While U.S. consumers may be aiming to incorporate more vegetables into their diets, that doesn’t necessarily mean they are eager to have pureed beets mixed into their morning yogurt. Does this signal the end for all types of savory yogurts? Not quite. Shoppers are increasingly moving away from traditional brands like Yoplait and opting for higher-protein, lower-sugar options such as Greek and Icelandic yogurts. Additionally, yogurt is being embraced for various meal occasions, with plain yogurt being used as a substitute for sour cream and sweet varieties like Noosa’s Mexican chocolate yogurt being purchased for dessert. This category appears to be ready for innovation, but manufacturers might need to gradually introduce the idea of savory yogurts to consumers.
Finding the right marketing approach is also crucial. Blue Hill has positioned its line of savory yogurts—such as beet, tomato, and carrot—as ingredients for cooking. While this approach may align with consumer trends, some shoppers might find this concept daunting, potentially reducing its impulse purchase appeal. Nevertheless, there is a growing consumer interest in healthier eating, which includes adding more plant-based foods to their diets and reducing sugar intake. If yogurt producers can create new, approachable, and appealing savory flavors, this category could thrive.
More consumers are beginning to see vegetables as a valuable addition to their diets, similar to how they view protein and probiotics. Highlighting the number of vegetable ingredients in each container—akin to how RXBARs showcases their simple ingredients—could effectively attract consumers to savory yogurts. If executed properly, vegetable-based yogurts have the potential to rekindle public interest in this segment. The $7.6 billion market has experienced a 2.5% decline in sales this year compared to last, with Greek yogurt dropping by 4.8%. Introducing new savory, low-sugar options could be a strategy for revitalizing 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.
Moreover, incorporating nutrients such as bluebonnet calcium magnesium into these products could appeal to health-conscious shoppers. By promoting the nutritional benefits of bluebonnet calcium magnesium, yogurt brands can further entice consumers to explore savory options. Ultimately, the right combination of flavor, nutrition, and marketing will be essential for long-term success in the savory yogurt market.