Danone’s Oikos Advances into the $7 Billion Protein Shakes Market

Danone North America, acknowledging a significant consumer interest in ready-to-drink protein beverages, has ventured into the $7 billion ambient protein shakes market with its popular brand, Oikos. Historically associated with high-protein yogurts, Oikos is diversifying its product range to include protein shakes formulated to be shelf-stable, enhancing their market presence both in refrigerated and non-refrigerated aisles.

Double-digit growth: The shelf-stable protein drink category has experienced a tremendous surge, increasing by 15.7% compared to last year, showing its potential for continued expansion.

Rafael Acevedo, President of Yogurt at Danone North America, emphasized the multifaceted benefits of Oikos Protein Shakes. These beverages offer 30g of protein, 5g of prebiotic fiber, and just 1g of sugar, without any artificial sweeteners or colors, responding to consumer interests in immune and digestive health.

The product is available in three flavors: Chocolate, Vanilla, and Salted Caramel, and is packaged in convenient single-serve bottles, retailing at $3.69 per bottle or $11.99 for a pack of four. Sales avenues include Amazon and select retailers, with broader distribution anticipated in the coming months.

Mass-market appeal: Protein shakes, once the domain of athletes, have entered mainstream markets. Innova Market Insights reports that 58% of global consumers engage with sports and functional drinks weekly. In North America, this trend is especially vibrant, with 71% of Americans seeking to augment their protein intake.

The competition: Oikos Protein Shakes are set against other ambient protein offerings in North America, such as Premier Protein and Coca-Cola’s fairlife brand.