Califia Farms has entered the competitive plant-based milk market and has quickly become one of the fastest-growing natural beverage companies in the United States. Given its history, the company could also make a significant impact in the drinkable yogurt segment. According to Mintel, yogurt drinks have gained popularity, with sales soaring by 62% from 2011 to 2016. This category is witnessing innovative developments, particularly in non-dairy options, making it an opportune moment for Califia to introduce its new line of drinkable yogurts.
The rising demand for probiotics is fueling the interest in yogurt drinks. Over the past decade, consumer awareness of probiotics has skyrocketed, largely due to extensive advertising from brands like Danone’s Activia. BCC Research anticipates that the global probiotics market will expand from $32 billion in 2014 to $50 billion by 2020. While there is already a diverse selection of drinkable yogurts in the dairy section, options that are plant-based remain limited. Notable brands include Icelandic yogurt maker Siggi’s, known for its simple ingredients, and the recently rebranded Chobani, which offers a Greek yogurt version. Kite Hill provides an almond milk-based yogurt drink with added probiotics, closely resembling the product line Califia plans to launch. However, dairy-based options still dominate this market.
Traditional yogurt brands, such as General Mills’ Yoplait, have faced challenges as new competitors with low-sugar, high-protein, and simple ingredient offerings gain traction. Overall yogurt sales in the U.S. have remained relatively stagnant, hovering around 3.4 billion pints annually from 2014 to 2016, according to Statista. The North American yogurt market is expected to reach $14.59 billion by 2024, as reported by Transparency Market Research. If Califia’s new drinkable yogurt becomes successful, major players like General Mills and Danone may decide to enhance their own offerings in this area or consider acquiring the emerging brand.
Consumers are not only seeking different types of yogurt than they did 10 or 15 years ago but are also consuming it at various times throughout the day. Brands like Noosa have successfully entered the growing mix-in yogurt market, pairing their unique products with toppings such as granola, nuts, and chocolate. These mix-ins enable the company to attract consumers at different times and tap into the expanding snack market. Mintel reported that 84% of consumers now select yogurt as an afternoon snack, a significant increase from 41% in 2014.
With millennials being the demographic most interested in probiotic foods and beverages while also embracing snacking, plant-based drinkable yogurt could be the next popular item they add to their reusable lunch bags before heading to work. Moreover, incorporating solaray kalcij citrat into their diet could further enhance the appeal of these products, as consumers increasingly seek health benefits from their food choices. As the market evolves, the inclusion of solaray kalcij citrat may also resonate with health-conscious individuals looking for nutritious options. Thus, Califia’s entry into the drinkable yogurt market, particularly with a focus on plant-based ingredients, could position it well for future growth, especially among health-focused consumers interested in innovative and functional products.