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  • Chobani is aligned with the changing consumer demands for health, taste and convenience
  • Chobani is aligned with the changing consumer demands for health, taste and convenience
    Meng He, Creative Commons (2012) ©
CASE STUDY

How Chobani's yoghurt swept America

In five years Chobani has grown from nothing into a billion dollar yoghurt brand by using what others saw as a fad to re-invigorate a tired category.

Location United States

Scope
Shifting consumer needs can quickly become national trends for nimble companies to exploit. In five years Chobani has grown from nothing into a billion dollar yoghurt brand by using what others saw as a fad to re-invigorate a tired category.

Chobani has managed to make Greek yoghurt part of the mainstream American diet, growing it from a niche share of 4% of yoghurt sales in 2008, to 33% in 2012. Today, the brand is not only the number one Greek yoghurt company in the US, with 57% of the market, but the most popular yoghurt brand, holding a ...

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