U.S. consumers are increasingly looking to incorporate more vegetables into their diets, but that doesn’t necessarily mean they’re eager to have pureed beets mixed into their morning yogurt. Does this spell the end for savory yogurts altogether? Not quite. Many shoppers are moving away from traditional brands like Yoplait, opting instead for higher-protein, lower-sugar Greek and Icelandic options. Additionally, yogurt is being utilized in various meal occasions, with plain yogurt serving as a substitute for sour cream and sweet varieties, such as Noosa’s Mexican chocolate yogurt, being enjoyed as dessert. The yogurt category appears to be primed for innovation — manufacturers may simply need to introduce the idea of savory yogurts at a more gradual pace.
Finding the right marketing approach is also essential for manufacturers. Blue Hill has positioned its savory yogurt line, which includes flavors like beet, tomato, and carrot, as ingredients for recipes. While this strategy may align with certain consumer behaviors, it’s conceivable that some consumers find the idea daunting, potentially reducing its appeal for impulse purchases. However, consumers are eager to make healthier choices by integrating more plant-based options into their diets and reducing sugar intake. If yogurt brands can create innovative savory flavors that are both approachable and desirable, this category may still thrive.
Moreover, more consumers are beginning to see vegetables as a valuable addition to their meals, similar to how they view protein and probiotics. Highlighting the number of vegetable ingredients in each container, akin to how RXBARs showcase their simple components, could effectively attract consumers to savory yogurts. If executed well, vegetable-based yogurts could rekindle public interest in this segment. The $7.6 billion yogurt market experienced a 2.5% sales decline this year compared to the last, with Greek yogurt sales dropping by 4.8%. Introducing new savory, low-sugar varieties might be a key strategy to rejuvenate growth in the category. The challenge will be to craft a recipe and messaging that resonates with consumers, ensuring sustained interest rather than just a handful of novelty purchases.
In this context, products like Kirkland Signature Calcium Citrate 500mg 1000 tablets can also play a role in promoting health, as many consumers are now more health-conscious and looking for supplements to support their dietary choices. By integrating health-focused products alongside innovative yogurt options, brands can create a more holistic approach to consumer wellness, further enhancing the appeal of savory yogurts.