Yeo Valley and Rachel's Organic Case Study: capitalizing on the mainstreaming of organics

Published by: Datamonitor

Published: Jun. 2, 2008 - 6 Pages

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

Emphasizing health and provenance has helped organic yogurts gain an increasing market share in the UK dairy sector

Yeo Valley: the British countryside is at the heart of its marketing

Yeo Valley, an independent company, is the leading UK organic yogurt brand

Yeo Valley remains an independent company, unencumbered by corporate owners

Yeo Valley holds a majority share of the UK adult organic yogurt sector

A brand relaunch in 2008 was designed to help Yeo Valley compete more effectively with mainstream dairy players

Yeo's packaging has been modernized, with a more coherent ""umbrella structure"" for its ranges

The relaunch is supported by a £3.6m marketing campaign that emphasizes the brand's British countryside provenance

The company hopes the relaunch will help it to compete more strongly with mainstream dairy companies

Recent Yeo Valley promotions have focused on younger consumers, building brand share in this lucrative consumer segment

Young consumers make up a significant segment of the UK yogurt sector

The company was the first to launch organic yogurt tubes in the children's yogurt market, in 2007

Yeo sponsors Glastonbury, aiming to attract the young audience with its ethical and locally-made products

The company continues to focus on a wider consumer spectrum with national sampling tours

Rachel's Organic: focusing on ""urban chic"" products

Rachel's Organic is the second leading adult yogurt brand in the UK

Rachel's trails only Yeo Valley in the UK adult organic yogurt sector

The company is owned by Dean Foods, whose funds Rachel's has utilized to finance new product launches and marketing campaigns

Rachel's Organic successfully relaunched its product range in 2007

Its first product redesign in 10 years was issued in 2007, featuring distinctive black and white graphics

The company achieved 25% sales growth for the year, partly due to the relaunch

The company targets middle income adults and their kids with a range of health-focused products and related marketing

The company targets ""sophisticated"" customers with ""urban chic"" products and campaigns

The Mood yogurts range was launched in 2007, encouraging consumers to view yogurt as offering more than just sustenance

Rachel's introduced its first digital marketing campaign in 2008, encouraging consumers to lead more naturally stylish lifestyles

The company is a main sponsor at the Hampton Court Palace Flower Show, where it aims to attract customers

A new kids range is set to launch in 2008, with separate products for toddlers and older children

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Figures

Figure 1: Yeo Valley's 2008 campaign emphasized its British provenance

Figure 2: Yeo Valley targets younger consumer with Yeo's tubes and Glastonbury sponsorship

Figure 3: Rachel's Organic 2007 adverts focused on the range's distinctive black and white packaging

Figure 4: Rachel's Organic targets ""sophisticated"" customers with ""urban chic"" products and campaigns, such as the 'Rachels' website, Hampton Court Palace Flower Show sponsorship and 'relaxing' branded yogurt, tapping into the functional food trend

Abstract

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