Will Probiotics Make the Difference? Chobani Believes So

Chobani, the maker of Greek yogurts, oat milk, probiotic drinks, and creamers, announced the debut of the new World of Chobani Probiotics, a full portfolio of probiotic yogurts and drinks, kids pouches and shakes, and non-dairy functional beverages with immunity-supporting probiotics.

Measured probiotics (supplements and yogurt) are a $1.38 billion category, but yogurt only represents 40% of the market. Yogurt and probiotics are a natural pair with live and active cultures, unlike pill supplements.

In 2020, the total yogurt category’s U.S. dollar sales have increased by 4.4% year-to-date from a year ago, while total Greek Yogurt dollar sales over the same period have jumped 8.1%4.

CNBC reported that retail sales of probiotic yogurt have been growing since 2019, reaching $2.07 billion in the 52-week period ended Nov. 28, according to Nielsen. Segment sales rose 6.6% in that same time.

The new Chobani Probiotic yogurts and yogurt drinks have a diverse blend of scientifically confirmed probiotic strains with multiple benefits for immune, digestive, and gut health, bringing a proactive approach to a new generation of probiotic consumers, the company said in a statement. Today, consumers are looking for immunity-boosting products but very few understand what probiotics are. An estimated 60% of consumers say that supporting their immune system will continue to be important after COVID-19.

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To meet this need, Chobani is introducing new Chobani Probiotic yogurts and yogurt drinks and Little Chobani Probiotic pouches and shakes, elevating the perception and understanding of probiotics in a new way for adults and children. Perfect for home, or on-the-go nourishment, this diverse blend of four scientifically confirmed proven probiotic strains includes LGG, L. Acidophilus, Bifidus, and L. Casei.

“Today we’re in four exciting growth categories, adding delicious nutritious new oat milks, creamers, and functional beverages to our expanded yogurt portfolio,” said Peter McGuinness, President & COO of Chobani. “But even as we expand into new categories, it’s always in addition to a strong and growing dairy-based yogurt business. There’s no question that the importance of immunity has taken on new meaning in these times and that’s why so many of our foods and drinks have benefits of probiotics to support immunity, digestive, and gut health.”

More consumers are eating at home due to the coronavirus pandemic, which has lifted yogurt sales this year said CNBC. McGuinness said that Greek yogurt retail sales are up 6% to 7% in the last 13 weeks, and Euromonitor data projects the U.S. yogurt market will rise 11% this year to surpass $10 billion in retail sales.

Chobani Probiotic yogurt cups are available in Blueberry, Vanilla, Strawberry, and Peach. Chobani Probiotic yogurt-based drinks are available in Raspberry Acai, Blueberry Pomegranate, and Passion Orange Guava.

Little Chobani Probiotic products are available in 4 fl oz drinks (6-pack) in Strawberry and Cookies & Cream. Little Chobani Probiotic 3.5oz pouches (4-pack) are available in Strawberry Banana, Mixed Berry, and Strawberry & Grape.

Beginning in December, Chobani Expands its Oat-Based Platform

Chobani also added new items to the company’s batch-made oat-based platform, including the vegan-friendly Chobani Oat Zero Sugar1 with 0 grams of sugar and two new Chobani Oat Coffee Creamers.

A year ago, the company announced Chobani’s biggest expansion ever by adding an entire platform of batch-made oat-based drinks and cultured oat blends.

These innovations have come to market as oat beverage sales soared 272% in dollar sales in 2020 year-to-date, while total coffee creamer sales have increased by nearly 20% over the same period.