US shoppers love a snack – in fact, almost half of Americans snack three or more times per day, a consumer trend that’s been in place in the last five years, according to Circana, LLC., a market intelligence agency.
“It ebbs and flows between 46% and 49%,” Sally Lyons-Wyatt, a global CPG and foodservice industry advisor at Circana, told us. “The interesting part is not just that fact that consumers are consuming more snacks per day – it’s what they’re consuming that continues to evolve.”
Healthy snacking is gaining momentum
During the pandemic, snacking was much more about indulgence; this continued in the years that followed but the tide is turning in 2025.
“This year, we started to see more better-for-you options actually gaining momentum,” Lyons-Wyatt told us. Yet at the same time, indulgence is there.
“But one of the changes is that consumers are getting to this harmonized approach to their well-being; they are trying to indulge when they feel the need to and want to reward themselves.”
Shoppers are also more willing to do what it takes to stay healthy, she added, fuelling growth in better-for-you snacking.
“We have started to see better-for-you snacking options tick up and it’s part and parcel with consumers’ desire for longevity.”
“Snacking has become a part of the lifestyles of Americans – and younger generations are snacking even more often than the 49% stat,” she added.
So what are the dairy products that excel in the snacking space today?
Yogurt and yogurt beverages
Yogurt surged in mid to upper single-digit growth in dollar (8.4%), unit (4.9%) and volume (7.3%) terms in 2024, according to Circana (see ‘sources’ below for exact timescale and scope).
Yogurt was also among the few categories that showed unit resilience at the start of 2025 (the others being dried meat snacks, frozen entrees/appetizers and healthy bars). Meanwhile, potato chips, cookies, crackers, ice cream and chocolate candy all experienced unit softness.
“Yogurt in general is a versatile product,” Lyons-Wyatt said. “This versatility is what’s kept it very current. “There is the yoghurt that people might use for cooking but there’s also the yoghurt with added benefits. Manufacturers have also made more flavours; they’ve provided sugar-free and plant-based options.
“So this variety has broadened it to more consumers that can opt in depending on their need and depending on what they’re looking for.”
While yogurt is still consumed the most in the mornings, it’s now a snack enjoyed throughout the day, too – and new formats have helped broaden yogurt’s reach.
“We have yogurt drinks, on-the-go options,” Lyons-Wyatt said. “So I think that’s helped consumption to grow throughout the day.”
Yogurt drink volumes grew 8.5% in 2024, with big growth also in dollar (10.4%) and unit (11.6%) terms.
Ice milk
Ice milk – a frozen dessert made from skim milk with less than 10% fat – has also gained popularity in 2024, particularly compared to the more indulgent ice cream category.
Ice milk saw double-digit dollar (10.2%) and unit (10.8%) growth and high-single digit volume (9.2%) growth in the 52 weeks to December 29, 2024. This growth rate was only eclipsed by yogurt drinks and snacks/granola bars, the latter seeing volumes surge 17% in 2024.
Meanwhile, ice cream growth was relatively flat in dollar (1.6%), unit (0.5%) and volume (0.4%) terms. This suggest that ice milk is emerging as a lower-fat alternative that’s being increasingly favored by consumers.
“Ice milk is driven a lot by innovation and some new products that came into that category,” Lyons-Wyatt said.
“But it also is just a little lighter, which appeals to some consumers. In addition, there is the portability aspect and new options that have come in that are really helping drive some of that double-digit growth rates.”
Natural cheese
Natural cheese has also seen high single-digit growth in the year, with dollar (7.6%), unit (8.9%) and volume (8.2%) rates increasing in 2024.
Formats such as chunks are driving some of the growth, said Lyons-Wyatt.
“Cheese can be enjoyed on the go, at lunch or even as a meal replacement.
“It provides versatility and there’s also the protein aspect of it.”
Cottage cheese
Cottage cheese has emerged as a popular low-calorie, high-protein snack on the back of a viral social media trend in recent years.
Its popularity has contributed to increased flavor options in retail and even the emergence of a cottage cheese ice cream brand, Smearcase (hear from founder Joe Rotondo about the brand in DairyReporter’s Functional Dairy webinar, available on demand now).
The category keeps on growing – it surged 13% in volume terms (see source #3 below) with brands Dairy and Good Culture boosting their market shares by 2.4% and 2% respectively.
According to Circana, the segment benefits from accessible pricing yet premium positioning, appeals through health benefits like low-sugar and high protein, and is versatile as a cooking ingredient, too.
“Companies have come out with flavoured cottage cheese, and then social media has really helped spread the word about all the different things you can do is cottage cheese – including making it into ice cream,” Lyons-Wyatt said.
“So cottage teeth definitely is still gaining. It may not see the boom it did for the past two years, but it’s still got it still has some staying power.”
Sources:
- MULO+ with Convenience_52 Weeks Ending Dec. 24, 2024//Ranked on Dollar Sales
- MULO+ with Convenience_52 Weeks Ending Dec. 29, 2024//Ranked on Volume change
- Circana POS MULO+&C data ending March 9, 2025, Circana Executive CPG & Foodservice Advisory
