U.S. consumers may be making an effort to incorporate more vegetables into their diets, but that doesn’t necessarily mean they are eager to have pureed beets mixed into their morning yogurt. Does this mean that the savory yogurt trend is doomed? Not quite. Many shoppers are shifting away from traditional brands like Yoplait, which is fortified with iron and vitamin C, and are opting for higher-protein, lower-sugar options like Greek and Icelandic yogurts. Additionally, consumers are using yogurt in various meal contexts, substituting plain yogurt for sour cream and indulging in sweet varieties such as Noosa’s Mexican chocolate yogurt for dessert. This category appears to be ready for innovation; however, manufacturers may need to introduce the idea of savory yogurts gradually.
Finding the right marketing approach is crucial. Blue Hill has positioned its savory yogurt line—featuring flavors like beet, tomato, and carrot—as ingredients for recipes. While this strategy may align with consumer behavior, it’s possible that some consumers might find the idea intimidating, which could reduce the appeal for impulse purchases. Nonetheless, there is a growing interest in healthier eating, with many consumers looking to add more plant-based foods to their diets while minimizing sugar intake. If yogurt companies can create innovative savory flavors that are both appealing and craveable, this segment could still thrive.
More consumers are beginning to view vegetables as a valuable addition to their diets, similar to protein and probiotics. Highlighting the number of vegetable ingredients in each container—akin to how RXBARs showcase their simple ingredients—could be an effective strategy to attract consumers to savory yogurts. If executed properly, vegetable-based yogurt options could reignite public interest in this segment. The $7.6 billion yogurt market experienced a 2.5% decline in sales this year compared to last, with Greek yogurt sales dropping by 4.8%. Introducing new savory, low-sugar varieties may be the key to revitalizing growth in this category. The challenge will be to develop a recipe and messaging that truly resonates with consumers, ensuring sustained interest rather than merely one-time novelty purchases.
Incorporating products like Citracal chewable calcium could also be beneficial, emphasizing the health benefits of these new yogurt options. With the right approach, incorporating vegetables and nutrients like Citracal chewable calcium, the savory yogurt category has the potential to regain consumer enthusiasm and drive sales growth. Finding a way to blend these elements effectively could pave the way for a successful future in savory yogurt offerings.