Consumption of yoghurts at breakfast has fallen 2.3% year-on-year, and even sandwiches are eaten more often for the first meal of the day [Kantar Worldpanel].
But, as Danone category controller Helen Marriott points out, the fact that chilled yoghurts under-index also offers huge room for growth if the right NPD is rolled out - and suppliers are endeavouring to ensure it is.
Grab-and-go options are proving especially popular thanks chiefly to the growing ‘deskfasting’ trend. “Today, few people actually sit down to eat three meals a day,” says Müller dairy marketing director Michael Inpong. “Busy schedules mean they are likely to be eating on the hoof or grazing throughout the day.”
Fortunately for the yoghurt market, the move from multipacks into single pots - with added fruit or crunch - isn’t exactly a big stretch. Danone, which launched an Activia breakfast pot into the mults last month, has been far from alone in going after British breakfast eaters.
Rachel’s, for instance, launched a vanilla yoghurt with red berry granola in April, a month before Sainsbury’s rolled out granola-topped breakfast yoghurt. Elsewhere in the own-label arena, Tesco and Asda’s current breakfast ranges include, respectively, Breakfast Muesli Yoghurt with Mango & Passion Fruit and breakfast pots of Greek-style Yoghurt & Granola with Honey.
Meanwhile, breakfast pot pioneer Moma! has been busy optimising its range for supermarkets, extending the shelf life of its products in April from 10 days to 22 days. “This makes it a brilliant option for far more retailers,” says Moma MD Tom Mercer.
Products containing other ingredients as well as yoghurt provide a compelling cold alternative to porridge for breakfast, adds Andrew Curzon, marketing manager at Rachel’s. “The current offering of yoghurts with combinations of fruit compotes and granolas is very inviting to shoppers,” he says.
Yoghurts in general offer “an ideal solution” to meet changing consumer habits, agrees Inpong. “They provide a healthy start to the day and can be grabbed from the fridge or bought on the way to work,” he says.
And that, it seems, is increasingly what time-pressed breakfasters want.