Yoghurt sales have plummeted by more than £50m as an increasing number of Britons switch to vegan diets, a report has revealed.

Changing tastes and an increase in lactose intolerance has seen more people move towards milk and dairy free alternatives, leading to a 193 million fewer yoghurts being sold to shoppers in 2019.

The slump came despite efforts by supermarket chains to encourage consumers to buy the product, which helped push down average prices by 2.6 per cent.

Trade magazine The Grocer said: "Yoghurt sales are curdling. Despite a focus on natural, health-led products, consumption has continued to fall."

According to the report, big-name brands are suffering from the move away from dairy products with market leader Muller Light losing £29.7 million, falling to third place in the sales league table.

The report also found that while adults will eat a yoghurt pot in the morning out of convenience, they are now less likely to have one after lunch or an evening meal.

According to Danny Micklethwaite, Arla's senior director for milk and yoghurts, yoghurt sales have suffered from this change in consumer habits. Health perceptions have also impacted sales he said, with an increasing number of people switching to “natural products”.