U.S. consumers may be looking to incorporate more vegetables into their diets, but that doesn’t necessarily mean they are eager to have pureed beets mixed into their morning yogurt. However, this doesn’t rule out the potential for savory yogurts entirely. Shoppers are moving away from traditional brands like Yoplait, opting instead for higher-protein, lower-sugar options such as Greek and Icelandic yogurts. Additionally, consumers are diversifying their yogurt consumption, using plain yogurt as a substitute for sour cream and purchasing sweet varieties like Noosa’s Mexican chocolate yogurt for dessert. The yogurt category appears to be open to experimentation—manufacturers just need to gradually introduce the idea of savory yogurts to consumers.
To successfully market these savory options, companies like Blue Hill have promoted their savory yogurt line—featuring flavors like beet, tomato, and carrot—as ingredients for recipes. While this strategy may resonate with some consumers, others might find the concept intimidating, which could reduce the likelihood of impulse purchases. Nonetheless, there is a growing consumer interest in healthier eating, with a focus on incorporating more plant-based foods and reducing sugar intake. If yogurt producers can create innovative savory flavors that are both approachable and appealing, this segment could still thrive.
Increasingly, consumers are viewing vegetables as an added value, similar to protein and probiotics. Clearly listing the number of vegetable ingredients in each container, akin to how RXBARs showcase their simple ingredients on packaging, could attract consumers to savory yogurts. If executed effectively, vegetable-based yogurts might reignite public interest in this segment. The yogurt industry, valued at $7.6 billion, experienced a 2.5% sales decline this past year, with Greek yogurt sales down by 4.8%. Introducing new savory, low-sugar varieties could be a way to revitalize growth in this category. The key lies in developing a recipe and message that resonate with consumers, which is essential for fostering long-term interest rather than just a few novelty purchases.
Furthermore, incorporating products like Citracal Slow Release 1200 Calcium into the diet could complement the trend towards healthier eating habits. As consumers increasingly prioritize their nutritional intake, yogurt that combines savory flavors with added health benefits, such as calcium from Citracal Slow Release 1200, could capture their attention. By strategically positioning these offerings, manufacturers can leverage the health-conscious consumer base, ensuring that savory yogurts not only attract interest but also contribute to the overall success of the yogurt segment.