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Younger generations are stepping away from yogurt before returning later in life, according to research from Danone. This trend presents both challenges and opportunities. In this piece, Zack Cunningham, head of category and commercial planning (dairy), explores how innovation, health trends and evolving routines are reshaping yogurt’s role across every life stage.

If you’ve noticed fewer 20-somethings in the yogurt aisle, you’re not imagining it.

The yogurt category has seen accelerated growth in recent years, but a striking ‘V Curve’ is emerging – with younger adults stepping away from the category, only returning in their mid-thirties .

This dip is driven largely by shifting breakfast habits. Up to 60% of Gen Z consumers now skip breakfast, causing yogurt to slip off the menu during this stage of life. And when they’re on the move, only one in five (19%) of 16 to 35-year-olds are likely to eat breakfast at all.

Yet in the future, many return. We see a steady uptick from the mid-thirties onwards – often coinciding with starting families and re-prioritising health. It’s a pattern the industry can’t ignore.

This V-Curve presents one of the biggest and most exciting opportunities for the category.

Yogurt has long been a breakfast staple, but it’s now moving well beyond the morning bowl. Today’s consumers want food that works harder: it must be nutritious, convenient and crucially, enjoyable.

With health as the second biggest driver behind the consumption of dairy products , there’s a noticeable shift in consumers prioritising products that add nutritional value and health benefits.

That’s why we are seeing strong growth in high-protein formats, which support those with an active lifestyle. Meanwhile, skyr – typically made with only two ingredients (milk and live cultures) – is naturally high in protein and reflects a surging interest in simple, every day health.

At the same time, fibre is gaining traction and is now a non-negotiable for health-conscious consumers who are looking for functional benefits through healthy nutrition. One in four households are seeking fibre-rich food . High-fibre yogurts can help to respond to this need.

Although health is a big growth driver, taste still reigns supreme, which has prompted the rise of ‘permissible indulgence’ – think dessert-inspired yogurts that offer a smarter swap for traditional treats. Flavours like salted caramel, apple & cinnamon and blueberry cheesecake are part of this shift.

Additionally, the luxury yogurt segment is now worth £175.5 million in 2025 – proof that health-conscious consumers also have room for some indulgence.

The future of yogurt lies in helping the category show up in more parts of people’s lives at every life stage – whether it’s protein after exercise, a mid-afternoon snack or breakfast on-the-go. That means rethinking how the category connects with younger shoppers raised on convenience, personalisation and wellness culture.

Dairy brands should also investing in formats that align with today’s modern routines. Drinkable yogurts are one of the fastest-growing segments in the dairy category to support on-the-go lifestyles.

Yogurt drinks containing functional ingredients like vitamin D and B6, which contribute to the normal function of the immune system while fulfilling consumers’ desire for convenience, will also see an upward trajectory.

By showcasing the essential everyday goodness of yogurt, we can retain our core demographics, while closing the gap with younger consumers at risk of leaving the category behind.

Yogurt doesn’t need to be re-invented, but it does need to evolve – just like the lives of the people who eat it.