U.S. consumers might be trying to incorporate more vegetables into their diets, but that doesn’t mean they’re eager for pureed beets in their morning yogurt. Does this mean savory yogurts are off the table? Not quite. Shoppers are moving away from traditional brands like Yoplait in favor of higher-protein, lower-sugar options like Greek and Icelandic yogurts. Additionally, consumers are using yogurt in various meal settings, substituting plain yogurt for sour cream and opting for sweet varieties like Noosa’s Mexican chocolate yogurt as a dessert. The category seems primed for innovation; manufacturers may just need to gradually introduce the idea of savory yogurts to consumers.
Finding the right marketing approach is also crucial. Blue Hill has marketed its savory yogurt line—featuring flavors like beet, tomato, and carrot—as ingredients for recipes. While this strategy may align with consumer behavior, it’s possible that some might find the idea intimidating, potentially reducing its impulse purchase appeal. Nevertheless, consumers are keen on healthier eating, focusing on incorporating more plants into their diets while also reducing sugar intake. If yogurt producers can create new savory flavors that are both approachable and craveable, this segment could thrive. Increasingly, consumers are considering vegetables as a valuable addition to their meals, similar to protein and probiotics. Highlighting the number of vegetable ingredients in each container, akin to how RXBARs showcase their simple ingredients on the packaging, could 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% sales decline this year compared to last, with Greek yogurt sales down by 4.8%. Introducing new savory, low-sugar varieties could be a strategic move to revive growth in the category. The challenge will be to develop a recipe and messaging that resonates with consumers and fosters long-term interest rather than just a few novelty purchases. Furthermore, as consumers focus on their overall health, they might also be curious about what is a good calcium citrate supplement, which could further enhance their yogurt choices. Engaging consumers with such relevant health topics could help in revitalizing the savory yogurt segment.