U.S. Yogurt & Probiotic Drinks Consumer Insights, 2023 (Demography, Income, Brand Awareness, Buying Behavior)

Yogurt & Probiotic Drinks Consumer Insights Overview

Consumers are becoming more conscious of their digestive health and are actively seeking products to improve their gut health. Yogurt and probiotic drinks are considered beneficial for gut health as they contain live and active cultures of beneficial bacteria, such as Lactobacillus and Bifidobacterium.

Probiotic beverages are gaining popularity due to their ability to support a harmonious composition of beneficial bacteria in the digestive system. These drinks have been associated with various positive effects on health, such as aiding in weight loss, promoting digestive well-being, and enhancing immune function. The surge in their consumption can be attributed to the belief that probiotics have the capacity to restore the innate equilibrium of gut bacteria, leading to these desirable outcomes.

This report provides a deep dive into the consumers of yogurt & probiotic drinks in the U.S., analyzing them based on consumer demographics, the influence of marketing, factors influencing their purchase decisions, and consumer brand awareness & preferences.

The results of the consumer survey conducted for this study have been analyzed thoroughly to identify the most popular brands, purchasing patterns of consumers, factors considered during product purchase, and the reasons for switching brands. The consumers have been assessed based on age group, gender, and income to understand the variations across the different target groups country-wide.

Yogurt & Probiotic Drinks Demographic Analysis

According to the findings of our survey, the up to 20 years age group showed a strong interest in yogurt and probiotic drinks, with over 90 percent of respondents indicating consumption at least once a week. In the age group of 21 to 30 years and 31 to 45 years, 97.7 percent and 98.5 percent of the respondents indicated consumption at least once a week, respectively.

The major reason behind the high consumption of yogurts drinks and probiotic drinks among young adults in the U.S. is the increasing focus on health and wellness. These individuals are becoming more conscious of their dietary choices and are actively seeking ways to improve their overall health. Yogurts and probiotic drinks are often perceived as healthy due to their benefits pertaining to digestion and gut health.

Yogurt & Probiotic Drinks Consumer Trends & Preferences

The consumer trends and preferences in the U.S. yogurt and probiotic drinks market have evolved significantly in recent years, mainly on account of the growing focus on health and wellness. Products offering functional benefits, such as immunity boosting, gut health, energy, etc. have witnessed a considerable increase in demand. The growing demand for yogurt and probiotic drinks in the U.S. can be attributed to the gut health benefits of these products.

Consumers also look for a wider range of flavors and varieties in yogurt and probiotic drinks. Traditional flavors like strawberry, blueberry, and vanilla remain popular, but there is a growing demand for unique and exotic flavors such as mango, passion fruit, and matcha. Limited-edition and seasonal flavors also attract consumer attention. Consumers are also interested in yogurt and probiotic drinks that incorporate other ingredients like nuts, granola, and fruit pieces for added texture and variety.

Yogurt & Probiotic Drinks Product Adoption Trends

Dairy-based probiotic drinks have wide adoption among U.S. consumers. The primary reason for the same is that dairy-based probiotic drinks have been available in the market for a longer time and are more widely recognized and familiar to consumers. They have established a strong presence in supermarkets, making them easily accessible and recognizable options.

The GVR survey observed that nearly 70 percent of the respondents showed preference for dairy-based probiotic drinks, while water-based and vegan options witnessed relatively lower preference rates. However, the growing trend of veganism in the country may tip the scales in the favor of vegan probiotic drinks in the coming years, the survey suggests. 

The survey also found that the frequency of consumption of yogurt and probiotic drinks varies among individuals in the U.S., based on factors such as individual preferences, health goals, and lifestyle considerations. The GVR survey uncovered that a majority of the consumers prefer consuming yogurt and probiotic drinks during breakfast, followed by dinner. However, the growing on-the-go healthy snacking trends in the U.S. may lead to a higher preference of the products as a snacking option in the coming years, the study suggests.

Yogurt & Probiotic Drinks Brand Awareness

According to our survey, 73 percent of the total respondents aware of Yakult reported to have purchased probiotic drinks from the brand in the past. The survey findings also recorded Chobani to be among the most known and purchased brands by consumers in the U.S., followed by Yakult.

The survey found the penetration of Chobani to be the highest in the age groups of up to 20 years  and above 60 years, while the in-between age groups indicated Yakult to be the most popular brand. Despite the relatively lower awareness among consumers of Bio-K+, nearly 70 percent of the respondents reported to have purchased products from this brand in the past few years, the survey found.  

Yogurt & Probiotic Drinks Buying Behavior

Based on the GVR Survey, over 80 percent of consumers in the U.S. reported to be willing to switch to a different brand in the near future. Among the various reasons cited for this, high probiotic count was observed to be the most influential reason, as indicated by 65 percent of the respondents. Other key factors included brand reputation and better packaging design with 57 percent and 56 percent respectively.

Consumers appreciate the convenience and accessibility of yogurt and probiotic drinks-availability in various flavors & formats and on-the-go consumption. To cater to the evolving preferences of consumers, brands should expand their product lines to include a wider range of flavors, textures, and formats. This will provide more options and increase appeal among different consumer segments. 

Report Scope: U.S. Yogurt & Probiotic Drinks - Consumer Insights