Great Expectations
by Julie Cook
- Processors are confident low-carb and drinkable
yogurts have them on the brink of something big.
Good news about the healthfulness of yogurt continues
to abound. According to the National Dairy Council, yogurt consumption
lowers the risk of osteoporosis, hypertension and certain cancers. And then
there’s the discovery that eating lowfat dairy products such as
yogurt can help consumers lose weight.
One would expect such a revelation to lead every news
report across the country. But that hasn’t been the case, as the
low-carbohydrate craze has the nation transfixed, leaving processors
struggling to garner even a modicum of interest in products not overtly
Atkins-friendly.
“Among the trade and the buyers, we’ve
barely been able to get their time or attention if we’re talking
about anything other than low-carb,” says Gary Hirshberg, president
and chief executive officer, Stonyfield Farm, Londonderry, N.H.
That said, Hirshberg remains impressed with the
overall performance of the yogurt category. During the 52-week period
ending March 21, 2004, unit sales of refrigerated yogurt in U.S. food, drug
and mass merchandisers, excluding Wal-Mart, rose 3.6 percent, according to
Chicago-based Information Resources Inc. (IRI).
Granted, those figures pale in comparison to the
category’s vigorous growth of a few years ago, but that’s
primarily because they fail to reflect the higher ring of the
category’s newer product entries, according to Eric Leventhal, senior
vice president of marketing, The Dannon Co. Inc., Tarrytown, N.Y. Leventhal
reports yogurt sales grew about 8 percent in dollars last year, mostly due
to value-added offerings such as drinkable yogurts and smoothies.
“The yogurt category has done a remarkable thing over the past
three to five years, which is to introduce much more value-added products,”
he says. “As we get consumers interested in yogurts that have a higher benefit,
they tend to buy products that have a higher cost per ounce.”
Carb Consciousness
As consumer interest in low-carb products grew into a
full-fledged craze, yogurt processors began keeping a close eye on the
trend in order to gauge its potential impact on category sales. According
to Jim Rossiter, director of brand strategy and retail marketing for Le
Mars, Iowa-based Wells’ Dairy Inc., what they saw wasn’t
entirely bad. In fact, he says, many carb-conscious consumers had already
embraced low-calorie, no-sugar-added yogurts, such as his company’s
Blue Bunny Lite 85.
“We saw that Lite 85 was being touted on a bunch of carb-related
Web sites as an alternative,” Rossiter says. “Compared to categories like pasta
or bread or even milk, I don’t think yogurt has been impacted much.”
While Rossiter remains convinced the low-carb craze
has not had a negative impact on the yogurt category, Leventhal
couldn’t disagree more.
“We started to see household penetration decline for the yogurt
category, especially in the light segment,” Leventhal says. “That was certainly
a threat to our business, but a threat can always be turned around into an opportunity,
so we decided to formulate a low-carb yogurt.”
The result was Dannon Light ‘n Fit Carb Control,
a nationally available reduced-carbohydrate cultured dairy snack. Each
4-ounce cup features 3 grams of net carbohydrates, 60 calories and 80
percent less sugar than regular lowfat yogurt. In addition, Carb Control
boasts 5 grams of protein and 15 percent of the recommended daily value of
calcium. Sold in packs of four cups, Light ‘n Fit Carb Control is
available in four flavors — Strawberries ‘n Cream, Peaches
‘n Cream, Raspberries ‘n Cream, and Vanilla Cream.
“Carb Control gives the nod to the tens of
millions of people who have chosen to watch their weight by watching their
carbs,” Leventhal says.
Needless to say, the category’s branded leader, Yoplait, was
not about to be left out of the low-carb equation. This past March, the Minneapolis-based
company celebrated the nationwide rollout of Yoplait Ultra, a 6-ounce cup yogurt
featuring 8 grams of carbs and 5 grams of sugar — 70 percent fewer than in regular
lowfat yogurt. Boasting 90 calories per serving, Ultra is available in Strawberry
Crème, Peach Crème, Blueberry Crème and Raspberry Crème varieties.
Despite their discovery that carb-conscious consumers
were flocking to Blue Bunny Lite 85, Wells’ Dairy still found the
need to develop their own full-fledged low-carb yogurt, Blue Bunny Carb
Freedom.
“The craze just got to be so vibrant that we felt there was
a market to segment out that specific consumer even farther in developing a
new product that had a yogurt profile, but was as low in carbs as we could possibly
take it and still make it meet the taste threshold of consumers,” Rossiter says.
“Having everyone come out with products targeted to carb-conscious consumers
will only continue to increase that solution for the consumer.”
Touted as “an excellent way for carb counters to
reap the nutritional benefits of yogurt while watching their
waistlines,” Carb Freedom offers 5 grams of net carbs, 3 grams of fat
and 90 calories. Although its name might suggest otherwise, Rossiter says
Wells hasn’t specifically zeroed in on the carb-conscious consumer as
the target market for Carb Freedom. Instead, the company directs its
marketing efforts toward the larger “better-for-you” audience,
which includes everyone from generally health-conscious consumers to
diabetics. Because Carb Freedom is made with Splenda-brand sucralose, a
no-calorie sweetener made from sugar, Rossiter says the product is ideal
for those consumers seeking to cut back their sugar intake as well.
Meanwhile, Stonyfield’s Hirshberg has been carefully watching
the low-carb trend and waiting for just the right time to play his hand. At
this point, Stonyfield will introduce at least one low-carb yogurt — it’s “more
of a question of when and how,” he says. Although his company is one of the
few major players not to have introduced such a product already, Hirshberg says
he’s confident Stonyfield will be better off in the long run for not having
jumped on the low-carb bandwagon right off the bat.
“In many ways, it doesn’t trouble me that we missed the first
round because there’s going to be some shake-out,” he says. “We’re already hearing
from consumers a general dissatisfaction with the taste offerings out there,
so anybody who is thinking about entering this fray better be ready for the
second wave because consumers are not going to stand for that.”
If Hirshberg’s prediction proves true, one of
those companies that might be well served to heed his words regarding taste
is Old Home Foods. The St. Paul, Minn.-based company has yet to introduce a
low-carb yogurt, although Dave Holdsworth, vice president of sales and
marketing, says he’s convinced the trend has staying power.
“A year ago, I would have told you I think it’s a fad,” Holdsworth
says. “I now believe it’s definitely a trend that’s going to continue for a
while. I don’t know if it will forever have the legs it has now, but I think
the carb consciousness will remain.”
Smooth Sailing
Although Old Home has not yet officially entered the
low-carb yogurt business, Holdsworth says the company has experienced the
impact of the growing demand for low-carb products. In response to consumer
demand, Old Home rolled out a light version of its Yogurt Smoothie earlier
this year. Much to Holdsworth’s surprise, the light variety quickly
took to selling on par with the regular smoothie — far better than
anticipated. He attributes the sales to the lower carb content of the light
product.
Sold in individual 8-ounce bottles, Old Home Light
Yogurt Smoothies are available in Strawberry, Strawberry-Banana, Raspberry,
Mixed Berry and Cherry flavors. The fat-free beverage contains 11 grams of
net carbs and 100 calories per bottle.
According to Holdsworth, the smoothie/drinkable yogurt
category has picked up speed over the past year, growing 250 to 300 percent
in volume in his company’s market area. That has caused many of the
stores to set up special smoothie sections within the overall dairy
section.
There’s no doubt that Dannon Light ‘n Fit
Smoothies will have taken their spot in those sections, as well. Rolled out
nationwide last year, the 7-ounce drink blends fruit and nonfat yogurt.
Available in Strawberry Banana, Mixed Berry, Peach Passion Fruit,
Raspberry, Strawberry and Tropical varieties, they contain 80 calories
— 45 percent fewer than other dairy-based smoothies — and no
fat. Light ‘n Fit Smoothies also are sweetened with sucralose, which
though made from sugar is not recognized by the body as sugar or a
carbohydrate.
Leventhal believes sales of drinkable yogurt and
smoothies are primarily incremental and are not cannibalizing traditional
cup yogurt sales. Like Holdsworth, he reports stores setting up special
sections specifically for drinkable yogurt products, a trend that he feels
will only drive the “incrementality.” Leventhal is confident
drinkable yogurt products will someday encompass 25 percent of category
sales. According to Hirshberg, sales are already approaching 10 percent of
U.S. yogurt sales.
One of the products responsible for that showing is
Yoplait’s Nouriche, which just reached nationwide distribution in
time to celebrate its one-year anniversary. Touted as a breakfast-time meal
replacement, Nouriche offers 20 vitamins and minerals, along with protein.
Just in time for summer, Yoplait has rolled out Nouriche Light, which
features one-third fewer calories than the original product.
“While not totally revolutionizing the category, yogurt beverages
have brought new consumers into the category and expanded consumption for current
beverage users,” says Jennifer Jorgensen, Yoplait marketing manager. “Smoothies
have allowed more consumers to fit the health benefits of yogurt into their
lives by expanding consumption to new on-the-go occasions.”
Chief among those new consumers are men. Long
considered a category geared primarily towards women and children, yogurt
has finally found its way into the hands of more men, mostly due to the
recent proliferation of grab-and-go drinkable products.
“Women tend to use the cup yogurt as a lunch,” says Holdsworth.
“I don’t see too many men sitting at their desks eating cup yogurt, but if they
have a drink that they can grab on the go, it’s easier and more convenient for
them.”
If Kraft has its way, men will be reaching for Breyers
Crème Savers Smoothies. The Northfield, Ill.-based company rolled
out the 10-ounce product earlier this year in markets where Breyers-brand
yogurt is sold. The smoothies feature popular Crème Savers hard
candy flavors — Strawberries & Crème, Raspberries &
Crème, Orange & Crème, Blueberries & Crème and
Peaches & Crème.
Naturally, any category that sees a sudden surge in popularity
is bound to have its share of party-crashers. For smoothie-producing dairies,
that comes in the form of Tropicana, which launched its own line of smoothies
two years ago. Promoted as a meal replacement for on-the-go consumers, Tropicana
Smoothies are a combination of juice and yogurt. Available in four varieties
— Mixed Berry, Strawberry, Tropical Orange and Peach — they’re sold nationwide
in select club, mass merchandisers and foodservice locations.
Of course, adults aren’t the only consumers of
drinkable yogurt and smoothies. Dannon’s Danimals have been pleasing
kids for several years. Recently, the company expanded the line to include
Danimals XL, a larger-portion drinkable yogurt geared toward ‘tweens,
children age 8 to 12. The 5.75-ounce drink is available in Strawberry
Explosion, Orange Strawberry Banana Blowout, Blazin’ Berry and
Watermelon Slice varieties. According to Leventhal, the product itself
isn’t much different from the traditional Danimals line, but the
package size and design has been changed for greater appeal to an older
group of children.
For those kids who still prefer to spoon up their
yogurt, Wells has partnered with Disney Consumer Products Worldwide,
Burbank, Calif., to produce two new lines Disney-Blue Bunny co-branded
products. Calcium-fortified Yo-Pals yogurt, aimed at preschoolers, features
a Winnie the Pooh story under the lid. Meanwhile, Swirl’n Magic is
designed to appeal to youngsters age 4 to 8. Kids are inspired to
“create their own brand of Disney magic,” using Poppin’
Flavor Crystals packaged under the lid. When stirred into the yogurt, they
produce a colorful “popping” rainbow swirl.
“This was something we didn’t feel we could develop very well
within the framework of a Blue Bunny-only product that didn’t have a lot of
relevance with little kids,” Rossiter says. “By partnering with Disney, we got
the opportunity to add some clout to our marketing cache and our products.”
Julie Cook is a freelance journalist based in the Chicago
area.
Top 10 Refrigerated Yogurt Brands* | |||||
$ Sales (In Millions) |
% Change vs. Year Ago |
Dollar Share |
Unit
Sales (In Millions) |
%
Change vs. Year Ago |
|
Total Category | $3,077.4 | 3.6 | 100.0 | 1,699.2 | 2.7 |
Private Label | 575.2 | 3.3 | 18.7 | 325.3 | 2.6 |
Yoplait | 441.1 | 4.8 | 14.3 | 178.5 | 7.0 |
Dannon Light ‘n Fit | 216.7 | 12.5 | 7.0 | 126.0 | 11.4 |
Dannon | 242.5 | 10.9 | 7.9 | 117.7 | -6.4 |
Yoplait Light | 209.0 | -4.6 | 6.8 | 78.4 | -4.6 |
Yoplait Trix | 37.1 | -0.7 | 1.2 | 55.6 | -0.7 |
Yoplait Go-Gurt | 46.2 | 4.0 | 1.5 | 52.7 | 4.1 |
Stonyfield Farm | 59.6 | 19.2 | 1.9 | 45.0 | 11.3 |
Yoplait Custard Style | 112.9 | -14.5 | 3.7 | 42.3 | -14.5 |
Dannon La Crème | 41.7 | 9.2 | 1.4 | 37.9 | -0.8 |
* Total sales in
supermarkets, drug stores and mass merchandisers, excluding Wal-Mart,
for the 52-week period ending March 21, 2004. SOURCE: Information Resources Inc. |