While US yogurt sales are down 6% year-over-year, according to market data, sales of La Fermière’s distinctive glass and terracotta pots of French-style yogurt are growing 35-45%, thanks in part to its positioning as a premium product that is meant to be enjoyed as a gastronomical treat – not just for sustenance.
“La Fermière differentiates itself in this crowded space by offering a truly indulgent and authentic experience rooted in French tradition,” says Lucas Praticci, managing director of La Fermière US.
According to Glanbia, the top yogurt market trends for 2025 include high protein, new flavors, plant-based, less sugar and clean label. But Praticci believes La Fermière thrives specifically because it doesn’t focus on trends. Rather, much of the focus remains on the tried and true.
“Since 1952, we’ve stayed true to our heritage, using traditional methods and premium ingredients to craft our yogurt,” he says.
A move across the pond ruptured that history in 2018 when La Fermière began manufacturing yogurt for US sales in Saratoga Springs, NY. Then it opened another facility in Northern California. What didn’t change was its production technique: the same production manager from Marseille came to train both US teams, which have 15-20 people each, in the artisanal, small-batch process. They source Grade A milk and cream from nearby farms, much as they do for yogurt produced and sold in France. The facilities even have the same machinery as their French counterparts.
Dairy innovation
This article is part of a collection of stories on dairy innovation. You can read the rest of the collection here.
With the two US facilities up and running, Praticci explains that the goal is not American market saturation. After all, shoppers will not spot the signature terracotta pots everywhere.
“Over the past two years, we’ve expanded focusing on premium retailers that align with our brand and audience,” he says. “Our growth is intentional, built on understanding where and how consumers seek indulgent, high-quality yogurt.”
In the last 24 months, the brand has become available at 6,000 US retail locations, up from 4,000. That is out of at least a possible 40,000 retailers where grocery items are sold. For this reason, shoppers may not find the yogurt at their local grocery store or necessarily be able to order it online as many prefer.
US requires a different marketing and innovation strategy than France
Selling yogurt to Americans is different from selling yogurt to the French. While the brand’s floral line (Jasmine, Lavender and Rose) has been a hit in the US, it probably will not launch in France. Even what works in one part of the US may not succeed in another.
“What works in New York may not resonate in Texas or the Midwest,” says Praticci. “That’s why we’re focused on understanding our core consumer and building smart, region-specific distribution, not just scale for the sake of it.”
Praticci calls the US market “highly fragmented,” citing differences in region, culture and income that affects La Fermière’s approach to targeting retailers.
Clean labels and bold, seasonal flavors set La Fermière apart
The product’s emphasis on tradition means traditional ingredients: no preservatives, no stabilizers, no gelatin, no artificial coloring, no artificial flavors.
Many of the flavors are traditional, too, at least in name (raspberry blueberry, mango passion fruit, etc.), though there are some surprises. Apart from the floral line, shoppers can find orange blossom honey, matcha lime, yuzu ginger and hibiscus raspberry.
Praticci’s favorite is Pressed Lemon. “It is vibrant, refreshing, and perfect for summer,” he says.
In the colder months, he often goes for Vanilla Bean: “It is comforting, made with hand-cut Madagascar vanilla beans that we slowly infuse into the milk.”
It’s words like “hand-cut” and “slowly” that harken to what La Fermière is all about:
“We are not trying to be everywhere,” says Praticci. “We are focused on being in the right places with the right product.”
Editor’s Note: A previous version of this story incorrectly stated that La Fermière sells its yogurts online. The company only sells its merchandise online, not its yogurt products.
