Silk brand profile in the U.S. 2023

Milk alternative brands

Silk brand profile in the U.S.

In the United States, the dairy-substitute brand Silk, owned by Danone, is recognized by over 85 percent of milk substitutes consumers. Among the various age groups, Baby Boomers exhibit the highest familiarity with the brand. Interestingly, the oldest generation in our survey leads in all other Silk brand KPIs too. Overall, Silk enjoys a consumer base close to half of all milk alternatives consumers in the U.S. Furthermore, Silk consumers cite a happy relationship as a significant aspect of their lives.

Brand KPI profile

U.S. consumers are putting their money where their mouth is for Silk

86 percent of milk alternatives consumers in the U.S. are familiar with Silk, while half of them like Silk as a brand. The lowest brand KPI for Silk in the United States is buzz, indicating that less than a third in the milk alternatives target audience had noticed they brand in (social) media or advertising in the past 3 months before our exclusive survey.

U.S. consumers are putting their money where their mouth is for Silk. Chart with 1 data series and 5 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category
Awareness	86.0%
Popularity	49.0%
Consumption	46.0%
Loyalty	39.0%
Buzz	30.0%

Generations

Baby Boomers and Generation X are killing the milk industry

Contrary to popular belief, it is not Millennials leading the plant-based revolution in the case of Silk oat milk. A comparison of brand KPIs for this U.S.-based brand reveals that consumers belonging to Generation X and Baby Boomers have the strongest preference for Silk, by far. In terms of brand awareness, popularity, consumption, loyalty, and buzz, oat milk consumers born before 1980 are significantly ahead of younger consumers in the U.S.

Baby Boomers and Generation X are killing the milk industry. Chart with 5 data series and 6 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	IGen / Gen Z (1995-2012)	Millennials / Generation Y (1980-1994)	Generation X (Baby Bust) (1965-1979)	Baby Boomer (1946-1964)
Awareness	86.0%	82.0%	85.0%	90.0%	96.0%
Popularity	49.0%	46.0%	42.0%	57.0%	62.0%
Consumption	46.0%	44.0%	41.0%	52.0%	60.0%
Loyalty	39.0%	37.0%	33.0%	44.0%	56.0%
Buzz	30.0%	31.0%	28.0%	30.0%	38.0%
Brand unknown	14.0%	18.0%	15.0%	10.0%	4.0%

Life values

Silk customers prefer an safety and security more

When asked to pick the most important aspects in their lives, 48 percent of Silk consumers choose a happy relationship first, followed leading an honest and respectable life, and safety and security. Compared to non-consumers of Silk, the biggest difference is in the percentage of respondents who selected safety and security. At the same time, a happy relationship takes the top spot for both groups.

Published November 3, 2023

Silk customers prefer an safety and security more. Chart with 3 data series and 10 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	Silk consumer	Non-consumer
A happy relationship	47.0%	48.0%	47.0%
An honest and respectable life	46.0%	47.0%	46.0%
Safety and security	39.0%	43.0%	36.0%
To be successful	36.0%	37.0%	35.0%
Making my own decisions	34.0%	30.0%	35.0%
Having a good time	32.0%	30.0%	32.0%
Learning new things	27.0%	26.0%	27.0%
Advancing my career	14.0%	14.0%	14.0%
Traditions	14.0%	11.0%	16.0%
Social justice	12.0%	14.0%	11.0%