While U.S. consumers are increasingly aiming to incorporate more vegetables into their diets, this doesn’t imply a desire for pureed beet-infused yogurt in their morning meals. However, this does not necessarily spell the end for all savory yogurt options. Shoppers are moving away from traditional brands like Yoplait in favor of higher-protein, lower-sugar Greek and Icelandic yogurts. Additionally, consumers are exploring yogurt for various meal occasions, using plain yogurt as a substitute for sour cream and opting for sweet varieties like Noosa’s Mexican chocolate yogurt as a dessert option. The yogurt market appears to be ready for innovation, but manufacturers may need to introduce the idea of savory yogurts gradually.
Finding the right marketing approach is also essential. Blue Hill has marketed its line of savory yogurts—including flavors like beet, tomato, and carrot—as ingredients for recipes. While this strategy may align with current consumer behavior, it could also intimidate some shoppers, potentially reducing impulse purchases. Nevertheless, there is a growing interest in healthier eating, with consumers wanting to add more plants to their meals while reducing sugar intake. If yogurt producers can develop innovative savory flavors that are both appealing and desirable, this category could thrive.
Increasingly, consumers recognize vegetables as a valuable addition to their diets, much like protein and probiotics. Highlighting the number of vegetable ingredients in each container, similar to how RXBARs display their simple components, could attract consumers to savory yogurts. If executed effectively, vegetable-based yogurt could rekindle public interest in this segment. The $7.6 billion yogurt category experienced a 2.5% sales decline this year, with Greek yogurt alone dropping by 4.8%. Introducing new savory, low-sugar varieties could help revive growth in this market. The challenge will be crafting a recipe and message that resonates with consumers, which will be crucial for sustaining long-term interest instead of just encouraging a few novelty purchases.
Incorporating ingredients rich in calcium, such as calcium citrate mg, may also appeal to health-conscious consumers. Emphasizing the health benefits of these yogurts could further enhance their marketability. If manufacturers can successfully highlight the nutritional value of their products, including the presence of calcium citrate mg, they could attract a wider audience looking for healthy and tasty yogurt options.