Consumer response to sweetener-switChing strategies

Yoplait Yogurt:

Yogurt is a popular food that appeals to three out of four Customers.

Source: Mintel Consulting (2013)

so we wanted to understand what drives sales in this CategorY and settle the question onCe and for all ...

does sweetener tYpe drive Yogurt purChases?

let’s take a look at the 2010 industrY leader – Yoplait.

Yoplait 41.3%

DaNNoN 26.3%

REMaiNiNG 24.9%

StoNYFiElD 5.2%

CHoBaNi 2.3%

YoGuRt CatEGoRY SHaRE, 2010

at that time, Yoplait replaCed high fruCtose Corn sYrup (hfCs) with sugar to appeal to health-ConsCious Consumers.

then we notiCed a shift in the CategorY. as greek Yogurt popularitY inCreased ...

CHaNGE iN YoGuRt CatEGoRY SHaRE, 2011-2013

Chobani took over the CategorY.

15%

10%

5%

0%

-5%

-10%

-15% -13.1%

-1.2% -1.4%

14.5%

1.2%

Yoplait DaNNoN CHoBaNi StoNYFiElD REMaiNiNG

so we took a Closer look at Yoplait’s approaCh and found ...

sweetener tYpe had no effeCt on sales.

HFCS SuGaR tRailiNG 52-wEEk avERaGE

Yoplait SalES BY SwEEtENER tYpE, 2009-20131.

1.20

09

3.1.

2009

5.1.

2009

7.1.

2009

9.1.

2009

11.1

.200

9

1.1.

2010

3.1.

201

0

5.1.

201

0

7.1.

201

0

9.1.

201

0

11.1

. 201

0

1.1.

2011

3.1.

201

1

5.1.

201

1

7.1.

201

1

9.1.

201

1

11.1

. 201

1

1.1.

2012

3.1.

201

2

5.1.

201

2

7.1.

201

2

9.1.

201

2

11.1

. 201

2

1.1.

2013

3.1.

201

3

$180m

$160m

$140m

$120m

$100m

$80m

$60m

$40m

$20m

$0m

to get the full storY on what was happening in the marketplaCeDowNloaD tHE CaSE StuDY HERE >