RESEARCH SPOTLIGHT
The New Yogurt
Culture
Walk down any dairy aisle and you'll be
struck by the ever-growing yogurt selection,
from Greek-style and kefir to drinkable varieties.
With consumers eagerly choosing yogurt for
its healthful properties, versatility, good flavor
and convenience, this powerhouse product
translates to liquid gold on the shelves.
BY DENISE SHOUKAS
A
PHOTO: BIGSTOCK
merican consumers have cultivated a passion for yogurt in its many incarnations, from spoonable Greek to drinkable children's varieties. And while the growth of other snack categories was
stunted during the recession, yogurt has continued to grow and sees a bright future as a favorite
better-for-you snack, with sales forecasted to reach $9.4 billion by 2017. Sales are expected to increase
steadily each year between 2013 and 2017, at a rate of 5.4 percent to 7.3 percent per year (before
adjusting for inflation), driven largely by strong demand for Greek yogurts and lowfat options, as well as
by products with kid-friendly packaging.
Current retail sales of yogurt, including frozen products and yogurt drinks, reached nearly $6.4 billion
in 2011 and an estimated nearly $7 billion in 2012. While demand for Greek yogurt will remain strong,
growth in this key subcategory will slow as the market reaches saturation.
Mintel defines the category with the following segments: spoonable yogurt sold in cups or tubes,
Greek-style yogurt, refrigerated, liquid yogurt drinks (including smoothies), kefir and frozen yogurt.
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