Get an in-depth analysis of Yoplait’s switch from high fructose corn syrup (HFCS) to sucrose and its impact on the brand market position. You'll learn about: - Consumer attitudes toward sweeteners and added sugars in general, and how they are affecting yogurt sales - How the rapid growth of Greek yogurt is effecting brand strategies within the category - How Yoplait’s changing sweetener strategy failed to produce the desired results, and some reasons why Explore the links, or lack thereof, between sweetener types and yogurt sales, and get beyond perceptions and statistics to uncover the real truth of consumer attitudes toward sweeteners. Learn more: http://bit.ly/21czSUw.

1. Consumer Responseto
Sweetener-Switching Strategies
YoplaitYogurt:

2. yogurt is a popular food
that appeals to three out
of four customers.
Source: Mintel Consulting (2013)

3. SO
we wanted to understand what drives
sales in this category and settle the
question once and for all ...

4. Does sweetener type drive
yogurt purchases?

5. Let’s take a look at the 2010
industry leader – Yoplait.
Yoplait 41.3%
DANNON 26.3%
REMAINING 24.9%
STONYFIELD 5.2%
CHOBANI 2.3%
yogurt category share, 2010

6. At that time,YOPLAIT REPLACED
HIGH FRUCTOSE CORN SYRUP (HFCS)
WITH SUGAR TO APPEAL TO
HEALTH-CONsCIOUS CONSUMERS.

7. Then we noticed a
shift in the category.
As greek yogurt
popularity increased ...

8. change inyogurt category share, 2011-2013
Chobani took over the category.
15%
10%
5%
0%
-5%
-10%
-15% -13.1%
-1.2% -1.4%
14.5%
1.2%
yoplait dannon chobani stonyfield remaining

9. SO We took a closer look at
Yoplait’s approach and found ...

10. Sweetener type had no effect on sales.
hfcs sugar trailing 52-week average
yoplaiT sales by sweetener type, 2009-2013
1.1.2009
3.1.2009
5.1.2009
7.1.2009
9.1.2009
11.1.2009
1.1.2010
3.1.2010
5.1.2010
7.1.2010
9.1.2010
11.1.2010
1.1.2011
3.1.2011
5.1.2011
7.1.2011
9.1.2011
11.1.2011
1.1.2012
3.1.2012
5.1.2012
7.1.2012
9.1.2012
11.1.2012
1.1.2013
3.1.2013
$180M
$160M
$140M
$120M
$100M
$80M
$60M
$40M
$20M
$0M

11. To get the full story
on what was happening
in the marketplace
download the case study here >