Yogurt segmentation in the U.S.
The U.S. yogurt category is highly competitive and has seen many product introductions and innovations 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 ten years, and now accounts for approximately 45 percent of the U.S. yogurt market share. Greek yogurt has paved the path for other international-style yogurts. Relatively new products shaping the market include Australian-style and Icelandic-style yogurts. Most recently is the introduction of plant-based alternatives, which has swept the U.S. market as it provides more sustainable options. In 2021, the growth of plant-based yogurt totaled 25 percent.Yogurt consumption
More than half of the U.S. population are regular consumers of yogurts or smoothie products. Of these yogurt products, most American consumers tend to consume regular dairy yogurt, as opposed to low-fat or sugar-free. Cheese and other milk products are still the leading dairy segment by purchase frequency, however.Key players in the U.S. market
The most frequently consumed yogurt brands in the U.S. are Chobani, Dannon, Yoplait, and Oikos. Greek yogurt manufacturer Chobani has played a very important part in recent developments 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 some growing numbers, as it appears that the category grew at a higher rate in 2020 compared to the following two years. In the future, yogurt producers will have to find additional ways to allow continued positive performance.
