What consumers want
in yogurt
Consumers have more choices than ever when it comes to yogurt. How can you make sure the product they buy
is yours? The first step is understanding what consumers are looking for in yogurt, and why they choose the ones
they do. That’s why we’ve conducted proprietary research to find out. We segmented consumers according to their
preference for Greek, regular and light yogurt and analyzed what textural properties they are drawn to.
TEXTURE IS KEY
GREEK
REGULAR
LIGHT
CRUNCHER
CHEWER
SMOOSHER
SUCKER
What we’ve found, across the board, is that texture is a strong driver of
yogurt preference. It’s clear that delivering the most appealing texture possible
will make your yogurt product stand out in the marketplace. Highlighting that
texture in marketing, through linguistic and visual cues, will give your product an
added edge.
STYLE THAT DRIVES SUBSTANCE
Why do people prefer the textures that they do? The answer may surprise you. After
years of research, we now know that people have distinct ways of eating called
“mouth behaviors.” These styles are innate, and they determine the food textures
people prefer—including specific textural preferences in yogurt. This means that you
can formulate your yogurt to match these preferences—and use texture claims to
signal to consumers that they will enjoy your products.
MAPPING TO WIN
Once you understand exactly what your consumers are looking for, the next step is to create it. Yogurt texture maps,
like the one below, reflect the texture, formulation and processing expertise that can make your yogurt a winner.
We mapped 31 commercial yogurts—and 4 Ingredion prototypes—according to key textural attributes. This shows
the commonalities and differences in the overall yogurt texture landscape, as well as how different brands are
positioned within the different types of yogurt (Greek, regular and light). Contact us to identify the opportunities
for texture differentiation.
YOGURT TEXTURE MAP
Evenness of mouthcoating
Residual dairy mouthcoating
Jiggle
Ingredion prototype
Spoon indentation
Cohesiveness
Slipperiness
15
6
Meltaway
10
16
12
14
32
17
35
3
9
4
28
5
7
1
Your product
30
26
33
Private label product
Residual mouthdrying
Thickness in the mouth
25
29
34
18
Branded product
Firmness (after stir)
23
11
19
31
13
24
Full-fat
Surface shine
27
Total residual
mouthcoating
20 2
21
22
Light
Low-fat
Surface grain (in container)
Non-fat
Viscosity stir
8
Residual chalky mouthcoating
DIAL-IN Texture
Technology
®
Chalkiness/powderiness (in mouth)
The shortest path to the perfect texture.
CREATE YOUR NEXT WINNING PRODUCT
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1 set your goals
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• Match benchmark consumer-preferred textures
• Develop new products with appealing signature textures
•Build back texture when ingredients are reduced or removed, whether
for label claims or to optimize costs
• Ensure great texture when ingredients are added for nutritional benefits
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ive
gle
jig
Offer your consumers the yogurt of their dreams with our sensory capabilities,
including texture mapping. Your perfect product starts with our proprietary DIAL-IN®
Texture Technology, a rapid, robust, data-driven approach that can help you:
3 set sensory targets
4 understand your process
LEARN MORE. SELL MORE.
This is just a taste of our exclusive research—and just a glimpse of what
you can achieve. To get more in-depth results, and to find out what’s
possible for your products, contact your Ingredion representative today.
Ingredion Incorporated
5 Westbrook Corporate Center
Westchester, IL 60154
United States: 1-866-961-6285 | Canada: 1-866-422-7201
ingredion.us/yogurt
The INGREDION, INGREDION IDEA LABS and DIAL-IN marks and logos are trademarks of the Ingredion group of companies. All rights reserved.
All contents copyright © 2016.
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