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
As Fage wins its case versus US ‘Greek yoghurt’ brand Chobani, what are the implications? 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