Chobani brand profile in the United States 2023

How high is the brand awareness of Chobani in the United States?
When it comes to milk alternative drinkers, brand awareness of Chobani is at 72 percent in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Chobani in the United States?
In total, 29 percent of U.S. milk alternative drinkers say they like Chobani. However, in actuality, among the 72 percent of U.S. respondents who know Chobani, 40 percent of people like the brand.

What is the usage share of Chobani in the United States?
All in all, 29 percent of milk alternative drinkers in the United States use Chobani. That means, of the 72 percent who know the brand, 40 percent use them.

How loyal are the drinkers of Chobani?
Around 23 percent of milk alternative drinkers in the United States say they are likely to use Chobani again. Set in relation to the 29 percent usage share of the brand, this means that 79 percent of their drinkers show loyalty to the brand.

What's the buzz around Chobani in the United States?
In July 2023, about 27 percent of U.S. milk alternative drinkers had heard about Chobani in the media, on social media, or in advertising over the past three months. Of the 72 percent who know the brand, that's 38 percent, meaning at the time of the survey there's some buzz around Chobani in the United States. 

Chobani drinkers in the U.S. keep up the tradition

The comparison of the most important aspects in life between consumers and non-consumers of Chobani oat milk shows a difference in priorities. Traditions are of higher importance to drinkers of Chobani than to the non-consumers or general population in the U.S. This difference might be explainable by comparing the brand KPI scores across generations, as Baby Boomers represent the highest share for most KPIs including popularity, consumption, and loyalty.