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 this week, From Chiller to Checkout: Winning in Yoghurt and Dairy Drinks with Yoplait highlights the opportunity within a category worth £297m in convenience growing at 9.6% year-on-year, Yoplait said.
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.”
Convenience focus
Grant Yates, UK sales director, said: “With a vast amount of categories to focus on within convenience, chilled can sometimes be overlooked despite the clear opportunity it presents, particularly yoghurt.
“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.”
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.
The guide is available to view in full here.
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