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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GREEK YOGURT LAUNCHES BY SUBCATEGORY 2010 2011 2012* Change Total 2010–2011 Spoonable yogurt Dairy-based frozen products Dips Drinking yogurts & liquid cultured milk Snack/cereal/energy bars Fruit Cakes, pastries & sweet goods Soft cheese & semi-soft cheese Pizzas Total 41 – – – – – – – 1 44 97 5 24 5 – – 3 1 – 135 New Greek Yogurt Launches in the U.S., by Subcategory, 2007–2012 *as of July 17, 2012 87 29 4 5 6 5 2 – – 139 56 5 24 5 – – 3 1 1 91 225 34 28 10 6 5 5 1 1 318 Source: Mintel's GNPD PHOTO: BIGSTOCK Sales of Greek yogurt—and the many products made with Greek yogurt as a main ingredient—are clearly playing a key role in driving overall category sales. Spoonable and frozen yogurts showed the largest number of introductions, with frozen considerably higher in 2012 than in 2011, and the burgeoning Greek frozen yogurt category is slated to drive impressive gains in 2012 and 2013. This is a subcategory that retailers and manufacturers will want to give attention to as they consider how to optimize their yogurt offerings. THE CONSUMER KEY POINTS • When it comes to preferences, 58 percent of yogurt consumers indicate that they have purchased lowfat while 50 percent have bought regular, and one in four have bought light, sugar-free or nonfat SKUs. • When asked why they purchase Greek yogurt, 58 percent of users cite taste as a driver, while 45 percent say they do so because it is "healthier than regular yogurt." Another 44 percent are motivated to purchase for its high protein content. • Some 62 percent of yogurt purchasers buy single-serve (4- to 6-ounce) containers, while 45 percent buy single-serve multipacks and 30 percent use family-size packaging. Single-serves appeal to shoppers from households with kids and multiple adults that have varying taste preferences. • Women and households with children tend to consume more yogurt per month than other segments. This indicates that mothers are an especially important segment to market to, especially for BFY products housed in kid-friendly packaging. • Low/no/reduced fat, kosher, vitamin/mineral fortified and low/no/reduced calorie are the claims most often associated with new yogurt launches. This reflects the fact that many firms are working to frame their products as BFY to maximize consumer appeal. • Among yogurt purchasers surveyed, 16 percent indicate using yogurt on the go, and 35 percent use it at work. These findings—as well as the finding that many kids bring yogurt to school as part of a lunch or snack—imply that manufacturers can benefit by developing more highly portable packaging, such as insulated containers. Reasons for Buying Greek Yogurt, February–March 2012 Base: 619 internet users aged 18+ who purchased Greek yogurt/yogurt drinks for self/household in the past month. % 58 45 44 39 26 19 15 11 6 Source: Mintel Greek yogurt—tangy, thick and packed with protein—has changed the face of this segment. Close to 60 percent love it for its taste and don't shy away from the modest price premium. Healthfulness and protein content is another key driver, and many varieties also have live and active cultures including probiotics that are said to aid digestion. Note that 26 percent of users, (including 30 percent of those ages 65 and older) state they believe Greek yogurt has more cultures than regular yogurt. This helps position Greek yogurt to command price premiums and compete with brands that feature probiotics. PHOTO: BIGSTOCK REASONS FOR BUYING GREEK YOGURT "Why do you buy Greek-style yogurt for yourself/household?" For the taste It is healthier than regular yogurt It is high in protein For the texture I believe that it has more cultures than regular yogurt To lose weight or as a weight-loss food I use it in place of sour cream It makes better dips compared with regular yogurt None of the above (continued on p. 97) MAY/JUNE 2013 77

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