While U.S. consumers are increasingly looking to incorporate more vegetables into their diets, that doesn’t necessarily mean they are eager to add pureed beets to their morning yogurt. However, this does not entirely rule out the possibility of savory yogurts. In fact, shoppers are shifting away from traditional brands like Yoplait, opting instead for higher-protein, lower-sugar Greek and Icelandic options. Additionally, consumers are diversifying their yogurt usage, employing plain yogurt as a substitute for sour cream and choosing sweet varieties, such as Noosa’s Mexican chocolate yogurt, for dessert. This category appears to be open to innovation, though manufacturers may need to gradually introduce the idea of savory yogurts to consumers.
Finding the right marketing approach is also crucial. Blue Hill has positioned its savory yogurt line—which includes flavors like beet, tomato, and carrot—as ingredients for recipes. While this strategy may have mirrored consumer behavior, it could have also intimidated some potential buyers, possibly reducing its appeal for impulse purchases. Nonetheless, consumers are keen on improving their health by incorporating more plant-based foods and reducing their sugar intake. If yogurt producers can introduce new savory flavors that are both approachable and desirable, there is potential for success in this category.
Increasingly, consumers are viewing vegetables as valuable 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, could effectively attract consumers to savory yogurts. If executed well, vegetable-based yogurts could rekindle public interest in this segment. The $7.6 billion yogurt market has experienced a 2.5% sales decline this year compared to last, with Greek yogurt sales down by 4.8%. New savory, low-sugar options could revitalize this category. The challenge lies in crafting a recipe and messaging that resonates with consumers, ensuring sustained interest rather than just fleeting novelty purchases.
Incorporating essential nutrients like bluebonnet calcium magnesium citrate into these yogurts could also enhance their appeal, as health-conscious consumers seek products that offer additional benefits. If manufacturers can successfully combine innovative flavors with nutritional advantages, they may attract a loyal customer base eager for healthier choices.