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 2014, the category held a share of over 50 percent of the U.S. yogurt market, up from about 4 percent in 2008.
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.
The Greek yogurt category experienced tremendous growth in the United States over the past few years. Dollar sales of Greek yogurt amounted to about 3.7 billion U.S. dollars in 2015, up from 391 million U.S. dollars in 2010. The key players on the market include Genereal Mills, Chobani, and Danone.
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