Style is tops in shoppers’ yogurt priorities, survey finds

Dive Transient:

  • Practically half of shoppers (48%) think about style a high purpose for consuming yogurt, in line with new analysis from the Worldwide Meals Data Council (IFIC). Well being advantages (38%) and dietary worth (37%) spherical out the highest three.
  • Customers who eat yogurt for its well being advantages achieve this for normal well being and wellness (70%) and digestive/intestine well being (60%). Customers who eat yogurt for its dietary worth prioritize protein (39%) and calcium content material (31%). Practically one out of 4 buyers search yogurt with “pure” claims, with one in 5 on the lookout for low-fat claims.
  • Customers who purchase dairy yogurt are extra probably than those that purchase plant-based to prioritize low/decreased sugar, in line with the IFIC survey. Plant-based shoppers usually tend to prioritize pure and excessive protein claims. All yogurt buyers are dealing with choice overload, as producers introduce a flurry of each dairy- and plant-based choices with completely different claims and qualities, to face aside within the cooler and assist revive a flagging class.

Dive Perception:

Half of shoppers think about the Vitamin Info panel and checklist of substances essential when purchasing for yogurt, in line with IFIC’s survey. This exhibits how engaged these buyers are — and it has stepped up strain on yogurt makers to reformulate their merchandise and make practical ingredient or well being claims a central focus of their branding.

Sugar content material has been a priority and curiosity space for a lot of buyers, significantly after the Meals and Drug Administration required producers to checklist added sugars on the Vitamin Info label. Numerous yogurt producers have responded by introducing yogurts which have low- or no sugar content material — usually together with a protein increase.

In April, Basic Mills launched a high-protein yogurt to its keto-friendly Ratio product line that comprises 25 grams of protein and three grams of sugar. It joins the unique line of Ratio yogurts, which comprise 15 grams of protein and 1 gram of sugar per serving. Icelandic yogurt maker Siggi’s additionally emphasizes the low-sugar, high-protein content material of its clear label yogurts, and Noosa affords the HiLo line, which has 12 grams of protein and 12 grams of sugar per 5.3-ounce cup.

Danone has targeted its yogurt manufacturers on particular well being and wellness traits. Its Greek yogurt model Two Good comprises solely two grams of sugar. The label posted greater than $111 million in income throughout its first 16 months in the marketplace, in line with Danone. The dairy big additionally affords a high-protein choice beneath its Oikos Greek Triple Zero model with 15 grams of protein and nil added sugars.

Elements to help intestine well being are additionally changing into a bigger focus for yogurt producers. Danone has been a long-standing participant within the intestine well being class by its Activia model. Chobani not too long ago made a play for the area by launching Chobani Probiotic, a fruity plant-based beverage, and Chobani Full, lactose-free Greek yogurt meals and drinks which have a excessive protein content material and amino acids. 

Thus far, plant-based varieties account for solely 2.9% of the general yogurt section. Nonetheless, gross sales of plant-based yogurt are rising shortly, leaping 20% in 2020 to hit $343 million, in line with the Plant Primarily based Meals Affiliation. This has inspired everal yogurt makers to enter the class. Chobani has been bullish on plant-based yogurt choices, introducing a product line comprised of coconuts known as Non-Dairy Chobani in 2019. Siggi’s launched its personal plant-based line of Icelandic yogurt later that very same yr. 

As IFIC’s survey reveals, nonetheless, practical options and added well being advantages alone received’t essentially win shoppers over within the crowded yogurt section. As producers attempt to mix extra traits into their choices, they can’t lose sight of taste.


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