Yoghurt lovers: frequently fruity but getting back to nature

In the year to March 2014, 59% of Australians over the age of 14 consumed flavoured or fruit yoghurt over the previous 12 months—down from 65% in 2010—according to new figures released by Roy Morgan Research. 

On the other hand, those who consumed natural or plain yoghurt increased from 47% to 51% over the same period.

High sugar content​

“Although consumers of flavoured or fruit yoghurts still outnumber those of natural or plain yoghurts, the trend for the former is declining while the latter is increasing​,” said Angela Smith of Roy Morgan Research. 

“This may be related to growing public awareness of the high sugar content of flavoured yoghurts, or part of a larger trend towards consuming more natural foods in general​.”

Notwithstanding the overall decline in consumption, 31% of Australians still consume flavoured or fruit yoghurts on a daily or weekly basis, whereas a significantly lower proportion of Australians (21%) eat natural or plain yoghurt with the same kind of frequency, even though more are choosing plain flavours than was the case five years ago.  

Demographic differences​

In terms of demographics, 75% of the “Rural Traditionalists​’ group of older, often retired married couples who live outside cities consumed flavoured or fruit yoghurts in the last 12 months. 

“[These consumers] would like to lose weight, but are not so concerned about it that they’d forego their favourite flavoured yoghurt,​” explained Smith.

“On the other hand, 65% of the ‘New School Cool’ group ate natural or plain yoghurt—again, well above average. These well-educated, high-earning individuals are active and health conscious, and would be well aware of natural yoghurt’s dietary advantages​. 

“To grow their brand in this increasingly competitive market, yoghurt companies need to stay abreast of these distinct trends and changes in Australians’ yoghurt consumption habits​.”