Yogurt innovations to drive differentiation
There are a couple of big trends in the individual sized yogurts market:
Demand is increasingly driven by health-conscious consumers who consume yogurt as a healthy snack
Introduction of new and unique flavors
Data collected by Lab42 among 1000 consumers 13+ that consumed individual sized yogurts in the past 3 months shows that when consumers are asked to indicate what is important to them when shopping for individual sized yogurts, health related attributes like less sugar, less fat and less calories were towards the bottom relative to other areas like flavors, value, availability, good source of protein and supporting gut health. Another area not considered as important…Packaging.
In our previous deliverable Yoplait or Chobani? Consumers may not really care! we indicated that consumers perceive the strongest brands in the market Yoplait, Chobani and Dannon, very similarly. So given that flavor is a very important purchase driver, we wanted to understand what new flavor innovations consumers would like to see introduced (list of flavor options provided).
The winners are:
Chocolate
Caramel
Apple
Grape
Peanut Butter
Açaí Berries
We also asked consumers to select what added benefits they would like added to their individual sized yogurts. From the list of added benefits provided, Vitamin D, Vitamin B and Fiber were at the top of their wish list.
Do you want to know more about how you can use research to drive innovation? Email us at insights@lab42.com and we’ll be in touch.
