Healthy options boost numbers: Yoghurt sectors by value
Yoghurt sectors by value  
  Value (£m) % difference 
Yoghurt and Fromage Frais   1775.1 2.5
Small Desserts 580.6 -1.8
Yoghurt Drinks   285.3 0.7
     
Brands vs Own Label    
  Value (£m) % difference 
Brands 1783.8 0.4
Own Label 857.1 3.4
     
     
Source: Kantar Worldpanel, 52 w/e 2nd December 2018
Trouble at the top: Top ten yoghurt brands by value
Top ten yoghurt brands by value 
     
  Value (£m) % change
MULLER 323.6 -4.3
ACTIVIA 139.7 -0.5
YEO VALLEY 105.9 -4.1
ONKEN 59.3 1.5
FAGE TOTAL 58.5 -1.0
PETITS FILOUS 47.5 -11.0
ALPRO 42.2 16.4
ARLA 36.1 8.5
MUNCH BUNCH 34.6 -5.9
LIGHT & FREE 32.6 16.4
     
Source: Nielsen 52 w/e 26.01.2019  
Promotions: how yoghurts fare versus other categories
The effectiveness of promotions in yoghurts vs various categories  
       
Category % who will "often buy extra” if on promotion    
Sparkling Wine  50%    
Chilled Yoghurts 43%    
Chilled Fruit Juice 40%    
Prepacked fish 35%    
Fresh poultry 29%    
Cooked Meat 22%    
Fruit and Vegetables 15%    
Herbs and Spices 1%    
       
       
Source: Shopper Intelligence is an annual multi category, multi retailer survey of UK shoppers. 
Base: 150 shoppers per category    

There are three ways to secure extra purchases. As this data shows, promotions – especially multibuys – are important in yoghurts. In February, Morrisons took this to an extreme with a 10 for £3 offer across Müller single-serves. That may be a stretch too far. But if you are going to try such tactics anywhere, yoghurt is not a bad place to start. Tesco and Asda also offer regular multibuys.
Another strategy is to offer something unique. Asda’s Disney tie-up in kids yoghurt is a good example, using the Cars, Monsters Inc and Toy Story franchises to engage children, with low prices for parents.
Finally, it is important to delineate the aisle well. Making it really clear to shoppers what is being offered in which bay is always helpful, with clear demarcation of kids, gut health and protein ranges. Sainsbury’s does a particularly good job of this in protein, putting on a strong display including Graham’s, Arla Protein and kefir drinks.

Jeremy Garlick,
Insight Traction