When it comes to yogurt, it’s all Greek
Yogurt and yogurt drinks have become a powerhouse category, with Greek-style yogurts boosting category sales. Mintel International Group estimated that category sales reached $4.4 billion across all three channels in 2010, and there is still room for growth.
Mintel research showed that incidence of use increased over the last five years. Nearly 60% of American adults said they eat yogurt an average of 7.5 times a month. With per capita annual yogurt consumption in the United States only a fraction of what it is in Europe, the category is “far from saturated,” according to the market research firm.
“Prospects for continued growth appear solid,” Mintel recently reported on the category. “The segment will maintain its steady rate of growth over the next five years, fueled by increasing interest in healthier eating and continued heavy marketing support from major corporations.”
General Mills and Groupe Danone dominate the market. Growth of the latter’s Activia and Danimals brands gave Groupe Danone a lead over General Mills last year. Danone also has gained traction with its Stonyfield Oikos and Dannon Greek yogurts.
Greek yogurt brands helped smaller companies make solid gains in the category last year. Chobani, made by Agro Farma, and Fage have seen increases of 200% and 65%, respectively, over last year.
New products also have helped propel the yogurt category. Mintel reported that new product introductions “picked up substantially in 2010 in both the refrigerated yogurt and drinkable yogurt segments.”
The article above is part of the DSN Category Review Series. For the complete Yogurt Buy-In Report, including extensive charts, data and more analysis, click here.