U.S. consumers may be making an effort to include more vegetables in their diets, but that doesn’t imply they’re eager for pureed beets in their morning yogurt. Does this mean the end for all savory yogurts? Not necessarily. Shoppers are moving away from traditional brands like Yoplait and opting for higher-protein, lower-sugar Greek and Icelandic options. Additionally, consumers are incorporating yogurt into various meal occasions, using plain yogurt as a substitute for sour cream, and indulging in sweet varieties like Noosa’s Mexican chocolate yogurt for dessert. This category appears ready for experimentation—manufacturers might need to introduce the concept of savory yogurts to consumers more gradually.
Moreover, manufacturers must develop the right marketing strategies. For instance, Blue Hill has positioned its savory yogurts—such as beet, tomato, and carrot—as recipe ingredients. While this approach may resonate with some consumers, it might also intimidate others, potentially reducing the likelihood of impulse purchases. Nevertheless, there is a growing interest among consumers in healthier eating, which includes increasing plant-based foods in their diets and reducing sugar intake. If yogurt producers can innovate approachable and enticing savory flavors, this category could still thrive.
As more consumers start to view vegetables as a value-add, similar to protein and probiotics, highlighting the number of vegetable ingredients in each container could be an effective strategy. Much like how RXBARs showcase their simple ingredients, this could attract consumers to savory yogurts. If executed well, vegetable-based yogurts could reignite public interest in this segment. The $7.6 billion market experienced a 2.5% decline in sales this year compared to last, with Greek yogurt sales down by 4.8%. Introducing new savory, low-sugar varieties may be a pathway to revitalize growth in this category.
The challenge lies in crafting a recipe and message that resonates with consumers, essential for capturing long-term interest rather than merely encouraging one-time novelty purchases. Additionally, incorporating elements like vegan calcium citrate into the product could appeal to health-conscious consumers, reinforcing the nutritional benefits of these savory yogurts. By focusing on these aspects, manufacturers can potentially turn the tide and bring back enthusiasm for savory yogurt offerings.