Comax Flavors released the results of its June 2017 study regarding consumers’ behavior, usage and attitudes regarding yogurt.

Among the notable findings: “flavor” is the driving factor behind yogurt purchases, with 52% of consumers citing it as the most important attribute. Children (58%) and adults (61%) alike chose “berry” as their favorite flavor, with “tropical” coming in second for both groups.

Gen X, defined as those born between 1965-76, and Baby Boomers (born 1946-64) equally consume “vegetable” and “botanical/​floral” flavors at 8%. “Vegetable” flavors are consumed by 20% of 3-5 year olds, and “botanical/​floral” flavors by 21% of 9-11 year olds.

The study’s 500 subjects ranged in age from 18 to 70; half of all respondents were parents of children under age 17. The survey was evenly split among male and female subjects.

“Over the last year we have seen the U.​S. yogurt market as well as the milk market struggle with strong competition from alternative plant-based proteins,” said Catherine Armstrong, vice president of corporate communic­ations for Comax. “We wanted to better understand consumer usage and drivers in the yogurt market.”