This graph shows the Greek yogurt's market share of the U.S. yogurt market in 2007 and 2013. Greek yogurt accounted for 36 percent of the yogurt market in the United States in 2013.
Greek yogurt belongs to the dairy category and is also known as strained yogurt. It may be derived from cow or sheep milk or a combination of both. In comparison to regular yogurt, it requires up to three times the amount of milk. Through the straining process, the excess liquid whey is removed, which gives the yogurt a much thicker and creamier consistency. Greek yogurt contains about double as much protein as conventional yogurt and due to straining off the whey, the finished product holds less sugar and fewer carbohydrates than the regular counterpart (if no artificial flavors or additive are included). In addition, products available on the market vary in fat content. In order to profit from the health benefits, consumers may opt for the low-fat or no-fat options available.
With regard to its special characteristics, Greek yogurt was long traded as the next American superfood and saw skyrocketing retail sales during the past years. Consumers often eat this protein-packed yogurt treat as on-the-go snack, breakfast food or to fuel their body before or after a high-intense workout. In cooking, traditional Greek yogurt is often used for dishes such as tzatziki or indulgent creamy desserts.