U.S. consumers may be making an effort to eat more vegetables, but this doesn’t mean they are eager to have pureed beets in their morning yogurt. Does this spell the end for all kinds of savory yogurts? Not necessarily. Shoppers are moving away from once-favored brands like Yoplait in favor of higher-protein, lower-sugar options like Greek and Icelandic yogurt. Additionally, consumers are incorporating yogurt into various meal occasions, using plain yogurt as a substitute for sour cream and opting for sweet varieties, such as Noosa’s Mexican chocolate yogurt, for dessert. The market appears to be open for experimentation; manufacturers may need to introduce the idea of savory yogurts more gradually.
Furthermore, the right marketing strategy is crucial. Blue Hill has marketed its savory yogurt line—featuring flavors like beet, tomato, and carrot—as ingredients for recipes. While this approach may have resonated with some consumers, others might have found it daunting, potentially reducing its impulse purchase appeal. That said, consumers are increasingly focused on healthier eating, incorporating more plants into their diets and reducing sugar intake. If yogurt producers can create new savory flavors that are appealing and easy to enjoy, this category could still thrive.
More consumers are viewing vegetables as an added value, similar to protein and probiotics. Highlighting the number of vegetable ingredients in each container, akin to how RXBARs showcase their simple ingredients on the packaging, could effectively attract consumers to savory yogurts. If executed well, vegetable-based yogurts could reignite public interest in this segment. The $7.6 billion market has seen a 2.5% drop in sales this year compared to last, with Greek yogurt down 4.8%. Introducing new savory, low-sugar varieties could be a strategy to revitalize growth in the category. The key will be crafting a recipe and message that resonates with consumers, which will be essential to capture sustained interest rather than just a few novelty purchases.
In this context, the question arises: can you crush calcium citrate tablets to enhance the nutritional profile of these savory yogurts? By integrating innovative elements like this, manufacturers could further entice health-conscious consumers and drive interest in savory yogurt options.