Snacks & Candy

Drinkable Yogurt Is Becoming a Breakfast Staple

Category has grown 20% since 2017

ROCKVILLE, Md. -- Drinkable yogurt and yogurt smoothies are on the rise at breakfast. The items have increased 20% during the breakfast daypart over the past year, according to a new report by market research firm Packaged Facts. The report predicts that the category will increase another 13% within the next four years.

The report, Breakfast: Retail Product Trends and Opportunities in the U.S., Second Edition, offers insights into consumer spending habits on breakfast foods and developments in breakfast food manufacturing. Packaged Facts conducted consumer surveys and trend analysis to compare today’s breakfast market with past daypart data and trends.

Greek yogurt—a perennial contender during breakfast—has recently slowed in popularity, sparking growth in drinkable, on-the-go yogurt, according to the report. Breakfast suppliers are looking to attract younger adults to breakfast—most breakfast consumers are baby boomers or families with children—because drinkable yogurt can capture childhood nostalgia while targeting healthy food trends, according to the report.

"There is much room for innovation in breakfast foods," said David Sprinkle, research director for Packaged Facts. "With the reputation for the most important meal of the day, maximizing the reputation of a product's nutrition while highlighting its convenience is critical in appealing to demographics across the board."

Drinkable yogurt has been at the forefront of yogurt innovation in 2018. In March, Norwich, N.Y.-based Chobani LLC launched its Apple Cucumber drinkable yogurt flavor, a nod to today’s better-for-you trends. In July, Leominster, Mass.-based organic yogurt manufacturer Dahlicious Organic, debuted its single-serve lassi, a yogurt-based drink that originated in India. Other brands, such as Minneapolis-based General Mills’ Yoplait and Framingham, Mass.-based Pillars, have also launched new products in the drinkable yogurt category this year.

Rockville, Md.-based Packaged Facts publishes market intelligence on consumer demographics shopper insights, consumer financial products and services, consumer goods and retailing, consumer packaged goods, pet products and more.

Photo courtesy of Shutterstock. 

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