This report covers the US yogurt industry extensively. Consumer statistics shed light on how the market is performing, enabling clear insight into effective, data-led strategy. Below, we’ve summarized the key topics covered, and offer handpicked insights from the report itself.

Market Segmentation

Mintel has used the following definitions:

  • Spoonable yogurt/tubes/pouches are defined as yogurt sold in cups or tubes and includes specific yogurt styles such as Greek, Icelandic and non-dairy.
  • Yogurt drinks are defined as products in a liquid, drinkable form, including yogurt “smoothies,” kefir and lassi.

Key Topics Covered

  • The effects of inflation on yogurt/yogurt drinks sales and consumer behavior.
  • Reported consumption of types/styles of yogurts and yogurt drinks.
  • Anticipation of future usage of yogurt and reasons for expected increases in consumption.
  • Health attributes of importance in yogurt choice.
  • Attitudes toward yogurt/yogurt drinks in regards to usage perceptions.
  • Trends in launch activity for yogurt/yogurt drinks and opportunities for further innovation.

US Yogurt Market Size 2023-2028

Yogurt and yogurt drinks remain a staple in households, but new approaches are needed to prevent the category from declining to pre-pandemic and inflation levels. Growth is estimated at 13.2% for 2023, yet there are challenges ahead for the yogurt category as forecasting shows potential for change.

Find the full market size and forecast for yogurt and segments in this report.

Yogurt Consumer Insights

  • 84% of US consumers report purchasing yogurt or yogurt drinks in the past three months. This is an indicator that yogurt remains a staple in American households.
  • Yogurt has a positive health image, with consumers strongly stating this compared to other attitudes. Highlighting health benefits in messaging will therefore be pivotal going forward.
  • Demographic statistics show pouch and drink yogurt segments appeal to younger generations, as Gen Z adds these to their growing snack repertoire. Meanwhile, both Millennials and Gen Z adopt mix-ins as yogurt finds its way into trending recipes.

What’s Next for the Yogurt Industry?

As uncertainty puts the brakes on yogurt exploration, non-dairy and plant-based yogurts may face challenges. Non-dairy yogurt is not growing as quickly as non-dairy milk due to taste, texture, price, and nutrition issues. Mostly competing within their niche consumer base, companies may need to engage consumers on multiple non-dairy fronts to succeed.

Find a complete analysis of the challenges and opportunities in the yogurt category inside the full report. You can also browse our other yogurt market research.

Leading Brands Referenced

Brands are covered within the scope and segmentation of the report, including launch activity/innovation, successful marketing and advertising deployed, and examples relevant to the analysis. Leading brands referenced include Stonyfield, Chobani, Häagen-Dazs, Dannon, Yoplait, Kool-Aid, Powerful Smoothie, Forager Project, Lifeway, and more.

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Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Analysis

Leading food and drink analyst Julia Mills delivers expert industry insight with this report.

Yogurt is in demand among US consumers as a protein boost and gut supporter. Its perceived health benefits and convenience maintain its relevance as a staple.

Julia Mills, Analyst for US Food and Drink Reports


Julia Mills
Food & Drink Analyst

Table of Contents

    • Key issues covered in this Report
  1. Executive summary

  2. Consumer Insights

    • The yogurt consumer: fast facts
    • Yogurt consumption
    • Graph 1: yogurt types purchased in the past three months, 2022-23
    • Graph 2: yogurt types purchased in the past three months, 2022-23
    • Graph 3: yogurt types purchased in the past three months, by generation, 2023
    • Graph 4: yogurt drinks and tube/pouches purchased, by work from home status, 2023
    • Graph 5: yogurt drinks and tube/pouches purchased, by parental status, 2023
    • Graph 6: children’s health and wellness concerns, 2022
    • Graph 7: growing health priorities, 2022
    • Yogurt styles
    • Graph 8: yogurt styles purchased in the past three months, 2022-23
    • Graph 9: non-dairy yogurt styles types purchased in the past three months, 2022-23
    • Graph 10: yogurt styles purchased in the past three months, by generation, 2023
    • Yogurt formats
    • Graph 11: spoonable yogurt formats typically purchased in the past three months, 2023
    • Graph 12: spoonable yogurt formats typically purchased in the past three months, by generation, 2023
    • Anticipation of purchase
    • Graph 13: anticipation of change in household consumption of yogurt in the next 12 months, 2022-23
    • Graph 14: reasons for an anticipated increase in yogurt consumption, 2023
    • Graph 15: reasons for an anticipated increase in yogurt consumption, by financial situation, 2023
    • Graph 16: reasons for an anticipated increase in yogurt consumption, by gender, 2023
    • Attributes of importance in yogurt choice
    • Graph 17: attributes considered to make yogurt healthy, 2023
    • Graph 18: attributes considered to make yogurt healthy, by parental status, 2023
    • Graph 19: attributes considered to make yogurt healthy, by generation, 2023
    • Graph 20: experience with, or interest in, food and drink products with protein, 2022
    • Yogurt usage
    • Graph 21: occasions of yogurt types, 2023
    • Graph 22: multi-serve tub yogurt occasions, by parental status, 2023
    • Graph 23: yogurt snacking occasions, by generation, 2023
    • Yogurt attitudes
    • Graph 24: attitudes toward yogurt, 2023
    • Graph 25: attitudes toward yogurt, by parental status, 2023
    • Graph 26: US, attitudes toward yogurt, by generation, 2023
  3. Competitive strategies

    • Launch activity and innovation
    • Graph 27: [no title]
    • Graph 28: [no title]
    • Graph 29: launches of spoonable yogurt and yogurt drinks with minus sugar claims, 2018-23
    • Graph 30: performance comparison of Chobani Strawberry Cream Advanced Nutrition Yogurt vs drinking yogurt & liquid cultured milk, 2023
    • Graph 31: performance comparison of GoGo SqueeZ Yogurtz strawberry & blueberry flavor vs drinking yogurt & liquid cultured milk, 2023
    • Graph 32: [no title]
    • Graph 33: yogurt & Greek yogurt ingredient occurrences, 2018-23
    • Marketing and advertising
    • Graph 34: [no title]
  4. The Market

    • Market context
    • Market drivers
    • Graph 35: [no title]
    • Graph 36: percent of product launches by total pack size, 2018-23
    • Graph 37: experience with, or interest in, food or drink products that claim to provide health benefits, 2022
    • Graph 38: [no title]
    • Graph 39: performance comparison of plant-based yogurt and dairy yogurt and yogurt drinks, 2023
    • Market size and forecast
    • Market segmentation
    • Market and brand share of yogurt and yogurt drinks
  5. Appendix

    • Data sources and abbreviations
    • The market

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

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