July 6, 2026 – There are notable differences in purchasing penetration and consumption frequency across the four consumer segments. Purchasing penetration for the more traditional dairy spoonable yogurt segment increases with age, while younger generations are more likely to buy drinkable dairy products and non-dairy alternatives. This pattern is related to differences in how people use yogurt. Older consumers, especially Boomers, are most likely to eat yogurt as a standalone food. While that’s the top usage for younger consumers too, they are much more likely to use both dairy and non-dairy yogurt in recipes, side dishes and/or smoothies/shakes. These patterns can inform yogurt companies’ generation-targeted marketing communications, whether to support the existing pattern or to try to nudge older consumers to try alternative products.
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