U.S. consumers may be looking to increase their vegetable intake, but that doesn’t mean they’re eager for pureed beets in their breakfast yogurt. Does this signal the end for savory yogurts? Not quite. Many shoppers are moving away from traditional brands like Yoplait, opting instead for Greek and Icelandic yogurts that are higher in protein and lower in sugar. Additionally, consumers are exploring yogurt at various meal occasions, using plain yogurt as a substitute for sour cream and choosing sweet options like Noosa’s Mexican chocolate yogurt for dessert. The market appears ready for innovation—manufacturers might just need to introduce savory yogurts more gradually.
Finding the right marketing strategy is also crucial. For instance, Blue Hill has marketed its line of savory yogurts—such as those made with beet, tomato, and carrot—as ingredients for cooking. While this approach may have aligned with some consumer trends, it might have intimidated others, potentially reducing the likelihood of impulse purchases. Nevertheless, there’s a growing interest among consumers in healthier eating, which includes incorporating more plant-based foods and reducing sugar intake. If yogurt producers can develop new savory flavors that are both appealing and easy to enjoy, this category could thrive.
Increasingly, consumers are seeing vegetables as a valuable addition to their diets, akin to protein and probiotics. Highlighting the number of vegetable ingredients in each container, similar to how RXBARs display their simple ingredients, could effectively attract consumers to savory yogurts. If executed well, vegetable-based yogurts could reignite public interest in this segment, which has seen a decline in sales. The $7.6 billion category experienced a 2.5% drop in sales this year compared to last, with Greek yogurt sales down 4.8%. Introducing new savory, low-sugar options could help rejuvenate growth in the market.
Moreover, products like bariatric advantage calcium citrate chewy bites may provide a unique angle for consumers seeking health-oriented choices. The key to success will be crafting a recipe and messaging that resonates with consumers, ensuring sustained interest rather than merely fleeting novelty purchases. By cleverly integrating health benefits and appealing flavors, savory yogurts could become a staple in Americans’ diets once more.