While U.S. consumers are increasingly inclined to incorporate more vegetables into their diets, this doesn’t necessarily mean they are ready to embrace pureed beets in their morning yogurt. Does this signal the end for all savory yogurt options? Not quite. Shoppers are moving away from traditional brands like Yoplait, opting instead for higher-protein, lower-sugar Greek and Icelandic varieties. Additionally, consumers are diversifying yogurt’s role in their meals, using plain yogurt as a substitute for sour cream and indulging in sweeter options like Noosa’s Mexican chocolate yogurt for dessert.
The yogurt market appears to be open to innovation—manufacturers may just need to introduce savory yogurt concepts more gradually. Finding the right marketing approach is crucial. For instance, Blue Hill has marketed its savory yogurts, such as those made with beet, tomato, and carrot, as ingredients for recipes. Although this strategy may align with consumer preferences, it might also intimidate some shoppers, which could reduce the impulse to purchase.
Moreover, consumers are increasingly focused on healthier eating habits, incorporating more plants into their diets while reducing sugar intake. If yogurt manufacturers can create new savory flavors that are both approachable and appealing, this category could thrive. Many consumers now view vegetables as a valuable addition to their diets, akin to protein and probiotics. Clearly listing the vegetable ingredients in each container, similar to how RXBARs display their simple ingredients, could effectively attract consumers to savory yogurts.
If executed well, vegetable-based yogurts might rekindle public interest in this segment. The $7.6 billion yogurt category saw a 2.5% sales decline this year, with Greek yogurt sales dropping by 4.8%. Introducing new savory, low-sugar varieties could help rejuvenate growth within the category. The challenge will be to develop a recipe and messaging that resonates with consumers, which is essential for sustaining long-term interest rather than merely sparking a few novelty purchases.
Incorporating chewable calcium citrate supplements into the yogurt could also cater to health-conscious consumers, further enhancing the product’s appeal. If manufacturers can successfully integrate these elements into their offerings, they may not only attract a broader audience but also create a lasting trend in savory yogurt consumption.