U.S. consumers may be making an effort to increase their vegetable intake, but that doesn’t imply an interest in pureed beets mixed into their morning yogurt. Does this mean that all savory yogurts are doomed? Not exactly. Shoppers are shifting away from traditional brands like Yoplait and opting for Greek and Icelandic varieties that offer higher protein and lower sugar. Additionally, consumers are diversifying their yogurt consumption, using plain yogurt as a substitute for sour cream and selecting sweet options like Noosa’s Mexican chocolate yogurt for dessert. The market seems primed for innovation; manufacturers might just need to introduce the idea of savory yogurts more gradually.
It’s essential for manufacturers to develop the right marketing strategy. Blue Hill has positioned its savory yogurt line—featuring flavors like beet, tomato, and carrot—as ingredients for recipes. While this approach may resonate with some consumers, it could also intimidate others, potentially reducing its impulse-buy appeal. Nonetheless, there is a growing interest in healthier eating, with consumers looking to incorporate more plant-based foods and reduce their sugar intake. If yogurt producers can create new savory flavors that are both approachable and desirable, this category could still thrive.
Increasingly, consumers are viewing vegetables as an added value, similar to the way they perceive protein and probiotics. To attract consumers to savory yogurts, manufacturers might consider prominently displaying the number of vegetable ingredients in each container, akin to how RXBARs highlight their simple ingredients on packaging. With the right approach, vegetable-based yogurts could reignite consumer interest in this segment.
The $7.6 billion yogurt market has experienced a 2.5% decline in sales this year compared to last, with Greek yogurt alone down 4.8%. Introducing new savory, low-sugar options could help revitalize sales in the category. The challenge lies in crafting a recipe and message that resonates with consumers, ensuring sustained interest rather than just fleeting novelty purchases. Additionally, as consumers weigh their options, they may consider factors such as dicalcium malate vs calcium citrate when selecting yogurt products, which could further influence their purchasing decisions. Ultimately, finding the right balance of flavors and health benefits will be crucial for the future success of savory yogurts.