Why am I laughing at myself? I eat a Greek NON-FAT yogurt every day. And this story, sent to me by Stefan Pinto (whom I have written about in the past), makes me wonder if I have just fallen for the hype! Greek yogurt sales are way up, but the product is almost double the price of other brands. I began eating it when my cholesterol count rose too high from regular yogurt. Stefan is the man in the ad, and he does have great abs. And I do think the zero-fat Greek yogurt tastes better than the others. Will I develop abs like Stefan’s if I just eat the yogurt he is wearing? Here are excerpts from the story he sent me.
Greek yogurt, overall, has had one of the fastest growth spurts the food and beverage industry has seen in recent history. In each of the last three years, sales of Greek yogurt have boomed more than 100%, while non-Greek yogurt has crept along at single-digit speeds, according to consumer data tracker Nielsen.
Sales at yogurt maker Chobani Inc. — which claims nearly half of the Greek yogurt market share in the U.S. — soared 2,812% in 2008 alone, according to a report from UBS Investment Research. Greek yogurt now hauls in more than $1 billion in revenue a year in the U.S. — about a quarter of total yogurt sales.
Yogurt of all types is the food trend of the decade, according to research firm NPD Group. Not only is it popular with young adults because it’s perceived as being healthful, it’s also a prominent ingredient in some ethnic cuisines that are increasingly gaining a foothold in the U.S.
Greek-yogurt makers have marketed themselves effectively, analysts said. Danone’s Oikos brand featured actor John Stamos in its Super Bowl ads. Voskos ran print advertisements featuring the rippling, yogurt-slathered muscles of fitness expert Stefan Pinto.
Greek yogurt isn’t known for being particularly tasty and is sometimes 90% more expensive than other yogurts, according to the UBS report.