Dannon tackles the "millennial challenge"

Stephen Whiteside

This event report outlines how Dannon, the dairy goods group, has aimed to boost the appeal of many of its products among millennials.

Dannon tackles the "millennial challenge"

Stephen WhitesideWarc

The Dannon Co. – and, indeed, most of its competitors in the yogurt category – are struggling to tickle the increasingly valuable taste buds of millennials.

"Millennials account for only 18% of yogurt volume. And 18-to-24-year-olds account for just 5% of yogurt consumption, which is significantly less than their fair share," Olesya Govorun, Director/Strategy & Insights at The Dannon Company, reported at The Market Research Event (TMRE) 2015, a conference convened by the Institute for International Research (IIR) in Orlando, Florida.

"The majority of volume in our category comes from people 45-plus....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands