Dive Brief: Nearly half of consumers (48%) consider taste a top reason for eating yogurt, according to new research from the International Food Information Council (IFIC). Health benefits (38%) and nutritional value (37%) round out the top three. Consumers who eat yogurt for its health benefits do so for general health and wellness (70%) and digestive/gut health (60%). Consumers who eat yogurt for its nutritional value prioritize protein (39%) and calcium content (31%). Nearly one out of four shoppers seek yogurt with "natural" claims, with one in five looking for low-fat claims. Shoppers who buy dairy yogurt are more likely than those who buy plant-based to prioritize low/reduced sugar, according to the IFIC survey. Plant-based consumers are more likely to prioritize natural and high protein claims. All yogurt shoppers are facing option overload, as manufacturers introduce a flurry of both dairy- and plant-based options with different claims and qualities, to stand apart in the cooler and help revive a flagging category.