The North American yogurt market has grown from a value of less than USD $6bn to nearly $8bn in the last decade, according to Danone. It attributes this growth to innovations in fast-growing segments, like reduced sugar, probiotics, kids and plant-based yogurt alternatives.
Danone said its market share in yogurt increased from 27% in 2007-2008, to more than 33% in 2019, making it the market leader. IRI data found that Danone’s Light & Fit Greek was the best-selling yogurt innovation of the decade.
Danone pointed to its highlights of the decade, including the Light & Fit Greek launch in 2012 the recent launches of Activia Dailies and Two Good Greek Lowfat Yogurt in 2018. They have also named Pedro Silveira the company's new president of yogurt.
Silveira said, "From smartphones to influencers, momentous changes have moved American culture during the 2010s. And in supermarkets one place where culture has changed forever is the yogurt aisle. Today, Danone North America makes one in every three yogurts sold in the US.”
“Our amazing house of brands … has positioned us to give consumers what they want and offer them choices, for example to support flexitarian eating patterns as they gain popularity. Acting in response to consumers through our house of brands has driven our ability to grow the category overall."
Full dairy varieties
In 2020, Danone said it’s focusing on both dairy yogurt and plant-based yogurt alternatives to meet consumer demand, incorporating more sweetener options and new textures.
The Light & Fit brand will launch an Icelandic style dairy yogurt that features specially-selected cultures. It will be available in Blueberry Acai, Vanilla Chai, Peach Passionfruit and Plain with 15g of protein and 90 calories per 5.3oz cup.
Oikos has a new Sweetened with Honey-Maple dairy yogurt, sweetened only with natural sugars and flavoring. It contains no artificial ingredients, with flavors Honey Sweetened Plain, Honey Sweetened Vanilla, Maple Sweetened Plain and Maple Sweetened Vanilla available in 5.3oz cups and 32oz tubs.
Oikos will also launch a dairy Greek Yogurt made with Almond Butter next year, with 13g of protein per cup. It will be available as Almond Butter with Coconut, with Berries, with Maple Cinnamon, with Vanilla and with Sweetened Plain.
Activia’s new Less Sugar & More Good probiotic yogurt has at least 40% less sugar than regular Activia Greek nonfat yogurt, according to Danone. It has 9g of sugar and comes in Fig & Cinnamon, Pineapple & Passion fruit, Pear & Ginger and Blueberry & Cardamom.
Activia also introduced three varieties of Probiotic Smoothies with 0g of added sugar per 7oz bottle. The Yellow One has flax seeds, mango, carrot, peach and turmeric; The Green One has chia, flax, hemp seeds, pineapple, kiwi, cucumber and ginger; and The Red One has chia seeds, strawberry, pomegranate, blueberry and beet.
Silk will roll out new ‘Mix-ins’ for its Almondmilk Yogurt Alternative line. Coconut Chocolate Almond, Maple Chocolate Banana, Apple Cinnamon and Mixed Berry Chia Granola will mimic other ‘mix-in’ style yogurt packaging.
So Delicious Dairy-Free has launched a similar product with its Coconutmilk Yogurt Alternatives Pairings. The coconut base blends with ‘indulgent toppings’ in Coco Almond Crunch, Spiced Blueberry, Salted Caramel Crunch and Key Lime Crumble.
Activia will introduce a dairy-free yogurt alternative in 2020 still featuring its signature probiotics. The almond-based product contains 9g of sugar or less per 5.3oz cup, available in Peach Hibiscus, Raspberry Pomegranate, Blueberry Acai and Vanilla Cinnamon.
"For the past 100 years, we have always put the diverse interests of consumers first, and year after year, our innovations are leading the category – growing it and bringing consumers into the yogurt aisle – whether they are new or returning," Silveira said.
"We're incredibly proud to have started and ended the 2010s with breakthrough innovations and look forward to making the yogurt aisle a vibrant and exciting destination in the American supermarket as we enter a new decade."