“Greek style” yogurt is gaining market share rapidly in Germany, reaching 35 percent, compared to only 1 percent five years ago, according to a briefing paper from the office of economic and commercial affairs of the Greek Consulate in Düsseldorf.
But yogurt made in Greece is beginning to be eclipsed, especially by the U.S. Chobani brand, operated by a Turkish-American who succeeded in overwhelming Greece’s Fage brand in that country. Chobani is now targeting Europe, which could cut further into the sales of original Greek brands.
Chobani has already appeared on shelves of the British market chain Tesco while Greek yogurt companies lag in marketing, and the American company said it’s going to Germany for a head-to-head competition with Greek brands. Many German companies have already started tests with the product as consumers around the world find they prefer the thicker Greek-style yogurt compared to more watery products made in other countries.
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