Yogurt Case Analysis

1027 Words5 Pages
Background The total global retail value for Yogurt has reached $78 billion and it is growing as there is strong consumer demand for dairy products that help promote a healthy lifestyle (Johnson, 2017). The U.S yogurt market is also competitive where “the U.S. consumption of yogurt per person grew 645 percent from 1980 through 2013, as tracked by the U.S. Department of Agriculture” (Schafer, 2017). According to Statista, yogurt sales in the U.S has increased to $7.7 billion in 2015, which previously the figure used to be $6.2 billion in 2010. Companies that dominate the U.S yogurt market currently are Dannone, Chobani LLC and General Mills. Yoplait who used to be the country’s leading brand, has been surpassed in the US yogurt market by privately-owned Greek yogurt maker Chobani, with Dannon representing the top yogurt brand in the US with a 34% market share (Shoup 2017). Yoplait is originally from France and General Mills held the US license for Yoplait since the 1970s and it acquired a 51% stake in the brand in 2011, but its share of the yogurt market has fallen by almost 25% in the past five years (Schafer, 2017). As an expanding market, there are many yogurt…show more content…
When they introduced Yoplait Greek, many consumers did not satisfy with the line and decide to buy the real Greek yogurt, Chobani. This is because according to Giammona on Bloomberg, most of big food companies suffer from a lack of culinary distinction when try to match competitors’ fashionable new products (2017). Therefore, Yoplait has to produce a new product that is distinct to the competitors. For example, as Yoplait is originally from French and has been in the market for more than 30 decades, General Mills might produce a traditional French-style of yogurt. They can study and figure back the original formula as they once who brought the best yogurt to the

More about Yogurt Case Analysis

Open Document