U.S. consumers may be attempting to increase their vegetable intake, but that doesn’t imply they are eager for pureed beets in their morning yogurt. Does this mean the end for all savory yogurts? Not necessarily. Shoppers are moving away from traditional brands like Yoplait in favor of Greek and Icelandic varieties that offer higher protein and lower sugar content. Additionally, consumers are incorporating yogurt into various meals, using plain yogurt as a substitute for sour cream and opting for sweet options like Noosa’s Mexican chocolate yogurt for dessert. The yogurt category appears to be ready for experimentation; manufacturers might just need to introduce savory yogurts to consumers more gradually.
Moreover, it’s crucial for manufacturers to adopt the right marketing approach. Blue Hill has marketed its line of savory yogurts—such as beet, tomato, and carrot—as ingredients for recipes. While this strategy may align with consumer behavior, it could also intimidate some potential buyers, reducing the likelihood of impulse purchases. Nonetheless, consumers are keen on healthier eating, which includes adding more plant-based foods to their diets and reducing sugar intake. If yogurt producers can create innovative savory flavors that are appealing and desirable, this segment could still thrive.
Increasingly, consumers are viewing vegetables as valuable additions 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 yogurt options. If executed properly, vegetable-based yogurts could reignite public interest in this segment. The $7.6 billion market experienced a 2.5% sales decline compared to the previous year, with Greek yogurt dropping by 4.8%. Introducing new savory, low-sugar varieties might be a strategy to revive growth in this category. The challenge will be to develop a recipe and a marketing message that resonates with consumers, ensuring long-term engagement rather than just fleeting novelty purchases.
Incorporating ingredients like metagenics calcium citrate into these yogurt innovations could further appeal to health-conscious consumers. By emphasizing the health benefits associated with metagenics calcium citrate, manufacturers may attract an audience eager for nutritious and functional foods. Ultimately, the combination of appealing flavors, strategic marketing, and health-oriented ingredients like metagenics calcium citrate can help savory yogurts regain their footing in the market.