

Vocational qualification (eg NVQs, BTEC)

315 17 31 11 12 8 22


137 19 36 7 10 8 20


497 21 35 11 13 8 12


Under £9,500 148 15 27 4 16 10 28 £9,500-15,499 296 22 28 11 11 9 18 Under £15,500 444 19 28 9 13 10 22 £15,500-24,999 400 22 28 12 11 8 20 £25,000-49,999 711 21 36 10 10 8 15 £50,000 or over 278 17 39 16 10 5 13 Don’t know/Refused 167 15 29 16 13 6 21 Housing situation: Bought on a mortgage 731 20 35 12 9 7 18 Own outright 547 23 33 10 10 8 16 Rented from local authority

174 17 32 13 11 9 20

Rented from private landlord

376 18 30 11 15 9 18

Rented from housing association/Others

172 17 27 13 13 9 21

Presence of own children:

Aged 0-4 221 24 33 19 8 7 10 Aged 5-9 257 23 40 14 9 7 8 Aged 10-15 351 21 38 13 8 7 12 Aged 16-18 294 18 42 12 12 6 10 Any children 790 21 38 15 10 6 11 No children in household

1,210 19 29 10 12 9 22

Household size: 1 296 21 24 6 12 8 28 2 656 19 33 9 12 8 18 3 451 17 31 16 12 7 17 4 382 20 35 14 9 8 14 5 or more 215 24 38 13 8 7 10 Current marital status:

Single 607 15 29 13 15 9 18 Married/Civil partnership/Living as married

1,155 22 34 11 9 7 16


238 22 30 11 8 6 23




FIGURE 99: NEXT MOST POPULAR FREQUENCY OF EATING FROMAGE FRAIS, BY DEMOGRAPHICS, MAY 2013 Base: 2,000 internet users aged 16+ Sample

size Once a day or more**

2-3 times a week

Once a week

2-3 times a month

Once a month or

less

Not eaten in the last 3 months

% % % % % %

All 2,000 4 14 11 11 12 48 Gender: Male 1,000 4 14 12 10 12 48 Female 1,000 4 14 10 12 12 49 Age: 16-24 368 5 17 12 14 16 38 25-34 380 7 19 16 11 12 34 35-44 393 5 14 12 10 10 50 45-54 350 2 13 10 11 12 52 55-64 264 2 6 8 9 11 64 65+ 245 2 9 5 9 11 64 Region: Inner and Greater London

277 5 15 12 14 10 44

South East/East Anglia

495 4 13 9 12 13 49

South West and Wales

267 4 13 11 9 12 50

East and West Midlands

322 5 12 10 10 11 51

North West 213 4 13 14 9 13 47 Yorks, Humberside 169 2 17 12 9 12 47 North and Scotland 257 3 14 12 11 11 49 Area: Urban location 822 6 16 12 11 11 44 Suburban location 807 3 13 12 11 11 51 Village/rural location/Other

371 3 10 8 11 15 53




803 7 18 14 11 9 42


303 3 13 12 11 17 46

Any self-employed 185 2 11 10 15 13 49 In full-time education

209 2 15 10 15 18 40

Retired 319 2 8 5 8 11 66 Not working for any other reason

181 2 9 10 6 14 59


AB 583 5 15 12 10 12 46 C1 592 4 15 10 10 13 47 C2 415 5 14 13 13 10 46 DE 410 2 10 9 11 12 56 D 279 3 10 11 13 14 50 E 131 1 8 5 9 8 68 Highest level of education:

No formal qualification*

93 3 6 8 8 13 62

GCSE/O-level or equivalent

493 3 13 10 9 12 53


345 2 18 12 12 14 43


315 3 12 9 13 11 52


137 5 11 11 14 9 50


497 7 14 13 10 11 45


Under £9,500 148 1 12 5 8 14 59 £9,500-15,499 296 3 14 10 10 10 52 Under £15,500 444 3 13 8 10 11 55 £15,500-24,999 400 5 12 11 12 12 49 £25,000-49,999 711 4 15 12 10 12 46 £50,000 or over 278 6 16 14 12 12 41 Don’t know/ Refused

167 2 10 8 14 14 53



Housing situation:

Bought on a mortgage

731 5 16 12 9 12 46

Own outright 547 3 12 12 11 12 51 Rented from local authority

174 6 13 12 12 14 43


376 4 13 8 14 12 49


172 4 14 8 9 10 55



1,210 2 8 8 10 12 60



1,155 5 15 12 9 11 47


238 2 8 8 11 9 62

Financial situation:

Healthy 449 5 14 10 10 11 50 OK 891 5 15 11 11 12 45 Tight 495 3 11 11 11 13 51 Struggling/In Trouble

165 2 11 10 12 13 52

* small sub-sample (75-100) ** low response rate (75-100) SOURCE: GMI/MINTEL

Appendix – The Consumer – Varieties of Yogurt/Fromage Frais Purchased Yogurt and Desserts UK, July 2013


Appendix – The Consumer – Varieties of

Yogurt/Fromage Frais Purchased FIGURE 100: VARIETIES OF YOGURT/FROMAGE FRAIS PURCHASED, MAY 2013 Base: 1,602 internet users aged 16+ who have bought yogurt/fromage frais in the past three months %

Low fat 61 Natural 42 Greek 38 Full fat 31 Organic 20 Non/zero fat 16 Soya 7 Non-dairy/lactose-free 5 Other 1 SOURCE: GMI/MINTEL FIGURE 101: MOST POPULAR VARIETIES OF YOGURT/FROMAGE FRAIS PURCHASED, BY DEMOGRAPHICS, MAY 2013 Base: 1,602 internet users aged 16+ who have bought yogurt/fromage frais in the past three months Sample

size Low fat Natural Greek Full fat Organic

% % % % %

All 1,602 61 42 38 31 20 Gender: Male 757 56 45 34 29 17 Female 845 66 40 41 32 22 Age: 16-24 294 55 44 31 26 23 25-34 337 58 46 36 32 23 35-44 319 61 44 36 38 21 45-54 270 66 44 37 39 17 55-64 207 68 39 44 22 16 65+ 175 65 32 47 20 17 Region: Inner and Greater London 239 56 56 45 25 28 South East/East Anglia 397 60 42 40 37 18 South West and Wales 215 54 40 32 30 22 East and West Midlands 247 63 42 35 27 18 North West 168 68 36 40 29 19 Yorks, Humberside 140 66 39 36 30 19 North and Scotland 196 64 36 34 33 16 Area: Urban location 666 58 48 38 31 24 Suburban location 643 62 39 37 30 18 Village/rural location/Other 293 66 37 39 32 16




658 62 45 38 30 22


267 69 36 31 34 15


140 51 51 39 41 22

Socio-economic group: AB 473 64 48 44 30 27 C1 490 60 42 39 28 18 C2 334 60 42 31 34 19 DE 305 61 34 33 33 12 D 210 60 34 28 35 11 E* 95 61 36 45 27 15 Highest level of education:


387 66 36 35 29 12

AS/A-level or equivalent 291 57 40 34 28 23 Vocational qualification (eg NVQs, BTEC)

241 65 43 38 37 16


102 67 50 42 29 24


418 58 50 43 31 26


Under £9,500 104 58 36 29 26 13 £9,500-15,499 236 62 38 33 30 18 Under £15,500 340 61 37 31 29 16 £15,500-24,999 313 60 41 37 32 19 £25,000-49,999 593 62 43 39 32 22 £50,000 or over 235 63 47 43 29 26 Don’t know/Refused 121 60 46 40 26 12 Housing situation: Bought on a mortgage 601 65 44 37 31 21 Own outright 441 61 40 40 27 19 Rented from local authority

133 62 32 24 31 11


299 55 48 43 35 26


128 56 41 34 27 14


Aged 0-4 209 54 44 34 39 23 Aged 5-9 243 63 46 35 38 27 Aged 10-15 312 63 46 34 34 21 Aged 16-18 256 64 50 38 38 18 Any children 705 62 44 34 36 21 No children in household 897 61 41 40 27 20



Household size: 1 198 65 36 40 25 17 2 511 62 40 40 27 18 3 369 60 46 37 36 21 4 328 58 42 34 31 20 5 or more 196 62 50 38 35 24 Current marital status: Single 458 56 46 34 30 21 Married/Civil partnership/Living as married

972 63 42 39 32 20


172 67 37 41 26 15


FIGURE 102: NEXT MOST POPULAR VARIETIES OF YOGURT/FROMAGE FRAIS PURCHASED, BY DEMOGRAPHICS, MAY 2013 Base: 1,602 internet users aged 16+ who have bought yogurt/fromage frais in the past three months Sample size Non/zero fat Soya Non-dairy/

lactose-free**

Other

% % % %

All 1,602 16 7 5 1 Gender: Male 757 11 7 4 1 Female 845 20 6 6 2 Age: 16-24 294 18 8 7 2 25-34 337 18 14 7 1 35-44 319 16 6 6 - 45-54 270 13 3 2 2 55-64 207 14 2 3 1 65+ 175 13 2 2 1 Region: Inner and Greater London 239 15 9 7 1 South East/East Anglia 397 16 6 5 1 South West and Wales 215 14 7 4 2 East and West Midlands 247 15 9 8 1 North West 168 17 6 3 1 Yorks, Humberside 140 21 4 3 4 North and Scotland 196 16 4 4 - Area: Urban location 666 18 9 7 1 Suburban location 643 16 6 3 2 Village/rural location/Other 293 12 4 4 2



Working status: Employee full-time (30+ hours/week) 658 16 9 7 1 Employee part-time (less than 30 hours/week)

267 18 5 2 1

Any self-employed 141 11 9 6 1 In full-time education 163 18 6 6 2 Retired 233 15 2 3 2 Not working for any other reason 140 15 5 4 3 Socio-economic group: AB 473 18 7 6 1 C1 490 17 8 5 2 C2 334 15 6 3 1 DE 305 13 4 5 2 D 210 14 5 5 1 E* 95 9 1 4 2 Highest level of education: GCSE/O-level or equivalent 387 12 4 4 2 AS/A-level or equivalent 291 16 6 5 1 Vocational qualification (eg NVQs, BTEC)

241 17 5 2 2

Further qualification (HNCs, HNDs) 102 19 5 3 3 University degree (including undergraduate and master’s degrees)

418 17 10 8 1

Gross annual household income: Under £9,500 104 12 6 6 3 £9,500-15,499 236 15 6 6 1 Under £15,500 340 14 6 6 1 £15,500-24,999 313 17 8 4 1 £25,000-49,999 593 16 6 4 1 £50,000 or over 235 21 8 7 1 Don’t know/Refused 121 9 5 6 2 Housing situation: Bought on a mortgage 601 16 7 6 1 Own outright 441 16 6 4 2 Rented from local authority 133 13 7 4 2 Rented from private landlord 299 16 6 4 - Rented from housing association/Others

128 17 6 5 2

Presence of own children: Aged 0-4 209 16 15 8 1 Aged 5-9 243 19 14 8 2 Aged 10-15 312 15 9 7 1 Aged 16-18 256 19 6 7 1 Any children 705 16 9 7 1 No children in household 897 15 5 4 1 Household size: 1 198 12 4 3 2 2 511 15 5 4 1 3 369 15 7 6 1 4 328 18 8 5 1 5 or more 196 20 11 9 2



Current marital status: Single 458 16 8 6 1 Married/Civil partnership/Living as married

972 16 7 5 1

Separated, divorced or widowed 172 17 1 2 2 Financial situation: Healthy 363 20 7 7 1 OK 723 14 8 5 1 Tight 388 15 4 4 2 Struggling/In Trouble 128 15 5 2 2 * small sub-sample (75-100) ** low response rate (75-100) SOURCE: GMI/MINTEL

FIGURE 103: REPERTOIRE OF VARIETIES OF YOGURT/FROMAGE FRAIS PURCHASED, BY DEMOGRAPHICS, MAY 2013 Base: 1,602 internet users aged 16+ who have bought yogurt/fromage frais in the past three months Sample

size 1 types of

yogurt/fromage frais purchased

2 types of yogurt/fromage frais purchased

3 types of yogurt/fromage frais purchased

4 or more types of

yogurt/fromage frais purchased

% % % % %

All 1,602 41 25 17 17 Gender: Male 757 45 25 16 13 Female 845 37 25 18 20 Age: 16-24 294 45 21 18 16 25-34 337 39 26 16 20 35-44 319 39 24 17 20 45-54 270 38 27 19 16 55-64 207 40 27 21 13 65+ 175 47 25 14 14 Region: Inner and Greater London

239 34 26 19 22

South East/East Anglia 397 39 26 18 17 South West and Wales 215 46 23 18 13 East and West Midlands

247 40 28 19 13

North West 168 44 21 14 21 Yorks, Humberside 140 39 26 17 18 North and Scotland 196 47 22 15 15 Area: Urban location 666 40 23 18 20 Suburban location 643 40 28 18 14 Village/rural location/Other

293 44 23 15 17




658 41 22 18 19


267 43 27 16 15

Any self-employed 141 38 28 14 20 In full-time education 163 40 24 23 13 Retired 233 44 26 15 14 Not working for any other reason

140 34 30 16 21


AB 473 34 25 19 22 C1 490 41 24 18 17 C2 334 43 27 16 15 DE 305 49 24 15 12 D 210 50 24 14 11 E* 95 45 25 16 14 Highest level of education:


387 44 29 17 11


291 42 26 18 14


241 37 27 19 17


102 27 31 23 19


418 39 20 17 24


Under £9,500 104 54 20 14 12 £9,500-15,499 236 46 23 16 16 Under £15,500 340 48 22 15 14 £15,500-24,999 313 40 26 17 17 £25,000-49,999 593 40 24 18 17 £50,000 or over 235 34 26 17 23 Don’t know/Refused 121 40 30 21 9 Housing situation: Bought on a mortgage 601 39 24 18 19 Own outright 441 41 27 17 15 Rented from local authority

133 56 20 15 9


299 34 28 18 20


128 48 21 16 15




Aged 0-4 209 41 23 15 21 Aged 5-9 243 37 25 14 24 Aged 10-15 312 38 27 17 18 Aged 16-18 256 30 30 21 18 Any children 705 38 27 17 19 No children in household

897 43 23 18 16

Household size: 1 198 47 22 17 14 2 511 42 24 18 15 3 369 38 26 18 18 4 328 42 25 17 16 5 or more 196 33 29 16 23 Current marital status:

Single 458 41 25 17 17 Married/Civil partnership/Living as married

972 40 25 17 18


172 43 25 20 12

Financial situation: Healthy 363 37 24 20 19 OK 723 41 27 15 16 Tight 388 42 21 20 17 Struggling/In Trouble 128 41 27 16 16 * small sub-sample (75-100) SOURCE: GMI/MINTEL



FIGURE 104: PACK TYPES OF YOGURT/FROMAGE FRAIS PURCHASED IN THE PAST THREE MONTHS, BY DEMOGRAPHICS, MAY

2013 Base: 1,602 internet users aged 16+ who have bought yogurt/fromage frais in the past three months Sample

size Multipacks of

small pots Individual large pots

Individual small pots

Tubes/pouches Other

% % % % %

All 1,602 65 48 42 13 1 Gender: Male 757 63 45 38 11 2 Female 845 66 51 45 16 1 Age: 16-24 294 58 50 42 15 1 25-34 337 60 51 44 16 - 35-44 319 70 50 44 18 1 45-54 270 72 45 45 16 1 55-64 207 66 44 35 4 2 65+ 175 62 43 35 3 3 Region: Inner and Greater London

239 60 56 45 13 -


397 68 49 40 12 2


215 65 44 40 11 1


247 64 47 40 17 1

North West 168 65 44 46 19 1 Yorks, Humberside 140 66 51 41 11 2 North and Scotland 196 64 43 43 12 3 Area: Urban location 666 65 53 44 15 1 Suburban location 643 67 42 42 14 1 Village/rural location/Other

293 60 48 37 10 3


658 64 50 44 14 1


267 71 42 45 18 1


140 73 41 41 16 3


AB 473 66 53 44 13 1 C1 490 64 48 41 14 1 C2 334 66 45 46 15 1 DE 305 63 42 34 10 3 D 210 65 43 34 13 2 E* 95 59 40 34 5 4





387 69 41 40 17 1


291 66 50 41 14 1


241 68 44 43 15 2


102 72 50 34 17 -


418 58 54 48 11 2


Under £9,500 104 60 39 34 10 5 £9,500-15,499 236 64 43 39 12 2 Under £15,500 340 63 42 37 11 3 £15,500-24,999 313 63 49 42 12 2 £25,000-49,999 593 66 50 42 14 1 £50,000 or over 235 66 51 47 17 1 Don’t know/Refused 121 67 46 38 14 - Housing situation: Bought on a mortgage

601 69 46 41 19 1

Own outright 441 60 49 41 8 3 Rented from local authority

133 58 43 45 14 3


299 66 56 43 11 1


128 65 40 38 11 1


Aged 0-4 209 67 47 47 30 - Aged 5-9 243 69 47 53 35 1 Aged 10-15 312 71 47 48 26 1 Aged 16-18 256 71 49 46 21 2 Any children 705 70 48 47 24 1 No children in household

897 61 48 38 5 2

Household size: 1 198 57 50 38 2 2 2 511 61 47 38 5 2 3 369 71 48 43 15 1 4 328 65 47 45 20 1 5 or more 196 70 47 47 33 2



Current marital status:

Single 458 57 53 41 12 1 Married/Civil partnership/Living as married

972 68 47 42 15 2


172 67 41 38 6 3

Financial situation: Healthy 363 57 56 42 11 2 OK 723 67 44 44 13 1 Tight 388 68 48 39 16 1 Struggling/In Trouble

128 66 48 38 12 3

* small sub-sample (75-100) SOURCE: GMI/MINTEL

Appendix – Choice Factors for Yogurts/Fromage Frais Yogurt and Desserts UK, July 2013


Appendix – Choice Factors for Yogurts/Fromage Frais FIGURE 105: FACTORS CONSIDERED WHEN CHOOSING YOGURT/FROMAGE FRAIS, MAY 2013 Base: 1,602 internet users aged 16+ who have bought yogurt/fromage frais in the past three months %

Favourite flavour 54 Low price 48 Special offer/promotion 47 All-natural ingredients (eg no additives/artificial flavours) 33 Low sugar/sugar-free 29 A well-known brand 27 Reduced calorie 25 Premium ingredients (eg real vanilla, Belgium chocolate) 15 A flavour I haven't tried before 14 Ethical claims (eg animal welfare/supports local farmers) 9 None of these 3 SOURCE: GMI/MINTEL FIGURE 106: MOST POPULAR FACTORS CONSIDERED WHEN CHOOSING YOGURT/FROMAGE FRAIS, BY DEMOGRAPHICS, MAY

2013 Base: 1,602 internet users aged 16+ who have bought yogurt/fromage frais in the past three months Sample

size Favourite

flavour Low price

Special offer/

promotion


(eg no additives/ artificial flavours)

Low sugar/ sugar-

free

A well-known brand

% % % % % %

All 1,602 54 48 47 33 29 27 Gender: Male 757 52 48 41 27 25 31 Female 845 56 48 52 38 32 24 Age: 16-24 294 56 48 39 25 22 28 25-34 337 49 48 39 24 25 24 35-44 319 57 49 54 33 23 30 45-54 270 59 50 50 37 31 28 55-64 207 50 43 50 44 41 25 65+ 175 48 45 52 43 40 32 Region: Inner and Greater London

239 49 36 42 37 30 32


397 58 48 50 35 29 27


215 52 48 45 32 26 25


247 52 51 45 33 30 29

North West 168 57 46 44 29 27 25 Yorks, Humberside 140 59 56 51 29 31 21 North and Scotland 196 50 50 48 32 29 31



Area: Urban location 666 53 46 43 32 28 29 Suburban location 643 56 48 49 34 30 26 Village/rural location/Other

293 49 50 49 33 29 28


658 53 46 45 29 25 28


267 54 50 50 31 34 26


140 62 54 56 34 24 26


AB 473 52 41 44 35 32 27 C1 490 53 47 46 33 25 27 C2 334 58 53 47 32 26 29 DE 305 53 53 52 30 33 28 D 210 53 52 50 26 28 27 E* 95 54 54 58 41 44 28 Highest level of education:


387 55 49 48 30 26 31


291 57 46 48 31 25 25


241 58 53 51 37 35 22


102 56 46 55 34 39 30


418 48 45 43 36 27 28


Under £9,500 104 46 56 39 46 29 16 £9,500-15,499 236 53 53 47 30 29 28 Under £15,500 340 51 54 45 35 29 24 £15,500-24,999 313 55 49 46 33 31 30 £25,000-49,999 593 54 48 49 32 28 28 £50,000 or over 235 55 34 42 33 28 30 Don’t know/Refused 121 59 50 53 31 28 22 Housing situation: Bought on a mortgage 601 54 48 46 30 27 27 Own outright 441 52 43 47 37 32 28 Rented from local authority

133 55 54 46 31 28 31


299 57 49 43 34 28 25


128 52 51 56 30 27 31





897 54 48 47 35 33 28



972 53 46 48 33 30 26


172 53 50 53 41 40 31




FIGURE 107: NEXT MOST POPULAR FACTORS CONSIDERED WHEN CHOOSING YOGURT/FROMAGE FRAIS, BY DEMOGRAPHICS, MAY 2013 Base: 1,602 internet users aged 16+ who have bought yogurt/fromage frais in the past three months Sample

size Reduced calorie

Premium ingredients (eg

real vanilla, Belgium

chocolate)

A flavour I haven't

tried before

Ethical claims (eg animal

welfare/ supports local

farmers)

None of these

% % % % %

All 1,602 25 15 14 9 3 Gender: Male 757 19 15 14 8 4 Female 845 30 14 15 10 2 Age: 16-24 294 25 16 17 13 5 25-34 337 22 14 15 9 3 35-44 319 22 17 12 8 2 45-54 270 21 14 17 7 3 55-64 207 35 15 10 7 3 65+ 175 31 13 14 8 3 Region: Inner and Greater London

239 26 21 17 10 3

South East/East Anglia 397 24 15 13 9 3 South West and Wales 215 20 12 12 11 4 East and West Midlands 247 24 15 15 6 4 North West 168 30 13 15 8 4 Yorks, Humberside 140 25 11 16 12 1 North and Scotland 196 28 14 15 8 2 Area: Urban location 666 25 14 14 9 2 Suburban location 643 26 15 15 8 3 Village/rural location/Other

293 25 15 14 10 4


658 23 17 16 8 3


267 23 10 12 9 2


140 26 14 17 10 3


AB 473 28 18 13 11 3 C1 490 24 16 12 8 3 C2 334 23 12 18 7 2 DE 305 25 12 16 9 5 D 210 21 12 15 8 6 E* 95 33 12 19 11 2





387 26 12 15 6 3

AS/A-level or equivalent 291 23 15 13 11 4 Vocational qualification (eg NVQs, BTEC)

241 29 12 14 6 5


102 30 18 22 7 -


418 24 19 14 11 2


Under £9,500 104 19 11 17 11 5 £9,500-15,499 236 27 12 15 8 4 Under £15,500 340 24 11 16 9 4 £15,500-24,999 313 24 16 14 10 4 £25,000-49,999 593 26 14 14 8 2 £50,000 or over 235 24 22 14 11 3 Don’t know/Refused 121 24 11 16 6 2 Housing situation: Bought on a mortgage 601 26 16 14 8 3 Own outright 441 30 15 12 10 3 Rented from local authority

133 21 8 16 4 5


299 19 16 16 10 3


128 24 13 20 9 3


Aged 0-4 209 21 13 13 9 4 Aged 5-9 243 19 20 20 9 2 Aged 10-15 312 21 18 18 8 2 Aged 16-18 256 26 20 18 9 2 Any children 705 24 16 17 8 3 No children in household

897 26 14 13 10 3

Household size: 1 198 24 12 14 10 4 2 511 31 14 12 10 4 3 369 25 14 13 7 3 4 328 23 16 16 9 2 5 or more 196 17 19 19 9 2 Current marital status: Single 458 21 17 17 12 3 Married/Civil partnership/Living as married

972 26 14 14 8 3


172 30 14 11 8 3

Appendix – The Consumer – Attitudes Towards Yogurt/Fromage Frais Yogurt and Desserts UK, July 2013


Appendix – The Consumer – Attitudes Towards

Yogurt/Fromage Frais FIGURE 108: AGREEMENT WITH THE STATEMENT ‘YOGURTS MAKE FOR A GOOD GUILT-FREE SNACK’, BY DEMOGRAPHICS, MAY

2013 Base: 1,728 internet users aged 16+ who have bought yogurt/fromage frais and other types of yogurts in the past three months Sample size Any agree Neither agree

nor disagree Any disagree

% % %

All 1,728 77 19 4 Gender: Male 830 73 23 4 Female 898 81 16 3 Age: 16-24 328 74 20 5 25-34 353 76 19 5 35-44 335 79 17 4 45-54 293 82 17 1 55-64 218 80 17 3 65+ 201 71 27 2 Region: Inner and Greater London 257 78 18 4 South East/East Anglia 426 77 18 4 South West and Wales 229 72 21 7 East and West Midlands 268 77 21 3 North West 177 79 19 2 Yorks, Humberside 151 79 19 3 North and Scotland 220 78 20 2 Area: Urban location 713 76 20 4 Suburban location 694 80 17 3 Village/rural location/Other 321 74 22 4 Working status: Employee full-time (30+ hours/week) 699 80 16 4 Employee part-time (less than 30 hours/week)

274 76 22 2

Any self-employed 154 71 23 6 In full-time education 189 74 21 6 Retired 264 75 23 3 Not working for any other reason 148 82 17 1 Socio-economic group: AB 515 76 20 4 C1 523 75 21 4 C2 352 82 16 2 DE 338 78 19 3 D 233 79 18 3 E 105 76 21 3



Highest level of education: No formal qualification* 76 70 25 5 GCSE/O-level or equivalent 421 76 21 3 AS/A-level or equivalent 311 75 22 3 Vocational qualification (eg NVQs, BTEC)

262 81 16 3

Further qualification (HNCs, HNDs) 112 81 16 3 University degree (including undergraduate and master’s degrees)

444 80 16 5

Gross annual household income: Under £9,500 114 70 26 4 £9,500-15,499 256 76 19 5 Under £15,500 370 74 21 4 £15,500-24,999 336 79 17 4 £25,000-49,999 632 79 18 3 £50,000 or over 250 79 18 4 Don’t know/Refused 140 69 27 4 Housing situation: Bought on a mortgage 633 80 16 4 Own outright 477 75 21 4 Rented from local authority 149 80 18 2 Rented from private landlord 323 77 20 3 Rented from housing association/Others 146 71 26 3 Presence of own children: Aged 0-4 214 75 21 5 Aged 5-9 249 79 17 4 Aged 10-15 323 83 14 3 Aged 16-18 273 77 18 4 Any children 739 79 18 4 No children in household 989 76 20 4 Household size: 1 220 77 20 3 2 558 76 20 5 3 398 76 20 3 4 347 80 17 3 5 or more 205 78 18 4 Current marital status: Single 511 76 20 4 Married/Civil partnership/Living as married

1,026 78 19 4

Separated, divorced or widowed 191 78 20 2 Financial situation: Healthy 387 76 18 5 OK 786 76 20 4 Tight 419 79 20 1 Struggling/In Trouble 136 83 15 2 * small sub-sample (75-100) SOURCE: GMI/MINTEL



FIGURE 109: AGREEMENT WITH THE STATEMENT ‘I'D LIKE TO SEE A WIDER VARIETY OF YOGURTS WITH ADDED HEALTH

BENEFITS’, BY DEMOGRAPHICS, MAY 2013 Base: 1,728 internet users aged 16+ who have bought yogurt/fromage frais and other types of yogurts in the past three months Sample size Any agree Neither agree

nor disagree Any

disagree % % %


274 51 38 11





262 58 33 9


444 61 24 15

Gross annual household income: Under £9,500 114 53 39 9 £9,500-15,499 256 54 30 16 Under £15,500 370 54 33 14 £15,500-24,999 336 56 35 8 £25,000-49,999 632 56 32 12 £50,000 or over 250 66 25 10 Don’t know/Refused 140 52 36 12 Housing situation: Bought on a mortgage 633 58 33 9 Own outright 477 52 34 14 Rented from local authority 149 60 34 6 Rented from private landlord 323 60 26 14 Rented from housing association/Others

146 55 36 10

Presence of own children: Aged 0-4 214 64 27 9 Aged 5-9 249 64 26 10 Aged 10-15 323 63 28 9 Aged 16-18 273 58 33 9 Any children 739 62 30 9 No children in household 989 53 34 13 Household size: 1 220 47 40 13 2 558 55 30 15 3 398 59 32 9 4 347 58 33 9 5 or more 205 64 27 9 Current marital status: Single 511 57 30 12 Married/Civil partnership/Living as married

1,026 56 33 11




FIGURE 110: AGREEMENT WITH THE STATEMENT ‘I TRUST THE HEALTH BENEFITS YOGURTS CLAIM ON THE PACKAGING’, BY

DEMOGRAPHICS, MAY 2013 Base: 1,728 internet users aged 16+ who have bought yogurt/fromage frais and other types of yogurts in the past three months Sample size Any agree Neither agree nor

disagree Any disagree

% % %

All 1,728 59 34 8 Gender: Male 830 57 35 9 Female 898 61 32 7 Age: 16-24 328 59 31 11 25-34 353 63 28 9 35-44 335 62 33 5 45-54 293 64 29 7 55-64 218 51 41 8 65+ 201 47 47 5 Region: Inner and Greater London 257 61 32 7 South East/East Anglia 426 59 35 6 South West and Wales 229 55 34 11 East and West Midlands 268 62 30 9 North West 177 56 38 5 Yorks, Humberside 151 56 34 9 North and Scotland 220 61 33 6 Area: Urban location 713 61 31 7 Suburban location 694 59 33 8 Village/rural location/Other 321 53 39 8 Working status: Employee full-time (30+ hours/week)

699 66 28 6


274 57 35 8





262 61 33 6


444 60 31 9


146 57 34 9


1,026 60 33 7




FIGURE 111: AGREEMENT WITH THE STATEMENT ‘YOGURTS WITH ‘HEALTHY’ CLAIMS ARE STILL HIGH IN SUGAR’, BY


disagree Any disagree**

% % %


699 54 40 6


274 54 42 4

Any self-employed 154 49 44 7 In full-time education 189 59 33 8 Retired 264 50 47 3 Not working for any other reason

148 49 46 5

Socio-economic group: AB 515 57 38 6 C1 523 56 39 5 C2 352 51 43 5 DE 338 44 50 6 D 233 44 50 6 E 105 46 50 4




262 52 45 3


112 49 45 6


444 61 34 4


Under £9,500 114 54 41 5 £9,500-15,499 256 48 45 7 Under £15,500 370 50 44 6 £15,500-24,999 336 51 43 6 £25,000-49,999 632 54 41 5 £50,000 or over 250 57 37 6 Don’t know/Refused 140 51 46 3 Housing situation: Bought on a mortgage 633 54 40 6 Own outright 477 52 43 5 Rented from local authority 149 49 45 6 Rented from private landlord 323 56 39 5 Rented from housing association/Others

146 48 47 5


1,026 52 44 5

Separated, divorced or widowed 191 49 46 5 Financial situation: Healthy 387 57 39 5 OK 786 53 40 7 Tight 419 52 45 4 Struggling/In Trouble 136 46 48 7 * small sub-sample (75-100) ** low response rate (75-100) SOURCE: GMI/MINTEL



FIGURE 112: AGREEMENT WITH THE STATEMENT ‘YOGURT IS A GOOD WAY TO GET CALCIUM AND VITAMIN D IN MY DIET’, BY

DEMOGRAPHICS, MAY 2013 Base: 1,728 internet users aged 16+ who have bought yogurt/fromage frais and other types of yogurts in the past three months Sample size Any agree Neither agree


% % %


274 80 18 2





262 81 17 2


444 83 15 2


146 73 25 3


1,026 82 16 2




FIGURE 113: AGREEMENT WITH THE STATEMENT ‘YOGURT/YOGURT DRINKS ARE A GOOD WAY TO SUPPORT DIGESTIVE

HEALTH’, BY DEMOGRAPHICS, MAY 2013 Base: 1,728 internet users aged 16+ who have bought yogurt/fromage frais and other types of yogurts in the past three months Sample size Any agree Neither agree nor

disagree Any

disagree % % %


699 77 20 4


274 69 29 1





262 75 21 4


112 71 25 4


444 73 22 5



146 68 29 3


1,026 73 24 3




FIGURE 114: AGREEMENT WITH THE STATEMENT ‘I WOULD LIKE TO SEE MORE YOGURTS HIGH IN PROTEIN’, BY DEMOGRAPHICS, MAY 2013 Base: 1,728 internet users aged 16+ who have bought yogurt/fromage frais and other types of yogurts in the past three months Sample size Any agree Neither agree nor


% % %


699 51 42 8


274 41 49 11





262 44 48 8


112 48 39 13


444 49 39 13



146 45 49 6


1,026 43 48 9




FIGURE 115: AGREEMENT WITH THE STATEMENT ‘YOGURTS CAN BE A GOOD COOKING INGREDIENT (EG FOR SAUCES/DIPS)’, BY



% % %


699 63 29 8


274 62 28 9


148 59 30 10





262 65 29 6


112 63 28 10


444 70 23 7



146 55 37 8


1,026 63 29 8




FIGURE 116: AGREEMENT WITH THE STATEMENT ‘THE TASTE OF A YOGURT IS MORE IMPORTANT TO ME THAN CALORIE

CONTENT’, BY DEMOGRAPHICS, MAY 2013 Base: 1,728 internet users aged 16+ who have bought yogurt/fromage frais and other types of yogurts in the past three months Sample size Any agree Neither agree nor


% % %


699 64 24 12


274 54 33 13





262 58 27 14


112 58 24 18


444 65 22 13



146 57 29 14


1,026 61 27 13




FIGURE 117: AGREEMENT WITH THE STATEMENT ‘A THICK TEXTURE MAKES A YOGURT FEEL MORE INDULGENT’, BY



% % %


699 78 18 3


274 76 22 3


148 77 19 4





262 79 18 4


112 79 15 6


444 74 21 5



146 71 28 1


1,026 77 19 4




FIGURE 118: AGREEMENT WITH THE STATEMENT ‘BIG POTS ALLOW YOU TO CONTROL THE PORTION SIZE’, BY DEMOGRAPHICS, MAY 2013 Base: 1,728 internet users aged 16+ who have bought yogurt/fromage frais and other types of yogurts in the past three months Sample size Any agree Neither agree nor


% % %


274 39 37 24





262 42 38 20


444 46 32 22


146 42 45 13


1,026 42 39 19




FIGURE 119: AGREEMENT WITH THE STATEMENT ‘I WOULD EAT YOGURTS MORE OFTEN IF THEY KEPT ME FULLER FOR LONGER’, BY DEMOGRAPHICS, MAY 2013 Base: 1,728 internet users aged 16+ who have bought yogurt/fromage frais and other types of yogurts in the past three months Sample

size Any agree Neither agree


% % %


274 42 42 15

Any self-employed 154 34 37 29 In full-time education 189 48 31 21 Retired 264 27 42 30 Not working for any other reason 148 55 28 17 Socio-economic group: AB 515 43 35 23 C1 523 46 36 18 C2 352 48 33 19 DE 338 44 38 18 D 233 48 36 15 E 105 34 43 23 Highest level of education: No formal qualification* 76 42 39 18 GCSE/O-level or equivalent 421 42 39 19 AS/A-level or equivalent 311 44 36 20 Vocational qualification (eg NVQs, BTEC) 262 49 37 14 Further qualification (HNCs, HNDs) 112 42 32 26 University degree (including undergraduate and master’s degrees)

444 46 31 23



Gross annual household income: Under £9,500 114 47 32 20 £9,500-15,499 256 42 38 20 Under £15,500 370 44 36 20 £15,500-24,999 336 50 35 15 £25,000-49,999 632 42 37 21 £50,000 or over 250 50 30 20 Don’t know/Refused 140 36 40 24 Housing situation: Bought on a mortgage 633 50 33 18 Own outright 477 34 42 25 Rented from local authority 149 54 34 12 Rented from private landlord 323 47 31 22 Rented from housing association/Others 146 45 39 16 Presence of own children: Aged 0-4 214 52 34 14 Aged 5-9 249 57 29 13 Aged 10-15 323 47 33 20 Aged 16-18 273 49 34 16 Any children 739 51 33 16 No children in household 989 40 38 22 Household size: 1 220 34 40 26 2 558 41 37 22 3 398 49 36 15 4 347 48 35 18 5 or more 205 55 27 18 Current marital status: Single 511 47 34 19 Married/Civil partnership/Living as married 1,026 45 36 20 Separated, divorced or widowed 191 39 39 22 Financial situation: Healthy 387 41 35 24 OK 786 44 37 19 Tight 419 45 37 18 Struggling/In Trouble 136 59 26 15 * small sub-sample (75-100) SOURCE: GMI/MINTEL

Appendix – The Consumer – Usage of Desserts Yogurt and Desserts UK, July 2013


Appendix – The Consumer – Usage of Desserts FIGURE 120: CHILLED DESSERTS EATEN AND/OR BOUGHT IN THE PAST THREE MONTHS, BY DEMOGRAPHICS, MAY 2013 Base: 2,000 internet users aged 16+ Sample size Eaten in the last

3 months Bought in the last 3 months

Not eaten or bought in the last 3 months

% % %

All 2,000 59 29 32 Gender: Male 1,000 57 28 32 Female 1,000 60 30 31 Age: 16-24 368 67 25 23 25-34 380 61 36 27 35-44 393 60 29 31 45-54 350 61 35 29 55-64 264 51 25 41 65+ 245 47 19 47 Region: Inner and Greater London 277 58 30 28 South East/East Anglia 495 62 28 29 South West and Wales 267 52 29 37 East and West Midlands 322 61 25 30 North West 213 55 30 36 Yorks, Humberside 169 58 29 32 North and Scotland 257 60 32 32 Area: Urban location 822 60 27 30 Suburban location 807 57 31 32 Village/rural location/Other 371 59 28 33 Working status: Employee full-time (30+ hours/week)

803 61 33 28


303 60 32 29





315 56 30 35


497 59 31 31


172 58 31 33

Presence of own children: Aged 0-4 221 66 32 23 Aged 5-9 257 73 37 14 Aged 10-15 351 69 35 20 Aged 16-18 294 70 31 20 Any children 790 67 34 21 No children in household 1,210 53 26 39 Household size: 1 296 47 24 46 2 656 53 25 38 3 451 64 35 25 4 382 64 31 25 5 or more 215 72 31 18 Current marital status: Single 607 62 28 29 Married/Civil partnership/Living as married

1,155 59 31 30




FIGURE 121: CUSTARD/VANILLA SAUCE EATEN AND/OR BOUGHT IN THE PAST THREE MONTHS, BY DEMOGRAPHICS, MAY 2013 Base: 2,000 internet users aged 16+ Sample size Eaten in the

last 3 months Bought in the last 3 months


% % %

All 2,000 40 23 48 Gender: Male 1,000 39 26 47 Female 1,000 41 21 49 Age: 16-24 368 35 24 49 25-34 380 42 27 42 35-44 393 39 24 48 45-54 350 42 24 48 55-64 264 41 19 53 65+ 245 41 21 49 Region: Inner and Greater London 277 43 26 42 South East/East Anglia 495 41 20 49 South West and Wales 267 34 20 55 East and West Midlands 322 45 24 45 North West 213 38 25 47 Yorks, Humberside 169 35 25 49 North and Scotland 257 38 27 49 Area: Urban location 822 40 24 46 Suburban location 807 40 25 48 Village/rural location/Other 371 40 19 51 Working status: Employee full-time (30+ hours/week) 803 41 25 45 Employee part-time (less than 30 hours/week)

303 41 26 46

Any self-employed 185 38 24 49 In full-time education 209 33 20 54 Retired 319 40 21 51 Not working for any other reason 181 41 16 51 Socio-economic group: AB 583 43 24 46 C1 592 36 23 50 C2 415 44 25 43 DE 410 36 20 53 D 279 33 22 55 E 131 42 18 47 Highest level of education: No formal qualification* 93 28 25 54 GCSE/O-level or equivalent 493 43 23 46 AS/A-level or equivalent 345 39 23 49 Vocational qualification (eg NVQs, BTEC)

315 41 25 48


497 37 24 49




172 41 26 46


1,155 44 25 44




FIGURE 122: NON-CHILLED DESSERT EATEN AND/OR BOUGHT IN THE PAST THREE MONTHS, BY DEMOGRAPHICS, MAY 2013 Base: 2,000 internet users aged 16+ Sample size Eaten in the last



% % %


803 35 28 48


303 37 32 44





315 37 30 50


137 34 27 51


497 33 28 51



172 38 27 47


1,155 38 28 47




FIGURE 123: PACKET DESSERT MIXES EATEN AND/OR BOUGHT IN THE PAST THREE MONTHS, BY DEMOGRAPHICS, MAY 2013 Base: 2,000 internet users aged 16+ Sample size Eaten in the last



% % %


803 22 22 63


303 22 20 64





315 23 20 65


137 13 18 73


497 19 18 68



172 19 17 70


1,155 21 19 66




FIGURE 124: FROZEN DESSERT EATEN AND/OR BOUGHT IN THE PAST THREE MONTHS, BY DEMOGRAPHICS, MAY 2013 Base: 2,000 internet users aged 16+ Sample size Eaten in the last



% % %


803 37 30 46


303 37 22 51





315 34 26 51


137 34 31 53


497 34 26 52



172 35 28 48


1,155 36 26 49




FIGURE 125: OTHER EATEN AND/OR BOUGHT IN THE PAST THREE MONTHS, BY DEMOGRAPHICS, MAY 2013 Base: 2,000 internet users aged 16+ Sample size Eaten in the last



% % %


803 16 22 67


303 13 15 76





315 11 13 79


497 18 20 67


172 16 22 67


1,155 15 17 71




FIGURE 126: REPERTOIRE OF TYPES OF DESSERTS EATEN AND/OR BOUGHT IN THE PAST THREE MONTHS, BY DEMOGRAPHICS, MAY 2013 Base: 2,000 internet users aged 16+ Sample

size 1 type of desserts

2 types of

desserts

3 types of

desserts

4 types of

desserts % % % %

All 2,000 13 17 16 14 Gender: Male 1,000 13 17 15 13 Female 1,000 13 17 18 16 Age: 16-24 368 13 21 15 15 25-34 380 12 13 11 11 35-44 393 12 16 16 15 45-54 350 12 15 23 15 55-64 264 18 18 18 14 65+ 245 12 20 18 17 Region: Inner and Greater London 277 14 16 14 16 South East/East Anglia 495 12 17 16 15 South West and Wales 267 12 19 19 12 East and West Midlands 322 11 16 21 12 North West 213 12 18 12 14 Yorks, Humberside 169 15 19 15 13 North and Scotland 257 16 15 16 19 Area: Urban location 822 13 16 16 13 Suburban location 807 13 17 17 15 Village/rural location/Other 371 13 19 16 16 Working status: Employee full-time (30+ hours/week) 803 13 15 14 13 Employee part-time (less than 30 hours/week) 303 12 19 21 14 Any self-employed 185 12 15 18 15 In full-time education 209 15 22 15 18 Retired 319 13 18 19 16 Not working for any other reason 181 14 18 15 14 Socio-economic group: AB 583 13 18 15 14 C1 592 13 17 17 15 C2 415 11 15 16 15 DE 410 14 18 16 13 D 279 14 19 17 13 E 131 15 17 15 14 Highest level of education: No formal qualification* 93 22 20 22 9 GCSE/O-level or equivalent 493 13 15 17 16 AS/A-level or equivalent 345 13 21 15 14 Vocational qualification (eg NVQs, BTEC) 315 10 19 18 14 Further qualification (HNCs, HNDs) 137 13 14 18 17 University degree (including undergraduate and master’s degrees)

497 13 15 15 14



Gross annual household income: Under £9,500 148 14 15 13 14 £9,500-15,499 296 13 18 17 13 Under £15,500 444 14 17 16 13 £15,500-24,999 400 14 19 18 14 £25,000-49,999 711 12 16 17 15 £50,000 or over 278 13 14 13 14 Don’t know/Refused 167 14 20 18 19 Housing situation: Bought on a mortgage 731 13 16 18 13 Own outright 547 13 17 16 17 Rented from local authority 174 11 15 16 15 Rented from private landlord 376 14 19 15 15 Rented from housing association/Others 172 11 19 19 11 Presence of own children: Aged 0-4 221 10 13 14 16 Aged 5-9 257 5 9 16 17 Aged 10-15 351 7 16 17 17 Aged 16-18 294 10 19 17 19 Any children 790 8 15 16 17 No children in household 1,210 16 18 16 13 Household size: 1 296 20 18 14 11 2 656 14 19 18 14 3 451 11 15 18 15 4 382 12 19 15 14 5 or more 215 7 9 15 20 Current marital status: Single 607 13 21 14 13 Married/Civil partnership/Living as married 1,155 12 16 18 15 Separated, divorced or widowed 238 19 15 14 15 Financial situation: Healthy 449 13 15 14 14 OK 891 12 18 18 13 Tight 495 14 17 17 17 Struggling/In Trouble 165 17 17 13 15 * small sub-sample (75-100) SOURCE: GMI/MINTEL



FIGURE 127: REPERTOIRE OF TYPES OF DESSERTS EATEN AND/OR BOUGHT IN THE PAST THREE MONTHS, BY DEMOGRAPHICS, MAY 2013 (CONTINUED) Base: 2,000 internet users aged 16+ Sample

size 5 types

of desserts

6 types of

desserts

None of these

% % %

All 2,000 13 10 16 Gender: Male 1,000 15 11 17 Female 1,000 11 10 16 Age: 16-24 368 15 10 11 25-34 380 17 21 15 35-44 393 12 12 17 45-54 350 14 7 15 55-64 264 8 4 20 65+ 245 7 4 22 Region: Inner and Greater London 277 13 14 14 South East/East Anglia 495 13 10 16 South West and Wales 267 10 8 19 East and West Midlands 322 14 11 15 North West 213 14 9 20 Yorks, Humberside 169 14 11 14 North and Scotland 257 10 8 16 Area: Urban location 822 13 14 15 Suburban location 807 13 9 16 Village/rural location/Other 371 12 5 18 Working status: Employee full-time (30+ hours/week) 803 16 15 15 Employee part-time (less than 30 hours/week) 303 12 10 11 Any self-employed 185 9 11 19 In full-time education 209 13 4 13 Retired 319 8 3 23 Not working for any other reason 181 13 8 18 Socio-economic group: AB 583 13 11 16 C1 592 11 10 16 C2 415 16 12 14 DE 410 11 8 20 D 279 9 9 19 E 131 15 6 20 Highest level of education: No formal qualification* 93 9 2 17 GCSE/O-level or equivalent 493 14 9 15 AS/A-level or equivalent 345 10 12 15 Vocational qualification (eg NVQs, BTEC) 315 14 7 17 Further qualification (HNCs, HNDs) 137 11 10 18 University degree (including undergraduate and master’s degrees)

497 12 13 18



Gross annual household income: Under £9,500 148 11 7 26 £9,500-15,499 296 11 11 17 Under £15,500 444 11 10 20 £15,500-24,999 400 14 9 14 £25,000-49,999 711 13 11 16 £50,000 or over 278 17 13 15 Don’t know/Refused 167 8 4 16 Housing situation: Bought on a mortgage 731 14 11 15 Own outright 547 12 8 18 Rented from local authority 174 13 13 17 Rented from private landlord 376 10 10 17 Rented from housing association/Others 172 15 11 15 Presence of own children: Aged 0-4 221 15 24 9 Aged 5-9 257 22 23 9 Aged 10-15 351 19 14 11 Aged 16-18 294 16 11 8 Any children 790 18 16 10 No children in household 1,210 9 7 21 Household size: 1 296 5 6 26 2 656 9 8 18 3 451 15 12 14 4 382 16 12 12 5 or more 215 21 16 11 Current marital status: Single 607 14 10 16 Married/Civil partnership/Living as married 1,155 13 12 15 Separated, divorced or widowed 238 9 4 24 Financial situation: Healthy 449 14 12 18 OK 891 12 11 16 Tight 495 12 8 16 Struggling/In Trouble 165 14 7 16 * small sub-sample (75-100) SOURCE: GMI/MINTEL

Appendix – The Consumer – Choice Factors for Desserts Yogurt and Desserts UK, July 2013


Appendix – The Consumer – Choice Factors for

Desserts FIGURE 128: MOST POPULAR FACTORS CONSIDERED WHEN CHOOSING DESSERTS, BY DEMOGRAPHICS, MAY 2013 Base: 1,117 internet users aged 16+ who have bought dessert in the past three months Sample

size Favourite

flavour Special offer/

promotion

Low fat/ fat-free


(eg no additives/ artificial flavours)

Multipack

% % % % %

All 1,117 62 60 33 32 31 Gender: Male 560 61 53 27 29 33 Female 557 63 68 38 35 29 Age: 16-24 196 58 55 34 23 33 25-34 238 53 49 26 29 34 35-44 227 65 66 32 33 31 45-54 211 70 69 29 31 34 55-64 129 68 64 40 45 25 65+ 116 61 62 41 41 22 Region: Inner and Greater London 163 58 53 34 39 33 South East/East Anglia 257 64 63 33 32 31 South West and Wales 143 62 64 31 33 27 East and West Midlands 179 59 58 34 30 36 North West 122 63 64 32 26 30 Yorks, Humberside* 100 67 61 33 29 33 North and Scotland 153 63 59 32 34 25 Area: Urban location 472 59 57 33 34 35 Suburban location 452 64 60 33 32 28 Village/rural location/Other 193 66 69 31 28 27 Working status: Employee full-time (30+ hours/week)

492 60 58 31 32 34


182 66 65 33 29 30

Any self-employed 102 56 57 27 31 20 In full-time education* 97 63 57 34 25 32 Retired 154 63 61 42 40 27 Not working for any other reason*

90 71 69 30 37 36

Socio-economic group: AB 309 57 56 30 38 25 C1 355 61 59 32 30 30 C2 246 67 62 35 30 36 DE 207 67 68 36 29 34 D 150 66 70 35 30 34



Highest level of education: GCSE/O-level or equivalent 261 70 69 31 28 35 AS/A-level or equivalent 191 63 58 29 29 32 Vocational qualification (eg NVQs, BTEC)

185 66 65 43 32 29

Further qualification (HNCs, HNDs)*

81 62 59 31 41 32


294 54 55 31 36 27


£9,500-15,499 165 62 67 39 30 38 Under £15,500 232 61 66 38 30 35 £15,500-24,999 236 62 61 31 33 28 £25,000-49,999 423 62 61 31 32 31 £50,000 or over 153 63 48 30 35 29 Housing situation: Bought on a mortgage 420 63 60 34 29 31 Own outright 290 61 61 36 37 27 Rented from local authority* 97 55 60 36 21 36 Rented from private landlord 210 65 59 24 37 34 Rented from housing association/Others*

100 64 65 34 32 30

Presence of own children: Aged 0-4 155 52 50 28 26 35 Aged 5-9 174 58 59 29 34 38 Aged 10-15 230 63 61 34 29 37 Aged 16-18 180 68 58 34 28 32 Any children 515 60 57 33 30 36 No children in household 602 64 63 32 34 27 Household size: 1 142 61 67 29 33 27 2 335 61 60 36 33 26 3 279 62 61 31 34 30 4 227 65 57 30 29 37 5 or more 134 60 57 37 31 39 Current marital status: Single 318 60 57 29 30 31 Married/Civil partnership/Living as married

676 62 60 33 32 31


123 66 69 41 37 28

Financial situation: Healthy 249 55 57 33 34 35 OK 508 62 58 31 31 33 Tight 271 66 63 37 34 25 Struggling/In Trouble* 89 74 75 31 26 27 * small sub-sample (75-100) SOURCE: GMI/MINTEL



FIGURE 129: NEXT MOST POPULAR FACTORS CONSIDERED WHEN CHOOSING DESSERTS, BY DEMOGRAPHICS, MAY 2013 Base: 1,117 internet users aged 16+ who have bought dessert in the past three months Sample

size A well-known brand

Premium ingredients (eg

real vanilla, Belgium

chocolate)

Low sugar/

sugar-free

A flavour I haven't tried

before

% % % %

All 1,117 30 28 27 18 Gender: Male 560 31 27 27 17 Female 557 29 28 27 19 Age: 16-24 196 33 29 23 20 25-34 238 28 25 23 23 35-44 227 30 29 22 16 45-54 211 30 27 25 19 55-64 129 29 31 41 11 65+ 116 28 28 39 15 Region: Inner and Greater London 163 31 29 30 21 South East/East Anglia 257 25 28 27 16 South West and Wales 143 24 29 26 22 East and West Midlands 179 32 34 27 17 North West 122 35 25 28 16 Yorks, Humberside* 100 24 21 24 18 North and Scotland 153 38 25 27 16 Area: Urban location 472 32 27 29 18 Suburban location 452 28 28 26 17 Village/rural location/Other 193 28 30 25 18 Working status: Employee full-time (30+ hours/week)

492 31 27 27 19


182 27 22 25 16

Any self-employed 102 32 38 25 17 In full-time education* 97 34 30 24 21 Retired 154 24 27 41 13 Not working for any other reason*

90 30 31 16 21

Socio-economic group: AB 309 30 33 28 16 C1 355 28 28 27 20 C2 246 32 27 24 19 DE 207 30 19 30 16 D 150 31 18 28 15



Highest level of education: GCSE/O-level or equivalent 261 32 25 22 16 AS/A-level or equivalent 191 34 25 24 19 Vocational qualification (eg NVQs, BTEC)

185 23 24 32 17


81 32 36 32 12


294 29 33 26 21


£9,500-15,499 165 27 16 28 19 Under £15,500 232 25 19 27 18 £15,500-24,999 236 31 29 28 22 £25,000-49,999 423 30 30 27 16 £50,000 or over 153 34 33 27 18 Housing situation: Bought on a mortgage 420 31 29 23 18 Own outright 290 30 31 35 19 Rented from local authority* 97 26 23 33 19 Rented from private landlord 210 27 27 22 16 Rented from housing association/Others*

100 33 20 25 22

Presence of own children: Aged 0-4 155 27 24 26 20 Aged 5-9 174 39 34 24 20 Aged 10-15 230 37 27 26 19 Aged 16-18 180 30 32 19 21 Any children 515 30 29 25 19 No children in household 602 29 27 29 17 Household size: 1 142 25 23 20 18 2 335 28 27 35 17 3 279 32 30 24 20 4 227 29 26 25 15 5 or more 134 37 32 25 22 Current marital status: Single 318 31 28 22 21 Married/Civil partnership/Living as married

676 31 29 29 17


123 22 21 32 17

Financial situation: Healthy 249 33 33 29 16 OK 508 31 28 26 20 Tight 271 27 25 27 17 Struggling/In Trouble* 89 25 21 28 18 * small sub-sample (75-100) SOURCE: GMI/MINTEL



FIGURE 130: OTHER FACTORS CONSIDERED WHEN CHOOSING DESSERTS, BY DEMOGRAPHICS, MAY 2013 Base: 1,117 internet users aged 16+ who have bought dessert in the past three months Sample

size Small pot/

portion Large

individual pack

Ethical claims (eg animal welfare/ supports local

farmers)

None of

these

% % % %

All 1,117 16 14 11 2 Gender: Male 560 15 17 11 3 Female 557 18 11 10 1 Age: 16-24 196 18 16 16 1 25-34 238 18 18 13 2 35-44 227 18 17 8 2 45-54 211 15 12 10 1 55-64 129 13 8 8 2 65+ 116 15 8 8 3 Region: Inner and Greater London 163 18 16 9 4 South East/East Anglia 257 18 14 12 2 South West and Wales 143 18 12 10 1 East and West Midlands 179 15 13 10 3 North West 122 19 14 11 3 Yorks, Humberside* 100 13 17 11 - North and Scotland 153 13 14 12 1 Area: Urban location 472 20 15 11 2 Suburban location 452 15 13 12 2 Village/rural location/Other 193 9 14 8 3 Working status: Employee full-time (30+ hours/week)

492 16 17 11 1


182 19 12 10 2

Any self-employed 102 15 12 16 4 In full-time education* 97 20 14 11 - Retired 154 17 7 6 4 Not working for any other reason*

90 13 17 16 2

Socio-economic group: AB 309 17 12 11 3 C1 355 17 12 11 1 C2 246 18 20 11 2 DE 207 13 14 12 1 D 150 13 15 9 1



Highest level of education: GCSE/O-level or equivalent 261 14 14 8 2 AS/A-level or equivalent 191 19 10 13 1 Vocational qualification (eg NVQs, BTEC)

185 18 13 6 1


81 15 22 14 1


294 16 16 12 3


£9,500-15,499 165 21 13 12 2 Under £15,500 232 19 15 10 2 £15,500-24,999 236 16 16 12 1 £25,000-49,999 423 15 14 11 2 £50,000 or over 153 19 12 9 1 Housing situation: Bought on a mortgage 420 15 14 9 2 Own outright 290 16 10 12 2 Rented from local authority* 97 19 22 13 1 Rented from private landlord 210 19 16 12 3 Rented from housing association/Others*

100 18 17 10 2

Presence of own children: Aged 0-4 155 23 14 14 3 Aged 5-9 174 17 25 7 - Aged 10-15 230 17 20 10 - Aged 16-18 180 18 16 9 2 Any children 515 18 17 10 1 No children in household 602 15 11 11 2 Household size: 1 142 20 14 13 5 2 335 14 12 10 2 3 279 13 13 11 1 4 227 19 14 12 2 5 or more 134 19 22 7 - Current marital status: Single 318 18 18 14 1 Married/Civil partnership/Living as married

676 15 13 10 2


123 20 8 11 4

Financial situation: Healthy 249 16 16 12 1 OK 508 17 14 11 2 Tight 271 17 13 10 4 Struggling/In Trouble* 89 15 11 9 - * small sub-sample (75-100) SOURCE: GMI/MINTEL

Appendix – The Consumer – Attitudes Towards Desserts Yogurt and Desserts UK, July 2013


Appendix – The Consumer – Attitudes Towards

Desserts FIGURE 131: MOST POPULAR ATTITUDES TOWARDS DESSERTS, BY DEMOGRAPHICS, MAY 2013 Base: 1,499 internet users aged 16+ who have bought or eaten dessert in the past three months Sample

size I prefer

packaging where you

can see what the dessert inside

looks like

I like to try new

flavours and

varieties of desserts

I prefer homemade

desserts over shop-

bought varieties

I would like to see more

frozen desserts which are

individually portioned

I would buy a

dessert as part of a lunch

meal deal


% % % % % %

All 1,499 43 42 29 28 28 27 Gender: Male 739 36 40 27 24 29 22 Female 760 51 44 31 32 26 32 Age: 16-24 296 44 37 28 29 31 30 25-34 295 41 43 28 23 25 23 35-44 295 41 43 25 29 27 22 45-54 260 44 48 31 27 29 27 55-64 183 44 38 33 31 27 30 65+ 170 51 41 29 32 29 35 Region: Inner and Greater London

207 41 39 31 27 29 28


374 52 42 32 30 26 26


194 44 45 29 27 24 27


252 42 40 28 27 32 29

North West 154 36 39 19 26 31 25 Yorks, Humberside

126 38 47 29 25 25 26

North and Scotland

192 41 44 29 32 28 28


278 50 48 28 28 23 21




608 36 41 27 26 27 25


238 45 45 24 27 27 26


173 53 42 34 29 35 32

Retired 216 50 42 34 30 31 32 Not working for any other reason

131 51 42 27 34 20 26




374 46 43 27 32 29 24


263 48 44 28 27 28 29


227 41 49 26 27 30 26


100 46 42 37 34 25 25


379 41 38 32 27 26 29


Under £9,500* 96 43 34 31 23 19 31 £9,500-15,499 219 42 39 26 35 27 26 Under £15,500 315 43 37 28 31 24 27 £15,500-24,999 310 44 41 25 30 31 23 £25,000-49,999 536 42 43 29 27 27 28 £50,000 or over 214 48 42 33 24 29 30 Don’t know/ Refused

124 47 52 29 30 31 26



Housing situation:


559 43 44 28 26 28 28


131 37 37 29 37 26 22


273 47 47 36 29 30 27


137 43 33 26 34 26 27



859 47 42 30 29 27 26



881 42 42 30 27 28 27


152 46 45 29 32 29 30



127 49 53 31 28 28 19

* small sub-sample (75-100) SOURCE: GMI/MINTEL



FIGURE 132: NEXT MOST POPULAR ATTITUDES TOWARDS DESSERTS, BY DEMOGRAPHICS, MAY 2013 Base: 1,499 internet users aged 16+ who have bought or eaten dessert in the past three months Sample

size I avoid

desserts which are too sweet

Smaller portions of

dessert would

make me more likely

to eat them more

often

I prefer sweet

treats that I do not have to finish in

one go (eg chocolate

bar, sweets)

I would rather have a

yogurt as pudding than a

dessert

Individual servings of non-chilled

desserts (eg rice

puddings) are good for kids’ packed

lunches

None of these**

% % % % % %

All 1,499 23 20 18 15 11 6 Gender: Male 739 21 19 16 16 8 7 Female 760 25 22 19 15 13 5 Age: 16-24 296 16 23 26 15 10 7 25-34 295 18 22 17 15 15 5 35-44 295 18 18 20 15 15 7 45-54 260 25 18 15 16 16 5 55-64 183 36 20 12 15 1 7 65+ 170 38 20 12 18 - 5 Region: Inner and Greater London

207 27 22 25 14 13 4


374 22 21 20 15 10 6


194 20 18 11 16 6 8


252 27 20 21 15 13 6

North West 154 19 25 15 16 11 8 Yorks, Humberside

126 27 14 19 20 9 7

North and Scotland

192 21 21 11 14 14 6


278 24 17 13 16 6 7


608 20 21 18 15 13 6


238 18 13 11 12 11 7


173 18 25 31 18 13 6

Retired 216 40 23 10 18 - 4 Not working for any other reason

131 24 21 23 19 13 8






374 22 23 17 14 11 6


263 20 17 22 14 14 7


227 21 22 15 17 11 9


100 27 19 18 18 11 6


379 27 21 18 16 11 4


Under £9,500* 96 24 23 21 17 1 6 £9,500-15,499 219 25 23 20 15 9 7 Under £15,500 315 24 23 20 15 6 7 £15,500-24,999 310 24 19 19 15 10 8 £25,000-49,999 536 22 21 15 16 12 5 £50,000 or over 214 25 19 17 15 19 5 Don’t know/ Refused

124 19 14 23 14 6 5

Housing situation:


559 20 20 18 16 14 6


131 18 16 22 12 14 5


273 23 21 19 16 10 5


137 23 26 15 15 8 12



859 26 19 17 14 - 7



Household size: 1 189 25 23 13 17 - 4 2 482 29 18 18 15 2 6 3 347 21 19 17 14 14 6 4 303 18 20 20 16 19 7 5 or more 178 19 25 20 17 24 6 Current marital status:


881 24 20 16 16 13 6


152 32 20 14 13 5 5



127 21 21 20 11 8 11

* small sub-sample (75-100) ** low response rate (75-100) SOURCE: GMI/MINTEL

Appendix: Research methodology

UK Research Methodology Yogurt and Desserts UK, July 2013

UK Research Methodology Mintel is an independent market analysis company that prides itself on supplying objective

information on a whole range of markets and marketing issues.

There are five main sources of research that are used in the compilation of Mintel reports:

Consumer research

Desk Research

Trade research

Statistical forecasting.

Mintel’s exclusive archive of over 40 years of analysis and expertise

Mintel reports are written and managed by analysts with experience in the relevant markets.

Consumer research

Exclusive and original quantitative consumer research is commissioned for almost all Mintel reports.

In addition, qualitative research is also undertaken for a large proportion of reports in the form of

online focus groups. Mintel invests a considerable sum each year in consumer research, and the

purchaser of a Mintel report benefits, as the price of an individual report is less than the cost of the

original research alone. The research brings an up-to-date and unique insight into topical issues of

importance.

Consumer research is conducted among a nationally representative sample of either adults or internet

users and is generally carried out by GMI (online), Ipsos Mori (face to face), while other suppliers are

used on an ad hoc basis as required. The results are only available in Mintel reports.

Sampling and weighting Face to Face Surveys Ipsos Mori

Ipsos MORI Capibus uses a two-stage random location sample design which generates a very high

quality sample representative of the Great Britain adult population. Interviews are sampled from 145

Output Areas, randomly selected every week, and MOSAIC is employed to set interlocking quota

controls specific to each interviewer location. This ensures consistent accurate representation of the

locations interviewed every week. By using this proven sample design, all sub-sectors of the

population are represented – at a national and regional level.

All information collected on Capibus is then weighted to reflect the known profile of the adult

population in Great Britain. Capibus uses a rim weighting system which weights to mid-2010 census

and NRS defined profiles for age, social grade, region and working status - within gender. Additional

profiles used include tenure and car in household, for example.

Because the sampling process is repeated every week, the Capibus sample is matched wave on wave,

making it ideal for taking successive measurements on the same issue.


Online Surveys

GMI

Founded in 1999, GMI’s double opt-in online consumer panel has reach to approximately 350,000

consumers in the UK. GMI delivers uniquely identified online respondents via extensive use of fraud

detection and location-verification technology at multiple points in the research cycle, from initial

registration through survey fielding and incentive redemption. GMI panelists are profiled on a wide

variety of attributes to deliver the specific hard-to-reach demographics.

TGI data

Additional quantitative data are taken from Kantar Media UK Ltd.’s Target Group Index surveys. The

main TGI survey used is a continuous self-completion survey among a representative sample of

around 25,000 adults throughout Great Britain.

Unless otherwise stated, consumer research data is presented as penetration, ie as a percentage of

demographic sub-groups (usually in rows) such as age.

Population profile

GB population profile, by demographic group, 2012 Q2

Base: adults aged 15+ All 100.0 Gender:

Men 48.8 Women 51.2 Age group:

15-24 15.7 25-34 16.1 35-44 16.8 45-54 16.9 55-64 14.2 65+ 20.3 Socio-economic group:

AB 26.4 C1 28.0 C2 21.7 D 15.4 E 8.5 Presence of children:

Under 1 year 2.4 1-4 years 10.4 5-9 years 11.2 10-15 years 14.4 No children in household 71.1 Marital status:

Single 25.7 Married/living as married 60.6 Separated/divorced/widowed 13.7 Working status:

Full-time 37.7 Part-time 14.4 Not working 47.9


Household size:

1 person 19.1 2 persons 36.0 3 persons 19.4 4 persons 16.5 5 persons+ 9.0 Region:

Greater London 12.8 South East/East Anglia 23.7 South West 8.9 Wales 5.0 East & West Midlands 16.4 North West 10.6 Yorkshire & Humberside 8.8 North 5.2 Scotland 8.6 SOURCE: TGI /MINTEL

Definitions

Socio-economic group

Socio-economic groups are based on the head of household or chief income earner and are defined as

follows:

Socio-economic group Occupation of chief income earner

A Higher managerial, administrative or professional B Intermediate managerial, administrative or professional C1 Supervisory or clerical, and junior managerial, administrative or professional C2 Skilled manual workers D Semi and unskilled manual workers E All those entirely dependent on the state long term, through sickness, unemployment,

old age or other reasons

Retired persons who have a company pension or private pension, or who have private means are

graded on their previous occupation.

Students in higher education living at home are graded on the occupation of the head of the

household. Students living away from home are graded C1 (no account is taken of casual or vacation

jobs).

Lifestage and Special Groups

In addition to the standard breaks, Mintel also analyses consumer research in the following manner.

Lifestage

Lifestages are derived from analysis of consumer research and are split into four main groups, as

follows. The following percentages are nationally representative. An internet representative would

differ slightly.

% of population

Pre-family/no family aged under 45 who are not parents 29.1 Family any age with at least one child aged under 16 still at home 24.6 Third age aged 45-64 with no children aged under 16 still at home 26.0 Retired aged over 65 with no children aged under 16 still at home 20.3


Special Groups

As part of an on-going policy to find new ways of analysing data, Mintel has created of consumers to

typify consumer habits in the early years of the 21st Century. Unlike the lifestage groups, these groups

represent only sections of the population and do not account for all adults.

% of population

ABC1 Pre/no family ABC1 Socio-economic group and in the pre/no

family lifestage 16.7

ABC1 Families ABC1 Socio-economic group and in the family lifestage

12.7

ABC1 Third Age ABC1 Socio-economic group and in the third age lifestage

13.5

ABC1 Retired ABC1 Socio-economic group and in the retired (65+) lifestage

11.1

Two full-time earners couples where both partners work full-time 16.1 One person households under 65 aged under 65 and living alone 11.2 SOURCE: TGI / MINTEL

ACORN

Some reports also use consumer research analysed by ACORN category. ACORN is a geo-

demographic segmentation method, using census data to classify consumers according to the type of

residential area in which they live. Each postcode in the country can, therefore, be allocated an

ACORN category.

The classification is a more powerful differentiator of consumer behaviour than traditional socio-

economic and demographic indicators. The categories, and their components, are as follows:

ACORN category ACORN group % of population 19.3 Wealthy Achievers – Category 1 A – Wealthy Executives 5.7 B – Affluent Greys 6.2 C – Flourishing Families 7.4 10.4 Urban Prosperity – Category 2 D – Prosperous Professionals 1.9 E – Educated Urbanites 4.6 F – Aspiring Singles 3.9 29.7

Comfortably Off – Category 3 G – Starting Out 5.1 H – Secure Families 15.9 I – Settled Suburbia 6.8 J – Prudent Pensioners 1.9 16.8 Moderate Means – Category 4 K – Asian Communities 1.9 L – Post Industrial Families 5.4 M – Blue Collar Roots 9.5 23.3 Hard Pressed – Category 5 N – Struggling Families 15.0 O – Burdened Singles 4.5 P – High Rise Hardship 1.6 Q – Inner City Adversity 2.2

SOURCE: TGI / MINTEL


Confidence levels

Statistical confidence levels of + or – 2% or 3% can be applied to the data, depending on sample size

and percentage of respondents. For example, if 20% of a total sample of 1,000 adults say that they do

something, you can be 95% certain that the figure for the population lies between 17% and 23%. For a

sample of 2,000 adults, you can be 95% certain that the figure lies between 18% and 22%.

Consumer research is stored in a database supervised by Mintel’s statisticians. Additional analysis of

information too abundant to be included in published reports may be available for an additional

charge.

Qualitative Research Toluna/ 2020 Research

Toluna in partnership with 20/20 Research provide Mintel with qualitative bulletin board software.

This allows the creation of Internet-based, ‘virtual’ venues where participants recruited from Mintel’s

online surveys gather and engage in interactive, text-based discussions lead by Mintel moderators.

Trade research

Informal

Trade research is undertaken for all reports. This involves contacting relevant players in the trade, not

only to gain information concerning their own operations, but also to obtain explanations and views of

the strategic issues pertinent to the market being researched. Such is Mintel’s concern with accuracy

that draft copies of reports are sent to industry representatives, to get their feedback and avoid any

misrepresentation of the market. These comments are incorporated into reports prior to final

publication.

Formal

Internally, Mintel’s analysts undertake extensive trade interviews with selected key experts in the field

for the majority of reports. The purpose of these interviews is to assess key issues in the market place

in order to ensure that any research undertaken takes these into account.

In addition, using experienced external researchers, trade research is undertaken for some reports. This

takes the form of full trade interview questionnaires and direct quotes are included in the report and

analysed by experts in the field. This gives a valuable insight into a range of trade views of topical

issues.

Desk research

Mintel has an internal team of desk researchers who monitor: government statistics, consumer and

trade association statistics, manufacturer sponsored reports, annual company reports and accounts,

directories, press articles from around the world and online databases. The latter are extracted from

hundreds of publications and websites, both British and overseas. All information is cross-referenced

for immediate access.

Data from other published sources are the latest available at the time of writing the report.

This information is supplemented by an extensive library of Mintel’s reports produced since 1972 and

added to each year by the 500+ reports which are produced annually.


In addition to in-house sources, researchers also occasionally use outside libraries such as the British

Library or the Department of Trade and Industry. Other information is also gathered from store and

exhibition visits across Europe, as well as using other databases within the Mintel Group, such as the

Global New Product Database (GNPD), which monitors FMCG sales promotions.

All analysts have access to Mintel ’s Market Size and Economic Database – a database containing all

areas of consumer spend and retail sales as well as macroeconomic and demographic factors which

impinge on consumer spending patterns, going back some 20 years.

The database is used in conjunction with an SPSS forecasting program which uses weighted historical

correlations of market dynamics, with independent variables, to produce future spending scenarios.

Statistical Forecasting

Statistical modelling

For the majority of reports, Mintel produces five-year forecasts based on an advanced

statistical technique known as ‘multivariate time series auto-regression’ using the statistical

software package SPSS.

Historical market size data feeding into each forecast are collated in Mintel’s own market size

database and supplemented by macro- and socio-economic data sourced from organisations

such as the Office for National Statistics, HM Treasury and the Bank of England.

Within the forecasting process, the model searches for, and analyses relationships between,

actual market sizes and a selection of key economic and demographic determinants

(independent variables) in order to identify those predictors having the most influence on the

market.

Factors used in a forecast are stated in the relevant report section alongside an interpretation

of their role in explaining the development in demand for the product or market in question.

Qualitative insight

At Mintel we understand that historic data is limited in its capacity to act as the only force

behind the future state of markets. Thus, rich qualitative insights from industry experts

regarding future events that might impact upon various markets play an invaluable role in our

post statistical modeling evaluation process.

As a result, the Mintel forecast complements a rigorous statistical process with in-depth

market knowledge and expertise to allow for additional factors or market conditions outside of

the capacity of the statistical forecast.


The Mintel fan chart

Forecasts of future economic outcomes are always subject to uncertainty. In order to raise

awareness amongst our clients and to illustrate this uncertainty, Mintel has introduced a new

way of displaying market size forecasts in the form of a fan-chart.

Next to historical market sizes and a current year estimate, the fan chart illustrates the

probability of various outcomes for the market value/volume over the next five years.

At a 95% confidence interval, we are saying that 95 out of 100 times the forecast will fall

within these outer limits, which we call the best and worst case forecasts. These, based on the

statistically driven forecast, are the highest (best case) and lowest (worst case) market sizes

the market is expected to achieve.

Over the next five years, the widening bands successively show the developments that occur

within 95%, 90%, 70% and 50% probability intervals. Statistical processes predict the central

forecast to fall within the darker shaded area which illustrates 50% probability, i.e. a 5 in 10

chance.

A general conclusion: Based on our current knowledge of given historic market size data as

well as projections for key macro- and socio-economic measures that were used to create the

forecast, we can assume that in 95% of the time the actual market size will fall within the

purple shaded fan. In 5% of all cases this model might not be correct due to random errors and

the actual market size will fall out of these boundaries.

Weather analogy

To illustrate uncertainty in forecasting in an everyday example, let us assume the following

weather forecast was produced based on the meteorologists’ current knowledge of the

previous weather condition during the last few days, atmospheric observations, incoming

weather fronts etc.


Now, how accurate is this forecast and how certain can we be that the temperature on

Saturday will indeed be 15°C?

To state that the temperature in central London on Saturday will rise to exactly 15°C is

possible but one can’t be 100% certain about that fact.

To say the temperature on Saturday will be between 13°C and 17°C is a broader statement

and much more probable.

In general, we can say that based on the existing statistical model, one can be 95% certain that

the temperature on Saturday will be between 13°C and 17°C, and respectively 50% certain it

will be between about 14.5°C and 15.5°C. Again, only in 5% of all cases this model might not

be correct due to random errors and the actual temperature on Saturday will fall out of these

boundaries and thus will be below 13°C or above 17°C.

( To learn more about uncertainty in weather forecasts visit:

http://research.metoffice.gov.uk/research/nwp/ensemble/uncertainty.html )

European Research Methodology

Mintel surveys the four major European markets - France, Germany, Spain and Italy - with varying

samples of 1,000 and 2,000 adults aged 16+. The surveys are conducted online, via GMI, spanning ten

waves of research a year and all are representative of the online population in each country with quotas

on age, gender and region.

GMI FOUNDED IN 1999, GMI’S DOUBLE OPT-IN ONLINE CONSUMER PANEL HAS REACH OF APPROXIMATELY 240,000 CONSUMERS IN

GERMANY, 210,000 CONSUMERS IN FRANCE, 110,000 CONSUMERS IN ITALY AND 90,000 CONSUMERS IN SPAIN. GMI DELIVERS UNIQUELY IDENTIFIED ONLINE RESPONDENTS VIA EXTENSIVE USE OF FRAUD DETECTION AND LOCATION-VERIFICATION

TECHNOLOGY AT MULTIPLE POINTS IN THE RESEARCH CYCLE, FROM INITIAL REGISTRATION THROUGH SURVEY FIELDING AND

INCENTIVE REDEMPTION. GMI PANELISTS ARE PROFILED ON A WIDE VARIETY OF ATTRIBUTES TO DELIVER THE SPECIFIC HARD-TO-REACH DEMOGRAPHICS.

http://research.metoffice.gov.uk/research/nwp/ensemble/uncertainty.html

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