Greek yogurt’s popularity has exploded in the American market – sales grew by 2,500 percent between 2006 and 2011. It is a $1.6 billion market, making up more than one-third of all yogurt sales.
A new study from Affinnova, Inc., a global marketing technology company, Greek yogurt’s popularity may be poised to explode beyond the dairy aisle.
So where is this “super-trend” headed?
The study tested 40 prospective Greek yogurt product ideas with 800 consumers, and the results show a promising and innovative future.
- Ice cream: A favorite among men, Greek yogurt is already starting to infiltrate the frozen dessert section.
- Vitamin/chews: Combining Greek yogurt with vitamins may be a winning combination. The dietary supplement industry is slated to be the world’s fastest growing market during 2012-2017, according to Research and Markets.
- Anti-wrinkle cream: Since few companies have incorporated Greek yogurt in beauty products, this could be the biggest breakthrough opportunity into the $10 billion natural and organic beauty market.
- Baby diaper cream: Euromonitor shows that sales of all-natural baby care in the U.S. increased by 68 percent from 2005 to 2010. Greek yogurt baby diaper cream could be a viable entry in the market.
- Frozen breakfast: Scored top among all product ideas with Hispanic consumers, including Greek yogurt frozen waffles and pancakes.
- Baking mix: Women and Millennials were especially fond of adding Greek yogurt to baking mixes.
Not all of the ideas were well-received. The study found that participants especially disliked the idea of Greek yogurt cat treats, dog treats, after-shave, bubble bath, chewing gum, protein powder and shampoo.
Yogurt shampoo is actually not a new idea. Clairol released their “Touch of Yogurt” shampoo in 1979, and though it tested well, many consumers were wary of putting food in their hair. Many even became ill after attempting to consume the product.