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Stonyfield Farm case study: maintaining growth in the troubled organic food sector

Published by: Datamonitor

Published: Feb. 10, 2009 - 19 Pages


Table of Contents


DATAMONITOR VIEW
CATALYST
SUMMARY
Analysis
The functional foods category has gained much popularity with consumers
Busy consumers have made functional food and drinks a rapid growth area
Probiotic yogurts have successfully been positioned as functional foods
The 'credit crunch' will negatively impact the functional foods market
Stonyfield Farm presents itself as an ethical company making healthy dairy products
The company was founded in 1983 as an organic yogurt maker
Stonyfield Farm has looked to portray an ethical image through its business operations
Stonyfield Farm's product lines have been successfully diversified into other areas
Stonyfield Farm has successfully introduced product variants designed for young children and expectant mothers
Stonyfield Farm offers a range of its yogurts especially for babies and children
The yogurt line was expanded in 2008 to include products suitable for expectant and nursing mothers
Stonyfield Farm is effectively marketing more relevant products to the same target audience
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Tables
Table 1: The value of the functional drinks and smoothies markets in the US, 2002-2012, US$ million
List of Figures
Figure 1: Sales of yogurt continue to increase in the US
Figure 2: Stonyfield Farm has sought to contribute to ethical and environmental causes since its inception
Figure 3: The YoBaby and YoKids ranges aim to provide essential nutrients for babies and children in a convenient sweet-tasting format
Figure 4: The Stonyfield Farm YoMommy range aims to provide essential nutrients for pregnant and nursing women

Abstract

Introduction

This report on Stonyfield Farm forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at the rapid rise seen in the organic market over the past decade and the recent decline in this sector. It examines how Stonyfield has continued to drive growth in organics by specific targeting of mothers and children.

Reasons to Purchase
  • Gain insight into the methods used by important industry players to give them a competitive edge
  • Identify specific areas for operational improvements
  • Capitalize on the knowledge of experienced companies when entering a new niche or market


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