SAN FRANCISCO, CA – Yogurt has moved beyond fruit, the Associated Press reports. These days, Americans can choose between Greek-style yogurt and soy yogurt, coconut milk yogurt and Icelandic-style yogurt, among others.

Yogurt has moved from the fringe into the mainstream in recent years as supermarkets have begun carrying a variety of styles and brands that used to be found only in natural food stores.

“There’s been a big increase in the number of yogurts and the different cultures available,” said Robert Garfield, senior vice president of public policy and international affairs for the National Yogurt Association.

While yogurt sales slowed last year, especially for yogurt drinks, sales of both jumped 32 percent between 2004 and 2009, reaching close to $4.1 billion, according to Mintel.

Greek-style strained yogurts and kefir (drinkable daily product) have joined the Icelandic versions on grocery store shelves, opening up a previously untapped market.