Dannon's "tribe" provides a new model for shopper insights

Geoffrey Precourt

Dannon Yogurt's broad mission is to "bring health through food to as many people as possible." And, according to Olesya Govorun, senior manager/strategy and insights at the Dannon Company, "that's very relevant in the US, where the incidence of obesity is the highest in the world."

In fact, so daunting is the challenge that the American affiliate of Paris-based Groupe Danone recognizes, "We cannot do it on our own. We cannot rely just on our product to change the lifestyle of Americans. We really need collaboration with our peer retail partners" – a group that includes Kroger, Publix, Safeway, Stop & Shop, Target, Walmart and Whole Foods.

The good news: "Most of our retailers are thinking very seriously about health and wellness."