Healthier indulgence is the leading trend in a category that has traditionally been healthy or indulgent - but rarely both at once.
Yoghurt makers are introducing a host of indulgent and exotic flavours in increasingly unusual combinations. But can such a strategy give the yoghurt category, which grew value sales 5.1% as volumes slipped 2.5% last year [Kantar Worldpanel 52 w/e 23 December 2012], the shot in the arm it needs? And where does all this leave chilled desserts?
Our special report delves into the trend for healthier yoghurts; crunches the numbers on market share; probes the advertising plan of attack for the UK’s major yoghurt brands; and seeks expert opinion on where the category is going.
Also inside our special feature:
The Collective is taking a fresh approach to advertising, running a beauty contest with a twist. It’s just one strategy brands are using to make their products stand out. Read more
Yoghurt just isn’t luxurious enough these days without a splash of Marc de Champagne. How are yoghurt brands innovating their wares? Read more
You can purchase Focus on yoghurts & pot desserts above. Alternatively, it is available FREE OF CHARGE to existing online subscribers.
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