Wiki Spanish Food editorial team
The moving annual total (MAT) at 19 April 2015 for yogurts reflects a negative performance, with slides of 3.9% in value and 2.8% in volume. Revenues totalled 1,663.21 million euros, the equivalent of 731.91 million kilograms, according to data from IRI.
However, it's important to note that consumers today remain interested in their own health, as evidenced by the most popular yogurt varieties, which continue to be Bifidus, L. casei and fat-free products.
The top five categories of yogurt—Bifidus, L. casei, fat-free, flavored and "ethnic" (flavors from around the world)—account for 68.6% of sector revenues. However, the top five categories in terms of volume (Bifidus, flavored, fat-free, natural and L. casei) account for 71.9% of sales.
Sales performance, by category
Sales in all of the main categories in the yogurt segment declined, with slides ranging from -0.8% by Bifidus to -9.1% by L. casei. Yogurt which reduces cholesterol fell by -2.9%, flavored yogurt by -3.2%, and fat-free yogurt by -5.1%. The only products with a positive performance were "ethnic" and natural yogurts, sales of which expanded by 0.8% and 0.3%, respectively.
In terms of volume, Bifidus yogurts take the lead, with 20.2% of the market. They're followed by flavored yogurt, with a market share of 15.6%; fat-free (14.4%); natural (11.8%); L. casei (9.9%); ethnic (8.8%) and drinkable (7.4%).
As for volume, all categories registered declines, except for ethnic yogurts, for which sales increased by 6%, and drinkable yogurts, which saw growth of 7.9%. Bifidus declined by -1.5%; flavored yogurt, -5.1%; fat-free, -3.2%; natural, -1.6%; and L. casei, -10.4%
Danone leads the way
Danone is the leader in terms of sales, and has a market share of 54%. Revenues amounted to 897.9 million euros, a decline of 4.5%. Private label products rank second, with a market share of 38.6% and sales slipping by 5.1%. Kaiku comes in third, and is one of the few producers to register a positive performance, with growth of 2%. Fourth place goes to Nestlé, which saw its numbers slide by 0.5%. These four producers account for 96.4% of total market revenues.
There are also other players in this segment, albeit with smaller market shares. Central Lechera Asturiana ranks fifth, with 0.8% of the market, a decline of 5.6%. Gervais has an even smaller share, 0.4%, although its revenues expanded by 466.3%.
Triballat, Campina and Clesa are the three brands that follow, with disparate performances in terms of revenues: Triballat (+28.8%) and Clesa (+65.5%) performed well, whereas Campina registered a decline (-13.9%).
As regards the main categories in this segment, Danone is a leader in Bifidus, L. casei and flavored yogurts, while private label products lead the way in fat-free items.
In the Bifidus category, Danone has a market share of 72.5%, with sales of 293.4 million euros, down 1.3%. Private label products rank second, with a share of 24.9% and a decline of 0.8%.
As for L. casei, Danone has a share of 70.6% (172.4 million euros), with revenues dipping by 5.1%. Private label products come in second, with a market share of 28.4%, reflecting a drop of 18.9%.
In the flavored yogurt category, Danone and private label products' market share is about even, although the former remains a leader, with 47.7% of the market (76.17 million euros), albeit with a decline of 3.1%. Private label yogurts have a share of 44.3%, with a reduction of 6.9%.
The latter is a leader in fat-free yogurts, with 55% of the market (99.37 million euros), slipping 8.3%. Danone comes in second, with 36.9% of the market and a slide in sales of 5.7%.
Sales, by store format
By format, large supermarkets (with retail space of 1,001 to 2,500 square meters) account for 45.4% of revenues (755.2 million euros). They're followed by medium-sized supermarkets (retail space of 401 to 1,000 square meters), where yogurts bring in revenues of 444.1 million euros. Small supermarkets (100 to 400 square meters) rank third, with sales of 236.1 million euros. Hypermarkets generate 227.8 million euros in yogurt sales.
According to the sales breakdown in the eight geographic areas identified by IRI Group, 20.2% of yogurt sales (330.6 million euros in total) come from southern Spain.
The second- and third-ranking regions have almost identical sales: 216.2 million euros in central-eastern Spain, and 216.1 million euros in the Madrid metropolitan area.
Northern Spain comes in fourth, with 207.9 million euros, followed by the northeast, with 202.7 million euros, northwest Spain with 190.4 million euros (10.8%), and the Barcelona metropolitan area with 158 million euros.
The area with the fewest sales is central Spain, which accounts for just 7.1% of yogurt sales at supermarkets, amounting to 118.1 million euros.