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Which prompts a question: Is the Greek category getting too mature to support much more growth?
General Mills says no, noting that U.S. yogurt consumption is still growing at a strong clip and is well below that of other countries. Americans eat 6.7 kilograms of yogurt per person annually, while Canadians eat over 12 kilograms and the French eat 21 kilograms, Mills says, citing Euromonitor data.
The company is counting on Greek 100’s success to sell retailers — the allocators of precious shelf space — on its new conventional Greek product. The new Greek’s packaging is similar to that of Greek 100.
And General Mills will be launching an advertising blitz as the new product rolls out over the next month. General Mills’ old Yoplait Greek offering got “very limited advertising” support, Harad said.
Larry Finkel, director of food and beverage research at MarketResearch.com, said General Mills still has time to grow in Greek.
“I think Greek yogurt is a newer trend, and like any newer trend that takes off, it will peak and level off. But I don’t think it’s yet at that point, he said. “I think for a player like General Mills there is certainly room for growth because they know how to do it right.”
Mike Hughlett • 612-673-7003