Graham Burgess, Head of Category at Danone Dairies UK & Ireland talks about the Breakfast opportunity
Breakfast is the occasion where consumption of yogurt is increasing most rapidly. As consumers don’t want to go without the first meal of the day despite their hectic lifestyles, the Breakfast on-the-go segment in particular is experiencing growth. In fact, half of UK shoppers eat their breakfast out of home.
The yogurt formats most typically consumed at breakfast (e.g. natural yogurts, flavoured big pots, and active health drinks) are in growth by +3.1% YOY with a value of £481.6m . With the correct range, retailers have a real opportunity to grow this even further.
Activia Breakfast Pot Vanilla comes with Activia’s Vanilla 0% fat yogurt and a granola cereal cluster topping. This format is ideal for breakfast at home and on the go, breakfast meal deals or snacking.
Many yogurt shoppers will buy Active Health Drinks like Actimel in addition to their usual purchase, so stock both to drive incremental sales. Actimel is experiencing growth supported by the brand’s Stay Strong-campaign and recent Lift The Lid Off Winter-on-pack promotion.
When it comes to merchandising, retailers should make it easy for their customers to navigate the fixture by creating segments corresponding to different consumption occasions.