Greek yogurt is part of the dairy category and is also known as strained yogurt. Through the straining process, the excess watery whey is removed, which gives the yogurt a much thicker and creamier consistency. The introduction of Greek yogurt totally changed American tastes in yogurt and its large consumer acceptance helped increase sales of the overall yogurt category. As of 2021, U.S. yogurt sales came to over 7.2 billion U.S. dollars, with Greek yogurt accounting for approximately 51 percent of U.S. yogurt sales in that year.
In contrast to conventional yogurt, the Greek counterpart appeals equally to both men and women and consumers are drawn to the creamy product due to its high protein content, especially because protein is the pre-eminent theme in food marketing. Chobani Greek yogurt experienced tremendous growth in the United States over the last years. Danone is among the leading companies, accounted for 33.3 percent of the Greek yogurt market in the United States. Danone operates in the following areas: fresh dairy products, water, early life nutrition and medical nutrition. All segments combined generated net sales of 24.28 billion euros in 2021.
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