Greek Yogurt E Book FINAL Lores
-
Upload
ben-bouckley -
Category
Documents
-
view
217 -
download
0
Transcript of Greek Yogurt E Book FINAL Lores
-
8/11/2019 Greek Yogurt E Book FINAL Lores
1/13
Why Greek Yogurt is Poised to Become the
Worlds Next Consumer Products Super Trend
An E-Report by
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
GREEK
YOGURT REVOLUTION
-
8/11/2019 Greek Yogurt E Book FINAL Lores
2/13
www.affinnova.com
inGAME CHANGERS
1
The Great CarbCrash of 2004
According to Frozen Food Digest ,
shares of American Italian Pasta
(maker of Muellers pasta) plunged
3.8% in 2004, shedding $21.5 million
in shareholder value. That same year,
potato chip maker Jays Food entered
bankruptcy after sales fell 10%.
What caused this sudden reversal of
fortune for these otherwise solid brands?
The Atkins Diet.
In 2004, more than 24 million
American adults were hooked on a low
carb diet created by Dr. Robert Atkins.
Brands quickly responded by launching
low carb products while others, like
Kraft, ramped up advertising of Atkins-
friendly products including Jell-O.
Other brands like Krispy Kreme, were
caught completely off guard, unable to
cope with the low carb backlash.
That year, the Los Angeles Times
reported that Krispy Kreme missed
prot forecasts by 10%. Shares tumbled
29% in one day after reaching a peak
of almost $50 a share in late 2003.
By comparison, brands, like Slim Jim,
proted from the trend as sales for
protein-rich beef jerky increased
40% from 2002-2003, according to
Slate.com.
Americans have a love affair with dieting and health. Everyfew years, a health obsession breaks into the consumer
products landscape and radically redenes how consumers
perceive and purchase products.
Examples include:
The low calorie dieting trend of the late 1970s and early1980s that spawned diet soda and frozen diet meals.
The antioxidant trend of the 2000s, increasing demandfor everyday foods - like berries, chocolate and wine which claimed to be high in antioxidant properties.
Increased awareness of celiac disease, which has driven
demand for gluten free products.
3 Types of Food Health TrendsHealth trends have a massive inuence over consumersbuying behavior. Learning how to quickly capitalize on anemerging trend can mean millions for any CPG company. Butwith so many trends coming and going, which ones presentthe best long term opportunities?
Not all trends are created equal. In fact, they usually fall into
one of three distinct buckets.
Niche: These trends emerge from a new health ingredient,like Quinoa or Kale, or the re-discovered health propertiesof a classic food item like ax (Omega 3). They typicallycatch on with health conscious consumers but are limited tothe natural food aisles, so penetration is relatively small.
Mainstream: These trends cross multiple food categoriesand reect wide scale consumer demand. A goodexample is the Added Protein trend, seen in productslike pasta, snacks and cereal. These trends have thepower to create a sub-tier within a large category, just asgluten-free or low carb products have done.
Super Trends: These trends have the power to defycategory limitations, break out of food aisles and crossinto other protable category areas. For marketers, thesetrends are the equivalent of nding the Holy Grail. To reachthis stage, a trend must become a brand unto itself.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
The Power of Health Trends in Consumer Products
http://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://twitter.com/home?status=Affinnova%20Survey%20Reveals%20Greek%20Yogurt%27s%20Next%20Evolution:%20Health%20and%20Beauty%20products.%20bit.ly/1aFQWTghttp://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://www.facebook.com/sharer/sharer.php?s=100&p[url]=http://www.affinnova.com/greekyogurt/&p[images][0]=http://www.affinnova.com/wp-content/uploads/2013/10/ebook-cover-3-D-3.png&p[title]=Affinnova%20Identifies%20Greek%20Yogurt%27s%20Next%20Evolution&p[summary]=Study%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%20to%20Products%20from%20Wrinkle%20Cream%20to%20Salad%20Dressing%20 -
8/11/2019 Greek Yogurt E Book FINAL Lores
3/13
www.affinnova.com
in
The Antioxidants Super Trend The most recent example of a Super Trend is antioxidants.Today, antioxidant health claims can be found extensivelyacross food products as well as health and beauty products,including anti-wrinkle creams and soaps. These products claimto be good for your internal health as well as external healthhelping to remove wrinkles, reduce the appearance of scarsand reverse sun damage. According to Packaged Facts, 44%of women in the U.S. buy skincare or cosmetic products thatpromote their antioxidant content.
Mining the next Super Trend While green tea has shown potential to be a Super Trend
- breaking into multiple categories within food, health andbeauty it hasnt had the widespread success of antioxidants.Similarly, oatmeal has had a long standing reputation acrossfood and beauty categories, but doesnt generate the samebuzz or interest as antioxidants.
The newest example of a Super Trend is Greek yogurt. Ithas the perfect combination of benets and brand powerto expand across categories and sustain its growth over anextended period of time.
What Causes a Trendto Explode?Experts say there are several factorsthat need to work together:
1. Advocates : A well respectedevangelist or promoter of the trend,
such as a celebrity chef.
2. Validity : Trends that are supported
by credible scientic fact (like gluten
free) are more likely to catch on.
3. Buzz Appeal : The exoticness or
uniqueness of the trend can help it
spread, especially with social media
effort behind it.
4. Economic conditions : One of the
factors that has made Kale and other
super vegetables popular has been the
movement away from meat due to cost.
5. Larger social benets : Consumers
like ingredients that are healthy for
the planet as well as the body, which
is part of the popularity of Quinoa,
grown without pesticides.
6. Consumer boredom : Underpinning
any trend is the natural curiosity and
demand among consumers for things
that are new and different. Thats why
most trends are short term, running
their course in 18 months.
(Food Business.net, March 2013)
THE HOLY GRAIL OF INNOVATION
Unlike Niche and Mainstream trends, Super Trends are rare. To qualify as a Super Trend it must havebenets that extend across a diverse range of categories. It must also have a powerful brand, withconsumers trusting in the ingredient or process driving the trend.
Most health trends start and stay within food because the benets are restricted to things that can beconsumed. As an example, the whole wheat trend would not be relevant to a category like beauty. But
sporadically a trend appears that has the ability to dominate in food but also breakthrough to non-consumable areas.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
How to Spot a Super Trend
ANTIOXIDANTS A RARE SUPER TREND THAT HASSUCCEEDED IN BOTH FOOD AND BEAUTY
http://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://twitter.com/home?status=Affinnova%20Survey%20Reveals%20Greek%20Yogurt%27s%20Next%20Evolution:%20Health%20and%20Beauty%20products.%20bit.ly/1aFQWTghttp://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://www.facebook.com/sharer/sharer.php?s=100&p[url]=http://www.affinnova.com/greekyogurt/&p[images][0]=http://www.affinnova.com/wp-content/uploads/2013/10/ebook-cover-3-D-3.png&p[title]=Affinnova%20Identifies%20Greek%20Yogurt%27s%20Next%20Evolution&p[summary]=Study%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%20to%20Products%20from%20Wrinkle%20Cream%20to%20Salad%20Dressing%20 -
8/11/2019 Greek Yogurt E Book FINAL Lores
4/13
www.affinnova.com
inBREAKING THE MOLD
3
Why Greek yogurt is the Next Super Trend
Whats driving theGreek yogurt food craze?
Greek yogurt has been produced
in Greece for hundreds of years,
but it was rst imported to the
U.S. in 1998 by yogurt brand FAGE.
Since then, Chobani has emerged
as the dominant leader in what is
now a $1.6 billion market that grew
by 50% last year, according to the
Wall Street Journal .
Of all the current major food trends, Greek yogurt is best positioned tobecome a Super Trend. Several facts support this:
1. Brand Power and Consumer Buzz : When it rst came to the U.S. in thelate 90s, Greek yogurt was little known. But driven by its health claims,including lower sugar and higher protein content, it quickly movedmainstream. Today, Greek yogurt is a $1.6 billion market and the fastestgrowing food segment among U.S. households, accounting for 35% of allyogurt sales, up from 1% in 2007. (Wall Street Journal)
2. Believable health claims : The same health properties that also makeGreek yogurt a desirable food (protein and vitamins) are benetsconsumers often seek in products for skin and hair. In fact, Greek yogurt isoften used in home remedies, such as facial creams for removing wrinkles
and nourishing the skin. These property based claims give marketers anopportunity to position Greek yogurt as a natural solution for beauty needs.
3 . Opportunity : According to MarketResearch.com, the natural beautymarket is estimated to reach $13.6 billion in 2016. With consumer demandat an all time high, Greek yogurt is well positioned to become the nextsexy health and beauty trend. Outside of Sephora no major nationalbrand is marketing Greek yogurt health and beauty products on amainstream level. In essence, the market is wide open.
Exploring Greek yogurts Super QualitiesInspired by the opportunity seen in the market, Affinnova sought tounderstand whether Greek yogurt could indeed be the next Super Trend.
Using Power Screener technology - which identies product innovationopportunities - Affinnova tested 40 prospective Greek yogurt productideas on consumers. These ideas ranged from Greek yogurt pancakemix to chewing gum and even dog treats. The goal was not to predict orguarantee which new products would succeed in market but simply tohighlight potential overlooked areas of opportunity that might warrantfurther exploration and investigation by marketers.
How did we pick these product ideas? We included a mix of food and beauty products to show
Greek yogurts wide extensibility.
We included select pet categories with the hypothesis that petowners would want to give pets a protein boost.
For food products, we looked at areas where the benets ofGreek yogurt could be seen as believable and extensible.
For beauty, we looked at areas where protein and vitaminswould be considered benecial.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
. .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
It is typically higher in
protein, lower in lactose
and lower in carbohydrates
than other types of yogurt.This makes it a healthier
substitute for regular
yogurt and other high
sugar breakfast options and
snacks.
Thicker in texture than
regular yogurt, it makes
for a more lling breakfast
or lunch.
Its perceived as more natural
and wholesome, aligning
with the trend of eating
more organically produced
foods.
At nearly twice the cost of
regular yogurt, Greek yogurt
has become a status symbol.
Greek yogurts popularity
can be attributed to a
number of factors, according
to Restaurants.com:
http://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://twitter.com/home?status=Affinnova%20Survey%20Reveals%20Greek%20Yogurt%27s%20Next%20Evolution:%20Health%20and%20Beauty%20products.%20bit.ly/1aFQWTghttp://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://www.facebook.com/sharer/sharer.php?s=100&p[url]=http://www.affinnova.com/greekyogurt/&p[images][0]=http://www.affinnova.com/wp-content/uploads/2013/10/ebook-cover-3-D-3.png&p[title]=Affinnova%20Identifies%20Greek%20Yogurt%27s%20Next%20Evolution&p[summary]=Study%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%20to%20Products%20from%20Wrinkle%20Cream%20to%20Salad%20Dressing%20 -
8/11/2019 Greek Yogurt E Book FINAL Lores
5/13
www.affinnova.com
inTHE INSIDE SCOOP
4
A new product needs a perfect storm to catch re with consumers. First and foremost it must offer anadvantage over products already in market, but also a uniqueness, or sexiness that makes it stand out.To understand which new Greek yogurt ideas would succeed, Affinnovas Power Screener technology
used consumer feedback to rate ideas on two dimensions:
Advantage : Identies products that have immediate perceived benets over other productsin the market.
New and Di erent : Identies products that have the best potential to stand out and differentiateamong other products in the category. In other words, they grab attention.
Products that score high in both areas have the best opportunities for truebreakthrough innovation
How We Made Our Assessment
Predictable Extensions : Ideas in this
zone score high in Advantage , but below
average in New and Different . Consumers
want these products, but see them as
predictable extensions of Greek yogurt
products already in market.
Headline Makers : Because of their
above average scores for Advantage and
New and Different , ideas in this zone have
the best opportunity to stand out in themarket and make an impact.
Wild Cards : Ideas in this group score
below average in Advantage , but have
high overall appeal to consumers because
they score well above average for New
and Different . With the right marketing,
they could emerge as niche opportunities.
Dead Ends : Ideas in this group showed
the least appeal to consumers relative tothe other ideas tested and likely would
not succeed in the short term.
Power Screener Methodology
Online, a panel of 800 U.S. consumers were shown brief descriptions of Greek yogurt product ideas with key benets. Consumers then chose preferred concepts based on theabove dimensions in a discrete choice exercise. From this, high impact ideas separatedfrom low impact ones until 4 distinct categories emerged, as shown in the graphic above.
PredictableExtensions
HeadlineMakers
WildCards
DeadEnds
A d v a n t a g e ( i
n d
e x v s
. a v e r a g e c o n c e p t )
New & Different (index vs. average concept)
0
0
50
50
100
100
150
150
200
200
http://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://twitter.com/home?status=Affinnova%20Survey%20Reveals%20Greek%20Yogurt%27s%20Next%20Evolution:%20Health%20and%20Beauty%20products.%20bit.ly/1aFQWTghttp://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://www.facebook.com/sharer/sharer.php?s=100&p[url]=http://www.affinnova.com/greekyogurt/&p[images][0]=http://www.affinnova.com/wp-content/uploads/2013/10/ebook-cover-3-D-3.png&p[title]=Affinnova%20Identifies%20Greek%20Yogurt%27s%20Next%20Evolution&p[summary]=Study%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%20to%20Products%20from%20Wrinkle%20Cream%20to%20Salad%20Dressing%20 -
8/11/2019 Greek Yogurt E Book FINAL Lores
6/13
www.affinnova.com
inPREDICTABLE EXTENSIONS
5
The following ideas scored high in Advantage overcurrent products, making them good opportunities formarketers looking to extend a line with Greek yogurt.
Consumers inherently understand Greek yogurtsconnection to these products, especially the potential tomake these foods healthier and creamier. The downside:Consumers wouldnt credit these products as beingNew and Different . They lack the sexiness of radicallyinnovative products.
Benefits, Without the Buzz .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
. .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
. .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
+107
-22
+88
-8
+58
-1
+64
-23
INDEXEDAVG
+52
0
VITAMIN/ CHEWS
ICECREAM DIPS
SALADDRESSING
READY-TO-DRINK-
SMOOTHIES
Advantage versus theaverage index of ideas tested
New and Different versus theaverage index of ideas tested
Demographic Snapshot Salad Dressing was highly popular with female consumers,
while Ice Cream dominated with men.
Ready-to-Serve Smoothies scored highest overall with
consumers 18-34.
Dips scored highest overall with consumers 55 and older.
Biggest Advantage for Health& Beauty: Vitamins/Chews
Based on the data, Vitamins/Chews
made with Greek yogurt were thought to
offer a distinct advantage over current
vitamin products. With the perception
of being easy on the stomach, tastier
and offering a good natural source of
calcium and protein, this was an easy leap
for consumers.
According to Research and Markets, the
dietary supplement industry is slated to
be the worlds fastest growing market
during 2012-2017. Greek yogurt vitamins
specically in chewable form could
present an opportunity for companies
like Centrum , GNC and Nature Made to
differentiate with a product boasting
natural protein claims.
Consumersuggested namesfor this product:
In 2012, Jamba introduced a Drink atHome Greek yogurt smoothie, made with
super fruits like Acai and Pomegranates.It promised 50% more protein than
Jambas traditional smoothies as wellas antioxidant benets. Affinnovas data
suggests this could be a high growtharea in the future, and something leading
smoothie brands like Odwalla ( CocaCola ) and Naked Juice ( Pepsi ) shouldtake note of.
Smooth sailing ahead for Greekyogurt smoothies
R E A L P R O D U C T
Yo Vitamins Greek Chews Atlas Bites Vitabites
http://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://twitter.com/home?status=Affinnova%20Survey%20Reveals%20Greek%20Yogurt%27s%20Next%20Evolution:%20Health%20and%20Beauty%20products.%20bit.ly/1aFQWTghttp://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://www.facebook.com/sharer/sharer.php?s=100&p[url]=http://www.affinnova.com/greekyogurt/&p[images][0]=http://www.affinnova.com/wp-content/uploads/2013/10/ebook-cover-3-D-3.png&p[title]=Affinnova%20Identifies%20Greek%20Yogurt%27s%20Next%20Evolution&p[summary]=Study%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%20to%20Products%20from%20Wrinkle%20Cream%20to%20Salad%20Dressing%20 -
8/11/2019 Greek Yogurt E Book FINAL Lores
7/13
www.affinnova.com
inHEADLINE MAKERS
6
Ice Cream and Dips seem like natural extensions of Greek yogurt, but Greek yogurt Baking Mix? Thats not aneasy leap, yet the data shows that consumers see Greek
yogurt as a great way to make these foods healthier, sothey can indulge more. Equally surprising was consumersinterest in Greek yogurt Toothpaste and Baby DiaperRash Cream. Scoring high in both Advantage and Newand Different , these products have an opportunity tomake headlines AND deliver healthy benets consumersnd believable.
The Sweet Spot of Innovation .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
. .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
. .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
+75
+8+17
+3
+49
+70
+44
+36
+10
INDEXEDAVG
+21
ANTI-WRINKLE
CREAM
BAKINGMIX
FROZENBREAKFAST
BABYDIAPERCREAM
TOOTH-PASTE
Advantage versus theaverage index of ideas tested
New and Different versus theaverage index of ideas tested
Demographic Snapshot Anti-Aging Cream scored highest with Hispanics, health
conscious consumers and consumers 55 and older.
Baking Mix scored highest with women and consumers 18-34.
Frozen Breakfast Mix scored #1 among all product ideas
with Hispanics.
Biggest BreakthroughOpportunity: Greek yogurtAnti-Wrinkle Cream
According to Beauty Store Businessmagazine, the natural and organic beautymarket stands at $10 billion, with growthbeing driven by all-natural facial creamsusing ingredients such cucumber, aloe,
honey and green tea.
As consumers seek the next big ingredient,
Greek yogurt Anti-Wrinkle cream could be
an intriguing option. Based on the data,
Anti-Wrinkle Cream presents the best
breakthrough opportunity for Greek yogurtinnovation in the health and beauty space,
scoring highest among all possibilities in
Advantage and New and Different .
While not making the top of the list, Facial
Wash and Blemish / Spot Treatment
also scored fairly high. Brands like Olay ,
Neutrogena , LOreal might consider
starting a line of Greek yogurt facial
products with Anti-Wrinkle Cream.
According to Euromonitor, sales of all-naturalbaby care in the United States increased68% from 2005 to 2010. Based on the data,
Greek yogurt Baby Diaper Cream could bea very viable entry in this space for brandslike Desitin , Bourdreauxs Butt Paste and
Triple Paste . The product was popular withwomen, who would expect this product tooffer a more safe and natural alternativefor nourishing a babys skin.
Introducing...
Greek Bottoms?
P O T E N T I A L P R O D U C T
Consumersuggested namesfor this product: Grecian Secret
Goddess Greek Answer
http://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://twitter.com/home?status=Affinnova%20Survey%20Reveals%20Greek%20Yogurt%27s%20Next%20Evolution:%20Health%20and%20Beauty%20products.%20bit.ly/1aFQWTghttp://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://www.facebook.com/sharer/sharer.php?s=100&p[url]=http://www.affinnova.com/greekyogurt/&p[images][0]=http://www.affinnova.com/wp-content/uploads/2013/10/ebook-cover-3-D-3.png&p[title]=Affinnova%20Identifies%20Greek%20Yogurt%27s%20Next%20Evolution&p[summary]=Study%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%20to%20Products%20from%20Wrinkle%20Cream%20to%20Salad%20Dressing%20 -
8/11/2019 Greek Yogurt E Book FINAL Lores
8/13
www.affinnova.com
inWILD CARDS
7
Some ideas are ahead of their time: Crystal Pepsi is anexample. The following products represent ideas that maynot quite be ready for primetime, yet deserve watching.
Consumers struggled to make sense of Greek yogurts twith these products, even though the benets are there.These products scored below average in Advantage , butbeat out other product ideas tested because of their high
scores for New and Different . With more exploration intodifferent claims, messages and value propositions that couldresonate with consumers, they might be an interesting niche
play for brands in the organic personal care space.
Interesting, but Not Ready for Primetime .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
. .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
. .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
-22
+73 +76
-26
INDEXEDAVG
DEODORANT / ANTIPERSPIRANT
FLUSHABLEWIPES
Advantage versus theaverage index of ideas tested
New and Different versus theaverage index of ideas tested
Demographic Snapshot As a product idea, Greek yogurt Deodorant / Antiperspirant
scored highest among Hispanics.
Top Idea to Watch: GreekDeodorant / Antiperspirant
According to research rm Mintel, the
deodorant and antiperspirant industry
experienced 16% growth between 2006
and 2011. However, all-natural / organic
offerings made up a very small share.
Data shows that only one in 10 people
use antiperspirant/deodorant with all-
natural ingredients, and fewer than onein 20 buy all-organic products. This could
make selling an all-natural, Greek yogurt
deodorant an uphill climb for marketers.
Greek yogurts perceived benets as
being more soothing and nourishing for
the skin, however, could help, as more
than 14% of women and 16% of men report
having skin easily irritated by deodorant.Earths Best or Toms of Maine might be
able to capitalize. (Mintel)Smithers Apex predicts that thetotal market for ushable wipes will
grow 12.1% annually to reach $2.4billion by 2018. This presents anopportunity for brands like Charmin ,
Cottonelle , Kimberly Clarke andeven private label store brands tocater to organic customers by positioning Greek yogurt wipes as anatural, chemical free solution to what they have now. Our data showsthat consumers would perceive Greek yogurt wipes as softening the
skin, further strengthening the products appeal.
Wiping Up the Sales
P O T E N T I A L P R O D U C T
Consumersuggested namesfor this product: Greek Stick
Touch of Greek Acropolis
http://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://twitter.com/home?status=Affinnova%20Survey%20Reveals%20Greek%20Yogurt%27s%20Next%20Evolution:%20Health%20and%20Beauty%20products.%20bit.ly/1aFQWTghttp://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://www.facebook.com/sharer/sharer.php?s=100&p[url]=http://www.affinnova.com/greekyogurt/&p[images][0]=http://www.affinnova.com/wp-content/uploads/2013/10/ebook-cover-3-D-3.png&p[title]=Affinnova%20Identifies%20Greek%20Yogurt%27s%20Next%20Evolution&p[summary]=Study%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%20to%20Products%20from%20Wrinkle%20Cream%20to%20Salad%20Dressing%20 -
8/11/2019 Greek Yogurt E Book FINAL Lores
9/13
www.affinnova.com
inDEAD ENDS
8
The following ideas ranked last in our study, based onthe weighted average of their scores for Advantage andNew and Different . In the immediate term, these products
would likely not appeal to consumers. In some instancesverbatim feedback on a number of these product ideaswere sharply negative.
The Sourest of the Bunch .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
. .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
. .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
-71-58 -55
-37-34
+21+30
+76
-6
+14
-23
INDEXEDAVG
CATFOOD
TREATS
CHEWINGGUM
DOGFOOD
TREATS
AFTERSHAVE
BUBBLEBATH
PROTEINPOWDER
SHAMPOO
Advantage versus theaverage index of ideas tested
New and Different versus theaverage index of ideas tested
Demographic Snapshot
Biggest Loser: Greek yogurtCat Food Treats
Consumers do not see pet products as astrong area for Greek yogurt expansion.
Some expressed concern about feeding
their pets dairy; others thought the idea
was downright crazy. That being said,brands like Blue Bu alo and Wellness do
offer a range of cat and dog treats made
with yogurt (not Greek specically).
Yogies offer similar yogurt-based treats
for hamsters. With the natural and
organic pet food market poised to grow
15% by 2016 from where it was in 2011
(Mintel), there could eventually be room
for a Greek yogurt pet food play. Only
time will tell.
Greek yogurt shampoo did not resonate withconsumers which isnt surprising. Yogurt has
tried to break into shampoo before and failed,miserably. The classic example was ClairolTouch of Yogurt Shampoo. Launched in 1979,this product was touted as having essentialvitamins and minerals to strengthen hair. Ittested well with consumers, but ultimatelyfailed in market because consumers feltwary about putting food in their hair. Many
got sick when they actually tried to consumethe product.
A Bad Idea Remains a Bad Idea
R E A L P R O D U C T
-19 -15
-23
Consumersuggested namesfor this product: Kitty Gaga
Meowgurt Greeky Treats
Shampoo scored lowest with women.
Bubble Bath scored lowest with consumers 55 and older.
Dog treats scored lowest with Hispanics.
http://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://twitter.com/home?status=Affinnova%20Survey%20Reveals%20Greek%20Yogurt%27s%20Next%20Evolution:%20Health%20and%20Beauty%20products.%20bit.ly/1aFQWTghttp://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://www.facebook.com/sharer/sharer.php?s=100&p[url]=http://www.affinnova.com/greekyogurt/&p[images][0]=http://www.affinnova.com/wp-content/uploads/2013/10/ebook-cover-3-D-3.png&p[title]=Affinnova%20Identifies%20Greek%20Yogurt%27s%20Next%20Evolution&p[summary]=Study%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%20to%20Products%20from%20Wrinkle%20Cream%20to%20Salad%20Dressing%20 -
8/11/2019 Greek Yogurt E Book FINAL Lores
10/13
www.affinnova.com
inLAST BITE
9
Actions for MarketersBecause of their cultural power, trends such as Greek yogurt present a tremendous challenge andopportunity for consumer brands. Jump in at the right time and you can achieve a huge position ofdifferentiation and competitive advantage for your brand; wait too long and a brand could forever be
squeezed out of a fast-booming market. With so much at stake, its critically important for marketers toexplore all the potential ways they (or their competitors) can capitalize on fast-moving trends.
Contact Us!
Interested in Learning More?
Get the Full Data and Findings from Our Study
To help brands understand the potential for Greekyogurt innovation within their category, Affinnova hasgathered extensive consumer insight from the studycovered in this report. This includes:
The full ranking of all product ideas, broken outby demographic areas
Worksheets containing ful l consumer verbatims,product name ideas and benets for eachproduct tested
Other Greek yogurt ideas consumers suggestedin addition to the 40 tested
To obtain the full ndings of the report or to receive our Greek yogurt concepts, contact Affinnova.
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Explore Greek yogurt ideas using ourReady-to-Go Concepts
As part of this research, Affinnova created ready-to-go concepts that brands could use as jumping offpoints for further idea exploration and optimization,leveraging Affinnovas patented optimizationtechnology platform. These include sample productnames, features and benets gathered directly from800 U.S. consumers
Key Take Aways
Regularly challenge the boundaries of your category. When a new trend starts to emerge in themarket, get consumers involved in the process of evaluating and scanning for possible applicationsto your brand. Consumers can help you nd where a trend may be able to offer additional benetswhich are overlooked by marketers.
Involve consumers in product brainstorming. Consumers are in the marketplace, evaluating andcomparing different products every day. Through crowdsourcing-type technologies, they can helpyou develop the right words to position and differentiate your product as well as make it believable.
Evaluate your ideas on two dimensions looking at both Advantage and New and Di erent . Consumers naturally gravitate to ideas that are familiar and comfortable (like Greek yogurt IceCream), but sometimes its the ideas consumers nd New and Different that have the mostbreakthrough potential. Find ideas (like Anti-Wrinkle Cream) that strike a balance.
http://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://www.affinnova.com/contact-us/http://www.affinnova.com/contact-us/http://twitter.com/home?status=Affinnova%20Survey%20Reveals%20Greek%20Yogurt%27s%20Next%20Evolution:%20Health%20and%20Beauty%20products.%20bit.ly/1aFQWTghttp://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://www.facebook.com/sharer/sharer.php?s=100&p[url]=http://www.affinnova.com/greekyogurt/&p[images][0]=http://www.affinnova.com/wp-content/uploads/2013/10/ebook-cover-3-D-3.png&p[title]=Affinnova%20Identifies%20Greek%20Yogurt%27s%20Next%20Evolution&p[summary]=Study%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%20to%20Products%20from%20Wrinkle%20Cream%20to%20Salad%20Dressing%20 -
8/11/2019 Greek Yogurt E Book FINAL Lores
11/13
-
8/11/2019 Greek Yogurt E Book FINAL Lores
12/13
www.affinnova.com
inAPPENDIX
1 1
Ranking of Top Health &Beauty Products in the Study
Concepts Tested
Anti-Aging / Wrinkle Cream 1
2
3
4
5
6
7
8
9
10
1 1
12
13
14
15
16
17
18
19
20
21
175
110
121
207
78
74
126
99
124
86
138
76
123
69
70
98
66
112
111
85
63
108
170
149
78
173
177
94
106
80
107
62
112
68
120
119
80
114
66
61
77
94
Toothpaste
Baby Diaper Rash Cream
Vitamins / Chews
Deodorant / Antiperspirant
Flushable Wipes
Face Wash
Blemish / Spot Treatment
Body Wash
Sunscreen
Daily Body Moisturizer
Shaving Gel
Daily Face Cream
Dish Soap
Pet Shampoo
Hand / Foot Cream
Bubble Bath
Lip Balm
Conditioner
Shampoo
After Shave Lotion
WeightedRanking
New &Di erentAdvantage
The above shows 21 potential new Greek yogurt Health and Beauty products and how consumers ranked them,rst to last. Product ideas were scored on two dimensions: (1) By how much of an advantage the product offeredconsumers over existing products in the same category; and (2) By how new and different it was in their mind.The products were then ranked in a relative basis using the weighted average of both dimensions.
http://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://twitter.com/home?status=Affinnova%20Survey%20Reveals%20Greek%20Yogurt%27s%20Next%20Evolution:%20Health%20and%20Beauty%20products.%20bit.ly/1aFQWTghttp://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://www.facebook.com/sharer/sharer.php?s=100&p[url]=http://www.affinnova.com/greekyogurt/&p[images][0]=http://www.affinnova.com/wp-content/uploads/2013/10/ebook-cover-3-D-3.png&p[title]=Affinnova%20Identifies%20Greek%20Yogurt%27s%20Next%20Evolution&p[summary]=Study%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%20to%20Products%20from%20Wrinkle%20Cream%20to%20Salad%20Dressing%20 -
8/11/2019 Greek Yogurt E Book FINAL Lores
13/13
www.affinnova.com
inAPPENDIX
12
Ranking of Top FoodProducts in the Study
Concepts Tested
Ice Cream
Baking Mix
Dips
Salad Dressing
Frozen Breakfast
Ready-to-Drink Smoothies
Packaged Cheese
Cereal / Nutrition Bars
Popsicles
Breakfast Pastries
Pasta Sauce
Cereal
Sandwich Spread
Trail Mix
Cookies
Chewing Gum
Protein Powder
Dog Food / Treats
Cat Food / Treats
1
2
3
4
5
6
7
8
9
10
1 1
12
13
14
15
16
17
18
19
188
144
158
152
136
164
111
128
105
118
69
123
105
107
97
42
77
45
29
92
117
99
100
103
77
106
88
102
87
145
80
89
79
79
176
81
130
121
WeightedRanking
New &Di erentAdvantage
The above shows 19 potential new Greek yogurt food products and how consumers ranked them, rst to last.Product ideas were scored on two dimensions: (1) By how much of an advantage the product offered consumersover existing products in the same category; and (2) By how new and different it was in their mind. The
products were then ranked in a relative basis using the weighted average of both dimensions.
http://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://twitter.com/home?status=Affinnova%20Survey%20Reveals%20Greek%20Yogurt%27s%20Next%20Evolution:%20Health%20and%20Beauty%20products.%20bit.ly/1aFQWTghttp://www.linkedin.com/shareArticle?mini=true&url=%7Bhttp://www.affinnova.com/greekyogurt%7D&title=%7BAffinnova%20Finds%20Greek%20Yogurt%27s%20Next%20Evolution%7D&summary=%7BStudy%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%7D&source=%7BAffinnova%7Dhttp://www.facebook.com/sharer/sharer.php?s=100&p[url]=http://www.affinnova.com/greekyogurt/&p[images][0]=http://www.affinnova.com/wp-content/uploads/2013/10/ebook-cover-3-D-3.png&p[title]=Affinnova%20Identifies%20Greek%20Yogurt%27s%20Next%20Evolution&p[summary]=Study%20Reveals%20America%E2%80%99s%20Appetite%20for%20Greek%20Yogurt%20Extends%20beyond%20the%20Dairy%20Case%20to%20Products%20from%20Wrinkle%20Cream%20to%20Salad%20Dressing%20