Special Dannon Unit Presses Retailers for More Space
White Plains, NY-based yogurt maker Dannon last fall assembled a “shelf-obsession team” to press its case for expanded display space at retail. The special-operations-type unit supports existing sales teams with account-specific market research and merchandising concepts gleaned from Dannon’s global operations. Sure to be among their oft-cited research is that the dairy category comprises 9% of grocery store sales, while occupying just 3% of space, and that yogurt sales are growing 6.3% a year. The shelf-obsession team’s tactics include field trips to retail locations in Europe, where annual per capita yogurt consumption can run three to five times the 11 pound figure here in the United States. Brandweek (July 1, 2008)
Tags: dairy, Dannon, shelf-obsession team, yogurt