Greek Yogurt Market in the US Trends, Size, and Forecast 2015-2019

Market definition of Greek yogurt

Greek yogurts, also known as strained yogurts, have significantly influenced American taste buds for yogurts and increased the overall sales of yogurts in the country. Greek yogurt is thicker and creamier than regular yogurts and offers twice the amount of proteins. With growing consumption, the Greek yogurt market in the US is expected to reach a CAGR of around 5% by 2019.

The demand for the Greek yogurt in the US is on account of America’s growing passion for healthy eating. Greek yogurt is considered a healthier substitute for regular yogurt due to its higher protein content and less sugar and calories. Consumers also find Greek yogurts to be more filling and nutritious over other alternatives.

Source: Technavio research

Growth of the Greek yogurt market in the US

US consumers have Greek-style yogurt as a snack in between meals and before workouts. Apart from its nutritional value, it has become popular because of its taste. Greek-style yogurts are offered in many flavors such as mango, blueberry, raspberry, and vanilla.

As per Technavio, in 2007, Greek yogurt accounted for a meager 1% of the overall US yogurt market. It has since witnessed substantial growth, capturing over 50% of the market share. Continuous innovations by vendors and extension of product lines have contributed to the growth of this market. The introduction of new flavors, novel packaging, and new technologies will prove to be instrumental in increasing the demand for Greek yogurts in the years to come.

The market is expected to grow moderately in term of per capita consumption in the forecast period. Renewed efforts to tackle acidity and marketing initiatives emphasizing on health benefits will remain the key focus areas for vendors to maintain growth.

Consumption trend in the Greek yogurt market in the US

Young consumers constitute almost 40% of the population of the US, thus driving the demand for novelty and innovative products. The market has witnessed an increase in the consumption of breakfast food in the age group of 18-to-34 and 45-to-64, with more US citizens opting for breakfast at home.

Due to the texture, vitamins, and the minerals it provides, consumers buy Greek yogurts as a substitute for all kinds of dairy products. It is also a substitute for dips, such as sour cream, buttermilk, ketchup, etc., and it can be used in baking as well. Many vendors are promoting Greek yogurt for cooking purposes. For example, it can be used as a substitute for vitamin B12, which helps in healthy functioning of the brain. Due to its rich texture it is rapidly substituting other fatty ingredients like butter, oil, mayonnaise, etc.

The 18-to-34 years age group accounts for almost 23% of the US population. The consumption of Greek yogurt as breakfast or a snack is thus driving its sales.

Top companies in the greek yogurt market in the US

•  Chobani
•  Danone
•  FAGE
•  Yoplait

Anderson Erickson, Brown Cow, Cabot, Ehrmann, Ellenos, Green Mountain Creamery, Hiland, Kalona Super Natural, Kalypso, Mixim, Muller, Stonyfield Farm, Straus Family Creamery, Tillamook, Voskos, Wallaby Organic, Yeo Valley, Yopa!, and Zoi.

Many private labels are entering this market dominated by the leading vendors. To remain competitive, the leading vendors are forging strategic partnerships and developing new marketing strategies to distinguish their product offerings.

Key new highlights of the market:

29 April 2015: 4 Greek yogurt product launches make it to the top 10 in the IRI (Information Resource Inc.), 2014 new product pacesetters list.

21 April 2015: After a test with Chobani, USDA is set to offer Greek yogurt in US schools.

1 April 2015: Danone and Starbucks enter into a strategic partnership to promote Greek yogurt.

5 January 2015: Danone unveils protein packed Oikos triple zero Greek yogurt.

Other section of the report includes an analysis of the following

• Comparative Analysis of the Greek Yogurt Market in the US
• Greek Yogurt Percentage of Total Yogurt Category in Different Countries
• Key buying criteria for Greek yogurt
• Greek Yogurt Percentage of Total Yogurt Category in Different Countries
• Comparative analysis of regular yogurts and Greek yogurts

Related reports:

•  Global Yogurt Market 2014-2018
•  Dairy Food Market in GCC Countries 2015-2019
•  Dairy Products Packaging Market in the APAC Region 2015-2019
•  Global Dairy Food Market 2014-2018