Home Country Malaysia Greek Yogurt Aims for the Up Market

Greek Yogurt Aims for the Up Market

The Greek yogurt craze has finally arrived on Malaysian shores with the Nestle Greek Yogurt, which comes in three variants – Natural, Strawberry Field and Peach Harvest. What makes Greek yogurt so expensive is its high protein content and thick texture. According to Nestle Malaysia, “every 2 servings of Nestlé Greek Yogurt Natural 135g provide 24% of adult daily protein requirement.”

Greek yogurt is not cheap. It is priced at the upper end of the market, making Nestle Greek Yogurt the most expensive yogurt in Malaysia by unit price.

Product
RM/gram
Volume (g)
RM
Premium
Nestle Greek Yogurt
0.0289
135
3.90
Elle & Vire 0% Fat Yogurt
0.0279
125
3.49
Milkana & Fruits
0.0260
100
2.60
Medium end
Fernleaf Calci-Yum
0.0185
60
1.11
Nestle Smooth & Fruity Selection
0.0181
135
2.45
Nestle Extra Creamy & Fruity Paradise
0.0178
135
2.40
Fernleaf Calci-Yum MAX
0.0154
110
1.70
Anlene Yogurt Mango
0.0150
110
1.65
Low end
Nestle Fat Free Yogurt Kiwi
0.0126
135
1.70
Marigold 0% Fat Yogurt
0.0110
150
1.65
Nutrigen LiteYo Yogurt
0.0107
135
1.45
Marigold Low Fat Yogurt
0.0103
150
1.55
 Source: Mini Me Store Check – Aeon Cheras Selatan and Aeon Big Bandar Tun Hussein Onn (April 2013)
Source: Mini Mee taken at Aeon Cheras Selatan

Will customers give in to the temptation? Perhaps yes for the novelty of it. Given the low fat, high protein and most of all thick and creamy taste, this product will appeal to consumers who are looking to indulge in a premium yogurt. The distribution channel is also important. This product is more likely to appeal to consumers who are less price sensitive such as expats who are aware or have tasted Greek yogurt. Therefore, Nestle Greek Yogurt should be made available in areas like Mont Kiara and Bangsar where there are a large expat community.

Will local Marigold follow suit with a Greek yogurt of its own with a much lower price point? I really do hope so because RM 3.90 for a yogurt seems awefully expensive to me.

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