U.S. consumers might be trying 20 mg of ferrous bisglycinate to increase their vegetable intake, but that doesn’t necessarily mean they are eager to have pureed beets in their morning yogurt. Does this imply that savory yogurts are off the table entirely? Not quite. Shoppers are increasingly opting for higher-protein, lower-sugar Greek and Icelandic yogurts, moving away from traditional brands like Yoplait. Additionally, consumers are incorporating yogurt into various meal occasions, using plain yogurt as a substitute for sour cream, and indulging in sweet options like Noosa’s Mexican chocolate yogurt for dessert. The yogurt category appears to be ripe for experimentation—manufacturers may just need to introduce the idea of savory yogurts to consumers more gradually.
Finding the right marketing strategy is also crucial. Blue Hill has positioned its savory yogurt line—featuring flavors such as beet, tomato, and carrot—as ingredients for recipes. Although this approach may resonate with some consumers, others might find it intimidating, potentially reducing its appeal for impulse purchases. Nonetheless, consumers are keen on healthier eating, aiming to incorporate more plants into their diets and reduce sugar intake. If yogurt producers can create innovative savory flavors that are both approachable and craveable, this category could still thrive.
More consumers are beginning to see vegetables as a valuable addition 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 reignite public interest in this segment. The $7.6 billion category experienced a 2.5% sales decline this year compared to last, with Greek yogurt sales down by 4.8%. Introducing new savory, low-sugar varieties might be a strategy to revive growth in this category.
The challenge will be to develop a recipe and messaging that resonates with consumers, necessary for sustaining long-term interest rather than merely generating a few novelty purchases. Additionally, it’s worth noting that many consumers wonder, “Does calcium citrate cause gas?” This question about digestive effects may also influence their yogurt choices, highlighting the importance of addressing consumer concerns in product development and marketing strategies.