Convenience retailers could unlock more than £5,940 in additional annual yoghurt and dairy drinks sales by making simple improvements to how the category is ranged and merchandised, according to a new category report from Yoplait.
Launching today, From Chiller to Checkout: Winning in Yoghurt and Dairy Drinks with Yoplait highlights the opportunity within a category worth £297m in convenience that is growing at +9.6 per cent year on year. Designed to offer practical, easy-to-implement advice, the guide has been developed to help retailers make better use of existing fixture space by focusing on the shopper missions and category trends driving growth.
With 96 per cent of UK households purchasing yoghurt, the category offers a reliable sales opportunity for retailers looking to drive basket spend from a fixture shoppers already buy into regularly.
“With a vast amount of categories to focus on within convenience, chilled can sometimes be overlooked despite the clear opportunity it presents, particularly yoghurt,” said Grant Yates, UK Sales Director at Yoplait. “This is often seen as a breakfast category with limited appeal within the channel, but in actual fact, yoghurt is being bought throughout the day. Retailers don't necessarily need to dedicate more space to yoghurt, they need to make the space they already have work harder. By ranging around the fastest-growing segments and merchandising products in line with shopper missions, retailers can unlock additional sales from a category that consumers are already actively buying."
"Health continues to shape shopper choices, with plain, natural and Greek yoghurt growing +22.2 per cent year on year, while food-to-go and meal deal missions are creating further opportunities for portable dairy drinks like Yop. Our aim with From Chiller to Checkout is to give retailers practical, evidence-based advice that is easy to implement and helps them maximise the opportunity across key brands including Petits Filous, Wildlife Choobs, Yop, Frubes, and Skyr.”
The guide identifies three key shopper trends driving growth across the category: health, value and convenience, and translates them into practical actions retailers can implement immediately.
Top tips to move shoppers from chiller to checkout:
- Get the range right: Build the fixture around the key growth segments: kids, functional, dairy drinks and treat.
- Merchandise by mission: Group products by the occasions shoppers are buying for, such as breakfast, lunchbox, on-the-go and for later.
- Maximise visibility: Use secondary siting and clear POS to place products in the right parts of store, including food-to-go and high-footfall chillers.
From Chiller to Checkout: Winning in Yoghurt and Dairy Drinks with Yoplait is available via https://yoplait.co.uk/category-guide/