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US Yogurt and Yogurt Drinks market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Yogurt and Yogurt Drinks market, its consumers and the major players who make up that market.

Mintel has the answers you’re looking for

  • What are the key challenges facing the industry?
  • Who is the consumer and what do they want?
  • Where are the opportunities, where are the risks and what lies ahead?

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Covered in this report

For the purposes of this Report, Mintel has used the following definitions:

Spoonable yogurt: yogurt sold in cups or tubes. Includes specific yogurt styles such as Greek, Icelandic, non-dairy, etc.

Yogurt drinks: Refrigerated yogurt products in a liquid, drinkable form. Includes yogurt “smoothies,” kefir, lassi, etc.

Frozen yogurt is excluded from this Report.

What you need to know

Total sales of yogurt are flat; consumers are trying new yogurt styles and brands but not increasing their total yogurt consumption. While sales of drinkable yogurt are quickly growing they have not offset the decline of spoonable yogurt.

Moreover, drinkable yogurts are likely cannibalizing sales of spoonable. High protein/low sugar yogurt styles represent a growth area within the stagnant yogurt market and there is a strong growth potential for non-dairy yogurts

Expert analysis from a specialist in the field

Written by Caleb Bryant, a leading analyst in the Beverage sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Total sales of yogurt are flat; consumers are trying new yogurt styles and brands but not increasing their total yogurt consumption. While sales of drinkable yogurt are quickly growing they have not offset the decline of spoonable yogurt. Moreover, drinkable yogurts are likely cannibalizing sales of spoonable. High protein/low sugar yogurt styles represent a growth area within the stagnant yogurt market and there is a strong growth potential for non-dairy yogurts.Caleb Bryant
Senior Beverage Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • The yogurt market is flat
            • Figure 1: Total US retail sales and fan chart forecast of yogurt and yogurt drinks/kefir, at current prices, 2013-23
          • Innovation keeps market fresh but not leading to increased consumption
            • Figure 2: Average number of yogurt servings consumed in the past thirty days, among yogurt buyers, 2013-18
          • The opportunities
            • Yogurt gains popularity as a snack
              • Figure 3: Yogurt attitudes, by generation, June 2018
            • Time is right for non-dairy yogurt
              • Demand for high protein/low sugar yogurt grows
                • Figure 4: % of yogurt product launches by select claims, 2014-18
              • What it means
              • The Market – What You Need to Know

                • Competing products carry similar health claims to yogurt
                  • Breakfast becomes less important to consumers
                    • Growth of yogurt drinks doesn’t lift sales of the entire market
                    • Market Size and Forecast

                      • Flat projected yogurt sales
                        • Figure 5: Total US retail sales and fan chart forecast of yogurt and yogurt drinks/kefir, at current prices, 2013-23
                        • Figure 6: Total US retail sales and forecast of yogurt and yogurt drinks/kefir, at current prices, 2013-23
                    • Market Breakdown

                      • Yogurt drinks offer the convenience consumers want
                        • Figure 7: Total US retail sales of yogurt, by segment, 2013-23
                        • Figure 8: Total US retail sales of yogurt, by segment, 2013-23
                    • Market Perspective

                      • Can cottage cheese beat yogurt at its own game?
                        • Popularity of non-dairy milk is a key opportunity for yogurt
                          • Figure 9: Milk associations, dairy and non-dairy milk, health associations, among buyers, by generation, June 2018
                        • Breakfast companies develop convenient protein-packed products
                          • Gut health becomes trendy
                          • Market Factors

                            • Reduced interest in breakfast is detrimental for yogurt
                              • Figure 10: Breakfast foods consumed, April 2018
                              • Figure 11: Meal statements, 2014 and 2018
                            • Milk oversupply benefits yogurt
                            • Key Players – What You Need to Know

                              • Yogurt consumption falls despite innovation
                                • Successful yogurt varieties are high in protein low in sugar
                                  • Chefs are using more savory yogurts
                                  • Company and Brand Sales of Yogurt

                                    • Spoonable sales drag down largest yogurt companies
                                      • Figure 12: Multi-outlet sales of yogurt and yogurt drinks, by leading companies, rolling 52 weeks 2017 and 2018
                                    • Non-dairy yogurt brands outperform in the spoonable yogurt segment
                                      • Figure 13: Multi-outlet sales of spoonable yogurt, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                    • Yogurt drink sales offer a bright spot for companies
                                      • Figure 14: Multi-outlet sales of yogurt drinks and kefir, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                  • What’s Working?

                                    • Packaged mix-ins make yogurt an anytime snack
                                      • Turning point for non-dairy yogurt?
                                        • Protein yogurts packs a punch
                                          • Figure 15: % of yogurt product launches with high/added protein claim, 2014-18
                                        • Yoplait finds a hit with Oui, can it follow up with another new product?
                                          • Figure 16: Purchase intent, YQ by Yoplait
                                          • Figure 17: YQ by Yoplait vs all yogurts perception
                                        • Icelandic yogurt builds on the success of Greek
                                          • Figure 18: % of yogurt product launches with low/no/reduced sugar claim, 2014-18
                                        • Chobani responds to Icelandic yogurt with new Hint Of variety
                                          • Figure 19: Chobani Hint Of yogurt vs all yogurts perception
                                      • What’s Struggling?

                                        • Yogurt brands innovate but total consumption falls
                                          • Figure 20: Average number of yogurt servings consumed in the past thirty days, among yogurt buyers, 2013-18
                                          • Figure 21: Average number of yogurt servings consumed in the past thirty days, among yogurt buyers, by age, 2013-18
                                        • Diet yogurts don’t align with market trends
                                          • Kefir hits on consumer trends yet sales are falling
                                          • What’s Next?

                                            • The market can grow by targeting new occasions
                                              • Take savory yogurt out of the restaurant and into the aisle
                                                • Figure 22: Menu item dishes with savory yogurt
                                              • Start the day with a shot of yogurt
                                                • Grass-fed claims appeal to ethically minded consumers
                                                • The Consumer – What You Need to Know

                                                  • iGens and Millennials purchase unique yogurt styles
                                                    • Yogurt grows as a snack
                                                      • Issues and opportunities exist for all yogurt styles
                                                        • Millennial parents most interested in yogurt innovation
                                                        • Yogurt Purchases

                                                          • Third of consumers are non-buyers
                                                            • Figure 23: Yogurt format purchase, June 2018
                                                            • Figure 24: Yogurt format purchase, by select demographics, June 2018
                                                          • Greek and regular yogurt represent lion’s share of purchases
                                                            • Figure 25: Yogurt style/variety purchases, June 2018
                                                          • iGens and Millennials are moving on from Greek yogurt
                                                            • Figure 26: Yogurt style purchases, by generation, index against all yogurt buyers, June 2018
                                                            • Figure 27: Yogurt style purchases, by yogurt attitudes, June 2018
                                                        • Change in Consumption

                                                          • Consumers are trying new yogurt styles
                                                            • Figure 28: Change in yogurt consumption, among yogurt style buyers, June 2018
                                                        • Important Yogurt Attributes

                                                          • Flavor comes first
                                                            • Figure 29: Important yogurt attributes, June 2018
                                                          • Kefir buyers are most health-conscious
                                                            • Figure 30: Important yogurt attributes, by yogurt style buyers, June 2018
                                                          • Target specific consumer groups through claims
                                                            • Figure 31: Important yogurt attributes, by gender and age, June 2018
                                                        • Yogurt Attitudes

                                                          • Yogurt satisfies snacking occasions
                                                            • Figure 32: Yogurt attitudes, June 2018
                                                            • Figure 33: Yogurt attitudes, by Mintel shopper segmentation, June 2018
                                                          • iGens are snack hungry
                                                            • Figure 34: Yogurt attitudes, by generation, June 2018
                                                          • Non-White consumers are avoiding dairy
                                                            • Figure 35: Yogurt attitudes, by race/ethnicity, June 2018
                                                          • Icelandic and kefir buyers are targets for non-dairy yogurts
                                                            • Figure 36: Yogurt attitudes, by yogurt style buyers, June 2018
                                                        • Yogurt Associations

                                                          • Non-dairy yogurt delivers on health but fails on other key attributes
                                                            • Figure 37: Yogurt style associations, among style buyers, June 2018
                                                            • Figure 38: Yogurt style associations, among style buyers, June 2018
                                                        • Yogurt Innovation Interest

                                                          • Flavor/style innovation may be most impactful
                                                            • Figure 39: Yogurt innovation interest, June 2018
                                                          • Opportunity for kefir shots
                                                            • Figure 40: Yogurt innovation interest, by June 2018
                                                          • Millennial parents prioritize convenience
                                                            • Figure 41: Yogurt innovation interest, by Millennial parent breaks, June 2018
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Sales data
                                                              • Fan chart forecast
                                                                • Consumer survey data
                                                                  • Mintel Menu Insights
                                                                    • Purchase Intelligence
                                                                      • Mintel Food and Drink Shopper Segmentation
                                                                        • Abbreviations and terms
                                                                          • Abbreviations
                                                                          • Appendix – The Market

                                                                              • Figure 42: Total US retail sales and forecast of yogurt and yogurt drinks, at inflation-adjusted prices, 2013-23
                                                                              • Figure 43: Total US retail sales and forecast of spoonable yogurt, at inflation-adjusted prices, 2013-23
                                                                              • Figure 44: Total US retail sales and forecast of yogurt drinks and kefir, at inflation-adjusted prices, 2013-23