Source: China Net
The trend of oat milk has intensified. If we say that in the early days of the oat milk concept landing in the Chinese market, it is still imported brands that occupy more consumer minds; in today's oat milk market, local brands are already a growing force. Since 2020, many domestic brands have concentrated on launching new oat milk products, and the industry has developed rapidly. Up to now, the entire oat milk category has ushered in a new stage in which local brands and international brands are fully competing and moving forward together.
On October 17, the 2021 China Oat Milk Industry Conference (hereinafter referred to as the "Oat Milk Industry Conference") with the theme of "MaiJin New Food Generation" was held in Tianjin, and attracted more than 200,000 people to watch live broadcasts simultaneously. At the meeting, the China Food Industry Association highly recognized the industrial prospects of oat milk, experts and scholars highly praised the nutritional value and technological breakthroughs of oat milk, and made an in-depth analysis of the development opportunities of China's oat milk industry.
For the oat milk industry, this conference is a crucial node, which marks the further scale and industrialization of the industry, and also points out the direction for the development of oat milk. So, what valuable industry signals did this conference reveal?
In the plant-based era, oat milk was promising
In China, plant-based concepts are both novel and popular. In the era of health-first consumption, plant-based products are being unanimously recognized by both ends of production and marketing. In the oat milk conference, the first signal we can catch is that the growth space of oat milk is worth imagining, and this judgment is mainly derived from three dimensions of information.
The plant-based market ushered in a new wave of development. In the oat milk industry conference, Xu Jian, deputy secretary-general of the China Food Industry Association, clearly stated that the plant-based era has arrived, according to the authoritative agency, from 2015 to 2019, the global plant-based food and beverage new product release average annual compound growth rate of up to 97%; in China, according to the data of the e-commerce platform, the growth rate of China's plant-based beverage market in 2020 is as high as 800%, the number of people who buy has risen by 900%, and 15.5% of the share in the growth of the beverage market has been contributed.
In the era of local consumption, health cognition has accelerated and upgraded. The rapid growth of plant-based beverages also reflects the evolution of consumer demand: a greater focus on self, health anxiety, and a desire to socialize. At the meeting, Li Huaxue, deputy director of Kantar Consumer Index, further interpreted the trend of China's beverage consumer market.
Kantar data shows that in the past two years, more and more Chinese urban buyers have paid attention to "sustainable development and environmental protection issues" and want to eat healthier food and beverages. What are healthy drinks?
Low sugar/sugar free, natural/pure, organic became the top three judging factors. Today, consumers have a more nuanced demand for healthy ingredients and functionality, such as: clean labels, immunity, beauty, emotional relief, etc.
"In the context of the upgrading of health cognition, Chinese consumers are more loyal to local brands, among which those brands that always maintain empathy with new lifestyles and consumption concepts are gathering momentum," Li Huaxue said at the meeting.
Oat milk meets the core requirements of nutritious diets. The key to empathizing with consumers is to meet their core demands. Yu Xiaodong, director of the Steering Committee of the National Public Nutrition Improvement Project and executive chairman of the China Great Health Industry Alliance, believes that national health is encountering nutritional imbalance challenges caused by changes in the ecological environment and food composition.
In order to meet the pursuit of food deliciousness, some foods are over-processed at the cost of a large loss of nutrients, and scientific diet is the most important way to achieve nutritional balance and immune regulation.
As a pole of rapid rise in plant-based drinks, oat milk is rich in fiber, plant protein, B vitamins and minerals, including iron, calcium and magnesium, β-dextran, so that it can effectively improve cholesterol levels, and even help control blood sugar, it is foreseeable that with nutritious diets and differentiated functional selling points, oat milk will also make a great difference in the plant-based market.
The market for oat milk is indeed opening up gradually:
Magic Mirror market intelligence data shows that the year-on-year growth rate of oat milk in March 2021 was 369.47%; at the same time, Nielsen's data also shows that in the seven months after the outbreak, oat milk grew by 212%, ranking first among all food and beverage categories.
Released new products and hits, pure Australian innovation industry track
Oat milk is optimistic about capital, distributors, manufacturers at the same time, but also let everyone begin to think: what kind of brand has the opportunity to lead the development? Liang Jian, a research expert in the big food industry and CEO of food industry headlines, shared his views at the meeting: "In the new era of consumption, every industry is redoing it. Thinking about supplies and making decisions with brands has become a buying habit of consumers. Therefore, the brand needs to be synonymous with a certain category, either first or only. "Regarding the upgrading and development of plant milk and oat milk, it said that the real oat milk era has come.
Liang Jian said that oat milk was first a combination of "milk + oat grains", and later developed into oat pulp products, and now it is real oatmeal enzymatic solution with oats, without a drop of animal milk. Today's oat milk is an iterative upgrade of plant protein, and it is also a big track that may detonate the plant-based market!
Plant-based drinks represented by oat milk are a revolution in the traditional food industry and an innovation in the consumption diet of the whole people. This industrial change and consumption innovation need the support of technological innovation, the iteration of product upgrading, the empowerment of channel business, and the responsibility of brand enterprises.
At the scene of the oat milk industry conference, the representative of the local brand of oat milk - Pure Ao Yong shouldered the heavy responsibility of "creating and leading", and solemnly held the "Wheat Into the New Food Generation, Pure Australia and New Zealand Set Sail - Pure Australian Strategic New Product Release Ceremony", and officially released its "6 0" formula of pure Australian oat milk upgrade new products.
Pictured: Industry experts and well-known scholars witness the launch ceremony of the new product
It is understood that pure Australian oat milk by Henan Dingdang Cow Food Co., Ltd. (hereinafter referred to as "Dingdang Beef Food") launched a blockbuster, its ingredient list only water, oats, polydextrose and edible salt, to achieve "0 sucrose, 0 lactose, 0 cholesterol, 0 pigment, 0 flavor, 0 preservatives" "6 0" formula. Pure Ao cut into the breakfast food, healthy meal replacement, leisure mix, gift box gift four scenes, launched breakfast oat milk, high-fiber oat milk, pure thick oat milk, and coffee master oat milk four products.
Shi Jianjun, founder of Pure Australian Oat Milk and chairman of Dingdang Beef Food, was full of spirit at the conference: "In the past two years, plant milk and plant yogurt have become a rare hot phenomenon in the global FMCG industry with amazing investment layout speed, amazing consumer acceptance and amazing pace consistency.
Why can oat milk surpass traditional dairy products and plant protein drinks at a price 2-3 times higher than milk, with a faster growth rate and a higher repurchase rate? The root cause is that oat milk satisfies people's pursuit of health, environmental protection and new lifestyles in the post-epidemic era. As an aristocratic category in plant milk, oat milk has become the leader of a new round of plant milk with its health, environmental protection and noble flow, and has become a popular first choice for young people.
Today, China's real 0 added oat milk officially debuted, marking the arrival of China's plant protein drink 2.0 era, 6 0 formulas of pure Australian oat milk successfully listed, will inevitably drive the upgrading of the entire plant protein industry. ”
As its core planning company, Founder Li Peng believes that "higher quality, lower price and smaller demand are the fundamental reasons for the development of many enterprises, of which higher quality is the main road." Pure Australia mastered advanced enzymatic digestion technology, and in the future, it is necessary to carry out vertical innovation, transform the category advantage into brand potential energy, and form a 'bundled' cognition of oat milk drinking pure Australia. ”
Pure Australian products from product positioning, packaging design to cleaning labels in all aspects have been highly recognized by the guests, and believe that it is expected to become a leading category, leading the era of oat milk local brand!
Empower channels, future development press the growth "fast forward button"
According to the understanding of the food board, in a county-level market in Dazhou, Sichuan, pure Australian oat milk was listed for only more than a month, and it was quickly sold in the supermarket system, and the local distributor said that "pure Australian oat milk targets 10,000 pieces this year." At the oat milk industry conference site, Zhao Guofeng, director of dingdang food marketing, introduced the channel advantages and policies of pure Australian oat milk: "The pure Australian oat milk series covers all channels, and has an absolute price advantage compared with other brands. We divide the channels into four categories: image channels, promotion channels, volume channels and special channels, with different support policies. Hope to make pure Australian partners make money, more valuable! ”
Pure Australian oat milk has a fierce development momentum and is increasingly active in the entire industry, not hiding its "ambition". Just one day before the conference (October 16), pure Australian oat milk has just been known as the "Oscar of China's food industry" The 15th China Food Industry Growth Star was rated as "2021 Hot Product", which attracted the attention of the industry.
At the same time as the oat milk industry conference was held, the online autumn sugar hot product Tianjin matchmaking meeting was also carried out at the same time, and oat milk also made a heavy appearance due to its outstanding performance.
Where are the innovations and advantages of pure Australian oat milk?
Shi Jianjun said that although the oat milk category has shown a blowout phenomenon, there are only a few enterprises in China that really have oat milk from raw materials to pulping to production, master the whole process without additive technology, and supply clean formulas in batches. People who pay attention to it will perceive that the "6 0s" cleaning label is not easy to achieve, and behind it is the blessing of innovative technology.
Oat milk due to the particularity of raw materials, technology, equipment, technology, environment have strict requirements, without adding flavor, how to come out of the flavor of wheat? No sugar or sugar substitute, how does the sweetness come out? Without the addition of stabilizer, how is the state uniform? Without preservatives, how to store at room temperature? How can the shelf life reach 12 months? How to remove the bitter taste of oats? How to deal with the bran of oats?
To this end, pure Australia to negotiate cooperation in more than a dozen R & D equipment units, consult hundreds of experts, experiment failures thousands of times, dumped thousands of tons of liquid, investment in equipment for hundreds of millions of yuan. Finally, on December 5 last year, the pure Australian oat milk additive-free experiment passed, but for the sake of caution, pure Australian made two upgrade adjustments in February and June this year.
With technology as the core competitiveness, with the category outlet and quality adherence, pure Australian oat milk is gradually becoming a superior option in the channel market, and also pressed the fast-forward button for future development.
Regarding the future, Shi Jianjun's development plan has been very clear: "At present, Pure Australia has stockpiled oat coffee, oat milk tea, oat yogurt and other rich oat product lines. At the same time, we have also developed large packages of oat pulp for coffee shops, milk tea shops, ice cream, and roast shops.
In the future, we will continue to increase investment in research and development, deepen the development of additive-free technology, and let more Chinese drink oat milk from the three dimensions of more nutrition, healthier and more environmental protection. In addition, Pure Australia will also open up technology, develop alliances, promote the formulation of national standards for oat milk, and adhere to the road of sustainable development. Let's work together to move forward, create a great cause of Chinese oat milk, and write a brilliant chapter of New Pure Australia! ”