Ingredion -- Texture Talk: Yogurt - 2

Understanding yogurt's varied textures
Compared to many other countries, Americans are
low consumers of yogurt. In fact, the French-the
largest consumers of yogurt-eat more than four
ƟŵĞƐƚŚĞĂŵŽƵŶƚŽĨǇŽŐƵƌƚƚŚĂƚŵĞƌŝĐĂŶƐĚŽ
every year. Could texture be keeping new users from
entering the category? Could misleading texture
descriptors turn consumers away from a brand?
When Greek yogurt hit the mainstream U.S.
market about 10 years ago, many who never liked
yogurt tried Greek and were sold. The segment
took off and was a major driver of double-digit
volume growth for many years, which increased
per-capita consumption from about 10 pounds in
2005 to more than 15 pounds today. The rate of
growth is slowing.

Greek yogurt has currently 38% volume share and
grew 3.7% year-to-date thru Aug. 7, 2016, according
to data from Chicago-based IRI provided to Dairy
Management Inc., Rosemont, IL. Non-Greek, on the
other hand, with 62% share, declined 3.6%.
This data have many yogurt manufacturers trying
ƚŽŝĚĞŶƟĨǇŽƉƉŽƌƚƵŶŝƟĞƐĨŽƌŐƌŽǁƚŚ͕ǁŝƚŚƌĞƐĞĂƌĐŚ
ƐƵŐŐĞƐƟŶŐĐŽŵƉĂŶŝĞƐŶĞĞĚƚŽƐŚŝŌƚŚĞŝƌĨŽĐƵƐďĞǇŽŶĚ
ƉƌŽƚĞŝŶͲĚĞŶƐĞ'ƌĞĞŬĐƵƉǇŽŐƵƌƚ͘KƉƉŽƌƚƵŶŝƟĞƐĞǆŝƐƚ
to develop products designed for the palates and
lifestyles of the myriad consumers who embrace
yogurt as a health- and wellness-food but are looking
ĨŽƌŵŽƌĞŽƉƟŽŶƐŝŶƚŚĞŵĂƌŬĞƚƉůĂĐĞ͘dŚŝƐŝŶĐůƵĚĞƐ
ƚĂƌŐĞƟŶŐƐƉĞĐŝĮĐĚĂǇƉĂƌƚƐĂŶĚĐŽŶƐƵŵĞƌƐĞŐŵĞŶƚƐ͕
ĂƐǁĞůůĂƐĐƌĞĂƟǀĞĂŶĚĐŽŶǀĞŶŝĞŶƚƉĂĐŬĂŐŝŶŐ͕ŵŽƐƚ

Consumers' Yogurt Texture Preferences
Yogurt Style

Purchase Driver

Texture Preference

Light

Interested in fewer calories or less fat,
as compared to regular yogurt

Smooth, creamy, much like regular yogurt; not
chunky or too thick; fearful Greek will be too thick

Regular

Prefers versatility of smooth yogurt
that can be consumed plain or mixed
with cereal or fruit for a more hearty
consistency

Smooth and creamy paramount; not too thick; not
opposed to Greek, but it must deliver on smooth
and creamy

Greek

High-protein content very important

Balance of smooth with thick; not chunky or
lumpy; light versions can be thinner but not runny

Source: Ingredion Inc., proprietary research, 2015

Table of Contents for the Digital Edition of Ingredion -- Texture Talk: Yogurt

Ingredion -- Texture Talk: Yogurt - 1
Ingredion -- Texture Talk: Yogurt - 2
Ingredion -- Texture Talk: Yogurt - 3
Ingredion -- Texture Talk: Yogurt - 4
Ingredion -- Texture Talk: Yogurt - 5
Ingredion -- Texture Talk: Yogurt - 6
https://www.nxtbook.com/sosland/ingredion/ingredion-meat-your-match
https://www.nxtbook.com/sosland/ingredion/ingredion-helping-brands-do-more
https://www.nxtbook.com/sosland/ingredion/ingredion-understanding-ingredient-interactions
https://www.nxtbook.com/sosland/ingredion/understanding-the-psychology-of-clean-label
https://www.nxtbook.com/sosland/ingredion/2016_11_01
https://www.nxtbookmedia.com