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Published November 20th 2012

Social Media and the Yogurt Industry

Is it yogurt or yoghurt? Americans seems to switch between the two, while Brits settle on the latter. Other former colonies have further preferences, so navigating the discussion of the dairy snack is a bit of a minefield. It must depend on the culture, eh?

Ahem. It’s handy then that Brandwatch can use a wealth of operators to make sure we capture all the conversation and are able to tackle regional variances.

Just for fun, we’ve taken a look at the social buzz of the yoghurt industry in the UK, highlighting the share of voice for each of the leading brands in the sector.

You’ve caught us being fun, or at least trying to be, so allow us to share with you the earliest known mention of yogourt:

“The oldest writings mentioning yogurt are attributed to Pliny the Elder, who remarked that certain ‘barbarous nations’ knew how to thicken the milk into a substance with an agreeable acidity”.

Unfortunately, Brandwatch can’t look for mentions going back to the 11th century. Instead, we thought we’d look at the past month or so. A first glance reveals that the Müller brand of yoghourts is the most talked-about in social media, which enjoys almost 40% of all online discussion of the dairy product.

The market is dominated by a handful of brands, from adult-orientated ones like Onken and Activia to more child-focused treats like Munch Bunch and Petit Filous.

Although you might think that with such a diverse market and a particularly divisive foodstuff – its ingredients are the horrible sounding combination of milk and bacteria – that a large chunk of conversation would be ‘emotional’; that’s not the case.

The majority of online buzz is neutral in nature, with most people drowning out the silence in their lives by mindlessly broadcasting the fact that they are eating yaghourts, rather than indicating anything positive or negative about their brand of choice.

The emotive language in the mentions that was present tended to be more focused around the advertising campaigns and marketing, rather than the foods themselves.

Munch Bunch triggered the highest net sentiment score, though all the brands we looked at were positively received, on balance.

Interestingly, discussion of each brand was located in different places around the web. Activia and Frubes made the news significantly more often than the other brands, and Frubes and Müller were regularly talked about on forums.

Closer inspection reveals that parenting sites were the main hub of activity for these, as punters of sites like Mumsnet shared opinions on packed lunch options for their offspring. All the brands were frequently mentioned on the bargain-hunting forum, Money Saving Expert.

Looking over the past month in chronological order, there were a few moments that provoked a surge in discussion for some of the brands. The aforementioned comment about Activia receiving extended news coverage appears to be due to a surge in mentions in mid-September, thanks to a news report comparing the nutrition of supermarket yoghurd with Activia.

Other peaks were caused by widely-retweeted tweets, which resulted in surges of mentions for Activia and Petit Filous.

By now, we’re sure you’re bored of reading about the social buzz distribution of the leading yahourth brands, but hopefully it has provided a glimpse into the kind of data Brandwatch can afford.

The insight into the fascinating world of joghourt could go far deeper than we’ve outlined here, and the amount of data and analysis that we’ve provided is only the tip of the iceberg. If you’d like to find out what else the tool can do, get in touch with us and let us know what you need.


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