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April 8, 2021updated 11 May 2021 6:52pm

Chobani dips toe in direct-to-consumer

By Dean Best

Chobani, the US dairy and dairy-alternatives group, is testing out a direct-to-consumer operation in the wake of growing shopper interest in the services against the backdrop of Covid-19.

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The privately-owned business is shipping Oat Barista Edition oat-based drinks to consumers across the US. Shoppers can order the shelf-stable beverages for US$29.50 for six 32-ounce units.

A number of packaged-food majors have launched or expanded direct-to-consumer services during the pandemic to meet demand from shoppers unable or less willing to visit stores.

“We’ve been seeing consumer shopping habits shift to direct-to-consumer during the Covid-19 pandemic, so we knew this would be a great time to test out a DTC service of our own,” a Chobani spokesperson said.

“Logistically, the shelf-stable nature of this product makes it the right first item to offer. For now, the direct-to-consumer operations will focus solely on this product. As we launch more shelf-stable products in the future, we hope to make them available through this platform.”

Chobani, which made its name in the US yogurt market during the late noughties and the 2010s. The company launched its dairy-alternative oat beverages in 2019 and has expanded the range to take in coffee creamers.

"We launched our oat milks just over a year ago and we've been very pleased with our momentum in the category," the spokesperson said. "From a category perspective, oat has become the fastest-growing – in absolute dollar growth – alternative-milk, with consumers increasingly gravitating to oat milk at the expense of almond and soy. It's now the second-largest plant-based beverage, behind almond milk."

just-food analysis: How will Covid-19 shape direct-to-consumer platforms?

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What are the key consumer trends driving FMCG in 2022?

The consumer landscape has permanently changed since the COVID-19 pandemic began, prompting trends to emerge or accelerate, causing subsequent macro-economic shifts. In order to stay relevant, Consumer Packaged Goods companies must stay abreast of these developments. It is here that GlobalData can offer valuable assistance. Download GlobalData’s Trendsights: Trends to Watch in 2022 report to:
  • Gain insight into the 12 most important trends across the FMCG value chain
  • See the consumer survey data that underpins these insights
  • Learn what early-movers are already doing in terms of NPD and product marketing
Take a look at this report to give yourself the best standing in this developing market.
by GlobalData
Enter your details here to receive your free Report.

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