Almost two thirds (64%) of adults purchase yoghurts at least once a week, with purchase levels unchanged from 2017 results (63%).
Recent research on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,000 adults aged 18+, sought to understand the purchase behaviour in this category and what motivates consumers to buy particular types of yoghurt.
While nearly two thirds of adults purchase yoghurts at least once a week, just over 1 in 5 (22%) of these don’t consume the product themselves. There are almost half (45%) who claim their partner/spouse consumes the product, with an increase in the proportion who claim their child(ren) are eating the yoghurt, up from 34% to 39% this year.
The breath of products being purchased in the category is wide, with on average 2 yoghurt types being purchased. Flavoured Natural yoghurt (40%) continues to be the most popular type of yoghurt being bought (up from 37% in 2017), while just over a third (34%) purchase flavoured Greek/Greek style yoghurts, unchanged year-on-year.
There are just over a quarter (26%) of yoghurt buyers purchasing sweet/dessert type yoghurts. Unflavoured yoghurt is relatively popular also and increasing in purchasing incidence year-on-year; 24% purchase Greek yoghurts of this style (up from 20% in 2017), with 23% purchasing unflavoured natural yoghurt (up from 19%).
Glenisk is a key brand in this category, with 4 in 10 (45%) of yoghurt purchasers claiming to buy increasing significantly from 2017 levels (40%), while 3 in 10 (30%) purchase Muller, down from 35%. Yoplait is purchased by just over a quarter (27%) unchanged year-on-year, with Danone slightly behind at 24% claimed purchase, also unchanged year-on-year.
If you would like to know more information about: Which consumers are purchasing more or less in each of the yoghurt categories?
Why purchase habits have changed in each yoghurt category? Consumers preferred pack size in each yoghurt category?
please contact Robbie Clarke at Empathy Research.