Thursday, September 19, 2013

THE GREEK YOGURT CULTURE WAR






THE GREEK YOGURT CULTURE WAR

One third of the yogurt store is occupied by Greek yogurt. As Greek has a variety from low fat fruit on the bottom for kids. As the shelf space in the grocery stores is limited the Greek yogurt has occupied mainly most of the space saying goodbye to some of the famous yogurt brands such as stony’s farms. A lot of people after the survey has complained missing their favorite yogurt flavor that has been replaced by Greek yogurt flavor. Some used the flavor yogurts as a dessert and snacks. Most of the Americans are eating fewer sit-down meals and favoring heart snacks. As yogurt is portable and high protein rich , consumer perceive it as the healthy snack.
Chobani Inc. which launched the Greek yogurt in 2007 constituted only1 % of the market shelf space. Now it’s the largest seller of Greek yogurts in the US constituting about 35 % of the all the yogurts on the shelves. Some of the big yogurt firms such as DANONE SA and launched their own brands into the Greek yogurt but struggle to catch up which includes all the major brands. All the companies were forced to cancel other types of yogurt production to catch up on the trade. Reporters claim more than half the percent isn’t wild about the Greek yogurt and keep filing product availability complaints to these big firms like stonyfield.
Most shoppers in the yogurt section look for healthy snack yet sweet and creamy . most of the people opt for Greek yogurt because it has a thick texture , and its known to be protein rich and less carbohydrates compared to all other yogurts. DANONE has stopped producing few of its flavors such as Danimal crush cups mainly made for kids. Stores are creating more space but Greek is taking up all the space.  Considering the statistics in 2 years span the non Greek yogurt shelf space has reduced by 12 % all over the grocery stores. Only 8 % household buys Greek whereas the entire people go for the mix between Greek and non Greek flavors.
Superstores like supervalu have reduced its shelf space for traditional yogurt as well as nearby products with less robust sales. Congra foods inc has put margarine into square tub to save every square inch.
In conclusion, most of the grocery stores are dividing their space based on the consumer needs and demands. Which is regarded high value in the market and are the fast moving items , those products are given more shelf space and more priority by the grocery stores. Such is the example of Greek yogurt that has been emerging as the major yogurt seller in the market. Some of the people still miss the old flavors and as it’s sparsely available the author mentions it as the dark days for the regular yogurt fans.





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