While not the fastest-moving trend in dairy, male-focused yogurt is gaining traction as brands look to capture a largely untapped consumer segment.

The trend traces back to Fonterra’s Mammoth Supply Company yogurt in 2010 and gained wider recognition with the US launch of Powerful Yogurt in 2013. Other notable entries include Danone for Men in Bulgaria (2013) and Dannon Oikos Triple Zero in the US (2015), reflecting growing brand interest in male-targeted offerings.

Historically, yogurt marketing has skewed toward women, promoting general health benefits. However, a shift toward protein-rich, functional products has enabled brands to highlight benefits that particularly resonate with men, from muscle building and weight management to digestive and sexual health.

What men are looking for in yogurt

Powerful Yogurt was developed with input from sports nutritionists, trainers, and food scientists, targeting men seeking fat loss, muscle gain, and improved gut health. Its messaging emphasized a “for men, by men” positioning to appeal to a demographic often overlooked in the category.

Similarly, Danone for Men responded to research showing that male consumers prefer thicker, higher-fat yogurts with natural ingredients and distinctive taste profiles. Its 5% fat Greek-style yogurt can even be eaten with a fork, underscoring its more robust positioning.

Functional benefits driving the opportunity

Digestive health: Probiotic strains in yogurt can improve bowel regularity, nutrient absorption, and overall immune function.

Weight management: Long-term studies indicate yogurt consumption correlates with lower weight gain and reduced waist circumference in men.

Muscle building: Greek yogurt delivers high-quality protein, with one 6oz serving providing 18g of protein without excess fat.

Sexual health: Preliminary research suggests potential fertility and testosterone benefits linked to yogurt’s probiotic content.

The combination of protein, probiotics, and functional nutrition positions yogurt as a strategic vehicle to appeal to male consumers increasingly focused on health, fitness, and performance.

Although adoption has been gradual, industry observers expect market momentum to accelerate following recent launches in the US, offering dairy manufacturers and retailers an opportunity to expand portfolio innovation and target marketing toward male audiences.