10.15.12
A new market report from Innova Market Insights has found that Greek yogurt and Greek-style options represented 8% of the total yogurt global launches in the 12 months to the end of June 2012, up from less than 2% in the previous five years, with actual launch numbers rising more than five-fold over that period.
Innova attributed the increasing popularity the growing U.S demand, which saw launches of Greek and Greek-style products make up 29% of U.S. yogurt launches recorded in the 12 months to the end of June 2012, in comparison to more modest but still significant levels of over 15% in Australasia and nearly 10% in Western Europe. Continuing growth for the product has been attributed to its inherent health qualities, combined with its thick and creamy taste.
As competition has increased, the market has seen an increasing range of formats and flavor options. Products tend to be probiotic and to come in a range of fat contents, commonly featuring whole milk, 2% fat and 0% fat variants. Traditional plain and honey variants have also been joined by a whole range of fruit and other options, including lines giving an American spin with the use of US-style flavors, such as blueberry and key lime pie.
Inevitably, the success of Greek yogurts has led to interest moving to other sectors of the market, most notably to frozen yogurt. In the U.S., with its highly developed frozen yogurt market, Greek-style launches have increased markedly over the past few months and have included some well-known brands, including a frozen version of the Stonyfield Oikos organic brand from Dannon, frozen Greek yogurt options from YoCrunch, Greek-style frozen yogurt products from premium ice cream specialist Ben & Jerry’s and, most recently, as part of Yoplait’s first U.S. frozen yogurt range, which includes both Original and Greek-Style options.
Lu Ann Williams, research manager at Innova Market Insights believes that despite rapid growth and increasing maturity, there is still further capacity for development in Greek yogurt internationally. “The healthy yet indulgent image of the products,” she contends, “offers consumers an affordable everyday treat option, with the additional bonus of a healthy, natural image.”
Innova attributed the increasing popularity the growing U.S demand, which saw launches of Greek and Greek-style products make up 29% of U.S. yogurt launches recorded in the 12 months to the end of June 2012, in comparison to more modest but still significant levels of over 15% in Australasia and nearly 10% in Western Europe. Continuing growth for the product has been attributed to its inherent health qualities, combined with its thick and creamy taste.
As competition has increased, the market has seen an increasing range of formats and flavor options. Products tend to be probiotic and to come in a range of fat contents, commonly featuring whole milk, 2% fat and 0% fat variants. Traditional plain and honey variants have also been joined by a whole range of fruit and other options, including lines giving an American spin with the use of US-style flavors, such as blueberry and key lime pie.
Inevitably, the success of Greek yogurts has led to interest moving to other sectors of the market, most notably to frozen yogurt. In the U.S., with its highly developed frozen yogurt market, Greek-style launches have increased markedly over the past few months and have included some well-known brands, including a frozen version of the Stonyfield Oikos organic brand from Dannon, frozen Greek yogurt options from YoCrunch, Greek-style frozen yogurt products from premium ice cream specialist Ben & Jerry’s and, most recently, as part of Yoplait’s first U.S. frozen yogurt range, which includes both Original and Greek-Style options.
Lu Ann Williams, research manager at Innova Market Insights believes that despite rapid growth and increasing maturity, there is still further capacity for development in Greek yogurt internationally. “The healthy yet indulgent image of the products,” she contends, “offers consumers an affordable everyday treat option, with the additional bonus of a healthy, natural image.”
