Growing the success of Irish food & horticulture
Yoghurts in Ireland
November 2015
Growing the success of Irish food & horticulture
2
Contents
1
Background & method
2
Category dynamics
3
Consumer associations, perceptions
& need states
4
Innovation - international snapshot
& feedback
5
Summary & take homes
6
Appendices
Background & method
Introduction
•
This is the first consumer study that Bord Bia has undertaken in the yoghurt
category in Ireland.
•
Our objective was to gain an in-depth understanding of consumer motivations and
attitudes around yoghurts in the Irish market.
•
Research took place between August and October 2015, with both quantitative and
qualitative methodology. Our research partner was Behaviour & Attitudes (B&A)
•
In this deck, there are five key sections, with further information on the
International viewpoint and industry issues in the appendices.
•
For further information on this report please email info@bordbia.ie
Images in this report are courtesy of B&A (Behaviour & Attitudes)
© Bord Bia Conumer Insight 2015
Background and objective
Understand the category from
the consumer point of view
Inspiration from overseas
Methodology
3 interviews with manufacturers
1,000 face to face interviews
7 consumer groups
The international dimension:
8 consumer interviews & 4 expert
5 home visits and accompanied
shopping trips
interviews
July to September 2015
Survey
● Included in the B&A September Barometer
● Fieldwork on the project took place between the 22nd of
September – 1st of October 2015
● The survey is undertaken face-to-face across 63 sampling
locations. The sample consists of 1,000 adults 16+ and is
quota controlled in terms of gender, age, social class, region
and area of residence. The data is subsequently weighted to
national population statistics
Who we spoke to - Initial workshops
Life stage
Gender
Social
Class
1.
Pre family DINKY
Mix
BC1
Regular yoghurt
buyer/consumers
Dublin
18th August
2.
Teens family
Female
BC1
Regular yoghurt
buyer/consumers
Dublin
18th August
Other Criteria
Initial viewed workshops designed to probe
market perceptions and explore reactions to
packaging and products.
Location/
Date
Date
Home visits and accompanied shopping trips
Age/
Lifestage
Gender
Social
Class
A
Pre family DINKY
Male
AB
Regular yoghurt
buyer/consumers
Cork
Sat 5th/Sept @
9.30am - Tesco
B
Young family
Female
C1
Regular yoghurt
buyer/consumers
Dublin
Tues 8th/Sept –
Dunnes Stores
C
Young family
Male
B
Regular yoghurt
buyer/consumers
Dublin
Fri 4th/Sept @
4.30pm – Aldi
D
Teen family
Female
C2
Regular yoghurt
buyer/consumers
Cork
Tues 8th/Sept - Lidl
E
Empty nester
Female
B
Regular yoghurt
buyer/consumers
Dublin
Fri 4th/Sept @7pm –
SuperValu
Other Criteria
DINKY = Double Income No Kids
For altered state groups:
All non rejectors of Irish brands in terms of future purchase. Groups
to include at least 4 respondents who have Irish brands in their
repertoire.
Location/
Date
Date
Mainstage group structure
Age/
Lifestage
Gender
Social
Class
3.
Pre family
single
Mix
BC1
Regular yoghurt
buyer/consumers
Cork
23rd
September
4.
Pre family
DINKY
Mix
BC1
Regular yoghurt
buyer/consumers
Dublin
30th
September
5.
Young family
Female
C2D
Regular yoghurt
buyer/consumers
Cork
23rd
September
6.
Teen family
Female
BC1
Regular yoghurt
buyer/consumers
Dublin
30th
September
7.
Empty nester
Female
C2D
Regular yoghurt
buyer/consumers
Dublin
28th
September
Other Criteria
DINKY = Double Income No Kids
For altered state groups:
All non rejectors of Irish brands in terms of future
purchase. Groups to include at least 4 respondents
who have Irish brands in their repertoire.
Location/
Date
Date
Questions from manufacturers
Category rationalisation
Meaning of Greek
Sugar debate
Fat content
Irishness
Probiotics
Indulgence
Innovation?
*See appendices for further detail
Category dynamics
© Bord Bia Consumer Insight 2015
Yoghurt & yoghurt drinks Ireland – market static
538,256
€ 252,035
€ 260,510
517,734
-3.6
%
€261,013
-0.2%
+3.4
%
+0.2
%
Spend €000s
52 w/e 06 Jan 13
Source: Kantar 2015
537,206
Volume 000s units
52 w/e 05 Jan 14
52 w/e 04 Jan 15
Data for 52w/e 4th January 2015
Summary of key findings from survey
The key findings from the national survey are as follows:
● Three-quarters of the Irish adult population buy or consume yoghurt.
● General family yoghurts are most popular (30%) with large pots falling into second position (25%) but
in terms of the size of the purchase base is not too far ahead of a range of other sectors such ‘drinks’
(including cholesterol drinks) at 22%, any low fat/diet yoghurts (21%), and any kids yoghurts also at
21%.
● There are definite differences in usage terms by life stage although generally family yoghurts tend to
dominate in all categories except for young family where fromage frais for kids is the most widely
purchased.
● The Pre-family group are least engaged in the category with over a third not purchasing or consuming
any yoghurts. For those to do, in addition to general family yoghurts their interest lies in large pots,
Greek and low fat. Greek and low fat are on a growth path for them.
● Young family are the most highly engaged group of all (only 11% do not purchase or consume at all).
Their overlap in purchasing across categories is quite significant being led by fromage frais for kids
(42%), general family yoghurts (34%), large pots at 20% and kids treat yoghurts at 20%. Growth
categories for them are kids fromage frais and other kids products.
Summary of key findings from survey
● Both teen family and empty nesters are highly engaged with the category (about quarters using) with
general family yoghurts (37% and 30% respectively)dominating followed by large pots (21% and 19%
respectively).
● Teen family, growth areas are general family yoghurts, low fat yoghurts and health drinks.
● Empty nesters are more interested than average in lowering cholesterol drinks when compared with
other life stages. Category growth is emerging for general yoghurts, Greek, large natural pots and
lowering cholesterol products.
● Yoghurt consumption occasions in overall terms are dominated by both snacking (afternoon 31%)
evening 28%) and breakfast at 26%.
● For pre-family, the most important moments are snacking (evening and afternoon) and breakfast in
that order.
● For young family, afternoon snacking is by far the most dominant followed by evening snacks and
breakfast. Kids lunch box is also important.
● For teen family, breakfast is the all important moment followed by evening and afternoon snacking.
● For empty empty nesters, it’s all about afternoon and evening snacking. Breakfast usage is also
important.
Three quarters of the adult population buy or
consume yoghurt
Who eats
yoghurt?
Almost
everyone!
What types of yoghurts are they consuming?
Any Low Fat/Diet 21%
General Family
Diet
30%
Low Fat
7%
0% Fat
12%
10%
Any Yoghurt Drinks 22%
Greek/Greek Style
Drink Yoghurt
11%
14%
Any Large Pot 25%
Plain/
Natural
Fruit incl.
those with fruit
at bottom
17%
12%
Q.1
Lowering cholesterol
Health Yoghurt
5%
11%
Any Kids 21%
Kids Treat
8%
Other
kids/babies
7%
Fromage
Frais for
kids
15%
Fromage
Frais for
Adults
5%
Which of the following types of yoghurts pots and yoghurt drinks do purchase and or consume?
Pouring
Yoghurt
3%
Protein
2%
Predictable biases evident in purchasing and usage
behaviour
Total
Gender
Kids in HHold
Male
Female
Yes
No
1008
493
515
363
643
%
%
%
%
%
General family fruit yoghurts
30
28
33
35
28
Large pots of plain or natural yoghurt
17
12
23
19
16
Fromage Frais that is for kids (Petit Filous, etc.)
15
10
20
36
2
Greek Yoghurt (strained, plain, flavoured etc.)
14
12
16
16
13
Large pots of fruit yoghurt/fruit on the bottom
12
10
14
15
10
Low fat yoghurts
12
9
16
14
11
Drinking yoghurt (like Yop)
11
10
12
17
7
Health yoghurt drinks (like Actimel/own label)
11
9
14
15
10
0% fat / Very low fat yoghurts
10
7
12
9
10
Kids treat yoghurts (e.g. rolo, minions, aero etc.)
8
6
10
18
2
Other kids/babies yoghurt (Glenisk, danonino etc.)
7
3
10
16
1
Diet yoghurts
7
5
9
8
6
Fromage Frais that is for adults
5
4
5
8
3
Lowering cholesterol yoghurt drinks
5
4
7
5
5
Pouring yoghurt
3
2
4
5
2
Protein yoghurts
2
2
3
3
2
26
39
13
14
33
Base (unweighted):
None of these
Q.1
Which of the following types of yoghurts pots and yoghurt drinks do purchase and or consume?
Predictable biases evident in purchasing and usage
behaviour
Total
Age
-24
25-34
35-49
50-64
65+
1008
155
184
284
230
155
%
%
%
%
%
%
General family fruit yoghurts
30
39
27
31
29
27
Large pots of plain or natural yoghurt
17
12
20
18
15
20
Fromage Frais that is for kids (Petit Filous, etc.)
15
7
26
26
4
3
Greek Yoghurt (strained, plain, flavoured etc.)
14
11
17
17
11
12
Large pots of fruit yoghurt/fruit on the bottom
12
17
12
13
9
7
Low fat yoghurts
12
6
16
13
14
8
Drinking yoghurt (like Yop)
11
14
14
12
7
5
Health yoghurt drinks (like Actimel/own label)
11
8
14
14
12
7
0% fat / Very low fat yoghurts
10
9
12
10
10
5
Kids treat yoghurts (e.g. rolo, minions, aero etc.)
8
6
15
12
2
1
Other kids/babies yoghurt (Glenisk, danonino etc.)
7
5
14
10
1
1
Diet yoghurts
7
5
7
10
5
4
Fromage Frais that is for adults
5
7
6
5
2
2
Lowering cholesterol yoghurt drinks
5
1
3
5
9
8
Pouring yoghurt
3
4
4
3
2
1
Protein yoghurts
2
2
5
3
-
2
26
25
22
22
31
32
Base (unweighted):
None of these
Q.1
Which of the following types of yoghurts pots and yoghurt drinks do purchase and or consume?
What type of yoghurt are they consuming?
Lifestage
Total
Pre Family
Young
Family
Family
Teen
Empty
Nester
1008
410
292
74
230
%
%
%
%
%
General family fruit yoghurts
30
27
34
37
30
Large pots of plain or natural yoghurt
17
13
20
21
19
Fromage Frais that is for kids (Petit Filous, etc.)
15
2
42
5
5
Greek Yoghurt (strained, plain, flavoured etc.)
14
12
18
10
13
Large pots of fruit yoghurt/fruit on the bottom
12
11
16
11
9
Low fat yoghurts
12
10
15
13
12
Drinking yoghurt (like Yop)
11
7
19
10
7
Health yoghurt drinks (like Actimel/own label)
11
8
15
12
11
0% fat / Very low fat yoghurts
10
10
10
10
8
Kids treat yoghurts (e.g. rolo, minions, aero etc.)
8
2
20
8
2
Other kids/babies yoghurt (Glenisk, danonino etc.)
7
2
19
1
1
Diet yoghurts
7
7
8
9
4
Fromage Frais that is for adults
5
4
8
3
1
Lowering cholesterol yoghurt drinks
5
3
4
7
11
Pouring yoghurt
3
2
5
4
1
Protein yoghurts
2
3
4
1
-
26
36
11
26
27
Base (unweighted):
None of these
Q.1
Which of the following types of yoghurts pots and yoghurt drinks do purchase and or consume?
Where do yoghurt type interests lie?
41%
30%
(1.5M)
Pre family
General family yoghurts
27%
20%
(275,000)
Young family
(750,000)
Teen family
Empty nester
Fromage Frais for kids
42%
General family yoghurts
34%
Large pots plain/natural
20%
Kids treat yoghurts
20%
Other kids/baby
yoghurts
19%
Drinking yoghurts 19%
Greek
18%
Low fat
15%
Health drink
15%
General family yoghurts
37%
Large pots plain/natural
21%
Low fat
13%
Health yoghurt drinks
12%
Large pots fruit yoghurts
11%
Greek
10%
Drinking yoghurt 10%
O% fat/Very low fat
10%
General family yoghurts
30%
Large pots plain/natural
19%
Greek
13%
Low fat
12%
Health yoghurt drinks
11%
Lowering cholesterol
drinks/yoghurts
11%
Large pots fruit
9%
0% fat/Very low fat
8%
1.23
2.57
1.62
1.34
36%
11%
26%
27%
Large pots (natural)
13%
Greek
12%
Large pots (fruit) 11%
Average no.
categories:
Don’t
consume/
buy:
9%
(1M)
Low fat
10%
0% fat
10%
Health drinks
8%
Q.1
Which of the following types of yoghurts pots and yoghurt drinks do purchase and or consume?
Perception of yoghurt consumption trends –
Total market
+4
+4
+3
+3
+2
+
+2
+2
+1
+1
+1
+1
=
-
=
=
=
-1
General
Greek
family
Yoghurt
fruit
yoghurts
Large
0% fat / Fromage Low fat
Health
Large
Drinking
pots of Very low Frais that yoghurts yoghurt pots of yoghurt
plain or
fat
is for kids
drinks
fruit
natural yoghurts
yoghurt/f
yoghurt
ruit on
the
bottom
Other
kids/
babies
yoghurt
LowerDiet
Kids treat Fromage Protein Pouring
ing
yoghurts yoghurts Frais that yoghurts yoghurt
cholesis for
terol
adults
yoghurt
drinks or
yoghurts
Key growth areas by life stage
41%
30%
(1.5M)
(1M)
Pre family
Greek
+5%
0%/Low fat
+5%
Large pots
+3%
General
+3%
Q.1
9%
20%
(275,000)
(750,000)
Young family
Teen family
Empty nester
Fromage Frais for kids
+7%
Other kids/baby
yoghurts
+4%
General
+3%
Greek
+3%
General family yoghurts
+7%
General family yoghurts
+6%
Low fat
Greek
+7%
Health yoghurt drinks
+4%
+6%
Large pots plain/natural
+4%
Lowering cholesterol
drinks/yoghurts
+4%
Which of the following types of yoghurts pots and yoghurt drinks do purchase and or consume?
Profile of those eating various types of yoghurt more (1)
General Family
Fruit Yoghurts
ANY LARGE POTS
ANY YOGHURT
DRINK
(310)
%
(241)
%
(229)
%
49
45
37
41
51
55
63
59
-24
25-34
15
21
15
23
15
26
35-49
29
20
15
19
19
29
19
14
29
18
15
34
36
6
15
15
7
21
31
5
17
17
8
21
26
7
19
18
7
23
23
6
22
24
7
17
ALL ADULTS
GENDER:
(1,008)
%
Male
Female
AGE:
50-64
65+
17
8
LIFESTAGE:
Single
Pre family
Family pre school
Family primary school
Family teen
Empty nester
Q.
Analysis of sample
Profile of those eating various types of yoghurt more (2)
ANY
KIDS
ANY LOW
FAT DIET
Greek
Yoghurt
(200)
%
(215)
%
(134)
%
49
34
35
43
51
66
65
57
-24
25-34
15
21
9
36
11
25
11
26
35-49
29
20
15
45
33
34
21
10
16
13
32
8
17
17
8
18
29
7
20
20
5
19
ALL ADULTS
GENDER:
(1,008)
%
Male
Female
AGE:
50-64
65+
LIFESTAGE:
Single
Pre family
Family pre school
Family primary school
Family teen
Empty nester
Q.
Analysis of sample
36
6
15
15
7
21
63
82
46
34
74
Summary of buyer/consumption profiles
General Family
• Matches national
profile in terms of
gender and age.
• Slightly more family
oriented (both
stages).
Large Pot
• More female.
• Slightly more female.
• Slightly biased to
those 25-34.
• Under 65.
• Definitely more family
oriented.
Any Kids
Q.4
Any Drink
(not cholesterol)
• Family pre school &
primary school.
Any Low
Fat/Diet
Any Greek
• More female 25-50.
• More female.
• Slightly more female.
• Family pre school and
primary school.
• 35-50.
• 25-50.
• All life stages.
• Family pre school and
primary school.
In which of the following types of eating occasions do you use ...?
Yoghurt consumption occasions (Base:
Afternoon Snack
An evening snack/supper
31%
Morning snack
28%
Dessert
18%
Kids lunch box
11%
Q.4
All Adults)
Breakfast
26%
One Item of Lunch
17%
Kids treat
17%
Cooking ingredient for meal
8%
In which of the following types of eating occasions do you use ...?
5%
Where do consumption occasions fit by life stage?
Pre family
Afternoon snack
25%
Evening snack/
supper
24%
Breakfast
22%
One item of lunch 15%
Morning snack
14%
Young family
Teen family
Empty nester
Afternoon snack
44%
Breakfast
37%
Afternoon snack
27%
Evening snack
34%
Evening snack
29%
Evening snack
25%
Breakfast
31%
Afternoon snack
28%
Breakfast
24%
Kids lunch box
29%
Dessert
27%
Dessert
18%
Morning snack
26%
One item of lunch 17%
Morning snack
13%
One item of lunch 25%
Kids treat
21%
Dessert
20%
Morning snack
17%
Q.4.
In which of the following types of eating occasions do you use yoghurt pots and yoghurt drinks? Please include children’s
eating occasions if they are relevant to you.
What are consumers using the various yoghurt
formats for?
General
family fruit
yoghurts
Big pots of
Big pots of
fruit
plain or
Kids treat
yoghurt/
natural
yoghurts
fruit on the
yoghurt
bottom
ANY Other
Kids
yoghurts
ANY
Diet/Low
fat/0%
ANY
General
Health
Drink
Lowering
cholesterol
yoghurt
drinks
or yoghurts
Greek
yoghurt
Base: All adults 16+)
%
%
%
%
%
%
%
%
%
Breakfast
19
45
23
6
11
18
37
50
35
Morning Snack
13
16
15
14
14
12
27
18
14
One Item of my Lunch
19
12
13
20
18
27
13
12
15
Afternoon Snack
36
27
34
27
29
36
24
18
23
2
11
1
0
2
3
2
0
10
Dessert
17
17
27
25
5
19
8
12
18
Snack in the Evening/Supper
33
26
33
21
27
30
15
19
22
Kids lunchbox
7
3
5
31
31
-
10
-
-
Kids treat
4
1
-
22
31
-
8
-
1
Cooking Ingredient for
main/evening meal
Q.4
In which of the following types of eating occasions do you use yoghurt pots and yoghurt drinks? Please include children’s
eating occasions if they are relevant to you.
Consumers associations, perceptions & need states
What consumers associate with yoghurt
Stomach fill
Tart flavour
Range of textures
Healthy
Convenience
Personal pot
Sweet hit
Yoghurt category perceptions
•
•
•
Bright colourful.
Huge variety.
Crowded, hard to focus on
individual pots.
•
•
•
•
•
More big pots.
Greek style growing.
Kids linked with treat?
•
•
•
Most interest in new indulgence.
Also unique packing (glass) and
farm provenance.
•
Too much on shelves
Hard to grasp ‘system’
•
•
Pack format, product style
and brand act as POS
navigation cues
•
•
Impulse stimulation
strongest with indulgence
and novelty
•
•
Most simplify category experience by
ignoring a lot outside their habitual
target ‘zones’.
NB few use macro sub category
labels.
Most simplify category experience by
ignoring a lot outside their habitual
target ‘zones’.
NB few use macro sub category
labels.
Given POS myopia new products
have to work very hard to catch
attention mid aisle.
Indulgence browsing tends to be
more involved.
Consumer want better structure. Less on shelf would help.
Key trends noted by consumers
Mixing ingredients adds value
Whether corner, separate layer or topping often signals enhanced quality (more indulgent,
fresher ingredients).
•
Packaging conventions for standard versus premium
More basic
More premium
(more frequent purchase)
(less frequent purchase)
• Foil lid with no livery.
• Simple fruit design.
• Manufacture info
interrupts design.
•
•
•
•
•
Glass packaging.
Clear side view of product.
Dark livery (indulgence).
Unique shape.
Coherent brand story (e.g. family
farm).
Growth of kids section – but is it healthy?
•
•
Noted by respondents with no kids (as well as parents).
Strong themed packs and proximity to indulgent products signals
treat.
Lifestage variations
Young family
Pre family
•
•
•
•
Career/workplace
commitment impacts
on shopping and diet
and mealtime
regularity.
Shopping can be
intermittent.
Smaller baskets
impulsive section.
Some strongly
motivated by
sport/health agenda
driving narrow focus
on protein.
•
•
•
•
Regular pattern Young
family both shopping
and meals.
Focus on child
nutrition brings closer
attention to
o natural/less
processed.
o Ensuring basic
nutrition achieved
(make sure they
eat something).
Food negotiations (eat
your greens!).
Main shopping with
topping up.
Empty nester
Teen family
•
•
•
•
•
Volume of food
increases and need to
top up often.
Constant grazing by
teens throughout day.
Desire to provide self
selection options.
Kids voice preferences
and leverage what
they want more
effectively.
Multiple shopping trips
common; often
arranged around kids’
after school
commitment.
•
•
•
Reduced basket and
increased frequency of
shopping.
Grandchildren
indulgence/visits
boosts baskets and
interest in kids
products.
Specific health
concerns/interests can
dictate choices
o Cholesterol
lowering
o Calcium and D.
Yoghurt spans both health and indulgence
Stomach fill
Tart flavour
Range of textures
Healthy
Convenience
Personal pot
Sweet hit
Mapping indulgence
Product
promise
Product
experience
Pack
detail
SENSORY
IMPACT
Pack/descriptor
conventions
Individualised
Excess
PREMIUM
VALUES
EXCLUSIVITY/
DISTINCTIVENESS
High price
Adult/
mature
Status
Coherent brand
story
There is a very personal relationship with indulgence and most have a narrowly defined
‘favourite indulgence’. However, impulsive interest can be stimulated through a sense
of ‘excess’.
Mapping health
Health
benefit
Medical
benefit
Beneficial
ingredient
GOOD
NUTRITION
Control
Absence of
negatives
Live culture
FRESHNESS
NATURAL
PURITY
Fruit
Smaller
scale
production
Unprocessed
Healthier products (and behaviour) are often linked with exerting control.
Comprehension of Gree / ‘Greek style’
● Most simply translate as a ‘set’ yoghurt with a healthier profile
 Occasionally referred to as ‘whisked’/’creamy’/’thick’. NB much attention centres on consistency.
● Healthier is linked to
 Less sugar
 Low fat
 Sometimes also more protein.
Health solution
•
Greek style simplifies orientation to
category when sugar content has
undermined category health credibility.
On trend
•
Experiential benefit
•
•
Greek style delivers distinctive mouthfeel
and filling effect.
More satisfying than liquid yoghurt.
Mainstream
Growth on shelf, word of mouth
recommendation and advertising recall
support interest/stimulate trial.
•
Mainstream option for whole family.
Nothing odd/challenging for kids as well
as adults.
Decoding healthier options
•
Accepted definition of ‘healthier’ is in transition to a new health agenda
All about fat
content
•
More about sugar
content
Also, niche health ingredients/criteria impact on some:
More protein
Super food
Organic
Small scale/
farm
Non-dairy
Young sporty
men
Health
oficiando
young women
Middle class
quality
conscious
Middle class
adult personal
consumption
Pre school
lactose
intolerance
● Fat content claims (especially 0%, or fat free) tend to trigger scepticism and scrutiny of sugar content.
● Some apply this scepticism to ‘Diet’, but here established habits and range interest can disrupt the ‘new
health agenda’. For example, the selection of Mϋller Lite, and Liberté based on desirable flavours and
textures (and diet credentials).
Decoding healthier options
● Yoghurt is generally considered to offer something healthy, natural and fresh to
a household.
Natural
Healthy
•
•
•
•
Calcium
Fruit
Protein
Good for
digestion?(rarely
mentioned)
•
•
•
•
Dairy goodness
From farm
Living cultures
Not processed
Fresh
•
•
•
Chilled category
Dairy shelf life
Tart taste
●
Thus even the most indulgent/confectionery yoghurt
alternatives seem less indulgent than cake/biscuits,
etc.
●
As sugar scrutiny has taken effect, mainstream
yoghurt (standard pots with fruit flavours) may seem
less healthy to some, thus other credentials can
become more relevant:

Greek style, farm fresh, organic
Probiotic decline
● Rarely any spontaneous mention of probiotic benefits of yoghurt – or a discrete subcategory relating to
digestion.
● Only when probing any other associations and amongst Empty Nesters was digestion benefits more likely
to be mentioned.
● More often mentioned when exploring yoghurt drinks, Actimel, Yakult and Benecol.
● However, in all these instances there tends to be a medicinal focus (to reactivate gut flora post antibiotic
use) rather than a mainstream sense of relevance.
● In addition, one or two in each session mention the fact that Actimel ‘claims’ have been debunked.
● Yoghurt drinks (as distinct from Probiotics) were rarely mentioned and seen to have most relevance as an
older child healthy treat
 None consider for adult consumption
 Pouring yoghurt not viewed as long term relevant alternative (despite mainstream, repeated use as
topping for cereal).
How to develop indulgence?
● First, we should distinguish between ‘gourmet health’ and ‘indulgent dessert’ as both have relevance to impulsive
purchase for adults.
Indulgent Health
Gourmet Health
•
•
•
•
Commitment to quality in pack design
as well as product.
Glass and/or unique shapes,
distinctive livery, intense colours (not
garish)
Spotlight on ingredients elevated by
individualised descriptions (restaurant
menu style).
Unique provenance, ideally smaller
scale/craft production place name,
family name, farm.
•
•
•
•
Intense dark livery combined with
scroll font signals indulgence (superior
private label).
Traditional dessert references, flavour
or texture in description
• Crumble, cookies, fudge.
Sweet flavours with promise of
intensity of taste and interesting
mouthfeel.
Engaging/involving ‘ritual’s of serving
and eating
• Mixing/blending ingredients.
Where are the yoghurts from?
● While most can accurately nominate existing Irish brands when asked to do so, they do not look out for
Irishness as POS.
● When prompted, all accept there is merit in Irish provenance for yoghurt, but given their habitualised and
‘self edited’ interaction with the category it would require considerable effort in communications and at
POS to stimulate an activated consideration of Irishness in category.
YOGHURT FROM
IRELAND CAN BE
POSITIIONED AS
OFFERING SPECIFIC
BENEFITS
But, ultimately behaviour at
point of sale is not sensitized
to country provenance.
●
Fresher, closer to production.
●
Pride in best dairy in world (grass fed).
●
Supporting Irish economy.
●
Linked to roots (farming heritage).
●
Smaller scale (not big
corporate/international).
Innovation
● Respondents struggle with ideas/developments that seem too far removed from their current experience
 They tend to interpret these ‘odd’ developments with reference to other more familiar examples
(vegetable flavoured yoghurt = cold soup etc).
● What works better is the development of something with an intermediate element or
amplification/enhancement of something already established
 Fruit and vegetable yoghurt
 3 layers of textures.
● Certain territories are rich sources of inspiration and are worthy of more attention:
Restaurant style
spotlighting
ingredients or
production
Serving novelty
and ritual
•
•
•
Eating with straw
Multipack mixing
•
On trend
ingredients (goji,
quinoa)
‘pressed’,
‘infused’
World cuisine
inspired desserts
•
•
Dessert
elements/style
from West or
East?
Regional Irish?
Limited edition
strategy
•
•
Ownership of
shelf space
Refresh interest
Pre task ‘provocation
● All respondents were asked to complete a 2 week task and keep notes about their experiences prior to
attending the mainstage groups.
Week one
‘Deprivation’
•
Remove all yoghurt
products and do not
buy any more for one
week.
Week two
‘Surplus’
Purchase more
yoghurt than you
would normally.
• Buy things you
haven’t tried before.
•
●
The resulting feedback proved very useful in uncovering a deeper
understanding of ‘yoghurt needs’.
Yoghurt needs
Special
Yoghurt core
ingredient
Little indulgence
Cooking
ingredient
Smoothie
Fruit
accompaniment
Evening snack
Main meal
dessert
Social
Individual
Fridge fun
Interactive eating
Habits
Health pot
Self selection
kids
Easy health for
kids
Kids DIY
Breakfast
accompaniment
Personal ritual
Breakfast OTG
Lunch part
Hunger
postpone-ment
Biscuit barrier
Afternoon
slump
Everyday
Healthier snack
Yoghurt needs: Habits
Lunch part
• Workplace routine.
• Lunchbox fun.
• Calcium in lunchbox.
• Replacement for lunch (dieting)
Main Meal Dessert
• Specific role after meal.
• Tendency to select more
confectionery, indulgent or
traditional dessert
formats/flavours.
Habits – fridge fun, health pot
• Underlying basic routine can
itself establish need
o Fridge looks empty without
yoghurt.
o NB All yoghurt conveys
sense of healthier food.
Yoghurt needs: Kids and themed
Easy health for kids
(Kids DIY/self selection)
• A convenient healthy option permitted for self
selection at an early age.
• Along with fruit tends to be available to all
individuals in household.
• NB for pre schoolers it represents signal of
development (help self to yoghurt).
Yoghurt themed (smoothie, cooking ingredient,
fruit or breakfast accompaniment).
• Yoghurt has prominent role as ingredient in
drink/meal.
• Can become hard to imagine meal/drink
without yoghurt component (or replace with
higher fat/less tasty alternative).
Yoghurt needs: Interactive eating/little indulgence
Breakfast OTG
• Specialised option to fit in
busy lifestyle.
• As result product can suggest
‘degraded’ experience due to
fast paced life it implies.
Little Indulgence
• Often mentioned as an evening
snack when the more
premium/indulgent option may be
selected.
• Considered, slower eating.
Personalised ritual
• Satisfaction of eating with
spoon.
• Mixing ingredients.
• ‘reward’ of interaction
(playtime?).
Yoghurt needs: Healthier snacks
Hunger postponement, afternoon, biscuit
barrier
• Often not conscious part of selection.
• Revealed by deprivation task as critical to
avoiding unhealthy snacks.
Category mapping
Standard
multipack
Single serve on the
go
Greek
Big Pots
Breakfast
• Familiar small pots
usually multipack.
• Yoplait, Irish
Yoghurts, shops
own brand.
• Tends to include
some Greek, diet.
• May also include
Glenillen.
• Immediately
recognised as
newer type.
• Selected as more
appealing
o Texture
o Fat content
o Protein
content.
• However, weak
understanding of
what makes Greekstyle.
• Now considered
regular part of
household
repertoire.
• Focus on ‘topping
use’ at breakfast
(cereal/ granola)
o Or over fruit
on other
occasions.
• Tends to be
identified with
specific variants
that combine
granola or seeds
with yoghurt.
• Typically viewed as
an ‘on the go’
option (rarely
breakfast at
home).
• Larger individual
pots sold singly.
• Overlaps with
breakfast and
corners for some.
• Considered an ‘on
the go’ option.
• Well established
sub category.
• Multipack purchase.
• Diet options
stimulate interest.
• Primary association
with confectionery
variants.
• Retains sense of
‘special treat’.
Volume purchase for
family household.
Sense of fading
relevance’ old style’.
Growing sector and
relevant to many as
healthier and more
satisfying..
Quite niche, but
stimulates interest
due to 2 part
construction
Purchase at
convenience stores
occasional role for
hungry teens
Mainstream and
dominant but not
particularly innovative
Generational shift. Not
part of experience
growing up. Now
established as
relevant..
Corners
Category mapping
Desserts/
indulgence
Premium/
Posh
Kids
Specialist
Pro-biotic
Drinks
• Overt reference to
traditional dessert
element
o Crumble
o Pie
o Custard.
• Texture cues
(thick, creamy,
mousse).
• Packaging cues
(bowl shape, larger
pack, corner
format).
• Sweet/
confectionery
elements.
• Packaging cues
critical
o Glass
o Black livery.
• Product descriptors
spotlight ingredient
detail.
• ‘Madagascan’
Vanilla etc.
• Smaller pot sizes.
• Cartoon/ themed
packs.
• Often includes
confectionery
branded.
• Thus, both healthy
and sweet treat
types within
subcategory.
• Often grouped as
healthier/
enriched or nondairy.
• Desire to identify
as distinctly
different (to avoid
mistakes
purchase).
• Rarely mentioned
at spontaneous
level.
• Digestive health
understood, but
now considered
post antibiotic or
older relative (not
everyday).
• Most think of
probiotic and
cholesterol lowering
first (overlapping in
mind).
• Yop often only
other drink
mentioned (faded
relevance).
Established sector
prompts impulse
purchase. Inhibited by
fat/sugar content
Strong interest given
good health
credentials
Relevant to young
family especially for
lunch box
Not seen as growing,
but recognised as
important niche
Faded relevance
questioned health
benefit?
Diminishing
relevance?
Does Irishness matter?
Very few look for Irishness
Small scale family identity does indicate quality
Lack of understanding of who is Irish
Local provenance and quality on pack and/or on shelf is an
indicator of quality.
The buying process
• Busy lives
• Retailer has a big role to help brands
& consumer
• Presumption of a theme
• Not conscious of signage
• Rational or random decision
• Depends on usage occasion, end
consumer, and/or price,
shopping trip influence decision
• “I need a pot for breakfast” OR “It’s
Wednesday, I fancy a treat”
• Offers can disrupt
Innovation – international snapshot & feedback
International Module: Objectives
● How do people in different countries use yoghurt and can we learn anything from their consumption
behaviour?
● What trends are apparent that may have a bearing on yoghurt developments in Ireland?
● What is new and exciting that might have a relevance here?
8
4
Photographic life stage diaries
of yoghurt consumption
journeys
Expert witness depth
interviews
4 in New York
4 in Paris
Consumer search for new and
different products of
relevance and interest
4 in New York
4 in Paris
2 in New York
2 in Paris
International Module: Participation
New York
Paris
Consumers:
Consumers:
1.
John Shadle, Electronics Engineer, aged 31
1.
Christelle A., Receptionist, aged 30
2.
Erin Yuill, Floral Designer, aged 35
2.
Sandrine B., Assistant Director, aged 36
3.
Stuart Goodman, Antiques Store Owner. Aged 55
3.
Séverine D., Secretary, aged 40
4.
Paula DeSario, Fulltime Homemaker, aged 69
4.
Anne F., Engineering Project Manager, aged 58
Expert Witness:
Expert Witness:
1.
Mercedes Vargas. Pastry Chef, Ritz Carlton. Also writes in trade
magazine ‘So Good’ (dessert & pastry trade magazine)
1.
2.
Lauren Gerrie. Catering business owner and Private Chef for the
designer, Marc Jacobs, handling gala events (pride themselves on
being ahead of the curve)
2.
Camille Harel, Journalist. LSA
This is a weekly trade magazine specialising in consumer goods
Guillaine Crouzet, Food Critic for Canal Plus, Le Monde Elle à
table
Key Findings: Expert Witness Analysis
● Dairy in general is being challenged in France (disrupts lactose digestion) and is no longer
the only source of calcium. In addition, young people are less likely to incorporate it in the
diet. Challenging dairy happened a long time ago in the States (mainly high fat and heart
issues) and is less of an issue currently.
● The first new and important food trend that is evident in France is what we have
described as ‘functional snacking’. This is eating nutritional foods outside of main meals,
that provide a ‘recharge’. It feeds into the concept of a ‘protein fix’ which is beginning to
emerge here. This is not yet evident in the States.
● The second key trend that is evident both in the States and Ireland is an interest in ‘more
natural foods’ and away from over or highly processed foods. The French call it ‘eating
clean’. This is fuelling interest in ‘local’ produce and has begun a ‘regionalised’
movement in France (yoghurt from Isère say).
● Sugar is the new fat in France (as for Ireland) and French consumers are seeking out low
sugar or Stevia in products (the latter they seem happy with). The sugar:low fat debate is
not raging in the States. Low fat continues to be the main driver of food and yoghurt
selection.
Key Findings: Expert Witness Analysis
● Yoghurts are synonymous with health in both France and the States (despite the paradox of
low fat vs sugar in France) and pro-biotic continues to be relevant (mostly as a breakfast
consumption moment).
● The French yoghurt market seems to have developed from a ‘dessert’ entry point and so
‘pleasure’ (sweet) and chocolate yoghurts are an important part of their market, and continue
to grow.
● The key yoghurt trends that are reported and seem likely to have relevant in Ireland are:
 Guilt free treat/snacking
 Snacks on the go (Danio and Yopa as examples)
 Hi protein snacking (through Greek) to meet functional snacking need.
 Drinking yoghurt (perhaps protein on the run).
 Local and perhaps ‘regionalised’ branding (from the specific farm)
 Gourmet, dessert.
 Non dairy.
Food trends
=
US and France
= France only
= US only
Allergy-free
Gluten-free, Lactose-free, Nutfree
Indulgence
Delightful ingredients, Multi sensory (texture
layers, flavors), ethnic, taste of the world
Ethical
Environmental friendly, social
responsibility, locally produced
Premium ingredients
Allergyfree
Snacking Nomadism
Targeting new consumption moments with
convenient packs
Better for the body
Clean label, less processed,
more natural.
Healthy Light
‘Light’ natural low/no sugar.
More low fat in US.
Information
Brand story/origin (France).
Farm to Fork (States).
General Food Trends
New York
Paris
Functional Snacking:
Functional Snacking:
•
•
•
Functional snacking not evident yet.
Very recent new advertising for high
protein yoghurts for men/athletes (so
it may just be beginning).
•
‘Protein’ as a food trend us not in
evidence.
One key new development for French
consumers is what we have described
as ‘functional snacking’.
These are foods that have nutritional
value allowing the individual
‘recharge’.
Natural:
Natural:
•
•
Less processed a growing trend.
Eating ‘clean’. Wanting to feel good
about what they put in their body.
This is driving a switch away from
highly processed food to more fresh
and natural.
In Ireland or not?
•
Potential for a
protein ‘fix’ across a
range of food
products.

General Food Trends
New York
Paris
Local:
Local:
•
•
Food Network and celebrity chefs are reaching
large number of people with food ingredient
information. Local sourcing is key. Farm to
fork growing in interest.
•
Scepticism of food industry has raised higher
concerns about additives. This is driving
interest in locally produced.
Low Sugar:
Low Sugar:
•
•
Longer term trend for low sugar products,
driven by a more significant need by American
consumers to reduce calorie intake.
In Ireland or not?
Sugar is the new fat. Consumers prefer limited
or ‘no sugar’ on food labels. Stevia has become
more natural alternative.
Locally produced is a
driver in Ireland but
probably due more to
recession than ‘additive’
concerns?

•
Consumers unclear as to
how to resolve this in Irish
market as yet.
•
Seems likely that more
can be made of local
brand stories in the Irish
yoghurt market.
Pleasure:
•
Much debate around food balance without
forgetting the pleasure of food or its story
(way it’s produced, where it comes from etc).
General Food Trends
New York
Paris
Herbal:
Herbal:
•
•
Not evident
In Ireland or not?
A desire to increase the share of
herbal food in the daily diet.
X
•
Low Calorie:
•
For Americans, the food debate
continues to revolve around low
calories. US are not on a sugar is the
new fat debate.
Not as yet evident
here.
Challenges for dairy?
New York
•
Dairy had been challenged in the
past, less so now.
•
Continues to be viewed as a
source of calcium.
•
Full fat dairy has long been under
pressure.
•
No evidence of any less interest in
low fat (which drives consumption
behaviour for most food products).
Paris
•
Benefits of milk consumption
being questioned, especially whole
milk.
•
Disrupts lactose digestion.
•
Had been positioned as great
source of calcium (and it is) but no
longer deemed to be the only
source.
•
Dairy in general under pressure as
younger adults have lost the habit
in dairy products.
Yoghurt and yoghurt trends
New York
Paris
Healthy:
Healthy:
•
Yoghurts are considered as a healthy fridge
staple, versatile and portable. Probiotic
continues to be meaningful (Activia).
•
•
Seen to provide dairy benefits with a huge
variety of product formats (low fat, fibre,
protein, low sugar).
Yoghurt continues to be largely synonymous
with health, despite the paradox of low fat,
high sugar debate. Probiotic continues to be
meaningful and has a role (Activia and own
labels).
•
It continues to be viewed as a relatively ‘guilt
free’ dessert or snack.
Yoghurt Stores:
Snacking:
•
Fresh yoghurt stores allowing customisation
and adding fun to the category.
•
•
Chobani stores more about ‘fresh’ yoghurt and
this is expected to grow. Chobani uses yoghurt
across the entire menu – both savoury and
dessert. This trend is expected to grow.
Shifts evident from being breakfast or dessert
to having a more general snacking role,
particularly combining ingredients such as
cereals, grains, fruit.
•
Danio and Yopa (new) popular with
working mums as snack on the go.
In Ireland or not?

•
Yoghurt stores X
•
Snacking 
Yoghurt and Yoghurt Trends
New York
Paris
Non Dairy:
Non Dairy:
•
•
Interest developing in non dairy such as
almonds, goats milk and coconut.
Cooking:
•
•
Greek:
•
•
•
Yet understanding of Greek as a high
protein product less well understood.
•
They just ‘trust’ it is healthier.
•
Better texture, richness.

Not a trend here yet.
Greek:
Definitely on the move in the US.

Soy based products are growing as more
consumers seek dairy free options.
Cooking:
Yoghurt growing population and usage as
cooking ingredient for salads, dips and
marinades.
In Ireland or not?
Definitely on a growth path.
•
Linked currently to high protein
snacking (‘functional snacking’?)
•
More like France 
Yoghurt and Yoghurt Trends
New York
Paris
Local:
Local:
•
Move towards local Artisanal yoghurt.
•
•
Farm to table movement, know what you are
eating and supporting local farmers.
Move to regionalised branding of local
yoghurts.
•
Farm ‘emphasis’ emerging.
Low Fat:
Low Fat:
•
•
Continues to have significant relevance.
Americans are obsessed with low fat in yoghurt.
•
Danone Light Fit!
Not so much.
In Ireland or not?
•
More Irish than Local
(despite consumers being
quite aware of their
regional biases). More
potential for this?
•
Very popular but
resolution on sugar/fat
needs to be resolved.
Emerging Interest – New Product Development
New York
Paris
•
Dessert
•
Gourmet, dessert.
•
Greek segment (not driven by protein.
•
Protein segment (Danio and Yopa).
•
•
Own label doing particularly well
here.
Snacking – targeting needs.
My ‘just in case’!
•
•
No expectation of growth for drinking
yoghurt.
Drinking yoghurt
• More targeting adults.
• Kids products with packaging
novelty.
Emerging Interest – New Product Development
New York
•
Farm and locally produced.
• More natural
• Less processed
• ‘Stonyfield’: “There’s no place
for toxic pesticides on our
farms.”
•
Non Dairy
• Almond
• Coconut
•
Cooking
Paris
•
Farm, local and specific ‘place’ brands
• Small
• Provenance, regionalised
(Crème de d’Isigny).
• National
• From a specific place
• ‘Homemade’ continues to
seduce.
•
Non Dairy
• Goats milk
• Sheep’s milk
Not excited about category
Consume a lot of yoghurt
Main use in breakfast, smoothies &
snacking
Central role at breakfast and snack
(indulgent) – ‘top & tail’ the day
Viewed as healthy choice
Small pots dominate. Bifidus ‘healthy’
yoghurts are most popular at breakfast
time.
A LOT of choice – too much?
Hard to find innovative products
More indulgence as day goes on. Great
interest in new products is in this ’dessert’
space
Response to new
products
Response to NPD ideas from
other countries/in market
Frozen yoghurt
● Muted interest and some awareness from exposure while in States
and/or recall of previous introduction in Ireland.
● Suggests healthier ice cream option
 Somewhat undermines ‘full indulgence’
 Appeal to calorie counters (NB: unique flavour/texture of
yoghurt not mentioned as benefit).
Despite some familiarity we found limited interest. Yoghurt stretch seems less
about intrinsic flavour and more about core health properties.
Response to NPD ideas
● Immediate positive response to recognised premium conventions:
 Black packaging (quality, premium, selected, indulgence)
 Ingredient spot lighting (restaurant menu style elevates item).
● Many ‘read’ the pack as premium ice cream tub style (reinforcing
indulgence cues).
Clear evidence of both colour palette and description conventions that trigger
premium/quality associations.
Response to NPD Ideas
● Initial reactions mixed at best with many initially
distracted by the colour of the pack label and lid
combining to suggest a cosmetic style rather than
something appetising.
● Nevertheless in several sessions individual
respondents reported they had discovered the
Collective Dairy during their pre task and found the
product performed very well.
● The specific reference to coconut and lime polarised
reactions with as many strongly disinterested in a
coconut flavoured product as motivated by this.
The Collective Dairy breaks some conventions established in the market by using a
somewhat larger tub and a dark black lid. Undoubtedly achieving impact on shelf
this can be something of a distraction.
Response to NPD Ideas
● Most struggle with the idea of a yoghurt used as a dip.
● While a minority already use yoghurt in recipes (primarily
associated with curries) most had difficulty with the idea of a
yoghurt used in a savoury context.
● Indeed many suggest merchandising this product with dips
rather than amongst the mainstream yoghurt category.
● The ethnic reference to the Lebanon prompted some
interest but most did not find this particularly relevant or
motivating as a source of a new dip style yoghurt product.
● One or two prompted by the Nomadic name and logo to
recall having seen the same brand on oat clusters product
(which they had found interesting and relevant).
Many struggle to consider yoghurt in a savoury context particularly used in a novel
way as a dip.
Response to NPD Ideas
● Quickly associated with cosmetic styling from the
combination of colours.
● However it is striking and memorable and achieves strong
impact.
● Many reject the notion of a pumpkin flavour.
 It doesn’t seem a particularly familiar.
 It tends to have a mild taste association rather than
something tart, sweet and memorable.
● Pumpkin also breaks an established convention regarding
flavours from fruit and a sweet effect on the palate.
● A minority suggest a pumpkin pie flavour (with the addition
of spices, American associations and potentially linked to
Halloween might generate interest but many reject this
direction as both unfamiliar and unwelcome.
In the discussion of this and other vegetable based options we found very few
respondents express motivated interest. They were much more likely to reject the
idea as both unappetising and simply peculiar.
Response to NPD Ideas
● As with other vegetable based options all struggle
with the idea of a simple vegetable flavour range.
● Most connect this with soup and earthy flavours
and at best think of these yoghurts as dips rather
than spooning individual pots.
● They also lack a frame of reference for
consumption often veering towards cold soup as
the most likely occasion (cold thick soup is just not
appetising).
● In addition the flavours suggested do not of
themselves stimulate appetite appeal.
At best these come across as a novel idea potentially found in a health food store
but have very little mainstream relevance and none link these ideas with trends
they have observed such as juicing as a potential direction for yoghurt
development.
Response to NPD Ideas
● The combination of a fruit flavour with a vegetable
component help to elevate the idea somewhat.
● We found a small proportion of respondents express
motivated interest in trial.
● To them the addition of vegetable to a fruit yoghurt
conveyed a more healthy alternative.
 Some thought about smoothies with the
combination of fruit and vegetable elements as a
reference point in this regard.
● However the packaging conventions can skew away
from healthy given the brightness of some of the
colours present.
Combinations of flavours including novel elements such as vegetables seems more
likely to stimulate interest, although keep in mind this is perceived as niche and
targeting a health food store shopper.
Response to NPD Ideas
● Respondents really struggle with this route in every
session.
● While they recognise the characterful styling (as similar
to Innocent) they feel:
 The flavour mixes suggest at best a food dip rather
than a spooning yoghurt occasion.
 The combination with lentil puffs suggests a
breakfast cereal confectionery flavour (sweetness)
rather than a savoury companion.
● The specific flavours mentioned do not trigger appetite
appeal although cucumber and mint is recognised as a
dip-like reference.
From the assessment of these packs and flavours we can see that there is a actually a
remarkably conservative range of flavours considered relevant for even long-term future
development in yoghurts. (At least in terms of personal consumption.)
Response to NPD Ideas
● Perhaps, surprisingly, we found much more motivated
interest expressed about this direction, particularly
amongst parents.
● Here, there is recognition that persuading young kids
to eat vegetables can be very difficult and that this
food might have a role in introducing vegetables by
self.
Perhaps, building on familiar baby foods which combine vegetables and fruit in novel
packaging. This seems like a small step in terms of development within the yoghurt
category. In a similar way to the smoothie reference point, clearly respondents need
some kind of route into New Product Development that allows them to imagine the
relevance of something so radically different.
Response to NPD Ideas
● This consistently prompts a positive reaction in most session for a
number of reasons:
 Grains and seeds are not a particularly new idea within the yoghurt
category and in that sense there is an existing repertoire of
textures from granola, from seeds, from other products where
yoghurts is combined with something introducing a nutty, seedy
taste and texture experience.
● Focusing in on specific super food elements either in terms of the fruit
flavours or the seed and grain element supports a health agenda for
those with a motivated interest in their own diet or simply people who
keep up to date with what are considered to be healthy foods:
 Name checking buckwheat, quinoa and flaxseeds have this impact
in particular.
This product leverages existing associations with yoghurt (textural elements adding taste
and mouthfeel benefit) and also key into the premium effect of spot lighting elements in
this case with a trendy health credibility (super foods).
Response to NPD Ideas
● Many confused by the name and did not recognise this as a style of
yoghurt product.
● Most only have Yop as a reference point for a yoghurt drink, or probiotic drinks such as Yakult or Activia, or indeed cholesterol lowering
products such as Benecol.
● We found surprisingly little interest in this idea partly as there simply
was not an existing route to a yoghurt drink in their repertoire.
Response to NPD Ideas
● We found some product interest in this development, but as often there
was scepticism expressed about the validity of claiming a Viking heritage
as a positive attribute for yoghurt.
 None associate Vikings with making yoghurt!
● In addition, none of the respondents link the idea of an Icelandic yoghurt
with others they may have seen before, such as Skyr
● In probing associations with Iceland there are some positive values that
emerge including:
 Outdoors, clean air, untouched landscape etc. suggestive of a more
natural provenance, but really this is something of a stretch and the
Viking connection somewhat weakens the credibility of the claim as
it can seem rather ‘theatrical and invented’ rather than authentic.
Referencing a provenance and a specific country of origin can help elevate the status of
yoghurt product, but any sense of created marketing hype can undermine
this
authenticity.
Response to NPD Ideas
● Very little interest expressed in this direction, with only a few discussing
a desire to try.
● Most of those expressing interest focus on the sweet coffee flavour of a
latte or a coffee cake rather than a bitter intensity of a coffee taste.
● However, even in this minimal interest as it was expressed, there was
some confusion and debate about the consumption occasion and
whether this would accompany coffee and in fact how the sweet taste
would operate on the palette.
● Without question however, the coffee association did not engage a
sense of premium quality and ritual that people might attach to fresh
coffee consumption.
Response to NPD Ideas
●
Initial reactions to this yoghurt somewhat muted as it appeared to present something very
familiar (as presented by Muller) typically.
●
However, in probing the specific flavour variants, there is strong motivated interest in the
details of the dessert-style references being made, such as:

Apple Cobbler with Crumble Crust

Coconut with Coconut Almond Granola Pieces

Key Lime Pie with Graham Cookie Pieces

etc.
●
●
Of particular interest is the Pineapple Mojito with Sea Salt Toasted-Coconut Granola!!
●
Clearly, this development is building on an existing trend within the market (currently
associated with Muller), but is also combined with another trend in the market relating to
dessert-style products referencing traditional dessert types.
●
Interestingly, with this product there was a lot of dessert products that could be introduced
that could stimulate interest and trial.
While many immediately recognise the cultural reference point of multiple sweet flavours
(typical of American taste buds), it is nevertheless interesting how the addition of texture
and flavour reference points stimulate interest and desire to try.
Response to NPD Ideas
● We found some of the strongest positive interest expressed about this
●
●
●
product.
The sense of humour, styling and presentation of the pack engaged a
very positive response and likely impact on shelf.
The idea of the product also stimulated interest and desire to try with
the notion of three layers adding value, texture and introducing the
novel play time with their spoon at a level above the two pots or fruit
corners varieties currently available.
A minority express lack of interest in a cream topping, but both the
three layers and the flavour descriptors (apple, cinnamon, ginger, pear,
etc.) provoked a more positive response than for many of the other
formats.
As with other developments reviewed, we found the strongest positive reaction to
products which provide a more linear developmental path for existing products or
routines and habits.
Response to NPD Ideas
● Immediately recognised as a product format available in other
●
●
●
categories, respondents understood quickly how this product might
perform and the target market that it seemed to be aimed at.
There is rapid recognition that this would be an on the go protein based
drink for athletes and as such they felt it would have a likely market.
However, in several cases respondents queried the texture and
consistency of a product that would come in a squeezed pack, given that
they would generally prefer a more set style yoghurt.
A few mention that there might be a problem with a warm yoghurt
product when consumed on the go, but suggested this might be
addressed through vending machine sales or indeed the foil itself might
help to insulate the product until it was consumed on the go.
Again, a novel idea with the unique product and serving suggestion, but are considered
partly because the package is recognised from other markets, and partly because there
is a clear link with a protein benefit which many recognise as consistent with sports
people’s interests.
Summary & take homes
Questions
Category rationalisation
Greek
Sugar
Fat
Irishness
Probiotics
Indulgence
Innovation?
Category range & rationalisation?
Too much on shelves
Hard to grasp ‘system’
Pack format, product style
and brand act as POS
navigation cues
Impulse stimulation
strongest with indulgence
and novelty
Consumers want better structure. Less on shelf would help.
Mixed comprehension of Greek / Greek style
● Most simply translate as a ‘set’ yoghurt with a healthier profile
 Occasionally referred to as ‘whisked’/’creamy’/’thick’.
 Consistency is important to the consmer
● Healthier is linked to less sugar, low fat, sometimes more protein
Experiential benefit
Why is it popular?
Health solution
On trend
Experiential benefit
Mainstream
Decoding healthier options
Natural
Healthy
•
•
•
•
Calcium
Fruit
Protein
Good for
digestion?(rarely
mentioned)
•
•
•
•
Dairy goodness
From farm
Living cultures
Not processed
Fresh
•
•
•
Chilled category
Dairy shelf life
Tart taste
●
Even if indulgent, healthier than cakes / biscuits
●
Sugar focus calls other credentials into spotlight
Greek style, farm fresh, organic.
Decoding healthier options – new health agenda
All about fat
content
More about sugar
content
More protein
Super food
Organic
Small scale/
farm
Non-dairy
Young sporty
men
Health
aficionado
young women
Middle class
quality
conscious
Middle class
adult personal
consumption
Pre school
lactose
intolerance
Does Irishness matter?
Do not look for Irish, but see the merit
Due to habit, need to be disrupted
Benefits that Irish yoghurt can offer:
• Fresher, closer to production
• Pride in best dairy in world
• Supporting Irish economy
• Linked to roots (farming heritage)
• Smaller scale (not big corporate/international)
Probiotic decline
● Rarely mentioned (only empty nesters)
● Only when exploring yoghurt drinks, Actimel, Yakult and Benecol.
● Suspicion around claims
How to develop indulgence?
Gourmet Health
 Pack design – intense &
distinctive
 Ingredients –restaurant
cues
 Packaging format
 Provenance
Indulgent Dessert
 Pack design - dark livery,
font
 Traditional dessert
references, flavour or
texture
 Experience
 Ritual of serving and eating
Renovation as opposed to innovation
Restaurant style
spotlighting
ingredients or
production
Serving novelty
and ritual
•
•
•
Eating with straw
Multipack mixing
•
On trend
ingredients (goji,
quinoa)
‘pressed’, ‘infused’
World cuisine
inspired desserts
•
•
Dessert
elements/style
from West or East?
Regional Irish?
Limited edition
strategy
•
•
Ownership of shelf
space
Refresh interest
Takeaways
#1. Simplicity - ingredients
I don’t want
ingredients in my
food that I can’t
pronounce
#2. Easy does it
102
#3. Increase yoghurt consumption – better retail
experience
Appendices I – issues facing the industry
Issues Irish brands are facing
1.
Category rationalisation
● All brand managers reference the fact that trade pushing for range rationalisation. The concept of 1 in 1 out was
always talked about but rarely adhered to. Now, Tesco in particular (but also Dunnes) are adhering to this (they
issued ‘notice’ to this effect),
●
As such difficult to get any extra shelf space for any innovation or for testing any new products.
●
This is of major concern to all brands managers but more so for Glenisk and Glenilen, that are both on a growth
and innovation trajectory.
●
This concept of rationalisation in store at the category level is being driven by perception of the success of the
discounters. Other mainstream supermarkets see the Discounter success with a narrower range and now want to
cut back on the number of SKUs in the category. They are following the Discounter lead.
Q.
Is there anything in the research to counter argue this strategy. Does the
consumer want less? Will less help or hinder the category?
105
Issues Irish brands are facing
2.
Greek is in growth
Understanding the appeal of Greek:
• Does the consumer understand the difference between Greek and other
types of yoghurts?
• Different cultures, strained, more protein, less sugar, thicker?
• Which aspect is most appealing?
• Does the consumer understand the benefit? (It is more expensive so what
benefit do they feel they derive from it?)
• Is it exclusively adult or is there a role for this for children?
106
Issues Irish brands are facing
3. Sugar
● Natural yoghurt only has naturally occurring lactose but this can still be high.
●
The Consumer is now questioning sugar and have concerns.
●
The sugar debate is now being linked to the fat content debate. How is the consumer likely to resolve this issue in
their own mind?
●
What is the appeal and interest in various potential new avenues: Sugar Free: Lactose Free? (I understand that
separating technology is being developed and these are potential products for the longer term future).
• Understand the sugar debate and its implications for yoghurt brands.
• Attitudes to the alternative of artificial sweeteners.
• What is the best way to describe the products:
• No added sugar
• Naturally occurring sugar.
• Reduced sugar.
• What is the resolution for the sugar/fat debate? Is it better to have low fat and higher
sugar or lower sugar and higher fat? How does the consumer view the Diet category and
what is their likely trajectory from now.
107
Issues Irish brands are facing
4.
Low Fat
●
Low fat now under the microscope and linked with the sugar debate.
●
Despite these ‘concerns’ , Müller Light continues to do well – Why?
•
•
•
•
So are people looking for low fat, 0% fat or do they care?
What are their expectations regarding sugar content when the product is low in fat?
Can It be naturally low in fat (which is the case for Glenilen but they do not identify it)?
Is it better now not to identify the fat content? Are they all deemed low fat and healthy?
108
Issues Irish brands are facing
5.
Irish brands are performing well
Is there any more power in that,
in itself
Playing the Irish card more in a
market dominated by multinationals?
109
Issues Irish brands are facing
6.
Pro-biotic
●
Pro-biotic drinks look like they are in free-fall?
• Current thinking about this
• What is the thinking about a regular yoghurt
vitamin drink?
• Can an Irish brand do this?
110
Issues Irish brands are facing
7.
Indulgence
●
What is happening to this category?

Kids (Rolo, Minions) – clearly has a role and is engaging

Adult (SuperValu Luxury, Tesco Finest )
●
Is there a place for it?
●
Has this got potential? How can this be developed?
• Is there greater potential here?
• Nobody has really cracked it?
• Any guidelines on development
111
Issues Irish brands are facing
8.
Innovation
• Any ideas where this will come
from?
112
Appendices II - International viewpoint
US DINKY– Key Insights
DINKY
• Consumption daily.
• Mainly breakfast. Cereal
added.
• Yoghurt used to make
smoothies and mixed with
30, Electronics Engineer
vegetables for healthy
drinks.
Used daily. Usually add cereal. Low fat and taste key driver. Low
calorie driver.
DINKY
US yoghurt Consumption
What
Substitute
Where/When
Why/Role
1. Light & Fit (Daily)
•
7.30am. In kitchen
with cereal.
•
Oatmeal.
•
Filling, low calorie.
2. Light & Fit
•
Noon. In kitchen.
Add mint, almond milk
and spinach.
•
Probably almond milk
and a sandwich.
•
Brunch.
DINKY
US yoghurt Consumption
What
Where/When
Low fat all the way.
New and Interesting – US DINKY
• Caught the eye and looked delicious –
much like the type of breakfast I might
make myself
DINKY
US Young Family – Key Insights
Young Family
• Daily consumption both in
home and ‘on the go’
products.
• Purchase in volume (12
pack) and use these before
35, Floral Designer
buying more.
• Relevant daily snack for kids.
• Breakfast and snack on the go for mum.
Relevant products for young family life stage much the same as
Ireland Trying to get dairy into kids. Snacking for adults.
Young Family
US yoghurt Consumption
What
1. Go Gurts (mum)
2. Activia
3. Activia (vanilla)
Substitute
Where/When
•
•
•
In the car. 9.15am.
Didn’t have time for
breakfast.
3.30pm. At home.
Doing homework/
watching TV.
7.30am. Breakfast at
home.
•
•
•
Banana or Carnation
Instant Breakfast.
Why/Role
•
Could take on the go.
Easy, fast, filling.
•
After school snack.
Doesn’t drink a lot of
milk.
•
Like the flavour. Pairs
with my French vanilla
coffee. Good for the
digestion.
Fruit
Fruit
US yoghurt shopping and storage
Fridge
Shops
Young Family
Displays
Retail environment behind closed doors but very extensive.
New and Interesting – US Young Family
• Like Muller products.
• It seems like a healthier treat, better
than ice-cream.
• Looks new.
• Like the idea of fruit on bottom.
• Like the name.
• Looks natural,even local.
Young Family
Mature Family – Key Insights
Stuart Goodman, 55
Antique Store owner
Mature Family
• Used frequently in the
home
• Key consumption moments
are breakfast and snacking
for most family members
• Snacking mainly in the evening time.
• This family mostly select fruit variants as the
healthier choice.
Little of any real difference to Ireland. Different products but much
the same consumption patterns with the exception of the concept
of ‘adding cream’!
Mature Family
US yoghurt Consumption
What
1.
Yoplait Greek
(Fruit)
Substitute
Where/When
Why/Role
•
7am. Ate at home for
breakfast (teenagers
too)
•
Fruit
•
Healthy, Low fat.
Only 100 calories
2.
Chobani.
Yoplait Greek
•
7am. Ate at home for
breakfast. Others had
Yoplait
•
Pancakes (it was a
Saturday)
•
Healthy, filling,
delicious
3.
Chobani (Fruit)
•
8pm. Ate at home for
TV snack. Added
cream.
•
Chocolate
confectionery
•
Just wanted
something tasty, nice
•
1.15 pm. Ate at
work.
•
Nothing else.
•
Something sweet to
finish off lunch.
4.
Sunny Select (Own
Brand)
US shopping and storage
Fridge
Shops
Mature Family
Displays
New and Interesting – US Mature Family
Mature Family
• Greek drinkable yoghurt with extra
protein
• Targets a population that works out
• Kids are interested (but not me).
Seems more homemade.
A dessert more than a yoghurt. Looks
interesting
• Just another option.
• With honey and looks very natural.
US Empty Nester – Key Insights
• Mainly lunchtime snacking.
• Driver of usage is for
calcium.
59, Full time homemaker
Yoghurt not a staple.
Empty Nester
Empty Nester
US yoghurt Consumption
What
Substitute
Where/When
Why/Role
1. Oikos
•
1pm lunch
•
Cheese
•
Refreshing and
satisfying
2. Oikos
•
1.30pm lunch
•
Glass of milk
•
For calcium to help
with osteoporosis.
Empty Nester
US yoghurt Consumption
What
Where/When
Very routine. Same brand each consumption day.
Summary: French yoghurt Consumption
What
Substitute
Where/When
DINKY
Why/Role
1. Activia
•
Every morning
•
Natural yoghurt
•
Bifidus. Good health
taste.
2. Crème au Café
auchen
•
Evening: Treat
•
A tart
•
A little daily pleasure
•
Sugar hit and light on
calories
•
Loves it. My dessert.
3. Fondant
•
4. Mousse au Chocolate
•
Evening: Treat
Evening: Dessert
Two Roles: Twice a Day
(a)Breakfast health (Bifidus)
(b)Evening pleasure/dessert
•
•
A chocolate dessert
A cream dessert
Summary: Shopping, stores and home
DINKY
Fridge
Shops
DINKY
Displays
Basket/Trolley
Fridge perhaps less ‘cluttered’ than Irish fridges; Stores and retailers much the
same. Lots of options to choose from but much is behind ‘glass’
New and Interesting – DINKY
DINKY
• It’s like an ice-cream and a great idea
for a dessert.
• Like Bonne Maman brand.
• These are like real desserts but
‘smaller’. I appreciate that.
• It’s new and they look interesting.
• Usually great texture and very
satisfying.
• Offers more choice.
• New mousses from Taillefine which are
loved with very few calories and an
intense chocolate flavour.
DINKY
French yoghurt Consumption
What
Two Roles: Twice a Day
(a)Breakfast health (Bifidus)
(b)Evening pleasure/dessert
Where/When
Young Family – Key Insights
Young Family
• Usage among young family
probably closer to how Irish
people use yoghurt. Much of
this usage is breakfast, and
‘keeping hunger at bay’ at
various times of the day.
36, 1 daughter,
Assistant Manager
• Morning
• Early evening, pre dinner.
• Fruit and chocolate yoghurts dominate.
• Their role is to prevent consumption of
higher calorific products such as cheese and
cake.
Mini Yop is an interesting product not yet available here.
Young Family
French yoghurt Consumption
What
Substitute
Where/When
1. Bonne Maman Crème
Dessert (mum)
•
5pm
•
Fruit
Why/Role
•
•
•
“In case”
More pleasure from
this than fruit.
Keeps me going til
dinner.
2. Mini Yop (mum)
•
10am
•
Fruit or coke
•
“Tide me over” as I
have my breakfast
very early.
3. Velouté Fruit (for
son)
•
7pm
•
Fruit or fruit compote
•
He loves it.
4. Dannette au Chocolat
(son)
•
Fruit or coke
•
5pm
•
•
Tides him over.
Keeps him from being
‘cranky’.
•
Keeps hunger at bay.
•
Better than the
morning snack.
5. Veloute fruit (mum)
•
•
Cheese or coke
10am
6. Veloute fruit
•
•
11am
Fruit
Yoghurts consumed every day.
Mainly snacking role either mid morning or pre meal.
Young Family
French yoghurt Consumption
What
Where/When
Fruit and chocolate yoghurts most popular
Young Family
Young Family
Fridge
Shops
Displays
Basket/Trolley
Fridge neat and retail environment suggests the category size can
be even larger than in Ireland. Still, it is very ‘organised’.
New and Interesting – Young Family
Young Family
• Like Bonne Maman products. They are
adding more variety.
• Very convenient because you can close
it – if the child has had enough.
• Great trendy series for girls so they
love it.
• Interesting pots with an original colour.
• Looks very natural, from the farm
itself.
Mature Family – Key Insights
Mature Family
• ‘Topping and tailing’ the day
• Breakfast
• Evening ‘treat’.
• Healthy breakfasts.
• Treat (Gourmandise) in the
evening.
• Evening products are considerably richer
than we associate with Irish consumption
norms.
43, Secretary, 2 kids
• Chocolate dessert products seem more
common in general.
Danio not yet available here. High Protein with a range of interesting fruits.
Mature Family
French yoghurt Consumption
What
Substitute
Where/When
1. Yop (daughter)
•
Morning breakfast
•
Milk
2. Yaourt Perle de Lait
au Diner (older
daughter)
•
8pm infant at TV
•
Nothing could
substitute
3. Crème au Chocolate
Latiere (mum)
•
Evening
•
Chocolate
4. Danio (mum)
•
Evening in front of TV
•
Natural yoghurt (but
not as tasty)
•
Breakfast
•
Toast with butter and
jam
5. Marche U (Generic)
Bifidus (mum)
Two Roles: Twice a Day
(a)Breakfast health (Bifidus)
(b)Evening pleasure/dessert
Why/Role
•
Good for her. Milk
better but she likes
the sweet taste.
•
Selects herself. To
finish off her meal
with something
healthy and milky.
•
As a gourmet treat
with a glass of red
wine.
•
Gourmet snack after a
meal (fought over as
only 1 left).
•
Don’t like toast.
Prefer something a
little healthier.
French yoghurt Consumption
What
Mature Family
Where/When
Consumed most days in one form or another. Breakfast and one
evening dessert.
Mature Family
Mature Family
Fridge
Shops
Displays
Basket/Trolley
Fridges seem quite empty. Stores much the same. Displays much
the same as Ireland.
New and Interesting – Mature Family
Mature Family
• Looks really interesting, new and
different.
• Great packaging.
• The word cream and the transparent
pot.
• It’s like a dessert.
• Love the concept of yoghurt with fruit
coulis that is not already mixed. It’s
gourmet. Looks delicious and healthy.
New and Interesting – Mature Family
Mature Family
• Eating with a straw! New and funny.
Kids will love it.
• Never seen the ‘curdled’ yoghurt. It
looks original and new. Can’t imagine I
will buy it but it is different.
Empty Nester – Key Insights
Empty Nester
• Range of yoghurt products
consumed is very wide
ranging.
• Key consumption moment
tends to be afternoon and
58, Engineer Project Manager
evening snacking.
• Key needs are driven by ‘being peckish’
(pre meal preparation) and a need for a
sweet, usually chocolatey treat.
• Yoghurts are perceived as a healthier
alternative to cheese or gateaux.
Central to snacking with a wide range of products many that seem
more luxurious and rewarding than standard yoghurt. More ‘dessert’
and chocolate than here.
Empty Nester
French yoghurt Consumption
What
Substitute
Where/When
Why/Role
1. Danio
•
Dining room table
7pm
•
Cheese.
•
A moment of rest after
getting home before
hitting the kitchen!
Feeling peckish!
2. Brebis
•
1pm breakfast in my
office
•
An apple.
•
Sweet and fresh snack
after my lunch. Nicer
than an apple.
3. Panier de Yoplait
•
10pm. At my
bedroom desk.
•
Chocolate.
•
A treat after finishing a
work report.
4. Panier de Yoplait
•
7am.
•
A glass of milk.
•
A complement to my
breakfast. A bit of
freshness and sweetness.
5. Activia
•
5pm. Snack at
kitchen table.
•
Cheese.
•
Lower calories than
cheese. Easy to digest.
6. Yaourts la Laitre
•
7pm in the sitting
room (sometimes with
honey).
•
Breadsticks with a
glass of red wine.
•
A moment of rest before
preparing the food.
•
4pm. In work at the
desk.
•
Snack to hold me over til
later.
7. Mamie Nova (Almond
Cream)
•
Cereal bar.
Yoghurt consumed everyday. Breakfast and particularly afternoon
or evening snacks. If sweet treat and better chocolate or cheese.
Empty Nester
Empty Nester
Fridge
Shops
Displays
Basket/Trolley
Fridge neat and quite empty! Retail environment much the same.
New and Interesting – Empty Nester
Empty Nester
• Sweet, creamy with a little crunch.
• Lovely dessert or snack, more than a
simply yoghurt.
• After 8 dessert. Love the idea of
mints, chocolate and yoghurt.
• Combination of crunchy, creamy
yoghurt.
• Like the concept of two different
consistencies.
• Combination of a lighter dessert – with
a firm fondant.
Summary: Areas that Interest French Consumers
Desserts or
dissert-like
Kids
Unique/Different
General
The interesting area for French consumers is definitely the treat or dessert category. Considerably more
products were selected as interesting from this category than other possible categories. Beyond that, there is a
interest in local farm type, novelty straw and or packaging stylex that looks different.
Yoghurts in Ireland
For further information on this study please contact
info@bordbia.ie or
Tel: +353 (0)1 668 5155
DID YOU KNOW? You can also access our marketing information
inquiry service at any time. Typical inquiries include information on
– categories, new products, brands / companies, retailers,
foodservice, retail and consumer trends .... Simply e-mail
info@bordbia.ie with your information query. We will endeavour to
get back to you within 48 hours with relevant information resources
adhering to copyright and licensing agreements.
© Bord Bia Consumer Insight 2015
Growing the success of Irish food & horticulture
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