Insights
Uncover consumers’ attitudes to fermented milk
Our 2025 proprietary study into fermented milk consumers delivers valuable insights into how global consumers feel about fermented milk products such as yogurt, quark, kefir and skyr. Drawing on a global sample of 11,000 consumers, this study leverages deep attitudinal exploration to show that in this mature market, consumers are still hungry for more.
Key findings include:
- Taste is king and consumers want natural
59% of consumers say flavor is a key consideration when buying fermented milk products. And many would like more — and more natural — flavor options.
- Loyalty is low and price is a key decider
Consumers actively switch between brands, often driven by price or promotional offers. Only 14% of consumers said they were loyal to one brand.
- Health is non-negotiable, yet little understood
52% of global consumers consume fermented milk for its health benefits — yet many say they only have a basic understanding of fermentation and probiotics.
Insights to take your fermented milk products to the next level
By unpacking how and when fermented milk is consumed and pinpointing what benefits consumers expect — now and in the future — our global study will help you spot new opportunities, drive category growth, and take your fermented milk products to the next level.
Finn Wulff, Head of Consumer Insights at Novonesis.
Finn Wulff brings more than two decades of global marketing and commercial leadership across B2B and FMCG industries. He specializes in translating complex biosolutions into clear, customer-focused value propositions, helping organizations commercialize innovation and drive market adoption.
With extensive experience and international roles spanning Europe and Asia, he has led major product launches, strategic transformation initiatives and cross-functional teams across the full value chain, from R&D to sales. Known for his strong communication skills and customer-centric approach, Finn combines data-driven insights with commercial acumen to shape impactful marketing strategies. Follow Finn
For a better understanding of global consumers’ attitudes to fermented milk products, get in touch.