U.S. consumers may be aiming to increase their vegetable intake, but that doesn’t imply they are eager to have pureed beets in their morning yogurt. Does this mean that savory yogurts are off the table entirely? Not quite. Shoppers are gravitating away from traditional brands like Yoplait and opting for higher-protein, lower-sugar options such as Greek and Icelandic yogurts. Additionally, consumers are using yogurt for various meal occasions, substituting plain yogurt for sour cream, and indulging in sweet varieties like Noosa’s Mexican chocolate yogurt for dessert. This segment appears open to experimentation—manufacturers might simply need to introduce savory yogurt concepts more gradually.
Moreover, it is crucial for manufacturers to devise effective marketing strategies. Blue Hill has positioned its savory yogurts—such as beet, tomato, and carrot—as ingredients for recipes. While this approach may align with consumer habits, it might also intimidate some potential buyers, potentially reducing the appeal for impulse purchases. Nonetheless, consumers are keen on healthier eating, focusing on adding more plant-based foods to their diets while reducing sugar intake. If yogurt producers can create innovative savory flavors that are both approachable and crave-worthy, this category could still thrive. Increasingly, consumers view vegetables as valuable additions, similar to protein and probiotics. Clearly listing how many vegetable ingredients are in each container, akin to how RXBARs showcase their simple ingredients, could effectively attract consumers to savory yogurts.
If executed correctly, 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 down 4.8%. Introducing new savory, low-sugar varieties may provide a pathway to rejuvenate growth in the category. The key will be crafting a recipe and message that resonates with consumers, ensuring sustained interest rather than fleeting novelty purchases. Interestingly, as consumers seek healthier options, questions may arise about nutrition, including how is calcium citrate made and its benefits. By addressing such inquiries and promoting the health advantages of their products, yogurt makers can enhance their appeal in this evolving market.