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Bill Bruce is group editorial director, FoodBev Media. This is a personal blog and views expressed are his own.

It might not be the fastest moving trend in dairy, but ‘yogurt for men’ is nevertheless a trend to watch.

Starting with Fonterra’s Mammoth Supply Company yogurt in 2010, the launch of Powerful Yogurt in the United States, in March 2013brought the trend to life.

The next notable entry into this rather specific category was Danone for Men, in Bulgaria, in August 2013.

The start of 2015 sees the arrival of another male focused yogurt, withDannon Oikos Triple Zero yogurt, in the United States.

So, why yogurt for men, rather than just ‘yogurt for everyone’? For years, advertising for the category has been aimed at promoting yogurt’s healthy benefits to women… but then, the focus turned to protein. From Powerful Yogurt’s hilarious ‘discover your hidden abs’ adverts to the new Danone Oikos sports tie-in, the benefits of protein – coupled with an increasing understanding of benefits ranging from improved digestion to better sexual health, have made yogurt a sensible addition to the male diet.

What do men want from yogurt?

Powerful Yogurt was developed by a team of sports nutritionists, trainers, and food scientists. The ‘for men, by men’ snack is designed to help men lose fat, gain muscle, and improve digestive health. At launch, the brand said: “In a niche typically dominated by female consumers, we decided to develop a new Greek yogurt specifically suited to address the unique health and nutrition needs of the most neglected consumers in the category: men.”

Danone for Men was launched following research which showed that men prefer to consume dairy products with high fat, thick, with natural ingredients and with distinctive taste. To meet these expectations, the company created a thick yogurt with 5% fat that can even be consumed with a fork.

As I said in a blog back in August 2013, this was hardly a new concept. The first yogurt that I was aware was specifically launched with men as the target audience was in New Zealand by Fonterra’s Mammoth Supply Company, way back in late 2010. With its heavy looking tubs, it featured the on-pack slogan, This is men’s yogurt and you’re a man… now find a spoon, fork or spade and dig in.

So why yogurt for men?

Improved digestion

Yogurt contains probiotic bacteria, which are primarily known for their ability to promote digestive health. According to the Harvard School of Public Health, several of the strains of probiotic bacteria found in yogurt may help prevent or treat digestive difficulties including indigestion, diarrhea, irritable bowel syndrome and Crohn’s disease. Yogurt’s probiotics can also promote regular bowel movements, better immune system functioning and improved vitamin, mineral and nutrient absorption.

Weight management

Science suggests that certain dairy products, including yogurt, can help obese men lose weight. A long-term study published in theAmerican Journal of Clinical Nutrition in 2008, said that ‘regular yogurt consumption was inversely associated with weight gain and waist circumference measurements in overweight men. The same relationship between yogurt and weight changes did not hold true for overweight women’.

Sexual health

According to LiveStrong, if the results of studies conducted on male mice are any indication, yogurt may also have sexual benefits for men. According to a research review published in the journal PLoS ONE in 2014, male mice fed a yogurt diet developed larger testicles, higher testosterone levels and higher sperm concentrations. Dr Susan Erdman, one of the Massachusetts Institute of Technology authors of the research review, hypothesized that the fertility benefits observed in the mice could be due to yogurt’s probiotic bacteria.

Build muscle

Finally, yogurt, and especially Greek yogurt, is a rich source of high-quality, muscle-building protein. Just one 6oz container of nonfat, plain Greek yogurt packs in 18 grams of protein without the fat that could be gained from other sources. So finding ways to focus a male audience on the benefits of yogurt is relatively easy.

I’ve been saying for nearly two years that this trend would develop and it’s been slower than I’d expected. Following the new launch from Dannon in the US… I now predict it will speed up.