Nearly 8% of the total yogurt launches recorded globally by Innova Market Insights in the 12 months to the end of June 2012, were positioned as Greek or Greek-style options.
This was up from less than 2% five years previously, with actual launch numbers rising more than fivefold over that period.
The current trend probably started in North America and has almost certainly had the most effect on the overall yogurt sector there. Launches of Greek and Greek-style products made up 29% of US yogurt launches recorded in the 12 months to the end of June 2012.
This compared with 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 flavour options. Products tend to be probiotic and to come in a range of fat contents, commonly featuring wholemilk, 2% fat and 0% fat variants.
In the US, for example, the market is now led by Chobani, but it faces strong competition from Greek brands from established yogurt market leaders, including Dannon’s Oikos and General Mill’s Yoplait Greek, as well as Greek options in many existing ranges.
Source: Innova Market Insights
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