U.S. consumers may be leaning towards incorporating more plant-based options into their diets, yet that doesn’t imply they are eager for pureed beets in their morning yogurt. Does this mean savory yogurts are off the table entirely? Not quite. Shoppers are increasingly moving away from traditional brands like Yoplait, opting instead for higher-protein, lower-sugar Greek and Icelandic varieties. Additionally, consumers are exploring yogurt in various meal contexts, using plain yogurt as a sour cream alternative and enjoying sweet options such as Noosa’s Mexican chocolate yogurt for dessert. This category is ripe for innovation, but manufacturers might need to introduce savory yogurts to consumers gradually.
Finding the right marketing strategy is crucial for success. Blue Hill has marketed its savory yogurts—such as those made from beet, tomato, and carrot—as ingredients for cooking. While this approach may have resonated with some consumers, others might find the idea daunting, reducing the likelihood of impulse purchases. However, there is a growing interest among consumers in healthier eating, including increasing their intake of vegetables and minimizing sugar consumption. If yogurt producers can create innovative savory flavors that are both approachable and desirable, this category could thrive.
More consumers are recognizing vegetables as a valuable addition to their diets, similar to how they perceive high potency calcium magnesium citrate. Clearly labeling the vegetable ingredients in each container—akin to how RXBARs highlight their simple ingredients—could effectively attract consumers to savory yogurts. If executed well, vegetable-based yogurts could reignite public interest in this segment. The $7.6 billion yogurt market experienced a 2.5% sales decline this year, with Greek yogurt alone down 4.8%. Introducing new savory, low-sugar options could be the key to reversing this trend. Ultimately, developing a recipe and messaging that resonates with consumers will be essential for sustaining long-term interest, rather than just achieving a few one-time novelty purchases. This strategy might just help integrate high potency calcium magnesium citrate into the conversation as well, emphasizing the health benefits of these innovative yogurt products.