U.S. consumers may be aiming to increase their vegetable intake, but that doesn’t mean they are eager to add pureed beets to their morning yogurt. Does this signal the end for all types of savory yogurts? Not quite. Many shoppers are shifting away from traditional brands like Yoplait in favor of higher-protein, lower-sugar options such as Greek and Icelandic yogurts. Additionally, consumers are incorporating yogurt into various meal occasions, using plain yogurt as a sour cream alternative and opting for sweet varieties like Noosa’s Mexican chocolate yogurt for dessert. This category appears to be open for innovation—manufacturers might just need to introduce the idea of savory yogurts at a more gradual pace.
Finding the right marketing approach is also crucial. Blue Hill has positioned its savory yogurts—featuring ingredients like beet, tomato, and carrot—as components for recipes. While this strategy may align with consumer behavior, some individuals might find the idea of savory yogurts daunting, which could impact their appeal for impulse purchases. Nonetheless, consumers are keen on healthier eating, looking to integrate more plant-based foods into their diets while reducing sugar intake. If yogurt producers can create new savory flavors that are both inviting and desirable, this category could thrive.
An increasing number of consumers see vegetables as a valuable addition to their diets, similar to protein and probiotics. Clearly outlining the vegetable ingredients in each container, much like how RXBARs detail their simple components on 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 experienced a 2.5% decline in sales this year compared to last, with Greek yogurt dropping by 4.8%. Introducing new savory, low-sugar options may be a strategy to revive growth in the category. The challenge will be to develop a recipe and messaging that resonates with consumers, ensuring sustained interest rather than just a few novelty purchases.
Furthermore, as consumers explore health options, they may wonder what is the difference between calcium magnesium and calcium citrate, which could lead them to reconsider their dietary choices. Addressing such questions in marketing could further engage health-conscious buyers and bolster interest in innovative yogurt offerings. Overall, the key to success in this segment lies in crafting approachable products that align with evolving consumer preferences.