It's only natural: yoghurt trends

Australians are losing interest in flavoured yoghurts, but the good news for dairy producers is they’re substituting it with natural yoghurt.

According to consumer research conducted by Roy Morgan Research, in the 12 months to September 2015, 48% of Australians 14+ reported eating flavoured/fruit yoghurt in an average four weeks, down from 52% in September 2011. But over the same period, the proportion eating natural/plain yoghurt leapt from 36% to 43%.

Natural yoghurt is popular with both men and women, and consumption has grown among all age groups except young men aged under 25. However, the most dramatic increases occurred among men and women aged between 25 and 34 years, followed by the 65+ age bracket.

The frequency of natural yoghurt consumption has also risen in recent years, with 23% of natural-yoghurt eaters consuming it on a daily basis (up from 17% in 2011), while weekly consumption has grown from 29% to 30% over the same timeframe.

Flavoured vs plain yoghurt: 2011 vs 2015

Source: Roy Morgan Single Source (Australia), October 2010 – September 2011 (n=18,483) and October 2014- 2015 (n=15,668). Base: Australians 14+

Michele Levine, CEO Roy Morgan Research, believes the switch in preferences may be driven by health concerns over hidden sugars, or part of a broader move towards more ‘natural’ foods, noting that Australians who eat natural yoghurt every day are nearly 50% more likely than the average Australian to agree that ‘I try to buy organic food whenever I can’.

Daily consumers of natural yoghurt are also twice as likely as the average Australian to eat all, or almost all, vegetarian food.

“It is essential for dairy brands with a flavoured yoghurt range to stay abreast of shifting attitudes and behaviour among Australian consumers, and adjust their marketing communications and brand image accordingly,” said Levine.