U.S. consumers may be looking to increase their vegetable intake, but that doesn’t mean they’re eager for pureed beets in their morning yogurt. However, this doesn’t necessarily spell the end for all types of savory yogurts. Shoppers are moving away from traditional brands like Yoplait, opting instead for higher-protein, lower-sugar options such as Greek and Icelandic yogurts. They are also diversifying their yogurt consumption across various meal occasions, using plain yogurt as a substitute for sour cream and purchasing sweeter varieties, like Noosa’s Mexican chocolate yogurt, for dessert. This category appears ready for innovation—manufacturers might just need to introduce savory yogurts to consumers more gradually.
Additionally, it’s crucial for manufacturers to develop an effective marketing strategy. Blue Hill has marketed its savory yogurts—featuring flavors like beet, tomato, and carrot—as ingredients for recipes. While this approach may resonate with some consumers, others might find it intimidating, potentially reducing its appeal for impulse purchases. Nevertheless, consumers are keen on healthier eating by incorporating more vegetables into their diets and reducing sugar intake. If yogurt producers can create innovative savory flavors that are both approachable and desirable, this category could thrive.
More consumers are beginning to view vegetables as a valuable addition to their diets, similar to how they perceive protein and probiotics. Highlighting the number of vegetable ingredients in each container, much like how RXBARs showcase their simple ingredients on the packaging, could effectively attract consumers to savory yogurts. If executed well, vegetable-based yogurts might reignite public interest in this segment. The $7.6 billion category experienced 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 help restore growth in this sector. The challenge will be to find a recipe and message that resonate with consumers, ensuring sustained interest rather than fleeting novelty purchases.
Ultimately, yogurt that incorporates vegetables in a delicious way could also serve as one of the best forms of calcium citrate, appealing to health-conscious consumers. By focusing on the nutritional benefits and innovative flavors, manufacturers can revive interest in savory yogurts and highlight their role as a potential source of the best form of calcium citrate. The right approach could lead to a resurgence in this market, making it essential to connect with consumers in a meaningful way while promoting the best forms of calcium citrate in their diets.