What’s stirring in yoghurts & potted desserts? Trends report 2026

Shoppers hoping to pick up a pot of natural or Greek yoghurt in February might have been disappointed. Category out-of-stocks rose from 34 at the start of the month to 43 a few days later in the traditional big four and Waitrose, as a viral recipe reached peak popularity [Assosia w/e 1 February vs w/e 9 February 2026].

The recipe in question was ‘Japanese cheesecake’, a TikTok phenomenon that saw people stud biscuits into big pots of yoghurt to create a simple dessert. Supposedly, after the concoction has been left to set overnight, it tastes like a healthier cheesecake.

The craze is understood to have originated in Japan, hence its name. It reached the UK as shoppers were already buying more big pot plain yoghurt. Value sales are up 30.6% on volumes up 14.4%, according to Worldpanel by Numerator data [52 w/e 25 January 2026].

“Big pot plain continues to accelerate, benefiting from consumer interest in natural, minimally processed dairy – a trend also highlighting shopper concerns regarding UPFs,” says Vanshika Chhabra, Worldpanel analyst.

It comes as the government is consulting on an updated nutrient profiling model, which would penalise fruit-flavoured yoghurts for their sugar content. So, how is the category adapting in response to viral trends and public health concerns? And what else is stirring in yoghurts and potted desserts?

Focus On Yoghurt

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