As the Greek economy dominates headlines around the world, another story has emerged: the rise of Greek yogurt. This unlikely symbol of political discontent is being thrown at North American consumers in unprecedented quantities. Suddenly, it seems, Greek yogurt is everywhere.
Its rise from niche dairy curiosity to mega-seller is a triumph of marketing. The product, which is strained through cheesecloth to produce a thicker, creamy yogurt, has been around for centuries. But the marketing push is new.
In only three years, Greek yogurt captured 13 percentage points of market share in the U.S. in its category. Energy drinks, which rose from nothing to a multibillion-dollar empire, took twice that time to log the same amount of growth in the soft-drink category, according to a report from UBS. Greek yogurt has driven the vast majority of sales growth in its category in the United States, and is now pushing into Canada.
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