While U.S. consumers are increasingly trying to incorporate more vegetables into their diets, it doesn’t imply a desire for pureed beets mixed into their morning yogurt. Does this mean savory yogurts are off the table entirely? Not quite. Shoppers are moving away from traditional brands like Yoplait, opting instead for higher-protein, lower-sugar Greek and Icelandic options. Additionally, consumers are expanding their yogurt consumption across various meal occasions, using plain yogurt as a substitute for sour cream and indulging in sweeter varieties, such as Noosa’s Mexican chocolate yogurt, for dessert. The yogurt market appears primed for experimentation; manufacturers may simply need to introduce consumers to savory yogurts at a more gradual pace.
To succeed, manufacturers must also develop effective marketing strategies. For instance, Blue Hill has marketed its savory yogurt line—featuring flavors like beet, tomato, and carrot—as ingredients for recipes. While this approach may resonate with some consumers, it might also intimidate others, potentially affecting impulse purchases. Nevertheless, there is a growing consumer interest in healthier eating, which includes increasing plant intake and reducing sugar consumption. If yogurt producers can create innovative savory flavors that are both approachable and desirable, this category could thrive.
Consumers are increasingly viewing vegetables as a valuable addition to their diets, similar to protein and probiotics. Highlighting the number of vegetable ingredients in each container—akin to how RXBARs showcase their simple components—might effectively attract consumers to savory yogurts. If executed properly, vegetable-based yogurts could reignite public interest in this segment. The $7.6 billion yogurt category experienced a 2.5% sales decline this year, with Greek yogurt dropping 4.8%. New savory, low-sugar options could be a pathway to reviving growth in this sector. The challenge will be to find a recipe and message that resonates with consumers, ensuring sustainable interest rather than fleeting novelty purchases.
Furthermore, as consumers seek healthier options, they might also consider supplements like Citracal for osteoporosis, which supports their overall wellness goals. By integrating such messages into their marketing, yogurt brands can align with consumer health trends. Overall, the opportunity for savory yogurts remains, provided they are presented in a way that is enticing and aligns with the current health-conscious consumer mindset.