According to a survey by IFIC, half of consumers regard the Nutrition Facts panel and ingredient list as crucial when purchasing yogurt. This indicates a strong engagement level among shoppers, which has increased the pressure on yogurt manufacturers to reformulate their products and center their branding around functional ingredients and health claims. Sugar content has become a significant concern for many consumers, particularly after the Food and Drug Administration mandated that added sugars be listed on Nutrition Facts labels. In response, several yogurt brands have launched products that boast low- or no-sugar content, often paired with a protein boost. For instance, General Mills unveiled a high-protein yogurt in its keto-friendly Ratio line, featuring 25 grams of protein and only 3 grams of sugar per serving. This new addition complements the original Ratio yogurts, which contain 15 grams of protein and just 1 gram of sugar.
Icelandic yogurt brand Siggi’s also highlights the low-sugar, high-protein aspects of its clean label offerings, while Noosa has introduced the HiLo line, featuring 12 grams of protein and 12 grams of sugar in a 5.3-ounce cup. Danone has tailored its yogurt brands to align with specific health and wellness trends, with its Greek yogurt brand Two Good containing merely two grams of sugar. This label generated over $111 million in revenue during its first 16 months on the market, as reported by Danone. Additionally, Danone offers a high-protein option through its Oikos Greek Triple Zero brand, which contains 15 grams of protein and no added sugars.
Ingredients that promote gut health are increasingly gaining attention from yogurt manufacturers. Danone has been a prominent player in this sector with its Activia brand. Recently, Chobani entered the market by launching Chobani Probiotic, a fruity plant-based beverage, as well as Chobani Complete, which includes lactose-free Greek yogurt products high in protein and amino acids. Despite plant-based varieties currently making up only 2.9% of the overall yogurt segment, their sales are surging, with a 20% increase in 2020, reaching $343 million, according to the Plant Based Foods Association. This growth has prompted various yogurt makers to explore this category. Chobani has been proactive, introducing its Non-Dairy Chobani line made from coconuts in 2019, while Siggi’s followed suit with its own plant-based Icelandic yogurt later that same year.
However, as IFIC’s survey indicates, simply offering functional features and added health benefits—such as Swanson calcium citrate—may not be enough to attract consumers in the competitive yogurt market. As manufacturers strive to incorporate multiple trends into their products, they must remain mindful of flavor, which is essential for winning over customers.