December 3, 2024 – In the US and Canada, dairy and non-dairy yogurt trends are preferred for their taste, nutrition, and versatility, making them staples in health-focused and on-the-go lifestyles. Innova’s 360 research into yogurt trends highlights the latest product launches, top brands, flavors, and what might develop in the future.
Yogurt Sales Market Trends
North America is the third leading region for dairy and non-dairy yogurt sales value over the past year, driven by innovation and consumer interest. Almost 1 in 4 consumers in the US and Canada have increased their consumption of non-dairy yogurt due to the variety and novelty available. This is evident in the notable launches featuring bases like coconut, almond, oat, and cashew milk that sustain the new product development, reflecting Innova’s annual top trend of 2024. ‘Plant-Based: The Rise of Applied Offerings,’ where consumers are more likely to select plant-based products when they come in diverse formats.
Traditional recipes also capture attention, with yogurt trends inspired by Balkan techniques, Greek family methods, and Caucasian kefir traditions offering a taste of culinary heritage. These products align with another of Innova’s annual top trends of 2024, ‘Local Goes Global,’ where consumers are increasingly looking for familiar and authentic products, even if they originate from outside their local area.
Yogurt Product Launch Trends
There has been a 2% rise in dairy and non-dairy yogurt launches over the past two years, reflecting growing consumer interest in health and indulgence. Additionally, 31% of consumers believe natural ingredients enhance indulgent food’s health appeal. Following this, spoonable dairy yogurt trends featuring no additives or preservatives and natural claims align closely with another of Innova’s annual top trends of 2024, ‘Indulging in Health,’ where products offer both indulgence and nutritional benefits.
Over the past five years, the US has been the leading region in the dairy & non-dairy yogurt market. Products targeting children further boost the market, featuring playful designs, popular characters like SpongeBob SquarePants and Star Wars icons, and fun presentations incorporating fruits and vegetables. This approach captures young consumers’ attention and supports sustained growth in the category.
Top Companies and Brands
Danone has been a key player in the dairy and non-dairy yogurt in the US and Canada over the past year. The company’s products, ‘Oikos Pro’ and ‘Light and Fit,’ which contain 0% added sugar, are claimed to be diabetes-friendly and might help prevent diabetes. This endorsement emphasizes the products’ potential as healthy choices for managing diabetes risk.
Other notable players are Yoplait, Chobani, General Mills, and Ultima Foods. These top 5 companies account for 36% of dairy and non-dairy yogurt launches in the US and Canada in the past year.
Claims and Positionings Trends
The top five positionings in the US and Canadian yogurt market are high protein, gluten-free, low/no/reduced fat, no additives or preservatives, and probiotics.
Apart from these top 5 positionings, vitamin/mineral fortified, lactose-free, and organic claims are growing. Meanwhile, HFCS-free, vegan, and no-added-sugar claims are on the rise in Canada. This highlights that brands are launching products according to the region to meet consumer preferences.
Yogurt Flavor Preferences
Strawberry, vanilla, peach, blueberry, and banana are the top 5 flavors in the yogurt market. Nearly 1 in 3 consumers in the US and Canada prefer fruit/superfruit flavors in the dairy and non-dairy yogurt cluster. To meet this demand, brands are launching products featuring a variety of enticing fruit flavors. Citrus, berries, orchard fruit, and superfruit remain attractive in the US and Canada. These diverse flavor profiles cater to evolving tastes and reinforce yogurt’s role as a flavorful and health-focused choice.
What’s Next in Yogurt Market Trends?
In the US and Canada, nearly 1 in 4 consumers prioritize immune health as their main concern regarding physical well-being. In accordance, launches with immune health claims have grown 84% over the past year. Brands can launch products incorporating a range of vitamins and minerals and different strains of probiotics to support overall gut health, enhance digestion, and boost immunity. Spoonable dairy yogurt lead the subcategory, catering to 19% of consumers who seek indulgence through spoonable or drinkable options.
Beyond the top claims, brands can explore lactose-free, organic, low/no/reduced calorie, added calcium, and limited edition offerings. Brands can also feature innovative fruit blends like blueberry and peach, strawberry and pear, strawberry and orange, and blueberry and lime, providing a refreshing and diverse taste experience. This aligns with consumers’ dual demand for indulgence and health benefits, which is likely to grow in the yogurt category.
This article is based on Innova’s Overview of Dairy & Non-Dairy Yogurt in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
