danon greek survey results deck

8/4/2019 Danon Greek Survey Results Deck

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Methodology

• Surveyed 773 WPP employees across US

 – Evaluated awareness, attitudes and perceptions of Greek yogurt

• Received 650 completed responses

• Demographics/Psychographics

 – Preference for product skewed towards women• 65% Female

• 35% Male

 – Majority of respondents:

• 18-49 years old

• Reside in the Northeast region

• Earn $100-150K+

• Single or Married

• Eat a mix of Greek and other yogurts

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Observations

• Awareness

 – Almost everyone (94%) we surveyed has heard of Greek yogurt, with amajority (88%) of those having tried it at least once

 – Consumers are most aware of two major competitors in the category

• Chobani and Fage• Health benefits seem to be the driving factor in trial of Greek yogurt

• Perceptions

 – Potential and existing consumers link Greek yogurt to its health benefits,sensorial attributes and savory and unique taste

• Attitudes – A large number were satisfied with their Greek yogurt experience

• “Loved it”, “Pleasantly surprised”

 –  Consumers would use words such as “think”, “creamy, “delicious”,“good” and “healthier”, when recommending or describing to a friend

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Interviews

• Juan Falquez

 – 24 year old, Male

• Teagan White

 – 26 year old, Female

• Jenna Perkins – 25 year old, Female

• Carol

 – 24 year old, Female

• Mike Mulchany

 – 28 years old, Male

1

2

4

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Interviews

1

“I eat it as a healthy breakfastor late night snack alternative .”

“As a consumer, I see Greek yogurt as

a premium product with a premiumprice; all part of its allure and charm.”

“Greek is really trendy among my generation; like the cupcake fad that’s going on right now,except that it’s cool for what it can do for you – not what it is.” 

“I tried it when I switched to a more lean, healthier diet .”

“To me, ‘Greek yogurt’ says,‘natural’, ‘organic’ and is

healthier than other brands.”

I haven’t really tried other brands besides Fage . I tend to stick to what I know.” 

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Interviews

“It’s a healthier

option for me,with moreprotein thanother brands.”

2“I love it as an afternoon snac k topped off with blueberries and granola. On weekends I usually have it if I want a filling brea kfast.

“A a personal trainer, recommendedFage to me. I trusted his expertise butwas a little apprehensive; then

surprised and impressed by its taste!”“It’s universal! I put it on Amy’s Burritos as an alternative to sour cream. I liked it.” 

“I’m willing to pay the higherprice if it gives me the feelingthat I’m putting somethinghealthier in my body.”

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Interviews

2“I view it as more of a healthier dessert or an afternoon snack, over a breakfast choice.” 

“Greek brands such as Chobani and 

Oikos have their own ‘personality’; they are more authenic than regular yogurts because they are specialty brands.” 

“I read about it in Men’s Health;suggested as an alternative in a “thisor that” column for it’s low fat andlow calorie content.”

“It’s savory and filling!” 

“In comparing it to regular yogurt, Greek is more decadent, silkier, more 

indulgent… and thicker.” 

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Store Intercept

• Q1: Have you ever tried Greek yogurt? – “Yes and love it!”

 – “Me and my wife love it. I’m buying some now— and you caught me!”

 – “Yes. I really liked it but it’s way too expensive for every day snacking so I

only purchase as a treat for myself; almost like a healthy dessert.”

• Q2: What do you know about Greek yogurt? – “Isn’t it healthier? I think it’s more natural too.”

 – “Greek has a lot of protein, where as other yogurts do not.”

• Q3: What is your favorite kind of yogurt? – “Chobani. The pineapple flavor. The most coveted of all.

I can never find it!”

 – “Whatever is on sale; as long as it is under 140 calories!”

• Q4: Any idea which of these are healthier? – “Anything ‘light’…”

 – “I try to stick to plain yogurt over the stuff that’s sugary or flavored.

I assume those are the healthiest on the shelves.”

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Appendix

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Demographics

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What is your age?

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What is your age?

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In which region of the country do you reside?

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In which region of the country do you reside?

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Which statement best describes you?

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Awareness

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Have you ever heard of Greek yogurt?

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Which brands of greek yogurt are you awareof? (check all that apply):

Other: Stonyfield, Trader Joe’s, Kroger, Liberte, Peter Farms, AE, Starbucks

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Have you ever tried greek yogurt?

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What made you decide to try greek yogurt?

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Perceptions

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What comes to mind when you hear the term"greek yogurt"? What does it suggest it isgoing to be like?

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Why Not?

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Attitudes

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How much would you agree or disagree withthe following statements as they apply to greekyogurt?

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What was your first reaction to trying greekyogurt?

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How would you describe greek yogurt to afriend?

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How would you compare greek yogurt toregular yogurt?

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Category Snapshot

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The Greek yogurt segment has grown 100%every year for the last three years.

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Consumption of yogurt for breakfast isincreasing, especially among women.

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Sales of Greek yogurt spiked in 2010 and itnow represents 19% of all yogurt sales.

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The Northeast is the biggest market for Greekyogurt.

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People prefer Greek yogurt because it is rich inprotein and probiotics not necessarily becausethey like how it tastes.

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Companies have picked up on this trend andChobani has the lion's share of the Greekyogurt market.

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So it's no surprise that Chobani has alsocontributed the most to the growth of Greekyogurt.

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Here's Chobani's market share gain since 2008.That's 48% now compared to about 5% in 2008.

Fage's share of the Greek yogurt market has

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Fage s share of the Greek yogurt market hasdeclined significantly. It now has 22% of themarket, compared with about 80% in 2008.

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Danone's share has slid to 14%, down from its21% peak in 2009.

G l Mill h l l i d it

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General Mills has slowly increased itspresence in the Greek yogurt market.

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Greek yogurt is growing even though it costsmore than traditional yogurt