While American consumers are increasingly trying to incorporate more vegetables into their diets, it doesn’t necessarily mean they’re ready for pureed beets in their morning yogurt. However, this doesn’t completely eliminate the possibility of savory yogurts gaining traction. Many shoppers are shifting away from traditional brands like Yoplait and opting for higher-protein, lower-sugar options such as Greek and Icelandic yogurts. Additionally, consumers are finding new uses for yogurt, like substituting plain yogurt for sour cream, and indulging in sweet flavors, such as Noosa’s Mexican chocolate yogurt, as a dessert choice. This category seems poised for innovation—manufacturers might just need to introduce savory yogurt options to consumers more gradually.
Marketing strategies will also play a crucial role. Blue Hill has marketed its savory yogurt offerings—like beet, tomato, and carrot—as ingredients for cooking. While this approach may align with current consumer trends, it’s possible that it could be intimidating for some shoppers, which may reduce its appeal for impulse purchases. Nevertheless, there is a clear consumer interest in healthier eating, especially in terms of increasing vegetable intake and reducing sugar consumption. If yogurt producers can create new savory flavors that are both approachable and desirable, this category could thrive.
As more consumers begin to see vegetables as valuable additions to their diets—on par with protein and probiotics—highlighting the number of vegetable ingredients in each container could attract attention. This tactic mirrors how RXBARs present their simple ingredient lists on their packaging. If executed effectively, 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 alone dropping 4.8%. Introducing new savory, low-sugar varieties might be a way to revitalize growth in the category. The challenge will be to craft a recipe and messaging that resonates with consumers, ensuring sustained interest rather than just fleeting novelty purchases.
In this context, it’s worth noting that many consumers are now asking, “Is calcium citrate the same as calcium?” This inquiry reflects a growing awareness of nutritional content, which yogurt makers can leverage in their marketing strategies. By educating consumers about the benefits of ingredients like calcium citrate, brands can further enhance the appeal of their savory yogurt options. Ultimately, finding the right combination of flavors, nutritional messaging, and consumer education could lead to a successful revival of savory yogurts in the marketplace.