Yoghurts is one of the largest categories in any grocery store with many SKUs. It is a category where there has been continued innovation with brand variants and new products.
As yoghurts tend to be a weekly purchase for the majority of shoppers, familiarity with the display was evident. It is a well-established, familiar part of the shopper's trip, yet there is still an opportunity to interest and involve these shoppers.
Those shopping for the family bought yoghurts for themselves and also their children's favourites. "I make sure I have yoghurts in the fridge for the kids; I try never to run out," said one.
The majority of the shoppers were familiar with the layout and located products relatively quickly. The shoppers we saw searching for their products said they had been moved around in the chiller cabinet.
The vast majority of purchases were planned, with 92% saying they had intended to buy when they came into the shop. The small number of unplanned purchases took place after shoppers were stimulated to go to the display when in adjacent categories. A couple of shoppers said they really didn't need yoghurts but were tempted by the display.
Some 74% of shoppers bought branded, rather than own label. Young children appear to be given the opportunity to choose the ones they want, with most parents seen to allow their children a choice from two or three options.
Promotions play a big role in this category and for some shoppers they are the starting point for shopping the display. They would enter the aisle, look at the promotions and then make their decision.
More time is taken by some shoppers who buy multipacks as they are looking at the flavours and checking if they like all of them before buying. "There always seems to be one flavour that we do not like - who decides which flavours go in each pack? I wish they would ask me," said one.
Fat and sugar content are also reasons for shoppers to check and read the packs. Shoppers appreciate the healthy or low-fat segments but some keen dieters are still looking at the calorific value or the actual fat and sugar content. The packs that have this information highly visible on the front saved shoppers having to look on the back.
Some 58% bought for taste or flavour, with 18% buying for special offer, price or healthy/low-fat qualities. Almost half, 48%, said they considered other brands before buying the one they chose, while 38% always bought the same.
If their brand were not available, 38% said they would choose a different one in the same flavour, while 21% said they would choose another flavour in the same brand.
Flavours are important in this category. Most shoppers would not try a new flavour but would change brand to have the same flavour.
Shoppers who would not buy any alternatives were those looking for more specialist brands or variants, such as organic, diet and Greek yoghurts.