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....