America’s yogurt brands are soaring higher than ever in the past year, according to data from PRICE-TRAK, an Albany, N.Y.-based market research company specializing in trade pricing and trade promotion reporting.
For the latest 12 months, the average unit trade price increased to $1.22, up 8% vs. same period year ago.
"The brands are also responding with higher trade allowances on average, which are being used for TPRs and ad features to drive trial and awareness at the shelf,” says Andy “Dewey” Rumpelt, president.
Unlike grocery items where trade monies can be used for displays, the refrigerated section relies more heavily on multiple-unit promotional pricing. The Price-Trak Report noted that the length of deals increased slightly to 3.7 weeks on average.
“We are seeing trade promotion allowances as high as 22%,” adds Rumpelt.
In addition, there is a 14% increase in the number of unique UPCs over the past year in this category, says Rumpelt.