Danone Enters Protein Shake Market With New Yogurt
Danone Enters Protein Shake Market With New Yogurt
Danone has introduced a new protein shake under its Oikos yogurt brand, joining rivals like Fairlife and Chobani, whose similar products are gaining popularity among consumers and people taking weight-loss drugs such as Wegovy.
The company is aiming to enter the US$7 billion protein shake market, said Shane Grant, global deputy chief executive of Danone, in an interview last month.
“Three-quarters of US consumers want more protein in their diet, and GLP-1s are only accelerating this demand,” Grant said, referring to the weight-loss medications. “We see explosive growth across many demographics and occasions.”
Danone said it spent about a year developing the shake, which is priced at US$3.69.
People taking weight-loss drugs are advised to consume more protein to avoid muscle loss. As a result, companies such as Nestle and Conagra are introducing new products high in protein or re-labelling existing ones to meet this growing demand.
Makers of smoothies and shakes have also joined the trend. Coca-Cola’s ultra-filtered milk brand Fairlife, which offers protein shakes, is not specifically marketed to people on GLP-1s but has seen substantial growth, Coca-Cola executives said in recent calls, helping boost the company overall.
