Yogurts in single serve cups make up the biggest share of volume in the US (when measured by package type) and the market is dominated by just a few global players – Yoplait, Dannon, Chobani and Fage.

Data collected by Lab42 among 1000 consumers 13+ that consumed individual sized yogurts in the past 3 months shows that Yoplait is the strongest brand in the USA, with almost universal awareness and a strong ability to convert awareness to trial at very high levels.  In addition, more than a third of these consumers (35%) indicate they buy Yoplait most often, much higher than any other brand. 

Chobani is the second strongest brand, with strong awareness and 28% of consumers indicating Chobani is the brand they buy most often.  Dannon is the third strongest brand and though it has strong awareness and trial, only 16% of consumers select it as the brand they buy most often.

The Lab42 data shows that the category is a switchers category, indicated by high trial levels for many brands and by 59% of consumers saying they switch between 2 to 3 brands while another 19% just buying whatever is available at the time they are shopping or on sale.

Another interesting finding from our data that further sheds light into why consumer easily switch from one brand to another may be lack of clear differentiation between the individual sized yogurts. Take the top 2 players for example, Yoplait and Chobani.Our data indicates that they are both perceived as having strengths in very important purchasing drivers like taste/flavors, availability, value, good source of protein, quality ingredients and gut health. Both are not seen as having any important weaknesses.

Dannon, the 3rd strongest brand is also perceived very similarly but it is not seen as a “favorite brand” which also aligns with lower levels of it being a brand bought most often relative to Yoplait and Chobani.

Do you want to know more about the results of this research or talk to us about how we can help you further understand your brands? Email us at insights@lab42.com and we’ll be in touch.