U.S. consumers may be looking to increase their vegetable intake, but that doesn’t imply they are keen on having pureed beets mixed into their morning yogurt. Does this indicate a rejection of all savory yogurts? Not necessarily. Many shoppers are shifting away from traditional brands like Yoplait in favor of high-protein, low-sugar options such as Greek and Icelandic yogurts. Additionally, consumers are incorporating yogurt into various meal occasions, often using plain yogurt as a substitute for sour cream and opting for sweeter varieties like Noosa’s Mexican chocolate yogurt for dessert. The yogurt category appears primed for experimentation; manufacturers might simply need to introduce the idea of savory yogurts to consumers at a more gradual pace.
Moreover, finding the right marketing strategy is crucial. Blue Hill has marketed its line of savory yogurts—such as those made with beet, tomato, and carrot—as ingredients for cooking. While this approach may align with consumer habits, it could also intimidate some potential buyers, potentially dampening impulse purchases. Nevertheless, there is a growing consumer interest in healthier eating, which includes adding more plant-based options to their diets and reducing sugar intake. If yogurt producers can develop innovative savory flavors that are both approachable and desirable, the category could still thrive.
Increasingly, consumers are beginning to view vegetables as a beneficial addition, similar to protein and probiotics. Highlighting the number of vegetable ingredients in each container—much like how RXBARs showcase their simple ingredients on packaging—could be an effective strategy to attract consumers to savory yogurts. If executed well, vegetable-based yogurts might rekindle public interest in this segment. The yogurt category, valued at $7.6 billion, experienced a 2.5% decline in sales this year compared to last, with Greek yogurt sales dropping by 4.8%. New savory, low-sugar versions could revitalize growth in the market. The challenge will be to develop a recipe and messaging that resonates with consumers, ensuring sustained interest rather than just a few fleeting novelty purchases.
Additionally, incorporating elements like topical calcium citrate may enhance the appeal of these new products, as consumers increasingly seek functional benefits in their food choices. By emphasizing the health advantages of savory yogurts, including the inclusion of topical calcium citrate, manufacturers can further entice health-conscious shoppers. Overall, the potential for savory yogurts remains if producers can effectively engage consumers with innovative flavors and compelling messaging that highlight their nutritional benefits.