Japanese Product Innovation Series: Yogurt Market Report - Revitalizing the Market Becomes Paramount

Published by: Datamonitor

Published: Jul. 7, 2008 - 15 Pages

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

The market declined while competition intensified and substitute products competed for consumer spending

Both value and volume revealed a slight decline in 2007 after growth in 2006

Average consumer expenditure on yogurt has shown a consecutive decline since 2005

Expenditure on yogurt does not show significant seasonality

Competition from private label products has forced branded products to drop their price

Competition from substitute products test the positioning of yogurt products in the market place

Yogurts face a direct challenge from lactic acid bacteria drinks on the positioning of supporting gut health

Vegetable juice competes with yogurt through its healthy product positioning

Dessert products compete for store display and shelf space

The types of yogurt products being sold and the focus of new product development has shifted in the past decade

Soft / fruit type yogurt continued to gain market share while the plain type declined in 2007

The way forward: focus on the direction of new product development

Good taste profiles and functional features are expected to be the key emphasis

Single portion size and convenience are key points in packaging

Major companies in the market: Meiji Dairies had more than a 35% market share in 2007

Meiji Dairies and Morinaga Milk Industry are the clear leaders in the market

Key product developments from major manufacturers

APPENDIX

Definitions

New health checkup system in Japan

FOSHU system

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Annual household expenditure on yogurt products by region

Table 2: Household expenditure on yogurt by region

Table 3: FOSHU approval to yogurt products and lactic acid bacteria drink products

Table 4: Production of yogurt and vegetable juice

Table 5: Trends in sales of yogurt by type (JPY million)

Table 6: Annual sales of yogurt by market leaders (JPY million)

List of Figures

Figure 1: Trends in annual production of yogurt

Figure 2: Trends in annual production of yogurt products from the dairy industry and other industries

Figure 3: Annual household expenditure on yogurt and lactic acid bacteria drink

Figure 4: Key products - lactic acid bacteria drinks

Figure 5: Trends in sales of yogurt by type (market share %)

Figure 6: Key product development from Meiji Dairies

Figure 7: Key product development from Morinaga Milk Industry

Figure 8: Key product development from Nippon Milk Community

Figure 9: Key product development from other major manufacturers

Abstract

• Major manufacturers face pressure from private label products while competition intensified and substitute products competed for consumer spending.
• Average consumer expenditure on yogurt has shown a consecutive decline since 2005.
• The focus of product development has shifted in the past decade; good taste profiles and functional feature are expected to be the emphasis of market.
• Meiji Dairies has the most market share in 2007 and is the clear leader in the market.

• This brief covers analysis of the yogurt product market in Japan in 2007, including production, sales, competition and consumer expenditure.
• It contains trends of product development, including types of products and popular products in 2007 and forecasts of 2008.
• It also covers key product developments from leading manufacturers.

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