Abstract: This research analyzes about the possibilities of creating a new product development of yogurt that demanded by the current customers of yogurt products in Surabaya. This problem is risen out because of the phenomenon of the society of entire the world included Surabaya society that more concern about healthy life. Formerly, only certain people that concern about it, but now a wider group of people begin to choose what they eat and drink that make them more healthy. The current available yogurt product in the market is simple, just plain yogurt with several flavors. But with the development in food industry, many yogurt producers in abroad have developed new product lines in several forms. The writers were interested in finding whether there is a possibility or not to develop the new product lines in Surabaya market. The data was collected form middle-upper level of society who have consumed yogurt.

Key words: market demand study, market development

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