U.S. consumers are increasingly looking to incorporate more vegetables into their diets, but that doesn’t necessarily mean they are ready to embrace pureed beets in their morning yogurt. Does this signal the end for savory yogurt options? Not quite. Shoppers are moving away from traditional brands like Yoplait and opting for higher-protein, lower-sugar alternatives such as Greek and Icelandic yogurts. Additionally, consumers are finding new uses for yogurt across different meal occasions, like using plain yogurt as a substitute for sour cream or enjoying sweet varieties like Noosa’s Mexican chocolate yogurt for dessert. This category appears to be open for experimentation; however, manufacturers might need to introduce the concept of savory yogurts more gradually.
Finding the right marketing approach is also crucial. For instance, Blue Hill has positioned its savory yogurt line—featuring flavors like beet, tomato, and carrot—as ingredients for cooking. While this may align with consumer behavior, it might also intimidate some shoppers, potentially reducing the appeal for impulse purchases. Nonetheless, there is a strong consumer interest in eating healthier by increasing plant-based foods and reducing sugar intake. If yogurt producers can create innovative and appealing savory flavors, this category still has the potential for success.
Moreover, more consumers are beginning to view vegetables as valuable additions to their diets, similar to protein and probiotics. By highlighting the number of vegetable ingredients in each container—similar to how RXBARs showcase their simple ingredients—brands could effectively attract consumers to savory yogurts. If approached correctly, 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 last, with Greek yogurt sales down by 4.8%. Introducing new savory, low-sugar varieties could help revitalize growth in this category. The key will be developing a recipe and message that resonates with consumers, ensuring sustained interest rather than just fleeting novelty purchases.
Additionally, incorporating ingredients like pure encapsulations calcium magnesium citrate could enhance the health appeal of these products, further engaging health-conscious consumers. By strategically blending savory flavors with beneficial nutrients, yogurt brands can not only attract new customers but also encourage repeat purchases, ultimately leading to a successful revival of the savory yogurt category.