The U.S. yogurt category is highly competitive and has seen many product introductions during recent years. Greek yogurt in particular created a lot of new excitement and activity within the yogurt segment. Greek yogurt saw tremendous growth over the past five years; from 391 million U.S. dollars in sales in 2010 to 3.7 billion U.S. dollars in 2015. Yogurt manufacturer Chobani has played a very important part in this development as they found the right approach to American consumers’ taste with their products at the right time. The year-on-year growth rates of Greek yogurt still show growing numbers, but it appears that the category grew on a lower rate in 2015 compared to 2010. Yogurt producers will have to find additional ways to allow continued positive performance. Greek yogurt has paved the path for other international-style yogurts. Relatively new products shaping the market include Australian-style and Icelandic-style yogurts. In addition to these niche products, manufacturers try to appeal to a wider audience with building more eating occasions besides the traditional breakfast yogurt.