Global EditionASIA 中文雙語Fran?ais
Business
Home / Business / Industries

Plant-based beverages with inputs such as oats, soybeans gaining traction

By WANG ZHUOQIONG | China Daily | Updated: 2020-10-29 08:56
Share
Share - WeChat
Various kinds of bean-based dairy beverages are on display at an expo in Shanghai. [Photo by LYU LIANG/FOR CHINA DAILY]

Domestic plant-based dairy beverages have grown quickly in retail channels as local industry players vie to compete with international brands.

At the end of September, Shanghai-based oat milk startup Oakidoki received funding of 10 million yuan ($1.49 million) from Vision Plus Capital, two months after it hit the retail market.

Wang Xin, founder of Oakidoki, said the new funding will be used for marketing, research and development and recruitment.

Their retail products, mostly RTD (ready-to-drink) beverages, include sugar-free oat milk and sugar-free/additive-free oat milk coffee. Currently, its products are distributed on Tmall and Taobao online platforms and via high-end supermarkets including Hema Fresh.

Wang said their online revenue has hit more than 1 million yuan each month since products were launched and numbers are on track to reach its goal of selling 10 million yuan worth of goods on a monthly basis.

In the future, Oakidoki, founded only last year, is expected to unveil more plant-based protein beverages by using almonds, soybeans and rice.

Its research team, currently staffed by 10-possessing either overseas study backgrounds or experience working at multinational firms-aims to create a full range of plant-based milk products.

The firm has also collaborated with boutique coffee chain stores, creating more competition with international top plant-milk producers. "We have been in talks with many cafe leaders as we are stronger in localized supply chains and have knowledge of nuances among Chinese consumers, as well as cost controls," said Wang, who previously worked at a domestic private equity firm.

Jason Yu, general manager of Kantar Worldpanel China, said plant-based products are hot commodities in China, but market education still takes time.

Consumer products linked with sustainability concepts have been found to be very popular among Chinese consumers, Yu said.

However, "how to create added value and overcome longtime perceptions that plant-based milk products should remain low priced is a big challenge", said Yu, especially as previous soybean milk and soybean beverages were often priced quite low domestically.

"So plant-based milk producers' close association with boutique cafes is very effective to drive premium pricing for the brand."

According to data from Syntun, a Beijing-based consumer products big data and solutions provider, in the first half of this year, China's plant-based food and beverage sector grew 158 percent year-on-year to 837 million yuan in online sales revenues. Among this, beverages make up 63.1 percent.

According to the 2020 Plant-based Protein Beverage Innovation Trend released by Tmall, so far this year, the plant-based protein beverage market grew 800 percent from the beginning of the year. The number of people buying such products increased 900 percent. Plant-based drinks have been contributing to 15.5 percent of growth in the beverage market this year.

The report found that consumers exhibit a strong preference for selecting plant-based protein drinks. Oats, nuts and soybeans are top materials used to make the beverages. More fiber and calcium are key incentives for consumers to choose the drinks.

The plant-based protein beverage trend is boosted by lifestyle and consumption upgrades as well as consumer pursuit of sustainable lifestyles.

Oatly, a Swedish firm that specializes in plant-based oat milk, launched its Barista Growth Plan this month in Shanghai to offer a communication platform for coffee professionals with skills and training to elevate their careers. It is part of Oatly's efforts to advocate plantbased milk concepts in the on-site coffee sector.

David Zhang, Oatly's president for Asia region, said the company has worked with baristas to promote healthy and sustainable lifestyles. Working with coffee chain shops in China is a way to get local consumers acquainted with how to consume the environmental-friendly drinks. On-site coffee stores have a similar consumer profile with Oatly. So far Oatly has partnered with more than 10,000 cafes across China.

Oatly recently joined a plant-based protein alliance initiated by Tmall with Vitasoy and Yili Group to promote the progress of plant-based products in China.

The alliance is hoping to facilitate progress through promotional marketing, knowledge sharing and distribution channel building. Starbucks is also introducing oat milk to all its stores in China with Oatly to offer more nondairy choices for customers. Starbucks has offered soy milk in China since 2007.

Top
BACK TO THE TOP
English
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US
CLOSE
 
主站蜘蛛池模板: 中文字幕乱码中文乱码51精品| 国产又黄又爽胸又大免费视频| 久久精品国产亚洲7777| 精品国产一区二区三区在线| 国产男女猛视频在线观看| 一二三四免费观看在线电影中文 | 国产精品成人va在线观看入口 | 激情按摩系列片AAAA| 国产人与zoxxxx另类| 7777久久亚洲中文字幕| 少妇伦子伦精品无码styles| 久久精品人人槡人妻人人玩| 欧美色图亚洲图片| 吃奶摸下的激烈免费视频播放 | 亚洲国产精品一区二区成人片国内| 精品人妻一区二区三区四区在线| 国产成人A∨激情视频厨房| 欧美XXXX做受欧美1314| 李丽珍蜜桃成熟时电影在线播放观看 | 日韩在线视频免费| 久久99国产乱子伦精品免费| 久久久久久亚洲av无码专区| 久久99精品久久久久久噜噜| 久久AV无码精品人妻出轨| 中文字幕日韩精品一区二区三区 | 糟蹋顶弄挣扎哀求np| 色视频www在线播放国产人成| 美女张开双腿让男生捅| 激情综合五月天| 欧美日韩一区二区三区四区| 欧美国产日韩a在线视频| 最新亚洲精品国自产在线观看| 晚上睡不着正能量网址入口| 欧美人妻精品一区二区三区| 无需付费大片免费在线观看| 成人在线观看免费| 娇小体积女大战两黑鬼| 国产黄大片在线视频| 国产猛烈高潮尖叫视频免费| 国产一区二区精品久久岳√| 人妻丰满熟妇无码区免费|