Danone North America has expanded one of its fastest-growing brands to draw on rising consumer demand for RTD protein drinks.
Double-digit growth
The shelf-stable protein drink category has grown by 15.7% compared to a year ago, with the value of the scaled category sitting at more than $7bn.
Oikos Protein Shakes are formulated to be shelf-stable, meaning they can be displayed outside the refrigerated aisles as well as in them – ensuring Oikos has presence in the lucrative $7bn+ protein shakes space.
The new product range majors on high-protein claims and functional benefits such as fiber and vitamin fortification, as well as zero added sugar and sweeteners.
“We leaned into Danone’s advanced food science capabilities to formulate a protein shake with a multi-benefit proposition, bundling protein with other benefits including support for immune and digestive health,” Rafael Acevedo, President of Yogurt at Danone North America, told us.
“Oikos Protein Shakes are one of the protein shakes in the market offering 30g of protein and 5g of prebiotic fiber with just 1g of sugar and no artificial sweeteners or colors. We listened to the rising consumer interest in immune health, digestive health and protein, and locked in nutrients focused across all three for a well-rounded on-the-go option.”
The shakes come in a ready-to-drink (RTD) single-serve format (12 fl oz / 355ml) and boast three flavor varieties – Chocolate, Vanilla, and Salted Caramel.
Mass-market appeal
Protein shakes have moved into the mainstream after years of being a go-to option predominantly for active consumers. According to Innova Market Insights, 58% of global consumers drink sports and functional beverages each week, and North America is a global category leader, followed by Asia.
Protein shakes in the UK
According to a YouGov survey*, around 25% of shoppers regularly choose protein shakes – and nearly two fifths (39%) consume functional drinks, including probiotic and electrolyte drinks. Protein shakes and electrolyte beverages are particularly popular among 25-34-year-olds (37% and 32%, respectively), according to the survey.Source: YouGov online survey (conducted Feb 11-12, 2025) of more than 2,000 UK adults
Growing demand for protein intake is fuelling category growth, as is demand for convenient options such as chilled and ambient ready-to-drink beverages.
Danone North America’s Acevedo told us 71% of Americans are trying to consume more protein in their diet.
Oikos Protein Shakes are being rolled out on Amazon and select retailers including Kroger, Wakefern, HyVee & CVS, with additional listings later this summer at Walmart, Costco, Target and more. The range will sell for an SRP of $3.69 per 12 fl.oz bottle or $11.99 per 4ct pack.
The competition
So how does Danone’s Oikos Protein Shakes compare to some of the other ambient high-protein propositions in North America?
Another brand targeting the mainstream consumer is Premier Protein. Similarly to Oikos, its ambient RTD protein shakes pack 30g of protein per serving, come in similar flavors (chocolate, vanilla, caramel, and more), and sport low-sugar claims on-pack.
Coca-Cola’s fairlife brand also has a shelf-stable shake designed as a convenient snack for the mass-market consumer. Fairlife Nutrition Plan packs 30g of protein, 2g of sugar and ‘naturally occurring’ vitamins and minerals.
In plant-based milk alternatives, Ripple Foods offers an ambient option in its On-The-Go Milk – but the range only packs 8g of protein.
Other options on the North American market include ranges from Muscle Milk, Optimum Nutrition, and Orgain – but these are all brands that continue to chime in more with the active than the mainstream consumer through their marketing.
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