THREE-quarters of consumers consider yogurt a guilt-free snack and it’s particularly popular with women who are at home with children, says the team behind Scottish yogurt brand Rowan Glen.
But under-25s, people in full-time education and those who live alone are low users of yogurts and could provide sales opportunities.
Single pots continue to be the biggest-selling yogurt packs in Scotland (with 33.4% of the market), followed closely by four-packs (31%), and six-packs (26.8%). But single pots are in decline and multipacks are growing as customers look for value.
In 52-week figures to May last year the total yogurt market in Scotalnd was shown to be worth £124.3m, an increase of 3.4% year on year.
Diet (22.3%) and Functional (15.6%) take most of the market, but are in decline. Diet was down 4.7%. Functional was down 11.7%.
Although a small sector, Greek (up by 65%) was the fastest growing sub-category.
Everyday yogurt was in slight growth, up by 1%. Rowan Glen outperformed the market and was up 9.9%.
Rowan Glen has redesigned packs being rolled out this month. The new look uses tartan to underscore the Newton Stewart-produced brand’s Scottish heritage.
The new look will be supported by a Scotland-wide advertising campaign including outdoor media and national press advertising.
The Rowan Glen team says convenience outlets should stock the core range, ensuring they have the top performing flavours: Strawberry, Raspberry and Peach. It also suggests running a multi-buy offer to help consumers mix and match single-pot flavours. To maximise opportunities on limited shelf-space, retailers should consider using assorted-flavour trays.
