After a decade of remarkable growth, the Greek yogurt segment — and Chobani, the brand that ignited and has continued to drive much of that growth — are finally showing some signs of slowing.
Due largely to Greek's slower growth, unit sales for the overall yogurt category recently have been flat or even down slightly (under a percentage point), while dollar sales growth has been in the low single digits (up 3.4% for the 52 weeks ended Nov. 2 last year in IRI-tracked retail outlets, for example, according to industry reports).
Chobani remains the leader in the Greek market, but its once-large advantage has narrowed considerably since Dannon and Yoplait started playing catch-up in the segment. Dannon asserted that as of first-quarter 2014, its average U.S. Greek yogurt market share was 33%, and Chobani's was 35%.
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