Supermarket fridges are getting more crowded with health claims by the week, with products promising everything from high-protein and gut-friendly to natural and GLP-1 proof. But only one category can chase all these trends at once, says Müller Yoghurts & Desserts CEO Richard Williams: dairy.

The sector is “at the intersection of many of the consumer needs we’re seeing at the moment”, he argues. “Whether it’s protein, gut health, UPF or the rise of GLP-1, dairy is fundamentally well positioned,” he adds.

And growth is following. The yoghurt category is in a period of significant expansion, with value sales up 10.3% last year alone [NIQ 52 w/e 6 September 2025]. “It’s very dynamic,” he says, and is “outperforming other segments”.