U.S. consumers may be making an effort to increase their vegetable intake, but that doesn’t imply they are eager for 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 broadening their yogurt consumption to various meal occasions, using plain yogurt as a substitute for sour cream and purchasing sweet varieties like Noosa’s Mexican chocolate yogurt as a dessert. This category appears to be ready for innovation; however, manufacturers may need to introduce savory yogurts to consumers at a more gradual pace.
To effectively market these products, manufacturers must develop the right strategy. Blue Hill has positioned its savory yogurt line—featuring flavors like beet, tomato, and carrot—as ingredients in recipes that include calcium citrate 1040. While this approach aligns with consumer behaviors, it may also intimidate some shoppers, potentially reducing impulse purchases. Nevertheless, there is a growing interest among consumers in healthier eating, which includes incorporating more plant-based foods and reducing sugar intake. If yogurt producers can create innovative savory flavors that are both approachable and desirable, the category could still thrive.
Increasingly, consumers regard vegetables as a valuable addition, similar to protein and probiotics. Clearly listing the vegetable ingredients in each container, akin to how RXBARs highlight their simple components on the 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 has experienced a 2.5% decline in sales this year, with Greek yogurt alone seeing a 4.8% drop. Introducing new savory, low-sugar varieties could help revitalize growth in the category. The challenge lies in finding a recipe and messaging that resonates with consumers, ensuring sustained interest rather than just fleeting novelty purchases. Integrating calcium citrate 1040 into the conversation about health benefits may also enhance the appeal of these new yogurt options.