Comax Flavors has released new primary research on consumers’ behavior, usage and attitudes towards yogurt. This is the fifth study of the company’s primary market research program. The yogurt study was fielded in June 2017 with 500 U.S. respondents aged 18-70+; half of which were parents of children aged 1-17. In addition, the sample featured 250 female and 250 male respondents.

According to Mordor Intelligence, the global yogurt market is expected to grow at a CAGR of 6.5% during the period 2017-2022 to reach $125 billion. However, according to Nielsen data, the US yogurt market was worth $7.6 billion for 2016 and declined 0.3%.

"Over the last year we have seen the US yogurt market—as well as the milk market—struggle with strong competition from alternative plant-based proteins. We wanted to better understand consumer usage and drivers in the yogurt market,” noted Catherine Armstrong, Comax Flavors’ vice president of corporate communications.

Comax partnered with Amy Marks-McGee of Trendincite LLC to manage the market research program. Another partner, Costello Creative Group, translated data into creative, fun and easy-to-read infographics. Additional Comax studies include those examining alternative dairy products, sweet baked goods, bread and crackers.

Below are just a few of the study highlights. To request a copy of the complete Yogurt Culture infographic, contact

•    “Flavor” is the number one driver of yogurt purchases with more than half (52%) of respondents citing it as the most important attribute

•    A quarter of adults (26%) and two-thirds of children (66%) consume "Drinkable" yogurt

•    "Greek" yogurt is the most popular style consumed by adults (56%) while "Whole Milk" is preferred by children (50%) 

•    “Berry” is the number one flavor consumed by both adults and children with almost two-thirds (61%) of adults and more than half (58%) of children citing it

•    “Tropical” yogurt is the second most popular consumed by adults and children with 45% of adult respondents and 47% of parents citing it

•    Similarly, "Vanilla" yogurt is a universally well-liked flavor and equally consumed by adults (44%) and children (43%) 

•    21% of Baby Boomers consume "Coffee" flavors compared to 19% of 15-17 year olds

•    Gen X and Baby Boomers equally consume (8%) "Vegetable" and "Botanical/Floral" flavors while 20% of 3-5 year olds consume "Vegetable" and 21% of 9-11 year olds consume "Botanical/Floral" flavors

•    Gen Z are the heaviest consumer of "Spicy" flavors (5%) compared to the Silent Generation who do not consume "Spicy" flavored yogurt

•    32% of adults flavor their yogurt compared to 68% who do not

•    50% of parents flavor their children’s yogurt while the other half do not

•    17% of adults consume prepackaged yogurt with add ins/toppings compared to 23% of children

•    Yogurt is used in multiple food & beverages by respondents: 51% use in "beverages"; 39% use in "sweet preparations"; 28% use in "dips & dressings" and 18% use in "savory preparations"

•    36% of adults and 47% of parents use yogurt in place of mayonnaise, sour cream, crème fraiche and/or oil

•    69% of adults and 79% of children consume yogurt as an alternative to an indulgent dessert or ice cream

Generations defined: Gen Z born 1996 and later; Gen Y born 1977 to 1995; Gen X born 1965 to 1976; Baby Boomers born 1946 to 1964; Silent Generation born 1925 to 1945

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