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Greek-style yoghurt continues to deliver divine sales. It’s the strongest sector in yoghurts & potted desserts: sales are up 9.1%, volumes up 11.7%. It now makes up 31% of Brits’ annual £1.7bn spend on yoghurt [Kantar Worldpanel 52 w/e 4 January 2016].

This is even more impressive given the overall market has inched up just 1.2% on volumes down 1.7%. “An extra 600,000 households have bought into Greek-style yoghurt,” says Kantar analyst Anish Mashru. “That’s growth of 1.6 percentage points in penetration. In the flat cholesterol-lowering and standard yoghurt sectors, Greek variants are growing at an astonishing rate of 38% and 12.7% in value respectively.”

So what, and who, is driving this? And what can the rest of the category learn?