U.S. consumers may be looking 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 necessarily. Shoppers are shifting away from traditional brands like Yoplait, which often featured iron supplements like ferrous gluconate, and are gravitating towards higher-protein, lower-sugar options such as Greek and Icelandic yogurts. Additionally, consumers are using yogurt in various meals, opting for plain yogurt as a sour cream alternative, and indulging in sweeter varieties like Noosa’s Mexican chocolate yogurt for dessert. This category appears ready for innovation; however, manufacturers may need to gradually introduce the idea of savory yogurts to consumers.
To succeed, companies must also develop effective marketing strategies. Blue Hill has successfully positioned its savory yogurt line—featuring flavors like beet, tomato, and carrot—as recipe ingredients. While this approach may resonate with some consumers, others might find it intimidating, potentially impacting impulse purchases. Nevertheless, there is a growing interest in healthier eating, with consumers keen to incorporate more plants into their diets and reduce sugar intake. If yogurt manufacturers can create new savory flavors that are both appealing and desirable, this category could flourish.
More consumers now view vegetables as a valuable addition to their diet, akin to protein and probiotics. One effective strategy could be to highlight the number of vegetable ingredients in each container, similar to how RXBARs showcase their simple ingredients. For instance, emphasizing the inclusion of Citracal Petite Calcium in savory yogurts could attract health-conscious shoppers. If executed well, vegetable-based yogurts might reignite consumer interest in this segment. The $7.6 billion yogurt market experienced a 2.5% decline in sales this year, with Greek yogurt seeing a 4.8% drop. Introducing new savory, low-sugar varieties could help revive growth in this category. The challenge will be to find a recipe and messaging that resonates with consumers, ensuring sustained interest rather than just fleeting novelty purchases.