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 |
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 |
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