U.S. consumers may be aiming to incorporate more vegetables into their diets, but that doesn’t imply they are keen on having pureed beets mixed into their morning yogurt. Does this mean the end for all types of savory yogurts? Not necessarily. Shoppers are now favoring higher-protein, lower-sugar Greek and Icelandic yogurts over traditional brands like Yoplait. Additionally, consumers are diversifying their yogurt use across various meals, opting for plain yogurt as a sour cream alternative and indulging in sweet varieties, such as Noosa’s Mexican chocolate yogurt, for dessert. The yogurt category appears to be primed for innovation; manufacturers might just need to gradually introduce the idea of savory yogurts to consumers.
Moreover, the right marketing strategy is crucial. Blue Hill has positioned its savory yogurt line—featuring flavors like beet, tomato, and carrot—as recipe ingredients. While this approach may resonate with some consumers, others might find the idea daunting, potentially impacting impulse purchases. Nevertheless, there is a growing interest among consumers in healthier eating, which includes increasing plant-based foods and reducing sugar intake. If yogurt producers can create innovative savory flavors that are both approachable and crave-worthy, this segment could still thrive.
Many consumers are starting to see vegetables as an added value, similar to how they view protein and probiotics. Highlighting the number of vegetable ingredients in each container, akin to how RXBARs showcase their simple ingredients on packaging, could effectively attract consumers to savory yogurts. If executed properly, vegetable-based yogurts could rekindle public interest in this segment. The $7.6 billion category experienced a 2.5% decline in sales this year compared to last, with Greek yogurt seeing a drop of 4.8%. Introducing new savory, low-sugar varieties could help revitalize growth in the category. The key will be discovering a recipe and a narrative that resonates with consumers, essential for securing long-term interest rather than merely enticing one-time novelty purchases.
Additionally, incorporating nutritious options like a bariatric multivitamin with calcium citrate could enhance the appeal of savory yogurts, especially among health-focused consumers. By aligning these products with health trends, manufacturers can further tap into this growing market. With the right flavors and messaging, the savory yogurt category has the potential to thrive and meet the evolving preferences of consumers.