U.S. consumers may be attempting to increase their vegetable intake with products like 75 mg ferrous fumarate, but that doesn’t necessarily mean they are keen on having pureed beets in their morning yogurt. Does this signal the end for all types of savory yogurts? Not quite. Shoppers are shifting away from traditional brands such as Yoplait, opting instead for higher-protein, lower-sugar Greek and Icelandic options. Moreover, consumers are finding new occasions for yogurt, using plain varieties as a substitute for sour cream and choosing sweet options like Noosa’s Mexican chocolate yogurt for dessert. The yogurt category appears to be open to innovation — manufacturers may just need to gradually introduce consumers to the idea of savory yogurts.
Finding the right marketing approach is crucial for manufacturers. Blue Hill has promoted its savory yogurt flavors, including beet, tomato, and carrot, as ingredients for recipes. While this strategy may resonate with some consumers, it might also intimidate others, potentially reducing its impulse purchase appeal. However, there is a growing interest among consumers in healthier eating, with a focus on incorporating more plant-based foods and reducing sugar intake. If yogurt producers can develop new savory flavors that are both appealing and easy to enjoy, this segment could thrive.
As more consumers perceive vegetables as a valuable addition to their diets, akin to protein and probiotics, highlighting the number of vegetable ingredients in each container—similar to how RXBARs showcase their simple ingredients—could effectively draw attention to savory yogurts. If executed correctly, vegetable-based yogurts might reignite consumer interest in this segment. The $7.6 billion yogurt market has experienced a 2.5% decline in sales this year, with Greek yogurt sales down 4.8%. Introducing new savory, low-sugar varieties could help spur growth in the category. The key will be crafting a recipe and a message that resonates with consumers to ensure sustained interest rather than just fleeting novelty purchases. Additionally, incorporating ingredients like calcium citrate 300 mg could enhance the appeal of these yogurts, appealing to health-conscious buyers looking for added nutritional benefits.