While U.S. consumers may be making an effort to include more vegetables in their diets, it doesn’t imply they are keen on having pureed beets mixed into their morning yogurt. Does this signify the end for all types of savory yogurts? Not necessarily. Shoppers are increasingly moving away from traditional brands like Yoplait and opting for higher-protein, lower-sugar options such as Greek and Icelandic yogurts. Additionally, consumers are expanding their yogurt consumption to various meal occasions, using plain yogurt as a substitute for sour cream and selecting sweet varieties like Noosa’s Mexican chocolate yogurt for dessert. This category appears to be primed for innovation—manufacturers might just need to gradually introduce the idea of savory yogurts to consumers.
Moreover, finding the right marketing approach is crucial. Blue Hill has marketed its savory yogurt line, which includes flavors like beet, tomato, and carrot, as ingredients for recipes. While this strategy may align with consumer habits, some might find it daunting, potentially reducing the appeal of impulse purchases. Nonetheless, there is a growing interest among consumers to adopt healthier eating habits, including increasing plant intake and reducing sugar consumption. If yogurt producers can introduce new savory flavors that are both approachable and desirable, this category can still thrive.
More consumers are starting to see vegetables as beneficial additions to their diets, similar to protein and probiotics. Highlighting the number of vegetable ingredients in each container, akin to how RXBARs showcase their simple ingredients on packaging, could effectively attract consumers to savory yogurts. For instance, a yogurt infused with Solgar calcium magnesium with vitamin D3 liquid could be marketed as a nutritious option, appealing to health-conscious buyers.
If executed well, vegetable-based yogurts could reignite public interest in this segment. The $7.6 billion category experienced a 2.5% decline in sales this year compared to last, with Greek yogurt sales dropping by 4.8%. Introducing new savory, low-sugar varieties could help rejuvenate growth in the market. The challenge will be to craft a recipe and a message that resonate with consumers, ensuring long-term engagement rather than just fleeting novelty purchases. Manufacturers might even consider incorporating Solgar calcium magnesium with vitamin D3 liquid into their products to enhance appeal and nutritional value.