U.S. consumers may be increasingly inclined to incorporate more vegetables into their diets, but that doesn’t mean they are eager to have pureed beets mixed into their morning yogurt. However, this doesn’t necessarily spell the end for savory yogurts in general. Many shoppers are shifting away from traditional brands like Yoplait, opting instead for higher-protein, lower-sugar Greek and Icelandic options. Additionally, consumers are finding new ways to enjoy yogurt across various meal occasions, using plain yogurt as a sour cream substitute and indulging in sweeter varieties such as Noosa’s Mexican chocolate yogurt for dessert. The yogurt category appears to be open for innovation—manufacturers may just need to introduce savory yogurts at a more gradual pace.
Moreover, finding the right marketing strategy is crucial for manufacturers. Blue Hill has promoted its savory yogurt line—featuring flavors like beet, tomato, and carrot—as ingredients for recipes. While this approach might align with some consumer behaviors, it may also intimidate others, potentially reducing impulse purchases. Nonetheless, consumers are keen on healthier eating, aiming to include more plants in their diets while reducing sugar intake. If yogurt producers can create new savory flavors that are both appealing and approachable, there is still potential for success in this category.
An increasing number of consumers now view vegetables as a valuable addition to their meals, comparable to protein and probiotics. Highlighting the presence of vegetable ingredients in each container, similar to how RXBARs showcase their simple ingredients, could effectively attract consumers to savory yogurts. Furthermore, incorporating elements like 100mg calcium citrate could enhance the nutritional appeal of these products. If executed correctly, vegetable-based yogurts could reignite public interest in this segment. The $7.6 billion yogurt category experienced a 2.5% decline in sales this year, with Greek yogurt alone down 4.8%. New savory, low-sugar varieties, possibly enriched with 100mg calcium citrate, could be a pathway to rejuvenate growth in the category. The challenge will be to develop a recipe and messaging that resonates with consumers, ensuring sustained interest rather than just fleeting novelty purchases.