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Value-Conscious Consumers Undaunted By Higher Prices Of Greek-Style Yogurt

October 20, 2010: 10:43 AM EST

A good example of a trend among American consumers toward value rather than simple self-deprivation, is the upsurge in popularity of Greek-style yogurt. According to Nielsen market research, after three years of recession, consumers look closely not only at prices, but at the benefits of products. And they are willing to pay a higher price if those perceived benefits seem worth it. Greek yogurt, for example, is sold at 121 percent of the price of regular yogurt on average, but sales are soaring: dollar sales rose 160 percent and unit sales rose 203 percent in the past 12 months, compared to three percent and one percent respectively for regular yogurt. Nielsen says Greek yogurt is a “triple threat” in the market: it offers health, convenience and taste.

Nielsen, "Greek Yogurt: A Case Study in how Consumers Redefine Value", NielsenWire, October 20, 2010, © The Nielsen Company.
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