Ten trained panelists determined that 61 characteristics explained the flavor, aroma, texture, basic taste(s), feeling factors and appearance attributes inherent in 12 commercially produced yogurts formulated from bovine milk. When 12 yogurts were used to validate the sensory lexicon, differences (P < 0.05) existed in 37 of the original 61 characteristics. Yogurt brands were then differentiated based on these sensory attributes utilizing principal components analysis. This analysis revealed which attributes were most important in both explaining plain yogurt as well as allowed the clustering of different brands into groups based on taste, aroma, appearance and/or texture. Taste and texture characteristics were more effective at differentiating yogurt treatments than aroma and appearance. Even though taste and texture characteristics allowed trained panelists to identify, differentiate and categorize products, the yogurt could not be differentiated or categorized by fat percentage or source of milk (organic versus conventional).