The Greek Yogurt Phenomenon and Its Journey Around the World

The Greek Yogurt Phenomenon and Its Journey Around the World

“It is not confined to a single form or category, but evolves along with the market.”

“Greek Yogurt” is one of those rare cases where a traditional product, with roots in a specific gastronomic culture, manages to acquire an international identity without losing its core. Abroad, it is not treated as just “another yogurt”. It functions as a category in itself. Thicker, more “satisfying”, with a profile directly linked to protein, the Mediterranean diet and the image of an everyday, practical “better-for-you” product.

EXPORT GROWTH – ITALY'S LEADERSHIP
Its commercial path is indicative of how global eating habits are shaped today: a little tradition, a lot of science, a strong narrative and, above all, a product that "fits" multiple consumption scenarios.

Based on recent data from SEVGAP on yogurt exports produced in Greece*, at an overall level, an increase in exported quantities is recorded during Q1-Q3 2025 compared to the corresponding period in 2024.

The total quantity increases by approximately 41.7%, from 128 million kilos to approximately 181 million kilos, a development that indicates a strengthening of the sector's export activity at an international level.

Italy remains the largest destination, with total Q1-Q3 2025 exports exceeding 69.9 million kg, recording an increase of over 31% compared to 2024. Correspondingly, England shows strong momentum, as exported quantities increase from approximately 34.7 million kg to 53.4 million kg, recording a change of over 54%. France also follows with a strong increase, with total Q1-Q3 quantities increasing by approximately 37%.

GREEK CUSTOM WITH AN INTERNATIONAL PERSPECTIVE
Having achieved what is considered an “ideal scenario” in the global food market, Greek Yogurt has not only become a successful export product, but has also evolved into a stable consumer habit with an international character, according to market players. It is a transition from product to “habit”, from occasional choice to daily reference point, which is rarely achieved without a deep understanding of the trends and needs of modern consumption.

This success cannot be attributed to a single reason. On the contrary, it results from the coincidence and synergy of many different elements that worked in a mutually reinforcing manner. The functional profile of the product was a decisive basis: high protein content, natural fermentation, satiety and the feeling of “substantial” food. In markets where time is limited and meals are often replaced by snacks, Greek Yogurt offered a practical but at the same time “legitimate” nutritional choice.

At the same time, its versatility of use has strengthened its position in different consumer contexts. It is not a product with a single moment of consumption, but a food that can be easily adapted: breakfast, snack, base for recipes, side dish or dessert. This multifunctionality makes it particularly attractive in markets where consumers are looking for products with multiple value and limited “food waste”.

BRAND STORYTELLING
The brand storytelling developed around Greece and the Mediterranean diet also played a key role. Greek Yogurt was not promoted simply as a technically superior yogurt, but as a vehicle for a broader cultural and nutritional narrative. The connection with concepts such as authenticity, simplicity, naturalness and traditional lifestyle gave the product emotional value, a crucial element in mature markets where food choices are not only based on nutritional characteristics, but also on symbolism.

VOLTAGE SYNCHRONIZATION
At the same time, Greek Yogurt has managed to align with major global trends, such as the growing focus on digestive health and “functional foods.” Without necessarily relying on aggressive health claims, the product has positioned itself at the center of the conversation around fermentation, live cultures, and overall wellness.

In an environment of strict regulations, particularly in Europe, careful and documented communication about its benefits was a strategic advantage, enhancing its credibility.

The result is that, in an era where consumers are looking for foods that "do something" in their daily lives, offering energy, satiety, and a sense of self-care, Greek Yogurt remains relevant and flexible, explain industry figures.

It is not confined to a single format or category, but evolves with the market. From the refrigerator shelf to the freezer, from classic yogurt to frozen yogurt and new variations, it continues to redefine its role, confirming that long-term success in the global food market is not based only on tradition, but on the ability to adapt and innovate.

HEALTH CLAIM
At the same time, the trend of enhancing digestive health has evolved into a key commercial tool for the fermented foods category.

Research by FMCG Gurus, citing an industry report on fermentation and probiotics, shows that a significant percentage of consumers associate fermented foods with digestive health, with yogurts remaining one of the most familiar forms of “good” fermentation in the mass market. This explains why Greek yogurt is often positioned not only as a tasty option, but as part of a daily wellness routine.

However, especially in Europe, health claims are significantly strengthened. According to the European framework, health claims are only allowed if they are approved and included in the relevant register. In practice, this means that communication around “probiotics” is often more cautious, while permitted formulations such as the approved claim that “live cultures in yogurt improve lactose digestion” are used , under specific conditions. The result is that the value of Greek yogurt is built in a twofold way: on the one hand, the “scientific” picture of fermentation and protein, on the other hand, the everyday experience of the product.

THE DIFFERENT DYNAMICS OF THE USA
In the US, the dynamics are different, but equally crucial to the global image of the category. In 2024, the US FDA announced a “qualified health claim” (i.e. a claim with a note that the data is limited) for the relationship between yogurt consumption and a reduced risk of type 2 diabetes.

This development, regardless of how it is exploited commercially, reinforces the broader narrative that yogurt “belongs” to the functional food side. And within this environment, Greek yogurt, with its high protein and “premium everyday” feel, has found particularly fertile ground. It is no coincidence that major investments in the American production base are directly linked to demand and innovation in the category, despite the constant threats from brands that make claims about the product’s identity (Chobani).

When the discussion shifts to the key markets with the greatest demand for “Greek-style” yogurt and, in particular, for exports from Greek businesses, the European map appears clear: Italy and the United Kingdom at the top, with significant emphasis on mature markets such as Germany, Belgium and wider Scandinavia.

INTEREST IN GOAT IS GROWING
At the same time, there is gradually increasing interest in goat yogurt, which is returning to the spotlight due to its nutritional profile.

Goat milk contains high biological value proteins, shorter chain fatty acids and smaller liposomes, characteristics that make it more digestible for certain consumer groups. In addition, its natural composition links it to trends regarding gut health and the search for alternatives to cow's yogurt.

Although it remains a niche category in terms of volume, goat yogurt is steadily gaining a foothold in markets that seek differentiation, quality and high nutritional value.

HIGH PROTEIN
The same markets are those where the consumer has become familiar with the concept of “high protein” as an everyday criterion , while retail chains have developed strong private label shelves that favor exporters with strong production capacity. On the transatlantic axis, the US remains a key destination for the broader “Greek yogurt” category and for companies that have built a large part of their sales there.

The interesting thing is that the narrative that has been created around Greek Yogurt does not stop at the classic refrigerator bowl.

GREEK FROZEN YOGURT
In recent years, a new subcategory has emerged: Greek frozen yogurt. The logic is simple and completely in line with trends: a dessert with flavor and enjoyment, but with a “lighter” positioning than traditional ice cream. In Asian markets, the trend is linked to the expansion of the cold chain, the rise of “better-for-you” snacks and the growing familiarity with fermented dairy products, as well as rising incomes, as well as greater osmosis with European habits.

In the US, the fro-yo category is showing signs of “coming back” as a more modern, café-like experience, with the narrative of “healthier” enjoyment remaining a key point of differentiation. At the same time, Greek industries have already field-tested the product in local chains and shelves, as an extension of their export strategy.

THE CHALLENGE OF PRODUCTION
However, behind the international success of Greek yogurt, the big question of the primary sector is emerging with intensity, whether the country's productive base can support the ever-increasing demand. Greek dairy production has historically been characterized by small and fragmented units , with limited livestock and high breeding costs.

Particularly in sheep and goat farming, which constitutes a key pillar of the Greek livestock identity, small herds and extensive forms of farming dominate, which do not easily adapt to an industrial scale or to models that are familiar to international markets.

Although this model does not favor rapid production growth, it is gaining increasing interest due to the quality of the milk, its diversification, and its connection to authenticity and sustainability.

The dilemma for the industry is clear: How to maintain this comparative advantage, without undermining the potential for further export growth and competitiveness in an environment where international demand requires volumes, stability and predictability?

* by destination country and quarter, comparing the periods Q1-Q3 2024 and Q1-Q3 2025, in terms of exported quantities (kilograms).

Origins: From Ancient Greece to Mediterranean Tables

Greek yogurt traces its roots back thousands of years to the eastern Mediterranean. Yogurt itself likely originated in Mesopotamia, but what we now call Greek yogurt evolved in the region that is now Greece.

Traditionally known as “straggisto”, Greek yogurt is made by straining regular yogurt to remove whey. This process creates:

A thicker texture

Higher protein concentration

Lower sugar (lactose) content

Rich, creamy mouthfeel

For centuries, it was a staple in rural Greek households, commonly eaten with honey, nuts, or used in dishes like tzatziki.

The American Boom (2000s Health Revolution)

Greek yogurt’s global explosion began in the early 2000s, especially in the United States.

Two major brands helped drive the movement:

Fage – Introduced authentic Greek yogurt to U.S. markets in the 1990s.

Chobani – Founded in 2005, it marketed Greek yogurt as a high-protein health food.

Why Americans loved it:

High-protein diets became trendy

Growing interest in “natural” foods

Rise of fitness culture

Clean-label marketing

By the 2010s, Greek yogurt made up a huge share of the U.S. yogurt market.

Global Expansion

After the U.S. success, Greek yogurt spread worldwide:

🇬🇧 United Kingdom – Became a breakfast staple

Australia – Popular in fitness circles

🇯🇵 Japan – Marketed as premium dairy

Thailand – Found in imported and premium supermarket sections

Even countries with their own strained yogurt traditions (like Turkey’s “süzme yoğurt”) saw increased interest due to global branding.

Cultural & Economic Impact

Greek yogurt’s success:

Boosted dairy exports from Greece

Sparked legal debates about the term “Greek yogurt” in Europe

Inspired plant-based “Greek-style” alternatives

Changed how yogurt is marketed (protein-focused positioning)

It became more than a food—it became a global health symbol.