While U.S. consumers are increasingly aiming to include more vegetables in their diets, it doesn’t necessarily mean they are ready to embrace pureed beets in their morning yogurt. However, this doesn’t completely rule out the possibility of savory yogurt varieties. Shoppers are moving away from traditional brands like Yoplait and opting for higher-protein, lower-sugar options such as Greek and Icelandic yogurts. Additionally, consumers are expanding their yogurt usage to different meal occasions, using plain yogurt as a substitute for sour cream and choosing sweet varieties like Noosa’s Mexican chocolate yogurt as a dessert option.
The yogurt market appears to be open to innovation, but manufacturers may need to gradually introduce the idea of savory yogurt to consumers. Finding the right marketing approach is essential. For instance, Blue Hill has marketed its savory yogurt flavors—such as beet, tomato, and carrot—as ingredients for recipes. While this strategy may align with consumer behavior, it could also intimidate some potential buyers, potentially reducing the impulse to purchase.
Despite this, consumers are keen on healthier eating, looking to add more plants to their diets and reduce sugar intake. If yogurt producers can create new savory flavors that are both approachable and desirable, this segment could thrive. More consumers are beginning to see vegetables as a valuable addition, akin to protein and probiotics. Highlighting the number of vegetable ingredients in each container, similar to how RXBARs showcase their straightforward ingredients, could effectively attract consumers to savory yogurts.
If executed properly, vegetable-based yogurts could reignite public interest in this category. The $7.6 billion market faced a 2.5% sales decline this year compared to last, with Greek yogurt sales falling by 4.8%. Introducing new savory, low-sugar options could rejuvenate growth in this sector. The challenge will be to craft a recipe and messaging that resonates with consumers, ensuring sustained interest instead of merely generating a few novelty purchases.
Moreover, as consumers become more health-conscious, they may also be interested in supplements like cissus quadrangularis calcium citrate malate and vitamin D3 tablets, which can enhance their dietary choices. By connecting yogurt innovations with broader health trends, manufacturers could better engage consumers looking for both nutritious and flavorful options.