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Product Spotlight: Indulgence ... with a whisper of health

Hollis Ashman and Jacqueline Beckley, Consumer Understanding Editors

Breyers Orange Creme Savers Smoothies make drinkable yogurt a treat

Yogurt smoothies deliver all the health and nutritional benefits of yogurt while also meeting consumer needs for a portable, easily consumed, good tasting beverage. Drinkable yogurts contain the health benefits of low fat, calcium, protein, riboflavin, phosphorus and vitamins. But the unique attributes are the live cultures known as probiotics, which are beneficial bacteria that naturally reside in the digestive tract and improve intestinal function, promote good digestive health and lead your body's defenses against a number of ailments.

For nonfans, the taste of yogurt can be a turn-off. There is a distinct tang at the end that the yogurt nonconsumer cannot fully accept. Breyers leveraged the brand and flavor profiles of fellow Kraft brand Creme Savers to reassure the general consumer this would be a drinkable yogurt that would taste good.

Insights

While many consumers are gravitating toward better-for-you products, strange aftertastes and unfamiliar aromas and textures can be barriers. Yogurt itself can have funky product profiles, and the drinkable version may not fit the expectations of people who grew up on Sunny D and fruit punch.

Kraft is trying to meet the needs of this type of consumer. This is generally a younger adult, energetic and on the go. The Breyers brand is trying to shift the paradigm for consumption of yogurt, to make it more of a mainstream product and less of a specialty health product.

Our Healthy You! and Drink It! studies integrate 20 to 30 conjoint studies to generate a database that can be used to understand the experience of foods in the marketplace. Key attributes for consumption of yogurt are taste, the low amount of fat, price and calories, then more product-related components of texture, healthiness, flavors and then brand -- last. This is key. It says that there are opportunities for other brands to enter this product space if they get the key attributes correct.

The key attributes that consumers will trade off for are flavors, vitamins, all-natural, texture, essential minerals, low fat and a healthy digestive system. These are all product and health benefits. This is not a product we get emotional over. We prefer the sensory and health benefits of yogurt over the emotional reassurances. Drinkable yogurt is consumed most often at breakfast, midafternoon or midmorning.

Smoothies, on the other hand, have as their key attributes taste, texture and healthy ingredients, followed by price, a sense that it's good for you, lots of flavors and then brand. This again shows the opportunity for other brands to enter the market.

The key attributes that consumers will trade off for in smoothies are flavor, low fat, vitamins and minerals, brands and finally texture. Comments we picked up from our sensory panels include: "Thick and richthe consistency of a milkshake"; "Lots of flavor and juice blended with sweet creamy yogurt";  "So refreshing you have to drink more" and "Helps you get your day started."

The keys are convenience, flavor and healthfulness.