Yogurt isn’t just for health nuts anymore.

New research from The NPD group shows that one in three individuals now eat the popular dairy product, and yogurt consumption has more than doubled since 2003. The research shows that yogurt’s popular is driven by many factors, including improved product innovation and consumers trends.

 “Although there are currently some marketplace changes in the category, yogurt has shown remarkable growth over the last decade and innovation, like new packaging and Greek-style yogurts, continues to breathe new life into the category,” Darren Seifer, NPD food and beverage industry analyst, said in a news release.  “Innovation in the yogurt category is just one component. Taking a look into U.S. homes to see the behavioral drivers behind yogurt’s growth helps to round out the story for food marketers interested in either riding this wave or trying to replicate this story in other categories.”

According to NPD research, 75 percent of yogurt consumption takes place in the home with the majority of it eaten at breakfast – especially by young adults between the ages of 18 and 34.

Read more about the research here.

Yogurt, especially Greek yogurt, has quickly surged in popularity. Last year Dairy Herd Network reported that Greek yogurt now makes up 35 percent of yogurt sales. Other recent studies have found that yogurt promotes healthy weight loss, helps fight stress, and can even provide pain relief.  One study looked at yogurt’s affect on mice and found that it not only helped keep them slim but also improved their love life.