Milk alternative brands

Chobani brand profile in the U.S.

Chobani is recognized by 72 percent of U.S. milk alternatives consumers. Breaking down the most important brand KPIs for Chobani by generation reveals Baby Boomers with the highest brand awareness, consumption share, brand popularity and brand loyalty. A happy relationship and an honest and respectable life are the most important life values for Chobani customers.

Brand KPI profiles

Chobani’s oat alternative can gloat about these brand KPIs

Chobani is recognized by 72 percent of U.S. milk alternatives consumers, and almost 30 percent of them like the brand. The same share of the milk alternatives target audience actually drinks Chobani, which offers both dairy free alternatives and products containing dairy. 27 percent of milk substitutes consumers in the U.S. had noticed Chobani in media or advertising in the three months prior to our survey.

Generations

Millennials have nothing on Baby Boomers' love for Chobani

The comparison of brand KPIs for Chobani across generations shows that Baby Boomers are the main audience for the New York-based brand: The percentage of U.S. milk alternatives consumers born between 1965 and 1979 knowing, liking, and drinking Chobani is higher than all other generations. Gen Z is the generation with the biggest growth potential for Chobani.

Life values

Success is more important to Chobani milk alternatives customers

Comparing the most important life aspects of Chobani milk substitutes consumers in the United States to those of non-consumers reveals a specific importance of a happy relationship, success, and career advancement among the Chobani audience. At the same time, safety and security, making their own decisions, and having a good time are of less importance to Chobani customers than to non-customers of the brand.

Published November 3, 2023

Brand KPI deep dive