The demand for kids’ yoghurt in the UK has been on the decline for the past decade, with Kantar data showing an 11% drop in volume. Yoplait, a major player in the market, is looking to understand why this decline is happening and how to reverse it.
One factor contributing to the decline is that children are turning to other low-nutrient foods like biscuits instead of yoghurt. Parents are also concerned about the sugar content in kids’ yoghurt, leading to a misconception that it contains excessive sugar. However, the government’s Sugar Reduction Programme has led to a 14% decrease in sugar in yoghurt products in recent years.
Yoplait is working to dispel the myth that kids’ yoghurt is high in sugar by reducing sugar content in its products without the use of artificial sweeteners. The company is also highlighting the nutritional benefits of yoghurt, including essential nutrients like calcium and vitamin D that are lacking in children’s diets.
To boost sales of kids’ yoghurt, the food industry can help by making clear distinctions between kids’ yoghurt and dessert products marketed as yoghurt. Consistent sugar reduction while maintaining taste, avoiding artificial ingredients, and focusing on natural, kitchen-type ingredients can also help cater to parents’ preferences.
Overall, industry players can play an active role in reinvigorating demand for kids’ yoghurt by addressing parental concerns, promoting the nutritional benefits of yoghurt, and making clear distinctions between different types of products in the market. By focusing on these strategies, the industry can tap into the potential £150 million sales opportunity in the UK market.
