U.S. consumers may be looking to increase their vegetable intake, but that doesn’t necessarily mean they are eager for pureed beets mixed into their morning yogurt. Does this imply that all savory yogurts are being dismissed? Not quite. Shoppers are shifting away from traditional brands like Yoplait in favor of Greek and Icelandic yogurts that are higher in protein and lower in sugar. Additionally, consumers are finding new ways to incorporate yogurt into their meals, using plain yogurt as a substitute for sour cream and opting for sweeter options like Noosa’s Mexican chocolate yogurt as a dessert. This category seems ready for innovation—manufacturers might just need to introduce savory yogurt concepts more gradually to consumers.
It’s also crucial for manufacturers to develop effective marketing strategies. For instance, Blue Hill has marketed its savory yogurt line—featuring flavors such as beet, tomato, and carrot—as ingredients for cooking. While this approach may resonate with some consumers, others might find it daunting, which could lessen its appeal for impulse purchases. 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 savory flavors that are both approachable and desirable, this category could still thrive.
More consumers are now perceiving 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 showcase their simple ingredients on the packaging, might effectively attract consumers to savory yogurts. If approached correctly, yogurt made from vegetables could reignite public interest in this segment. The $7.6 billion yogurt market experienced a 2.5% sales decline this year, with Greek yogurt sales dropping by 4.8%. Introducing new savory, low-sugar options could be a strategy to rejuvenate growth in this category. The challenge will be to find a recipe and messaging that truly resonates with consumers, which is essential for sustaining long-term interest rather than just generating a few novelty purchases.
In this context, it is worth considering whether calcium citrate is the best addition to enhance the nutritional profile of these savory yogurts. By integrating calcium citrate into their formulations, manufacturers could appeal to health-conscious consumers looking for dairy alternatives that still provide essential nutrients. Ultimately, the success of vegetable-based yogurts lies in balancing innovative flavors with effective marketing strategies, ensuring that they meet consumer desires for health and taste.