Danone: Oikos

This case study looks at Oikos, the Greek yoghurt brand, detailing how it overcame an overcrowded field of similar quality claims, and remained the segment leader.

Danone: Oikos

Saint Jacques Vallée Y&RDanone Inc.

Situation analysis

Overall assessment

Four years ago, you probably knew very little about Greek yogurt. This should not be the case anymore. By 2014, Greek yogurt had become the largest earning segment in the yogurt category, growing exponentially from a $15.6 share in 2012 to a $27.3 share in 20141. The segment reached a certain degree of maturity in 2014, when the competition among all the brands had never been as strong. An extraordinarily wide array of new players, from national brands to niche products to private labels, had entered...

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