It’s perhaps an understatement to say that Greek yogurt has taken off in the US. It’s become so popular it was announced recently that Chobani was preparing to target kids with a Greek yogurt variety.

Luckily, Mintel never stops searching out for the next trend. Our tools and knowledge allow us to track a trend, see it mainstream, watch how it adapts and changes as it attempts to continue to grow. And we never stop looking for what’s coming next.

In a January analysis, Caroline Roux, global dairy expert, takes a look at an alternative ingredient and product that could come next: goat milk yogurt.

She explains that goat milk yogurt offers consumers a low fat and easier-to-digest alternative to cow’s milk. To date, we’ve only seen moderate growth. The number of goal milk yogurts launches remains less than 1% of the total yogurts, but launches more than doubled in 2010 from 2009.

Its strong taste, however, is a barrier for consumer trial. And it’s on taste where manufacturers have failed to promote their products:

  • When taste is being talked about, mostly on the manufacturers’ website, it is always in comparison to cow milk yogurts: “Delamere Dairy goats’ milk tastes fresh, delicious and surprisingly mild. Actually, it tastes just like…milk!”.

Moreover, flavors are not as exciting as they could be, especially in comparison to cows milk yogurts.

  • Nearly half of the products launched since 2006 are plain (vs 20% for total yogurts.

Of course, no analysis is devoid of suggestions, either. Caroline says that manufacturers need to “exploit goat’s milk’s unique characteristics to avoid ‘comparisons’ with cow’s milk. Educate consumers on the health benefits and reinforce taste cues and flavor varieties.

What’s happened before is never enough; as consumers change, brands should adapt quickly, moving to avoid being left behind. Merely looking to what’s mainstream right now, and ignoring potential ingredient and flavor trends of the future is a recipe for disaster. Companies need to know what’s happening, and increasingly they need to know what’s happening on a global level.