The U.S. yogurt market is undergoing a major evolution. What was once a category led by a few legacy players and predictable flavors is now a fast-moving, consumer-driven segment shaped by cultural influence, health-forward innovation, and shifting buying behavior.

As demand diversifies and shoppers prioritize health, variety, and convenience, yogurt brands—both established and emerging—are fighting for shelf space, consumer loyalty, and attention. At Evidnt, we’ve been tracking the shifts. Here’s what’s happening right now.

The Brands Leading the Yogurt Category

The top five brands in the U.S. continue to account for a large share of overall yogurt sales:

• Danone – 26%

• Chobani – 13%

• Yoplait – 11%

• Fage – 7%

• Siggi’s – 6%

These legacy brands remain dominant in most major retail chains, but they’re facing growing pressure from both premium upstarts and culturally relevant brands that are carving out loyal followings in specific regions and demographics.

The Overlooked Power of Multicultural Brands

One of the most important—but often underreported—forces in the yogurt category is the rising dominance of Hispanic-focused and multicultural brands. Names like LaLa, El Mexicano, Nuestro, and La Ricura are collectively responsible for approximately 31% of total yogurt sales. That’s a larger share than any single legacy brand in the market.

These brands succeed by offering formats that reflect cultural preferences—drinkable yogurts, tropical flavors, and high-protein dairy—paired with authenticity and strong brand equity among multicultural households. For retailers and CPG strategists, this presents a major opportunity to expand beyond mainstream assortments and respond to changing demographics.

What Flavors Are Driving Volume?

While the category is evolving, certain flavor preferences remain consistent across shopper segments:

• Berry blends and strawberry – 22% of total yogurt flavor sales

• Vanilla – 9%

• Banana – 5%

These classic profiles continue to dominate shelf space, but the growth of emerging brands suggests that more adventurous and globally influenced flavor innovation is on the rise.

Trends Reshaping the Yogurt Category in 2025

The most exciting change in the yogurt space is not just who is buying—but what they’re looking for.

1. Plant-Based Expansion

Consumers seeking dairy-free options have helped propel growth in brands like Silk, So Delicious, Cocojune, and plant-based lines from traditionally dairy-first brands like Siggi’s. These products appeal to flexitarians and Gen Z shoppers prioritizing sustainability and gut health.

2. Premium Health-Focused Products

Brands such as Two Good and Oikos are leading the charge in offering high-protein, low-sugar yogurts that balance nutrition and taste. Premium niche brands like Annabella and Noosa are also gaining traction with consumers who want rich, indulgent textures paired with quality sourcing.

3. The Rise of Kefir and Functional Fermentation

Kefir has entered the mainstream, led by Lifeway and supported by fast-rising players like KefirLab and Biotiful. These products cater to health-conscious consumers interested in probiotics, digestive health, and daily wellness routines.

4. At-Home Yogurt Making

A growing number of consumers are exploring yogurt-making kits at home. Brands like EasiYo, Better Than Yogurt, and TheMilkMan are tapping into this DIY health trend, offering products that support customization, sustainability, and ingredient transparency.

Where Consumers Are Buying Yogurt

Understanding where yogurt is being purchased is just as important as knowing what products are driving growth.

• Supermarkets account for 55% of total yogurt sales

• Convenience stores make up 30% of yogurt sales and drive nearly 55% of all yogurt drink sales, particularly in single-serve formats

• The remaining 15% comes from specialty stores, cafes, and a growing—but still limited—presence in e-commerce

The takeaway here is clear: portability and accessibility are essential. Brands that optimize for convenience channels and functional, on-the-go formats are well-positioned for growth.

What Brand Leaders Should Be Thinking About

The yogurt aisle is more complex—and more competitive—than ever. Success depends on knowing:

• Who your shopper is, and what cultural or health-driven motivations guide their choices

• Where they shop, and which formats best fit their lifestyle

• How to balance flavor, function, and convenience to meet shifting demand

Multicultural brands, plant-based innovation, kefirs, and premium health-conscious products are all reshaping the yogurt category. For retailers and brand managers, staying aligned with these trends means rethinking everything from SKU strategy to shelf space.

Final Takeaway

The U.S. yogurt market in 2025 is not just growing—it’s evolving. Brands that succeed in this category will be those that understand the expanding diversity of the shopper base, embrace functional and clean-label products, and respond quickly to shifts in where and how consumers buy.

If you’re looking to understand which brands are winning and why, or where the next wave of growth is coming from, Evidnt offers real-time, SKU-level insights that help you move faster than the category.

Let’s make sure you’re not just keeping up—but leading the next shift.