U.S. consumers may be making an effort to incorporate more vegetables into their diets, but this doesn’t imply a desire for pureed beets in their morning yogurt. Does this mean savory yogurts are off the table entirely? Not necessarily. Shoppers are moving away from traditional brands like Yoplait in favor of higher-protein, lower-sugar options such as Greek and Icelandic yogurts. Additionally, consumers are using yogurt in various meal occasions, substituting plain yogurt for sour cream and enjoying sweet varieties, like Noosa’s Mexican chocolate yogurt, as dessert. This category appears to be ripe for creativity — manufacturers might just need to introduce the concept of savory yogurts to consumers more gradually.
The right marketing strategy is essential for manufacturers. Blue Hill has positioned its savory yogurt line — featuring flavors like beet, tomato, and carrot — as ingredients for recipes. While this approach may resonate with some consumers, others might find it daunting, which could reduce its appeal for impulse purchases. Nevertheless, there is a growing interest in healthier eating, with consumers looking to add more plants to their diets and reduce sugar intake. If yogurt producers can create innovative savory flavors that are both approachable and desirable, this category could still thrive.
Increasingly, consumers perceive vegetables as a valuable addition to their meals, similar to protein and probiotics. By highlighting the number of vegetable ingredients in each container—much like RXBARs display their simple ingredients—manufacturers could attract consumers to savory yogurts. Moreover, it’s important to note that some consumers may be wary of potential side effects associated with calcium citrate, magnesium, and zinc, which manufacturers should address in their messaging. If executed effectively, vegetable-based yogurts could rekindle public interest in this segment.
The $7.6 billion yogurt category experienced a 2.5% decline in sales this year compared to last, with Greek yogurt sales dropping by 4.8%. New savory, low-sugar options could be a strategy to revitalize growth in this category. The challenge lies in crafting a recipe and messaging that resonates with consumers, ensuring sustained interest rather than just fleeting novelty purchases. Addressing concerns about potential side effects from calcium citrate, magnesium, and zinc may also enhance consumer confidence in trying these innovative products.