What Do Justin Bieber And Aussie Yoghurt Have In Common?

What Do Justin Bieber And Aussie Yoghurt Have In Common?
SHARE
THIS



Just ask Justin Bieber: one minute, you’re flavour of the month, the next, you’re on the downward slide, a casualty of the public’s changing tastes — which is precisely what seems to be happening with yoghurt in Australia, according to the latest findings from Roy Morgan Research.

Over the last few years, flavoured/fruit yoghurt has been gradually losing popularity, as an increasing number of Australians turn to natural or plain yoghurt instead.

In the 12 months to September 2015, 48 per cent of Australians aged 14 and over reported eating flavoured/fruit yoghurt in an average four weeks, down from 52 per cent back in September 2011. We know, it’s shocking, right?!

Over the same period, the proportion of Aussies snacking on natural/plain yoghurt surged from 36 per cent to 43 per cent, closing the gap on its historically more popular flavoured equivalent.

Natural yoghurt’s newfound popularity appears to be an equal-opportunity phenomenon, with more and more of us Aussie folk getting around the trend.

Between October 2010 and September 2015, the proportion of Australian men who ate natural yoghurt in an average four weeks grew from 30 per cent to 36 per cent, while the proportion of women eating it rose from 41 per cent to 49 per cent.

Flavoured vs plain yoghurt: 2011 vs 2015

6631-chart-yoghurt

While natural/plain yoghurt consumption grew among all age groups except young men aged under-25 (who needs them!), the most dramatic increases occurred among men and women aged between 25 and 34 years, followed closely by the 65+ age bracket.

The frequency with which Aussies consume natural/plain yoghurt has also risen over the last few years. Some 23 per cent of natural-yoghurt eaters consume it on a daily basis – almost the same proportion as fruit/flavoured yoghurt eaters who eat theirs every day (25 per cent).

Weekly consumption has grown from 29 per cent to 30 per cent over the same timeframe, just short of flavoured yoghurt (34 per cent).

“While a greater proportion of Australians still eat fruit/flavoured yoghurt than natural, the gap is closing,” Roy Morgan Research CEO Michele Levine said.

“This increased tendency towards natural/plain yoghurt may well be the result of the public becoming more aware of the hidden sugars in so many flavoured yoghurts, or part of a broader move towards more ‘natural’ foods.

“It is certainly noteworthy that Aussies who eat natural yoghurt every day are nearly 50 per cent more likely than the average Australian to agree that ‘I try to buy organic food whenever I can’.

“It is also interesting to see that daily consumers of natural yoghurt are twice as likely as the average Australian to eat all, or almost all, vegetarian food, suggesting that there is a conscious thought process behind their decision.

“When we consider the elevated proportion of daily natural-yoghurt eaters who fall into Roy Morgan’s more gourmet-inclined Food Segments such as Entertainers, Trendsetters and House Proud, it becomes even more apparent that they have specific ideas about the kind of food they’re willing to eat.

“It is essential for dairy brands with a flavoured yoghurt range to stay abreast of shifting attitudes and behaviour among Australian consumers, and adjust their marketing communications and brand image accordingly.”

Originally from Roy Morgan Research

Latest News

Starts At 60 Makes Two Executive Appointments
  • Media

Starts At 60 Makes Two Executive Appointments

Mature-age media platform Starts at 60 has welcomed two new leaders to its executive team as it looks to scale up and broaden its commercialisation. Amena Reza (pictured above, right) moves into the role of chief operating officer. She was formerly the managing director of ML Design, and is a chartered accountant and a non-executive […]

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses
  • Marketing
  • Technology

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses

Marketing software player HubSpot has launched Marketing Hub Starter, a new software offering that aims to give growing teams the tools they need to start marketing right. This new tier of HubSpot’s platform is designed with small businesses in mind, consolidating the capabilities of existing disparate marketing tools into one platform and offering an affordable […]

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform
  • Marketing

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform

The Association of Market and Social Research Organisations (AMSRO) has launched a digital platform to highlight fake or illegitimate research activities to the public. ‘Phish of the Day’ enables AMSRO members, as well as the general public, to report any scams or non-genuine market and social research activities to the association. These might include telemarketing […]

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine