A light of the new "food" generation Oat milk accelerated into the consumption track

【Global Network Consumer Information Reporter Liu Xiaoxu】 With the upgrading of the concept of consumer health, the functional interest points are also richer and more prominent. The empathy of new lifestyles and consumption concepts in the local era has catalyzed the trend of healthy and high-quality oat milk as the representative has intensified. At present, 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, which may trigger the big track of the plant-based market. On October 17, at the 2021 China Oat Milk Industry Forum with the theme of "Maijin New Food Generation", the participants talked about it.

In the plant-based era, oat milk was promising

In the era of health-oriented consumption, plant-based products are being unanimously recognized by both ends of production and marketing, and the plant-based market is ushering in a new wave of development. At the oat milk industry conference, Xu Jian, deputy secretary-general of the China Food Industry Association, said that the plant-based era has arrived.

According to the "2020 Plant Protein Beverage Innovation Trends" report released by Tmall Research Institute, the growth rate of Taobao's online plant protein beverage market in 2020 will reach 800%, the number of buyers will increase by 900%, and it will contribute 15.5% of the growth of the beverage market.

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 gaining momentum." Li Huaxue said.

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.

A fast-rising pole among plant-based beverages, oat milk is rich in fiber, plant-based proteins, B vitamins and minerals, including iron, calcium and magnesium, β-dextrans, which 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.

New talents emerged from the health track

In the early days of the oat milk concept in the Chinese market, it was imported brands to occupy more consumer minds; but in today's oat milk market, local brands have quietly formed a strong force. And oat milk is optimistic about capital, dealers and manufacturers.

Liang Jian, a research expert in the large food industry and CEO of food industry headlines, said: "Oat milk was first a combination of 'milk + oat grains', and later developed into oat pulp products, and now it is real oat milk that is enzymatically solved with oats and does not contain a drop of animal milk. Today's oat milk is an iterative upgrade of plant protein and a major track that has the potential to detonate the plant-based market. The plant-based drink represented by oat milk is 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. ”

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." ”

Shi Jianjun, founder of Pure Australian Oat Milk and chairman of Dingdang Beef Food, said: "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. ”

The fundamental reason why oat milk can surpass traditional dairy products and plant protein drinks with a faster growth rate and a higher repurchase rate at a price 2-3 times higher than that of milk is that oat milk meets people's pursuit of health, environmental protection and new lifestyle in the post-epidemic era. As an aristocratic category in plant milk, oat milk has become a popular first choice for young people with its health, environmental protection and noble flow.

For the innovation and superiority of pure Australian oat milk, Shi Jianjun said that oat milk has strict requirements for technology, equipment, technology and environment due to the particularity of raw materials, such as not adding flavor, how the flavor of wheat fragrance comes out, no sugar is added and no sugar substitute, how sweet taste comes out, no stabilizer, how to uniform the state, no preservatives, how to store at room temperature, shelf life and how to deal with leftovers and so on. With technology as the core competitiveness, with the category outlet and quality adherence, pure Australian oat milk is ushering in a critical period of development.

Regarding the future development plan, Shi Jianjun told the Global Network Financial Consumption Information Reporter: "At present, Pure Australia has reserved oat coffee, oat milk tea, oat yogurt and other rich oat product series. 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 people drink oat milk from the three dimensions of more nutrition, healthier and more environmental protection. ”

Source: World Wide Web