US Aloe vera yogurt market grows; drinkables challenge beverage sector

By Beth Newhart contact

- Last updated on GMT

Alove fills an untapped niche that’s performing well with consumers who may be tired of the same old yogurt products.
Alove fills an untapped niche that’s performing well with consumers who may be tired of the same old yogurt products.

Related tags: Aloe, Aloe vera, Yogurt, Japan

Japanese-style yogurt brand Alove is enjoying success in the US market, and expanding to the east coast. It taps into the growing drinkables category with a twist: portable Aloe vera.

For most US consumers, Aloe vera is a plant most often seen in health and wellness products like skincare or cosmetics, but it’s been steadily increasing its presence in edibles. Aloe vera beverages are now sold in the mainstream, mimicking Asian products that have been around for decades.

Alove Yogurt debuted on the west coast in 2017 with traditional yogurt cups, the “first spoonable Aloe vera yogurt in America,”​ according to the company. The cups have since expanded to the midwest this summer and are launching on the east coast this fall.

The brand’s success inspired the pending launch of its new drinkable line, expected for early 2019. They will be sold in ready-to-drink 7 oz plastic bottles in original Aloe Vera, Coconut and Strawberry Banana.

alove 3

Finding its niche

Even with the wide range of yogurt available in the US, Alove has managed to find an untapped niche that’s performing well with consumers who may be tired of the same old products.

Colleen Sherfey, senior director of marketing at Alove, told DairyReporter, “Our buyers and retailers are looking for something new. ​[Yogurt like] Greek has been on the market for awhile now and consumers are looking for that next big thing.”

The US yogurt market has been flooded with different global styles like Greek, Icelandic and Australian, indicating that the US consumer is open to new products. Alove also observed that Aloe vera beverage launches increased 33% from 2017-2018, setting them up for the drinkables line.

Sherfey describes the Alove taste as silkier and smoother than traditional yogurt. The drinkables also differ from other Aloe vera beverages, which tend to be bitter and water-based. The Alove drinkable yogurts are made with milk sourced from California and Aloe vera sourced from Thailand.

Form and function

The new beverages are being marketed as convenient for their portability as well as functional. Aloe vera can help calm and clear skin through antioxidants. Alove recommends drinking them on their own or using them as a base for other recipes like smoothies.

Alove yogurt in cups is sold at retail locations like Kroger and Hy-Vee, as well as Asian and Hispanic specialty stores. The drinkables will launch first on the west coast before gradually expanding across the US.

“Here on the west coast, many people know what Aloe vera consists of and what it does, the wholesomeness and the goodness of what it does to the body. We see this particular concept eventually ​[taking] over,”​ Sherfey said.

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