Chobani, the largest yogurt brand in the U.S., is starting to look beyond dairy.
This month Chobani is launching nine coconut-based yogurts packed with probiotics and made with 25% less sugar than other non-dairy alternatives. Even if plant-based the company claims it’s made the Chobani Way: with only natural ingredients and real fruit for a creamy texture and refreshing taste.
It seems as if Chobani wants to capitalize on consumers’ growing interest in plant-based alternatives. Plant-based products currently make up just 2% of the $8.5 billion U.S. yogurt market but grew one percentage point last year.
Chobani is starting its non-dairy line with a coconut base but it could expand into other plants. Some of its competitors, for example, use the likes of soy and almonds. Plant-based formulas have little naturally occurring protein – one of the big selling points of yogurt – so Chobani is touting its other nutritional benefits like probiotics, the company’s use of natural ingredients, and that its product contains less sugar than its competitors.
Vegans and lactose intolerant consumers are not the only ones driving the plant-based movement. A recent Mintel report found that 17% of yogurt buyers say they are eating less dairy for their health. Consumers giving up dairy is one of the reasons that overall U.S. retail sales of yogurt have been on the decline since 2015. Mintel expects the market to fall another 3.5% by 2023.
