Not dead and berried

摘要

The yogurt market is large, dynamic and fast growing and is worth around EUD 8.7 billion each year. Yogurt is perceived as a healthy product and increasing concerns over health have boosted sales in recent years. The average annual growth rate for yogurt has been around five per cent over the past few years, with the USA growing at twice the rate of Europe. Yet, even in the USA, per capita consumption is still low, and an enormous opportunity lies ahead. Health has been the main driver of yogurt market growth. This means that it is a discerning purchase for the consumer - it must deliver some functionality. At the same time, flavour is an important discriminator for repeat purchase. Consumers recognise quality in the yogurts and are prepared to pay a premium for them, often dismissing inferior brands that don't live up to taste or texture expectations. Pre-eminent among yogurt flavours is strawberry, which continues to increase in demand and is one of the top ten flavours across all types of foods and beverages.