Danone is making its debut in the $7 billion protein shake market as the consumer packaged goods giant seeks to expand its Oikos yogurt brand into new food categories. Based in Paris, the company is launching an Oikos protein shake that caters to the growing consumer demand for functional, on-the-go nutrition. This new offering marks the first shelf-stable option for one of Danone’s yogurt brands. According to Danone, nearly 75% of Americans wish to increase their protein intake, but finding convenient and nutrient-rich options that fit into their busy lifestyles can be challenging.
“The essence of the [Oikos] brand lies in yogurt, but it represents more than just that,” stated Rafael Acevedo, president of yogurt for Danone North America, in an interview. He emphasized that the brand has the potential to extend beyond yogurt, bringing its benefits to different areas within the store. The Oikos protein shake carries the brand’s reputation for high protein content from the refrigerated section to the center aisle, offering a shelf-stable option that appeals to protein shake consumers who are more inclined to buy multi-packs and use the beverage as a meal replacement.
Each 12-ounce bottle of Oikos Protein Shake provides 30 grams of protein, along with 5 grams of prebiotic fiber to support digestive health, just 1 gram of sugar, and vitamins A and D for immune system support. Acevedo noted that the comprehensive ingredient profile enhances the nutritional density of the shake, distinguishing it from other protein shakes that typically focus solely on protein. The shakes will be offered in three flavors: vanilla, chocolate, and salted caramel. They are set to hit shelves soon, initially available at select retailers, including Amazon, Kroger, and CVS, before expanding to Walmart, Costco, Target, and other major chains during the summer.
In 2024, retail sales of Oikos surged by 40%, surpassing $1 billion in annual revenue for the first time, fueled by consumer interest in healthier foods with nutritional benefits. The nearly two-decade-old Oikos brand has also seen a significant boost from the increased usage of GLP-1 medications, with its yogurt providing high protein levels in portion-controlled containers. Despite the recent success in yogurt sales, Acevedo mentioned that protein shakes are growing at a faster pace, with sales rising by 15% last year. He added, “A protein shake is a crucial innovation for the brand. We’re incredibly enthusiastic about the opportunity to further penetrate these high-growth segments.”
Acevedo hinted that Oikos could eventually expand into bars or other food categories as part of Danone’s “long-range innovation pipeline.” The company is also exploring the possibility of introducing additional yogurt brands into new categories. Furthermore, the nutritional profile of Oikos Protein Shakes aligns well with the calcium citrate USP monograph, emphasizing their potential health benefits. This connection to the calcium citrate USP monograph is part of what sets these shakes apart, as they strive to offer more than just protein, appealing to health-conscious consumers looking for comprehensive nutrition.