Chobani’s new product offerings appeal to health-conscious Baby Boomers

Using QuestBrand data, Ad Age released their quarterly Baby Boomer brand tracker in March. This tracker ranks the top 20 brands by quarter-over-quarter brand equity growth among Baby Boomers (ages 61-79).

This quarter, Chobani placed 8th, with brand equity that rose +7.3% from Q3 (44.7) to Q4 (52.0) 2024. The greatest gains were seen in familiarity (+11.6) and consideration (+11.1).

Brand equity measures the value consumers see in a brand at a particular moment of time. It is an average of four components: brand familiarity, perceived quality, purchase consideration, and perceived momentum. What was Chobani up to in Q4?

Chobani’s Brand Equity Among Baby Boomers – Q3 vs Q4 2024

QuestBrand. Base: Baby Boomers. Pre: 7/1/24-9/30/24, n=172. Post: 10/1/24-12/31/24, n=252.

Want to learn more about the food & beverage industry? Check out our Food & Beverage: Industry Snapshot report for trends and brand rankings.

The Power of Protein

In October, Chobani launched a line of protein-packed products – Chobani High Protein. Depending upon the item, each product contains between 15-30 grams of protein per serving.

“The desire for high protein, lower sugar offerings has moved beyond the hardcore fitness community and made its way to the mainstream consumer. This is a good thing. Underneath the desire for more functional food is a shift in mindset where strength and positive nutrition, namely protein, is taking the place of calorie deprivation and cardio. As consumers seek out more functional foods to meet their goals, Chobani^® High Protein products deliver an affordable, tasty solution with dynamic flavors and a variety of formats and protein levels — all made with only natural ingredients.” – Niel Sandfort, Chobani Chief Innovation Office 

One of those key consumer groups – older adults. In a January 2025 Harris Poll, a quarter (25%) of Baby Boomers said they would incorporate more protein sources (e.g., meat, beans, powders) to increase the health benefits of their current diet.

As we age, muscle mass and strength naturally decline. Because of this, older adults need to consume more protein than younger adults to maintain strength. With their need for heightened protein consumption, Chobani’s new line would be particularly appealing to Baby Boomers looking to age gracefully while maintaining their health.

The Allure of Zero-Sugar

At the end of September, Chobani launched a new zero-sugar line of their coffee creamers in two flavors – Sweet Cream and Salted Caramel.

“We can’t wait to watch consumers incorporate our newest innovation, Chobani® Zero Sugar* Coffee Creamer, into their coffee routines. Now more than ever, consumers are looking for better-for-you options, and we are excited to launch a zero total sugar coffee creamer made with only natural ingredients.” – Niel Sandfort

In our same January survey, 60% of Baby Boomers said they would reduce their sugar intake to increase the health benefits of their current diet. Once again, Chobani’s product innovations align with Baby Boomers’ stated health goals, making this an enticing product release for older consumers.

Baby Boomers Shift How They Think Of Chobani

From Q3 to Q4, the way that Baby Boomers describe the Chobani brand shifted. In Q4, Baby Boomers more often described the Chobani brand as “Dependable” (+14.4), “Wholesome” (+12.8), “Trustworthy” (+11.9), “Practical” (+11.2), “Simple” (+9.9), “Traditional” (+8.1), “Intelligent” (+6.0), and “Classy” (+5.5) than they had in Q3.

How Baby Boomers Describe The Chobani Brand – Q3 vs Q4 2024

QuestBrand. Base: Baby Boomers. Pre: 7/1/24-9/30/24, n=172. Post: 10/1/24-12/31/24, n=252.

Will Chobani’s product innovations continue to boost brand sentiment among Baby Boomers? We’ll have to see what they come out with this year!