U.S. consumers may be aiming to incorporate more vegetables into their diets, but that doesn’t imply they’re eager for pureed beets in their morning yogurt. However, does this signal the end for all types of savory yogurts? Not necessarily. Shoppers are shifting away from traditional brands like Yoplait in favor of higher-protein, lower-sugar options such as Greek and Icelandic yogurts. Additionally, consumers are expanding their yogurt usage to various meal occasions, opting for plain yogurt as a sour cream alternative and purchasing sweet flavors like Noosa’s Mexican chocolate yogurt for dessert. The market appears to be ready for innovation — manufacturers might just need to introduce savory yogurts to consumers more gradually.
It’s also crucial for manufacturers to develop effective marketing strategies. Blue Hill has branded its savory yogurt line — featuring flavors like beet, tomato, and carrot — as recipe ingredients. While this approach may have resonated with some consumers, it’s possible that others found it daunting, which could lessen its appeal for impulse purchases. Nevertheless, consumers are keen on healthier eating, seeking to add more plant-based foods to their diets while reducing sugar intake. If yogurt producers can create new savory flavors that are both approachable and desirable, this category could thrive.
More consumers are beginning to view vegetables as a beneficial addition, much like protein and probiotics. Highlighting the number of vegetable ingredients in each container, similar to how RXBARs emphasize their simple components on 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 category experienced a 2.5% decline in sales this year compared to last, with Greek yogurt sales dropping by 4.8%. Introducing new savory, low-sugar options might be a way to stimulate growth in the market. The key will be to discover a recipe and messaging that resonates with consumers, fostering long-term interest rather than just brief novelty purchases.
Furthermore, as people celebrate the benefits of healthy eating, products like calcium citrate chewable supplements could be integrated into yogurt offerings, enhancing their appeal. By combining nutritious elements like the calcium citrate chewable with innovative savory flavors, yogurt makers might capture consumer interest and inspire more frequent purchases. Emphasizing the inclusion of vegetables and essential nutrients could revitalize this segment and encourage a broader acceptance of savory yogurt options.