Understanding The Market
Understanding the market has two parts to it:
- Market research
a. Trends and tailwinds
b. Competitor analysis - Market sizing
Market Research
~ Competitor Analysis:
| Parameters → Key Players ↓ | Tub Size | Protein | (Non) Organic | Milk Type | Ingredients | Live Active Cultures |
|---|---|---|---|---|---|---|
| Fage | 32oz | 15g | Non -Organic | Whole Milk | Whole Milk | S. Thermophilus, L. Bulgaricus, L. Acidophilus, Bifidus, L. Casei, and L. Rhamnosus |
| Chobani | 32oz | 15g | Non-Organic | Whole milk | Whole milk | S. thermophilus, L. delbrueckii subsp. bulgaricus, B. lactis, L. acidophilus, L. delbrueckii subsp. lactis |
| Stonyfield (Greek) | 30oz | 16g | Non- Organic | Grade A Pasteurized Skimmed Milk | Grade A Pasteurized Skimmed Milk | L. Bulgaricus, S. Thermophilus, L. Acidophilus, Bifidus, L. Casei |
| 365 Whole foods (organic greek yogurt) | 32oz | 16g | Non-Organic | Grade A Ultra-filtered Non Fat Milk | Grade A Ultra-filtered Non Fat Milk | S. Thermophilus & L. Bulgaricus |
| Siggi’s (Skyr) | 24oz | 18g | Organic | Organic Whole Milk | Organic Whole Milk | S. thermophilus, L.bulgaricus, L. acidophilus, Bifidus, L. paracasei, and L. rhamnosus |
| Oikos Pro | 32oz | 25g | Organic | Organic Whole Milk | Organic Whole Milk | S. Thermophilus, L. Bulgaricus, L. Acidophilus, Bifidus, L. Paracasei, L. Rhamnosus |
*serving size: 170g
~ Trends and tailwinds:
Trend: An analysis of Google Trends data for the keywords yogurt and Greek yogurt reveals a consistent annual pattern: search interest reaches a new year-over-year high each January, remains elevated through mid-year (typically until July), and then declines before rebounding to a higher peak the following January.
Tailwind: One of the strongest category tailwinds is the “proteinfication” of everyday eating. Consumers are no longer treating protein as a gym-only nutrient but as a daily essential, driving demand for high-protein versions of everything – chips, cereals, even desserts (Snickers has a high-protein bar now, lol).
Greek yogurt sits at the intersection of this movement: it’s a naturally protein-dense, versatile food that already aligns with this consumer mindset.
Market Size:
“‘A “crowded” market is not really crowded if it’s just a bunch of crappy option.”