We've just told you that millennials are more likely to eat yogurt for breakfast than cereal, so how can it be the case that they're also shouldering the blame for the downturn of the light yogurt market? The reason is simple: it's just the wrong type of yogurt. The nuances between different types of yogurt may be lost on many people, but it isn't on millennials. They're very selective about what they choose to put into their bodies, and light yogurt isn't on their 'preferred' list.
Light yogurt is made with good intentions - it's called 'light' because it's either low in fat or low in calories. They are, however, usually high in sugar. Millennials give that a hard pass, and choose to go for natural yogurt instead. Greek yogurt sales are on the rise, while sales of light yogurt are dropping by $200m a year. That's unsustainable - unlike natural yogurt.