[Youth Report] Healthy Pleasure Craze... A Spoonful of Thick 'Greek Yogurt'

Healthy Pleasure Trend Boosts Yogurt Market Size
Making 'Greek Yogurt' at Home Using Rice Cooker

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As more young people prioritize health, the Greek yogurt market is expanding. Known for its thick texture, Greek yogurt is recognized as a representative food that fits the 'Healthy Pleasure' trend, which pursues healthy food consumption due to its low sugar content and high protein levels. However, due to its relatively high price, many people are making Greek yogurt at home themselves.

Greek Yogurt Rising with the 'Healthy Pleasure' Craze

[Image source=Getty Images Bank]

Since the COVID-19 pandemic, interest in health has surged, leading to growth in the fermented milk market. According to market research firm Euromonitor, the domestic fermented milk market size, which was 1.8015 trillion KRW in 2018, grew to over 2 trillion KRW last year. It is expected to expand further to 2.1152 trillion KRW by 2025. Fermented milk is generally divided into drinkable types like yogurt drinks and spoonable types like yogurt.

Among spoonable yogurts, Greek yogurt is especially gaining attention. Greek yogurt refers to yogurt traditionally made in Greece and other Mediterranean coastal regions by fermenting raw milk without artificial additives. Greek yogurt contains about twice the protein and calcium compared to regular yogurt, while its sugar content is less than half, earning it recognition as a 'well-being food'.

Additionally, Greek yogurt requires the removal of the yellow liquid called 'whey' from regular yogurt. During this process, lactose in the whey is also removed, resulting in lower sugar content and a stronger tangy flavor.

Consequently, interest in Greek yogurt among young people is growing. They typically eat Greek yogurt by placing it in a bowl and adding various toppings or spreading it lightly on bread or cookies.

Kim (29), an office worker who eats Greek yogurt as a breakfast substitute, said, "I like that I can customize it by adding any toppings, fruits, or granola I want. Also, it keeps me full longer compared to other foods, so I eat it as a breakfast substitute before going to work."

The preference for Greek yogurt among young people appears to be influenced by the Healthy Pleasure trend. Healthy Pleasure is a combination of 'Healthy' and 'Pleasure,' meaning the joy of managing health.

In other words, as more young people control their diets for health and weight loss, they seek foods suitable as meal replacements. Greek yogurt has emerged because it provides sufficient satisfaction in both taste and nutrition.

Many Make It Themselves Due to High Prices

Greek yogurt. [Image source=Instagram]

Although Greek yogurt offers many nutritional benefits, it is not inexpensive. This is because it uses more milk than regular yogurt. As a result, some young people make Greek yogurt themselves using milk and probiotic drinks.

In fact, there are many YouTube videos about how to make Greek yogurt. One popular method involves using an electric rice cooker.

The recipe is simple. Mix 1 liter of milk with 1 to 2 bottles of probiotic drink, then put the mixture in an electric rice cooker and keep it warm for about an hour. After turning off the rice cooker, leave it for about 12 hours. Then, place the fermented yogurt in cheesecloth inside a large bowl and refrigerate it for 4 to 12 hours. This separates the moisture and whey, resulting in Greek yogurt with a thick, cream cheese-like texture.

Huh (27), an office worker, said, "It takes some time to make Greek yogurt with a thick texture, but I feel proud and accomplished once it's done. Also, I was tired of supplementing protein with chicken breast or eggs, but with Greek yogurt, I can add toppings to suit my taste, so I don't get bored."

This content was produced with the assistance of AI translation services.