Saturday, July 1, 2017

The Yogurt Marketing Battle Goes On

Chobani FB image
A decade ago, Chobani upended the US yogurt market with its innovative, tangy Greek yogurt products. Today, the yogurt market representing nearly $8 billion in annual purchases. However, Greek yogurt growth is plateauing.

All you have to do is check the yogurt display in any grocery store and you'll see how the industry's top competitors are reacting by segmenting the market and adding products/lines for target audiences with different tastes.

General Mills image
General Mills just announced a new line of French yogurts from Yoplait, branded Oui. The idea is to encourage yogurt lovers to try this artisanal yogurt (packaged in glass jars) and, once they acquire the taste, make them loyal customers.

Chobani is expanding into smooth yogurts these days, appealing to a broader audience beyond its loyal fans of Greek yogurt. Danone is expanding its Dannon yogurt production facilities even after selling Stonyfield yogurt to complete the acquisition of White Wave plant-based milks.

The marketing battle includes social media. Chobani has more than 100k Twitter followers and 1.4 million Facebook likes. Yoplait has more than 72k Twitter followers and 2 million Facebook likes. Dannon has more than 25k Twitter followers. Watch for more marketing activities as yogurt marketers try to build market share in this intensely competitive industry.

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