The U.S. has seen a major surge in various Greek yogurts popping up on supermarket shelves. What was once dominated by the popular FAGE brand exporting directly from Greece, has now become a battle of the best Greek yogurt made in the U.S. as well. According to a recent Ad Age report, a study done by Bernstein Research has Chobani in the lead with 47.3% shares in 2012, outracing FAGE, whose share was at 93.5% in 2007 with virtually no competition. Dannon, with its Oikos brand, came in second this year, at 19.7%; perhaps their spokesperson, John Stamos, had something to do with it. Yoplait’s Greek yogurt, only recently hitting the market in 2010, came in fourth. The article points out that the “Greek’s rise in the U.S. has been remarkable, essentially coming out of nowhere.”
Greek yogurt tends to be thicker than most others, and said to be healthier due to the higher levels of protein, thus making it a much more popular choice thanks to FAGE introducing it to American consumers. Chobani, the creation of Turkish immigrant Hamdi Ulukaya, as well as other brands quickly followed suit and jumped on the bandwagon of Greek yogurt popularity.
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