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



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



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



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.”



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.”



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.”



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.”



Appendix



Demographics



What is your age?



In which region of the country do you reside?



Which statement best describes you?



Awareness



Have you ever heard of Greek yogurt?



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

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



Have you ever tried greek yogurt?



What made you decide to try greek yogurt?



Perceptions



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



Why Not?



Attitudes



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



What was your first reaction to trying greekyogurt?



How would you describe greek yogurt to afriend?



How would you compare greek yogurt toregular yogurt?



Category Snapshot



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



Consumption of yogurt for breakfast isincreasing, especially among women.



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



The Northeast is the biggest market for Greekyogurt.



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



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



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



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



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



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

G l Mill h l l i d it



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



Greek yogurt is growing even though it costsmore than traditional yogurt

danon greek survey results deck

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