Yoghurt and sour milk products was swept up in the general boost to dairy sales as a result of the pandemic. All types except for drinking yoghurt, designed for on-the-go usage, experienced their best performance in years.
Newer and less established types of yoghurt took a major hit in 2020. Pre-pandemic, consumers were interested in novel products with a healthier positioning but as the lockdowns took effect, they turned to what they knew and trusted.
While sales growth was positive for the first time in several years in 2020, sour milk products did not experience many of the same gains as other dairy products. Kefir, as a wellness-positioned beverage that is newer to most Americans, underperformed compared to many other dairy products, while buttermilk recorded declines as it failed to capture the newfound at-home baking moment compared to other ingredients used for sourdough, for instance.
2020 may have temporarily turned consumers towards indulgence but 2021 is seeing a return to focusing on healthier products. That means a greater emphasis on high-protein, low-sugar as a guiding principal.
Non-dairy yoghurt remains small in size within the overall category but commands a disproportionate amount of product launches because its growth rate is higher than average. In line with overall trends within plant-based foods, the average consumer of these products is not a vegan but someone who is looking to reduce their consumption of animal protein for either health and/or environmental reasons.
As consumer mobility returns to greater levels of normalisation, it will reverse trends in yoghurt packaging that favoured large tubs over single-serve and portable options. That does not mean that the packaging mix will look like it did in 2019.
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This is the aggregation of sour milk products and yoghurt. Note: Plant-based yoghurt and sour milk products should be excluded from this category and tracked under plant-based yoghurt.See All of Our Definitions
This report originates from Passport, our Yoghurt and Sour Milk Drinks research and analysis database.
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