While Fage introduced Greek yogurt to the U.S. in 1998, the category did not take off until 2009 with the rise of Chobani. Since then, Greek yogurt has continued to grow from $4 billion in the U.S. in 2018, to an estimated $5 billion this year, according to Grand View Research.
But with growth, comes fragmentation and specialization—different brands now meet consumers' needs for higher protein, lower sugar, or no sugar options. Dairy giant Danone is among the marketers trying to find its place in this environment. Surbhi Martin, VP of Greek yogurt and functional nutrition at the company, joined Ad Age's Marketer’s Brief podcast to talk about the state of the category, and what Danone’s Dannon Light + Fit brand is aiming for with its recent rebrand.
“The entire rebrand was really intended to reignite growth for the Light + Fit brand, by recruiting a younger consumer, while also maintaining a really loyal core user base,” Martin said.
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Through consumer insights, Martin’s team found that potential customers saw Light + Fit as their “mom’s yogurt” and a diet brand. Digging deeper, they discovered that younger consumers were tired of dieting, and wanted to feel more in control around food.