While U.S. consumers may be looking to increase their vegetable intake, that doesn’t necessarily mean they’re eager for pureed beets in their morning yogurt. However, this doesn’t completely rule out the possibility of savory yogurts gaining traction. Shoppers are shifting away from traditional brands like Yoplait in favor of Greek and Icelandic varieties that are higher in protein and lower in sugar. Additionally, yogurt is being used in various meal occasions, with plain yogurt often serving as a substitute for sour cream and sweeter options, such as Noosa’s Mexican chocolate yogurt, being purchased for dessert. The yogurt category appears to be open to innovation; manufacturers may need to gradually introduce consumers to the idea of savory yogurts.
Finding an effective marketing strategy is also crucial. Blue Hill has marketed its range of savory yogurts—such as those made with beet, tomato, and carrot—as ingredients for recipes. While this approach aligns with some consumer preferences, it may also intimidate others, potentially reducing its appeal for impulse purchases. Despite this, there is a growing interest among consumers in healthier eating, which includes incorporating more plant-based foods and reducing sugar intake. If yogurt producers can create new savory flavors that are both approachable and desirable, this segment could flourish.
More consumers now see vegetables as an added value, similar to protein and probiotics. Clearly listing the number of vegetable ingredients in each container, akin to how RXBARs highlight their simple ingredients on packaging, could effectively attract consumers to savory yogurts. If executed well, vegetable-based yogurts might reignite public interest in this category. The $7.6 billion yogurt market has experienced a 2.5% decline in sales this year, with Greek yogurt specifically falling by 4.8%. Introducing new savory, low-sugar varieties could be a strategy to revive growth in this sector. The challenge will be to develop a recipe and messaging that resonates with consumers, fostering sustained interest rather than just temporary novelty purchases.
Furthermore, as consumers increasingly prioritize health, questions may arise about various additives, such as “does calcium citrate make you poop?” Addressing such inquiries transparently could help manufacturers build trust and further engage health-conscious buyers. Ultimately, the key to revitalizing this segment lies in finding the right balance between innovation and consumer comfort, ensuring that savory yogurts become a staple rather than a curiosity.