Chobani brand profile in the U.S. 2023

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.

Chobani’s oat alternative can gloat about these brand KPIs. 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	72.0%
Popularity	29.0%
Consumption	29.0%
Loyalty	23.0%
Buzz	27.0%

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.

Millennials have nothing on Baby Boomers' love for Chobani. Chart with 5 data series and 5 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	72.0%	59.0%	73.0%	79.0%	84.0%
Popularity	29.0%	24.0%	32.0%	27.0%	35.0%
Consumption	29.0%	23.0%	30.0%	31.0%	31.0%
Loyalty	23.0%	16.0%	24.0%	26.0%	27.0%
Buzz	27.0%	22.0%	32.0%	26.0%	25.0%

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

Success is more important to Chobani milk alternatives customers. 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	Chobani consumer	Non-consumer
A happy relationship	47.0%	50.0%	47.0%
An honest and respectable life	46.0%	45.0%	47.0%
Safety and security	39.0%	36.0%	39.0%
To be successful	36.0%	39.0%	35.0%
Making my own decisions	34.0%	30.0%	35.0%
Having a good time	32.0%	27.0%	33.0%
Learning new things	27.0%	25.0%	27.0%
Advancing my career	14.0%	19.0%	12.0%
Traditions	14.0%	16.0%	14.0%
Social justice	12.0%	13.0%	12.0%