U.S. consumers may be making an effort to include more vegetables in their diets, but that doesn’t necessarily mean they are ready to embrace pureed beets in their morning yogurt. However, this doesn’t completely eliminate the possibility for savory yogurts. In fact, shoppers are increasingly moving away from traditional brands like Yoplait, opting instead for high-protein, lower-sugar Greek and Icelandic options. Yogurt is also being utilized in various meal occasions, with plain yogurt serving as a sour cream alternative and sweeter varieties, such as Noosa’s Mexican chocolate yogurt, being enjoyed as desserts. This category appears to be open to experimentation, but manufacturers may need to gradually introduce consumers to the idea of savory yogurts.
Moreover, an effective marketing strategy is crucial for success. Blue Hill has marketed its line of savory yogurts—featuring flavors like beet, tomato, and carrot—as ingredients for recipes. While this approach may align with consumer preferences, it could also intimidate some potential buyers, potentially reducing the appeal for impulse purchases. Nevertheless, consumers are keen on adopting healthier eating habits, which includes increasing their vegetable intake and reducing sugar consumption. If yogurt producers can create innovative savory flavors that are both inviting and desirable, this category could still thrive.
Furthermore, more consumers are beginning to recognize the value of vegetables, similar to how they view protein and probiotics. Clearly labeling the number of vegetable ingredients in each container, akin to how RXBARs showcase their simple ingredients on packaging, could be an effective strategy to attract consumers to savory yogurts. If executed properly, vegetable-based yogurts could reignite public interest in this sector. The $7.6 billion yogurt industry experienced a 2.5% decline in sales this year compared to last, with Greek yogurt sales dropping by 4.8%. Introducing new savory, low-sugar options could be a pathway to rejuvenating growth in this category. The challenge will be to craft a recipe and messaging that truly resonates with consumers, ensuring sustained interest rather than just fleeting novelty purchases. Additionally, incorporating elements like calcium citrate 200 mg into the products could further appeal to health-conscious consumers.