While U.S. consumers are increasingly focused on incorporating more vegetables into their diets, it doesn’t necessarily mean they are keen on having pureed beets in their morning yogurt. However, this doesn’t completely rule out the potential for savory yogurts. In fact, shoppers are moving away from traditional brands like Yoplait, opting instead for higher-protein, lower-sugar options such as Greek and Icelandic yogurts. Additionally, consumers are expanding their yogurt consumption to different meal occasions, using plain yogurt as a substitute for sour cream and indulging in sweet varieties like Noosa’s Mexican chocolate yogurt as dessert. This category appears ready for innovation, although manufacturers might need to gradually introduce the idea of savory yogurts to consumers.
Finding the right marketing approach is crucial. For instance, Blue Hill has marketed its savory yogurts—such as beet, tomato, and carrot—as ingredients for cooking. While this strategy may resonate with some consumers, it could also intimidate others, potentially reducing its appeal for impulse purchases. Nonetheless, there is a strong consumer interest in healthier eating, including a desire to add more plants to their diets and reduce sugar intake. If yogurt brands can create new savory flavors that are both appealing and easy to enjoy, this segment could thrive.
More consumers now view vegetables as an added benefit, similar to protein and probiotics. Highlighting the number of vegetable ingredients in each container, akin to how RXBARs showcase their simple components, may effectively attract consumers to savory yogurts. If executed properly, vegetable-based yogurts could reignite public interest in this segment. The $7.6 billion category saw 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 be a pathway to revitalizing growth in this category. The challenge will be to craft a recipe and message that truly resonate with consumers, fostering long-term interest rather than merely occasional novelty purchases.
As part of this movement toward healthier eating, products like country life calcium citrate with vitamin D can complement the nutritional benefits these consumers seek. By integrating such health-focused ingredients into their marketing, yogurt brands could further entice those looking for nutritious options. Ultimately, the key will be to align these offerings with consumer desires for both taste and health benefits, including the advantages of country life calcium citrate with vitamin D, to ensure sustained interest in savory yogurts.