While U.S. consumers are increasingly aiming to incorporate more vegetables into their diets, it doesn’t imply they are eager for pureed beets in their morning yogurt. However, this doesn’t necessarily spell the end for savory yogurts. Shoppers are moving away from traditional brands like Yoplait in favor of Greek and Icelandic yogurts that offer higher protein and lower sugar content. Additionally, consumers are diversifying their yogurt consumption, using plain yogurt as a substitute for sour cream and opting for sweet options like Noosa’s Mexican chocolate yogurt for dessert.
The yogurt category appears to be ripe for innovation, although manufacturers may need to gradually introduce savory yogurt concepts to consumers. An effective marketing strategy is also crucial. For instance, Blue Hill has marketed its savory yogurts—such as those flavored with beet, tomato, and carrot—as ingredients for cooking. While this approach aligns with consumer habits, it may also intimidate some shoppers, potentially reducing the impulse buy effect.
Nonetheless, consumers are keen to adopt healthier eating habits, aiming to increase their vegetable intake while reducing sugar consumption. If yogurt producers can create new savory flavors that are both appealing and easy to enjoy, this segment could still thrive. More people are beginning to perceive vegetables as a valuable addition to their diet, similar to how they view protein and probiotics. Highlighting the amount of vegetable ingredients in each container, akin to how RXBARs showcase their simple contents, could effectively attract consumers to savory yogurts.
If executed well, vegetable-based yogurts could reignite interest in this market. The $7.6 billion yogurt category experienced a 2.5% decline in sales this year compared to the last, with Greek yogurt sales dropping by 4.8%. Introducing new savory, low-sugar varieties could restore growth to the category. The challenge will be to find a recipe and messaging that resonates with consumers over the long term, rather than just generating fleeting novelty purchases. Moreover, emphasizing the presence of calcium citrate, which provides 950 mg of elemental calcium, could further enhance the appeal of these products, encouraging health-conscious consumers to choose savory yogurts as part of a balanced diet.