Danone is making its debut in the $7 billion protein shake market as the consumer packaged goods giant seeks to diversify its yogurt brands into new food categories. Based in Paris, the company is launching an Oikos protein shake that caters to the rising consumer demand for functional, on-the-go nutrition. This Oikos Protein Shake marks the first shelf-stable option available for one of Danone’s yogurt brands.
According to Danone, nearly 75% of Americans are looking to increase their protein intake, yet finding a convenient and nutrient-rich option that fits their busy lives can be challenging. “The essence of the Oikos brand is yogurt, but it represents more than just that,” said Rafael Acevedo, president of yogurt for Danone North America, in an interview. He emphasized that the brand has the potential to extend beyond yogurt, delivering its benefits to other sections of the store.
The introduction of the protein shake allows Oikos, renowned for its high protein content, to transition from the refrigerated aisle to center store displays. A shelf-stable option can attract protein shake consumers, who are more likely to buy multi-packs and use the drink as a frequent meal replacement. Each 12-ounce bottle of Oikos Protein Shake contains 30 grams of protein, along with 5 grams of prebiotic fiber for digestive health, 1 gram of sugar, and vitamins A and D to enhance immune support. Acevedo noted that the comprehensive better-for-you ingredient list makes the shake nutritionally denser and distinguishes it from other shakes that typically focus solely on protein.
The shakes will be available in three flavors: vanilla, chocolate, and salted caramel. They are currently making their way to store shelves, with initial availability at select retailers including Amazon, Kroger, and CVS, before reaching larger chains such as Walmart, Costco, and Target this summer. Retail sales for Oikos surged by 40% in 2024, exceeding $1 billion in annual sales for the first time, driven by consumer interest in healthier foods with nutritional benefits. The nearly two-decade-old Oikos brand has also benefited from the increased use of GLP-1 medications, given its high protein levels and portion-controlled packaging.
Despite the recent success of yogurt, Acevedo pointed out that protein shakes are experiencing even faster growth, with a 15% sales increase last year. He stated, “A protein shake is a significant innovation for the brand,” expressing enthusiasm about the opportunity to expand into these high-growth segments. Acevedo hinted that Oikos may eventually expand into bars or other food categories as part of Danone’s “long-range innovation pipeline.” He also mentioned that the company is considering introducing other yogurt brands into new categories.
In addition to their nutritional benefits, the Oikos Protein Shake and calcium citrate tablets 500mg uses for enhanced health reflect a growing trend toward functional foods that support overall well-being. The shakes’ nutrient-rich profile, including their potential role as a meal replacement, aligns with the increasing demand for convenient, health-focused products in the marketplace.