US Yogurt Market – Trends and Insights
- The US yogurt market is thriving: sales continue to grow, year-over-year consumption remains steady, and new innovations keep consumers engaged.
- Non-dairy yogurt is gaining popularity, driven by younger consumers gravitating toward oat, soy, and coconut milk-based products. Alternative types like French, Icelandic, and Australian yogurt are also on the rise, while traditional options like regular and Greek yogurt are declining among younger generations.
- Yogurt and yogurt drinks are well-positioned to leverage their inherent nutritional benefits, such as protein and probiotics, which align with consumer health priorities.
- Enhancing yogurts and yogurt drinks with additional benefits, like fiber, can further increase their appeal.
- Continued marketing of yogurt as healthy, flavorful, and benefit-packed holds the potential to help the US yogurt and yogurt drinks market reach an estimated $20 billion in sales by 2030.
This Report Looks at the Following Areas:
- Consumption of yogurt styles (dairy, non-dairy, etc.) and formats (regular, Greek, French, etc.)
- Spoonable yogurt formats typically purchased
- Desired benefits in yogurt and yogurt drinks
- Attribute associations of different yogurt types
- Attitudes and behaviors concerning yogurt and yogurt drinks
- Launch activity of yogurt and yogurt drinks
- Social media and marketing techniques of popular yogurt and yogurt drinks
Yogurt’s inherent nutrition is meeting growing demand for functional benefits and wellness, positioning it as a category primed for sustained growth and innovation.
Jack Doggett, Food & Drink Analyst
Collapse All
-
EXECUTIVE SUMMARY
- What you need to know
- Market size and forecast of yogurt and yogurt drinks
- Market predictions
- What consumers want and why
- Opportunities
- Creative at-home textures catch fire
- Lean into the idea of indulgent yet healthy yogurt-powered desserts
- Mintel Spark concept: yogurt and a sundae bar
- Bring back yogurt drinks and pouches for young adults
- Graph 1: agreement with the statement “I’m open to having yogurt that’s marketed to children”, by generation, 2025
- Mintel Spark concept: a nostalgic functional yogurt drink
-
MARKET DYNAMICS
- Market context
- Market drivers
- The lines around breakfast are blurring
- Yogurt drink production receives big investments
- Climate change and the yogurt industry
- Watch out: misinformation in a key point of discovery
- Graph 2: “I primarily find out about new yogurt products on social media”, by generation, 2025
- Market size and forecast
- Yogurt projected to continue building momentum
- Retail sales and forecast of yogurt and yogurt drinks
- Graph 3: total retail sales and fan forecast of yogurt and yogurt drinks, at current prices, 2019-30
- Retail sales and forecast of yogurt and yogurt drinks
- Market segmentation
- Spoonable yogurt, tubes and pouches: a steady performer gets a boost
- Retail sales and forecast of spoonable yogurt, tubes and pouches
- Graph 4: total retail sales and forecast of spoonable yogurt/tubes/pouches, at current prices, 2019-30
- Retail sales and forecast of spoonable yogurt, tubes and pouches
- Yogurt drinks are thriving
- Retail sales and forecast of yogurt drinks
- Graph 5: total retail sales and forecast of yogurt drinks, at current prices, 2019-30
- Retail sales and forecast of yogurt drinks
- Market share/brand share
- Yogurt’s popularity cultivates growth across the market
- Graph 6: market share of yogurt and yogurt drinks, 2025
- Yogurt popularity cultivates growth across the market
- Traditional yogurt’s growth is led by protein innovations
- Graph 7: market share of spoonable yogurt, tubes and pouches brands, 2025
- Protein-focused products like Ratio and Siggi’s see the highest growth
- Dannon loses share to Chobani in a market building momentum
- Graph 8: market share of yogurt drink brands, 2025
- Chobani’s protein drink helps sales soar; private labels pick up steam
-
CONSUMER INSIGHTS
- Yogurt usage
- Yogurt demand stays steady, driven by non-dairy
- Graph 9: past three month purchase of yogurt products, 2023-25
- Non-dairy rises; dairy declines
- Graph 10: past three month purchase of yogurt products, by yogurt type, 2024-25
- Almond bases fall among non-dairy consumers
- Graph 11: styles of yogurt purchased in the past three months ,2024-25
- Continue to market alternative formats of yogurt to older consumers
- Graph 12: types of yogurt purchased, by generation, 2025
- Older consumers are rigid in their choices
- Graph 13: repertoire number of different yogurt types purchased, 2025
- Alternative dairy yogurts are gaining momentum across young generations
- Graph 14: styles of yogurt purchased, Gen Z/Millennials, 2024-25
- Types of spoonable yogurt purchased
- On-the-go remains the go-to
- Graph 15: spoonable yogurt formats typically purchased, 2025
- Re-engage young generations with sustainable, single-serve options
- Graph 16: spoonable yogurt serving formats typically purchased, 2025
- Satiate older consumers with the real thing, woo younger consumers with dessert
- Graph 17: spoonable yogurt formats typically purchased, by generation, 2025
- Benefits
- Protein will continue to power the yogurt fandom
- Graph 18: desired benefits when buying yogurt or yogurt drinks, ranking, 2025
- Cater to generation-specific preferences
- Graph 19: desired benefits when buying yogurt or yogurt drinks, by generation, % in top three, 2025
- Meet the benefit expectations of yogurt fans
- Graph 20: desired benefits when buying yogurt or yogurt drinks, by yogurt type, % in top three, 2025
- Newer formats cultivate unique benefits
- Graph 21: desired benefits when buying yogurt or yogurt drinks, by yogurt format, % in top three, 2025
- Protein perseveres now, but fiber poised to compete long-term
- Associations
- Health remains a unifying attribute across all yogurt types
- Graph 22: yogurt associations, 2025
- Highlight the convenience of on-the-go yogurts
- Graph 23: convenience associations of yogurt formats, 2025
- Help plant-based yogurts find their identity
- Graph 24: % of releases unit sizes of yogurt, by type, 2022-25
- Greek yogurt sees a massive health drop-off with young consumers
- Graph 25: Greek yogurt healthy associations, by generation, 2025
- Attitudes
- Yogurt is a staple of many diets and routines
- Graph 26: agreement with statements about yogurt and non-dairy yogurt, 2025
- It’s whats inside that counts
- Graph 27: select behavior statements, 2025
- Don’t sleep on sustainability
- Graph 28: select behavior statements, by generation, 2025
- Portability plays a part
- Graph 29: select behavior statements, by generation, 2025
- Flavor flips for older consumers
- Graph 30: agreement with nutrition attitude statement, by generation, 2025
- Behaviors
- Help yogurt fans expand beyond their routines
- Graph 31: select yogurt behaviors, 2025
- Culturally-driven, yogurt-based meals flood social media
- New flavor trial isn’t incredibly common, but interest is piqued by unique options
- Graph 32: select yogurt behaviors, 2025
- Dessert-style flavors stand out in a fast-moving market
- Graph 33: flavor landscape for yogurt and yogurt drinks, 2025
- Demographic differences define brand loyalty
- Graph 34: brand loyalty, by generation, 2025
-
INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Probiotics pushed to the limit
- Lifeway’s “new” supplemental yogurt drink
- Yomie’s Rice Yogurt furthers the fresh, healthy treat trend
- Unique flavors see varying amounts of success
- Protein claims power up
- Graph 35: % of products with high/added protein claims, 2016-25
- Protein-packed yogurt drinks
- What is Chobani’s protein drink getting right?
- Graph 36: [no title]
- Non-dairy launches continue to be minimal, but coconut bases are trending
- Graph 37: non-dairy yogurt products released with almond and coconut milk, 2019-25
- Graph 38: launches of dairy and plant-based yogurt, 2019-25
- Plant-based yogurts build off of fruit’s familiarity
- Marketing and advertising
- Yogurt and athletics blend to create a powerful duo
- Activia hits the big screen
- Noosa connects naturality with flavor
- Stonyfield collaborates with nature
-
APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- The market
- Total retail sales and forecast of yogurt and yogurt drinks, at inflation-adjusted prices
- Average annual household spending on yogurt and yogurt drinks
- Total retail sales and forecast of spoonable yogurt/tubes/pouches, at inflation-adjusted prices
- Value, average price and volume of multi-outlet spoonable yogurt/tubes/pouches sales
- Total retail sales and forecast of yogurt drinks, at inflation-adjusted prices
- Value, average price and volume of yogurt drink sales
- Total retail sales of yogurt and yogurt drinks, by channel
Mintel: Market Intelligence Made Easier
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
For further information about our research and analysis methods, visit our helpdesk.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, browse trhough the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
$ 4,995 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount is applied directly at checkout
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
