Specialty Food Magazine

MAY-JUN 2013

Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.

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THE MARKET KEY POINTS • Retail sales of spoonable yogurt, frozen yogurt and yogurt drinks reached nearly $7 billion in 2012, up 17 percent from 2010. While refrigerated spoonable yogurt sales account for 89.3 percent of that total, drinkable yogurt sales reached a healthy $422 million, followed by frozen yogurt sales of $323 million. • The biggest driver of growth is spoonable Greek yogurt, which grew nearly 90 percent from 2009 to 2011. Currently accounting for approximately 20 percent of total retail sales and reaching nearly $4.5 billion in the 52 weeks ending May 13, 2012, Mintel expects sales of Greek yogurt line extensions to play a key role in driving gains in 2013, as well better-for-you options such as tasty, lowfat SKUs. • Though new product introductions declined during the recession, more than 600 new spoonable and drinkable yogurt SKUs were introduced in the U.S. from 2010 to 2011. Preliminary data indicates that 2012 was another year of widespread innovation. • Yogurt products that have the most potential to drive sales include those that have added probiotics or fiber fortification to appeal to the 24 percent of survey respondents who indicate buying yogurt at least in part for digestive-health reasons. • Like Greek yogurt, the relative newcomer Australian yogurt is a premium variety that generally contains probiotics. It is less thick than Greek-style and has a milder flavor. While Australian yogurt could become more popular in the U.S. in the future, only 37 percent of yogurt purchasers surveyed indicate they have heard of it. • Interest in dairy-alternative yogurts is growing. New Greek-style nondairy coconut- and almond-based products from Turtle Mountain grew 46 percent over 2009–2011, reaching $5.3 million in sales. Wholesoy grew 19 percent, earning $5.2 million in 2011; and 2010 newcomer Amande almond-milk yogurt earned $2 million in 2011 sales, according to SPINS. A large number of small dairies performed well over the same period, like goat's milk leader Redwood Hill, growing 44 percent, as well as Bellwether, Grace Harbor, Nancy's, Saint Benoit, Seven Stars and Straus Family Creamery. SALES OF YOGURT AND YOGURT DRINKS BY TYPE 2010 $ Million % Market Share Refrigerated yogurt 5,285 88.8 Yogurt drinks 396 6.7 Frozen yogurt 269 4.5 Total 5,950 100 2012 $ Million % Market Share 6,225 89.3 422 6.1 323 4.6 6,970 100.0 2010-2012 Change Sales 17.8 6.6 20.1 17.1 Share 0.5 -0.6 0.1 – Total U.S. Retail Sales of Yogurt and Yogurt Drinks, at Current Prices, 2010–2012 Source: Mintel/SymphonyIRI Infoscan Reviews; USDA Economic Research Service Refrigerated and frozen yogurts continue to drive the most growth within the category. Within both segments, lowfat yogurt remains the preferred type, probably due to the fact that millions of Americans are aspiring to live a healthier lifestyle but don't want to compromise on flavor and convenience. While sales of yogurt drinks declined slightly, they are expected to rebound as a result of the relatively strong performance of drinks with innovative flavors and kid-friendly packaging. U.S. YOGURT LAUNCHES BY TYPE 2007 2008 2009 2010 2011 2012* Change Total 2010–2011 Spoonable yogurt Drinking yogurts & liquid cultured milk 210 171 138 255 248 168 -7 1,190 78 49 15 60 62 34 2 298 New Spoonable and Drinkable Yogurt Launches in the U.S., 2007–2012 *as of July 17, 2012 Source: Mintel's GNPD PHOTO: BIGSTOCK New product launches played a key role in the category growth seen through 2011. Leading manufacturers and smaller firms alike have introduced an array of drinkable and spoonable yogurts designed to appeal to those who prefer BFY products as well as others seeking indulgent options. The number of new launches in the first seven months of 2012 suggests that, as in 2010 and 2011, companies will continue to leverage innovation to gain share in a highly competitive market. 76 ❘ SPECIALTY FOOD MAGAZINE ❘ specialtyfood.com

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