● Proof of how yoghurt brands have been hit by the price war doesn’t get much clearer than the yawning price gap between them and own label (see table). 

● It’s widening: the average price of the top five brands is down 3.2%, due chiefly to a switch from multibuys to price cuts; own-label prices have risen, fetching an average of 50p a litre more. 

● Price is not the only issue for the big three brands (though volume is up for Müllerlight); a shift to big pot brands and natural yoghurt is also significant. 

● Yeo Valley – top brand in big pots and reliant on natural yoghurt for most of its sales – has been a key beneficiary. New flavours and an on-pack loyalty scheme also helped Yeo.

● Ninety seven per cent of households buy into the yoghurts & pot desserts market, but we’re buying less volume each time we shop. Therefore volumes are in slight decline.

● This is due to a shift in promotional mechanics to price cuts from volume-driving deals. Another factor is a shift towards big pots, leading to shoppers buying fewer pots per trip.

● Overall prices have risen 0.6%, driven mainly by branded yoghurt and fromage frais. Growth was seen in higher priced Greek-style, dairy-free and protein yoghurts as shoppers moved away from reduced-fat options.

● Shoppers also moved towards more ‘natural’ and less processed options. These ‘healthy’ sectors are particularly popular in a more affluent market, and protein is very much targeting male consumers.

● In dairy-free, Alpro is still dominant but Arla’s newly launched Lactofree already has 6% value share.