Men are used to getting products made and marketed specifically for them. It’s very important to us that everything from our deodorant to our razor blades to our cars to our cell phones all scream raw and unbridled masculinity. If a product is considered feminine or girly in any way, very few men will even take a 2nd look at it, let alone consider buying it. But what about when this mindset has a significant impact on our health? Such may be the case when it comes to yogurt, a gluten-free and highly nutritious food that somehow can’t find its way into most men’s diets.
It’s hard to know when and why yogurt got branded as feminine and became uncool for guys. But clearly at some point, the Man Council decided that yogurt belongs in the Volkswagen Jetta/skinny jeans/scented candle category. It’s also always been traditionally marketed exclusively to women. Because of this, most people’s stereotypical view of yogurt consumption is a younger, health-conscious woman sitting on her couch in baggy sweat pants delicately savoring a small cup of yogurt while watching Lifetime. Even the packaging of yogurt is feminine, with typically soft, pastel-like colors and images that include lots of light blue, pink, and yellow. I know I always feel slightly awkward in the grocery store line buying 16 yogurts. Not quite as awkward as if I was buying make-up, nail polish, or feminine products (I’m guessing), but close. Yogurt may also be considered so feminine because it is a health conscious food, and men aren’t supposed to care about their health or physical appearance at all. If it’s not named binge drinking, chicken wings, danger, ESPN, or checking out women, it simply just isn’t masculine.
The problem with all this is how incredibly nutritious yogurt is and what a great impact it can have on a person’s health. Many people nowadays avoid dairy for either allergy or other health reasons. Full-fat dairy is definitely a good thing to exclude from your diet, but missing out on yogurt is a big no-no. If you’re only going to eat one dairy item, then it should definitely be yogurt. In fact, Nutrition Research journal recently published a peer-reviewed study that found people who ate yogurt ate an overall much healthier diet than those who didn’t eat yogurt. In the study, people who ate yogurt were more likely to consume more fruits, vegetables, whole grains, nuts, and fish and less processed meats and grains. Furthermore, yogurt is rich in nutrients that are often lacking in the American diet such as potassium, calcium, magnesium, vitamin B12, and vitamin D. And yogurt is also rich in probiotics, which lead to optimal gut health, a stronger immune system, and better overall health. Yogurt is also naturally gluten-free, available in low-fat and low-sugar options, and a good source of protein.
One ambitious and enterprising company is trying to get a foothold in the untapped male yogurt market. The company, named Powerful, is marketing its new Greek-style Powerful Yogurt directly and exclusively to men. They feel that not enough men eat yogurt, and the ones that do are often closet yogurt lovers. The company is seeking to change all that through its black and red packaging and larger container. Powerful Yogurt is also higher in protein than other brands, and has a thicker, creamier texture and a slightly less sour flavor. And while it’s true that more men nowadays are health conscious and likely to purchase and eat yogurt, it is still quite an uphill climb to change male culture and have yogurt become “cool.” This is the challenge that Powerful Yogurt is facing and it is definitely a daunting one. But the market is ripe for a product like this, and it will be interesting to see how it sells. Currently, the new and theoretically masculine yogurt is only available in its test market of New York City, but it should be coming to a store near you in the near future. Until then though, you’ll have to wait to bro out at your next boy’s night poker game with beer, bourbon, pizza, cigarettes, posters of scantily clad women, and…yogurt. If something sounds wrong with this picture then you have an idea of what the new Powerful Yogurt is up against. But best of luck to the company, because nutritionally, yogurt really is a superstar and deserves to be a part of healthy, well-balanced diets of both men and women alike.
Article Courtesy: Andrew Steingrube
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