U.S. consumers may be eager to incorporate more vegetables into their diets, but that doesn’t necessarily mean they’re ready for pureed beets in their morning yogurt. However, this doesn’t completely rule out the potential for savory yogurts. Shoppers are increasingly moving away from traditional brands like Yoplait and opting for higher-protein, lower-sugar options such as Greek and Icelandic yogurts. Many consumers are also utilizing plain yogurt as a substitute for sour cream and indulging in sweet varieties like Noosa’s Mexican chocolate yogurt for dessert. The yogurt category appears to be ripe for experimentation — manufacturers may just need to introduce the idea of savory yogurts more gradually.
Additionally, 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 trends, it’s possible that some consumers found the concept intimidating, which could reduce its appeal for impulse purchases. That said, there is a growing interest among consumers to eat healthier by adding more plants to their diets and reducing sugar intake. If yogurt producers can innovate new savory flavors that are both approachable and crave-worthy, this category could still thrive.
More consumers are beginning to see vegetables as a valuable addition to their meals, similar to protein and probiotics. Clearly indicating the number of vegetable ingredients in each container could entice consumers, much like how RXBARs prominently display their simple ingredients on their packaging. This approach could help draw interest back to savory yogurts. The yogurt market, valued at $7.6 billion, experienced a 2.5% decline in sales this year, with Greek yogurt sales dropping by 4.8%. Introducing new savory, low-sugar options might be a way to rejuvenate growth in the sector. The challenge will be to develop a recipe and messaging that truly resonate with consumers, which is essential for maintaining long-term interest rather than just temporary novelty purchases.
In this context, consumers might also consider which calcium supplement has calcium citrate as part of their overall health strategy, especially as they look to enhance their diets with nutritious choices. By successfully merging these elements, vegetable-based yogurts could reignite public interest in the category.