The yogurt market, although mature, continues to show growth. It increased by 18% between 1995 and 1999 to a value of £623m. In recent years, manufacturer interest has focused upon the luxury/added value end of the sector. This has blurred the distinction between yogurts and chilled pot desserts, and has created discrete new sectors, such as bio, followed by organic and, most recently, probiotic. Real opportunites lie with the growth of consumer interest in snacking and widening perceptions of what constitutes a snack. Although manufacturers continue to extend into impulse, this will need to be encouraged by multiples providing secondary sitings for yogurts with lunchtime/ snack products, rather than simply by the independent sector, which accounts for under 10% of value sales. Future growth of the yogurts market will be steady rather than spectacular, with a rise of 1-3% per annum, slowing down towards the end of 2004. One of the major reasons is an increase in new product development, whereby the yogurts market is diminishing, and more effort and customer attention is concentrated on the rapidly growing chilled pot desserts market. Undoubtedly, the yogurt market is mature and has a high level of penetration, at nearly 80% of housewives, rising to over 90% of housewives with children. Nevertheless, although penetration is unlikely to increase significantly, European per capita consumption data and a recent rise in the number of heavy users suggests there remains scope for market growth. Yogurt purchased in lastsix months, May 2000 Base: 1,009 housewives % Any yogurt* 78 Two-in-one (eg Fruit Corner) 36 Std fruit/flavoured yogurt 30 Extra low fat/diet 29 Natural/plain yogurt 24 Children's yogurt 20 Bio/live yogurt 18 Greek yogurt 19 Extra thick/creamy 13 Custard-style 14 Organic yogurt 11 French set 7 Yogurt drink 7 Functional yogurt (eg LC1) 4 Other chilled yogurt 12 None of these 22 * netted response Source: BMRB/Mintel {{MARKETING - P&P }}