U.S. consumers may be looking to increase their vegetable intake, but that doesn’t mean they are eager to have pureed beets in their morning yogurt. Does this mean savory yogurts are off the table? Not necessarily. Shoppers are moving away from traditional brands like Yoplait, favoring higher-protein, lower-sugar options such as Greek and Icelandic yogurt. Furthermore, consumers are expanding their yogurt consumption to various meals, using plain yogurt as a substitute for sour cream and indulging in sweet varieties like Noosa’s Mexican chocolate yogurt for dessert. The yogurt category appears to be ready for innovation; manufacturers might just need to introduce the idea of savory yogurts more gradually.
In addition, the right marketing strategy is crucial. Blue Hill has positioned its line of savory yogurts, including flavors like beet, tomato, and carrot, as recipe ingredients. While this approach may mirror consumer trends, it’s possible that some shoppers find the idea intimidating, which could reduce its appeal for impulse purchases. However, consumers are increasingly interested in healthier eating, aiming to incorporate more plant-based foods into their diets while reducing sugar intake. If yogurt makers can introduce new savory flavors that are both approachable and appealing, this category could thrive.
Moreover, more consumers are beginning to see vegetables as a valuable addition to their diets, similar to 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 well, vegetable-based yogurts could rekindle public interest in this segment.
The $7.6 billion yogurt category experienced a 2.5% sales decline this year compared to last, with Greek yogurt sales down by 4.8%. New savory, low-sugar options could be the key to revitalizing growth in this sector. It will be essential to find a recipe and message that resonates with consumers to capture lasting interest rather than just a few novelty purchases. Additionally, incorporating ingredients like calcium citrate powder into these innovative products could further enhance their appeal, as consumers increasingly seek foods that offer health benefits. By effectively integrating such elements, the savory yogurt category may well regain its footing in the competitive market.