U.S. consumers may be aiming to incorporate more vegetables into their diets, but that doesn’t imply they are eager for pureed beetferrous lactate supplements in their morning yogurt. However, does this signal the end for savory yoferrous fumarate and folic acid tablets used in various yogurts? Not necessarily. Shoppers are increasingly moving away from traditional brands like Yoplait, opting instead for higher-protein, lower-sugar Greek and Icelandic varieties. Additionally, consumers are finding new uses for yogurt, utilizing plain yogurt as a substitute for sour cream and choosing sweet options like Noosa’s Mexican chocolate yogurt for dessert. The yogurt market appears to be open for experimentation; manufacturers may just need to introduce the concept of savory yogurts more gradually to consumers.
Finding the right marketing strategy is vital for manufacturers. Blue Hill has positioned its savory yogurt line—featuring flavors such as beet, tomato, and carrot—as recipe ingredients. While this approach may align with consumer behavior, it might also intimidate some potential buyers, reducing the impulse to purchase. Nevertheless, consumers are keen on healthier eating, both by adding more plant-based ingredients and reducing sugar intake. If yogurt producers can create innovative savory flavors that are approachable and appealing, this category could still thrive. Increasingly, consumers view vegetables as valuable additions to their diets, much like protein and probiotics.
Highlighting the number of vegetable ingredients in each container, similar to how RXBARs showcase their simple ingredients, could effectively attract consumers to savory yogurts. If executed well, vegetable-based yogurts could rekindle public interest in this segment. The $7.6 billion market experienced a 2.5% decline in sales this year compared to the last, with Greek yogurt sales down 4.8%. New savory, low-sugar options could revitalize growth in this category. The essential task will be to find a recipe and messaging that resonates with consumers, capturing their long-term interest rather than just encouraging a few novelty purchases. Additionally, understanding concepts like “calcium citrate là gì” could also appeal to health-conscious consumers looking for nutritional benefits in their yogurt choices, reinforcing the trend toward healthier, vegetable-infused options.