While U.S. consumers are increasingly seeking to incorporate more vegetables into their diets, this doesn’t necessarily mean they are ready for pureed beets in their morning yogurt. However, this doesn’t spell the end for savory yogurt options. In fact, shoppers are moving away from traditional brands like Yoplait and gravitating towards Greek and Icelandic yogurts that offer higher protein and lower sugar content. Consumers are also expanding the use of yogurt beyond breakfast, substituting plain yogurt for sour cream and enjoying sweet options like Noosa’s Mexican chocolate yogurt as a dessert.
The yogurt category appears ripe for innovation, although manufacturers may need to introduce the idea of savory yogurts more gradually. Finding the right marketing strategy is crucial. For example, Blue Hill has promoted its savory yogurts—such as beet, tomato, and carrot—as ingredients for recipes. While this approach aligns with consumer behavior, it may also intimidate some potential buyers, potentially reducing impulse purchases.
Nevertheless, consumers are keen on healthier eating, aiming to increase their vegetable intake and reduce sugar consumption. If yogurt producers can develop new savory flavors that are both appealing and approachable, there could be significant success in this category. Many consumers are starting to view vegetables as valuable additions to their diets, similar to how they perceive protein and probiotics. Highlighting the number of vegetable ingredients 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 yogurt market, valued at $7.6 billion, experienced a 2.5% decline in sales this year, with Greek yogurt sales dropping by 4.8%. Introducing new savory, low-sugar options could help revitalize growth in this category. A key challenge will be to develop a recipe and messaging that resonates with consumers, ensuring long-term interest rather than fleeting novelty purchases.
Incorporating elements like calcium citrate 315 mg with vitamin D into these products could further enhance their appeal, as consumers are increasingly looking for health benefits in their food choices. By leveraging these trends and focusing on innovative flavors and clear benefits, the savory yogurt segment may well find a path to renewed growth.