Strawberry, bush honey, caramel, vanilla bean, blueberry, lemon, coffee: the range of flavoured yoghurts available in Australian supermarkets is overwhelming. But over the last five years, our yoghurt consumption habits have shown a gradual but undeniable shift away from flavoured or fruity yoghurts and towards natural/plain yoghurts. Roy Morgan investigates…
In the year to March 2014, 59% of Australians aged 14+ were found to have consumed flavoured or fruit yoghurt in the last 12 months, down from 65% in 2010. On the other hand, those who consumed natural or plain yoghurt increased from 47% to 51% in the same period.
Notwithstanding the overall decline in consumption, 31% of Australians still consume flavoured/fruit yoghurt on a daily or weekly basis — whereas a significantly lower proportion of Australians (21%) eat natural/plain yoghurt with the same kind of frequency, despite more of them eating than they were five years ago.
Australians’ consumption frequency of flavoured/fruit vs natural/plain yoghurt, last 12 months
Source: Roy Morgan Single Source, April 2013-March 2014, n=19,084. Base: Australians 14+
Angela Smith, Group Account Director - Consumer Products, Roy Morgan Research, says:
“Although consumers of flavoured/fruit yoghurt still outnumber those of natural/plain yoghurt, the trend for flavoured/fruit yoghurt is declining while natural/plain yoghurt is increasing. This may be related to growing public awareness of the high sugar content of flavoured yoghurts or part of a larger trend towards consuming more natural foods in general.
“However, despite the growing number of Australians consuming natural/plain yoghurt, they’re consuming it far less frequently than those who eat flavoured/fruit yoghurt.
“Using Roy Morgan’s revolutionary new profiling tool, Helix Personas, we can now understand, locate and target the differences between plain and flavoured yoghurt consumers.
“For example, 75% of ‘Rural Traditionalists’ consumed flavoured/fruit yoghurt in the last 12 months (well above the national average). Usually older married couples, living in rural areas and earning average income (if they’re not already retired), many Rural Traditionalists would like to lose weight, but are not so concerned about it that they’d forego their favourite flavoured yoghurt.
“On the other hand, 65% of ‘New School Cool’ ate natural/plain yoghurt: again, well above average. These well-educated, high-earning individuals are active and health conscious, and would be well aware of natural yoghurt’s dietary advantages.
“To grow their brand in this increasingly competitive market, yoghurt companies need to stay abreast of these distinct trends and changes in Australians’ yoghurt consumption habits.”
Roy Morgan Research
Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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