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After running neck-and-neck with Yoplait, Dannon has sprinted past its rival to lead the yogurt category — estimated by Packaged Facts at $7.3 billion — thanks to a new strategy in the fast-growing Greek segment.

The newfound confidence marks a shift in tone for Dannon, which along with Yoplait had been outmaneuvered in the last couple years by Chobani, whose Greek-style blends surged out of the gate. Chobani remains a major player with 16.4% total yogurt share.

Dannon and Yoplait underestimated the speed and size of the Greek phenomenon. But Dannon appears to have regained footing faster. Rather than pushing a single variety of the thicker, protein-packed style, the marketer has introduced Greek versions across its lineup. “We do not see Greek yogurt as a segment,” Mr. Fuster said. Rather, “we see it as a new platform over which we can position our segmentation strategy.”

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