While U.S. consumers are increasingly looking to incorporate more vegetables into their diets, that doesn’t necessarily mean they’re ready for pureed beets in their morning yogurt. Does this imply a rejection of all savory yogurt varieties? Not quite. Shoppers are moving away from traditional brands like Yoplait and opting for higher-protein, lower-sugar Greek and Icelandic options. Additionally, consumers are diversifying their yogurt consumption, using plain yogurt as a substitute for sour cream and indulging in sweet flavors like Noosa’s Mexican chocolate yogurt for dessert. This category appears to be primed for innovation; however, manufacturers may need to introduce savory yogurt concepts gradually.
Finding the right marketing strategy is also crucial. Blue Hill has marketed its line of savory yogurts—such as beet, tomato, and carrot—primarily as ingredients for cooking. While this approach may align with some consumer behaviors, it could also intimidate others, reducing the appeal for impulse purchases. Nevertheless, consumers are eager to adopt healthier eating habits, which include incorporating more plant-based options and reducing sugar intake. If yogurt producers can create new savory flavors that are both accessible and desirable, this segment could thrive.
Increasingly, consumers are considering vegetables as a valuable addition to their diets, akin to protein and probiotics. Highlighting the number of vegetable ingredients in each container, similar to how RXBARs showcase their simple ingredients, could effectively attract consumers to savory yogurts. If executed well, vegetable-based yogurts could reignite public interest in this segment. The yogurt category, valued at $7.6 billion, experienced a 2.5% sales decline this year, with Greek yogurt falling by 4.8%. Introducing new savory, low-sugar varieties could help revitalize growth in this market. The challenge will be to develop a recipe and messaging that resonates with consumers, ensuring sustained interest rather than fleeting novelty purchases.
In this context, Citracal Regular supplements could complement the push toward healthier eating, as they emphasize the importance of balanced nutrition. By integrating such health-focused messages into their branding, yogurt manufacturers might find a way to engage consumers more effectively, ultimately leading to a resurgence in savory yogurt sales.