The UK yoghurt category is worth £2.52 billion and is growing 12.2 per cent year on year, driven by demand for nutritious products that fit easily into busy lifestyles [Mintel, Yogurt and Yogurt Drinks UK 2025].
Health is now the second most important purchase driver in dairy, providing a strong backdrop for products offering clear functional and nutritional benefits [Kantar, OOH & IH, 52w/e 29.12.24 vs previous year].
Alongside this, gut health is becoming an increasingly established consumer priority, with 76.8 per cent recognising the link between gut health and wider wellbeing [Mintel].
The Activia Gut Health Challenge helped translate awareness into consideration and category recruitment, delivering a 53 per cent increase in purchase consideration among consumers exposed to the campaign. In Q1, 35 per cent of shoppers were new to the Active Health Yoghurt category following the challenge [Activia Gut Health Challenge campaign data].
The Activia Fibre mix&go PMP is the perfect breakfast or healthy snack on the go, a source of fibre and protein, and in £1.65 RRP format that offers clear value perception, faster purchase decisions, and trust. Stock up now.