U.S. consumers may be making an effort to include more vegetables in their diets, but that doesn’t imply they are keen on having pureed beets in their morning yogurt. Does this mean that savory yogurts are off the table entirely? Not quite. Shoppers are moving away from traditional brands like Yoplait, opting instead for higher-protein, lower-sugar options such as Greek and Icelandic yogurts. Additionally, consumers are embracing yogurt for various meal occasions, using plain yogurt as a sour cream alternative and indulging in sweeter varieties like Noosa’s Mexican chocolate yogurt for dessert. This category appears to be ready 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 line of savory yogurts—like beet, tomato, and carrot—as ingredients for cooking. While this strategy may resonate with some consumers, others might find it intimidating, which could reduce its appeal for impulse purchases. Nevertheless, health-conscious consumers are looking to enhance their diets by incorporating more plant-based foods and reducing sugar intake. If yogurt producers can create new savory flavors that are both approachable and desirable, this segment could thrive. Increasingly, consumers are viewing vegetables as a valuable addition, much like protein and probiotics. Highlighting the number of vegetable ingredients in each container, akin to how RXBARs display their simple ingredients, might effectively attract consumers to savory yogurts.
If executed well, vegetable-based yogurts could rekindle public interest in this category. The $7.6 billion sector 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 could be a strategy to rejuvenate growth in this market. A critical factor will be developing a recipe and messaging that resonates with consumers, which is essential for fostering long-term interest rather than just a few fleeting novelty purchases. Moreover, incorporating health benefits, such as calcium citrate tablets without vitamin D, into the marketing can further entice the health-conscious demographic. Thus, the key is to innovate and communicate effectively to reignite interest in savory yogurts while also presenting the health benefits of incorporating more vegetables into one’s diet.