China Food

“Oat” should re-establish “human design”!

“  
breakfast and fitness food substitute artifact? Get rid of the label. The original “healthy” oats have such a strong ability to shape categories.
 ”

Text: Cathy Wang   

Source: foodaily daily food (ID: foodaily)

 
Once, when we mentioned oats, it was the picture of brewing a bowl of oatmeal at breakfast. In recent years, when we mentioned oats, we may also have the image of Oatmeal Milk in our mind.
 
This is not true. Recently, many chain brands have taken oatmeal latte as a new product in autumn and winter, which not only brings strong warmth to the late autumn of winter, but also adds a fire to the Oatmeal Milk Market. Starbucks launched a new classic oatmeal velvet latte on its 50th anniversary, TIMS coffee joined hands with the new concentrated alcohol 2 oatmeal latte on the plant label, and Ruixing coffee launched osmanthus oatmeal latte, which likes tea and wild Plant brings a joint new product wild child oatmeal Latte···
 
In addition to oat coffee CP, there is also a wave of oats in the milk tea industry. Naixue’s tea, together with oatly, pioneered the oat snow top and launched a new oat cocoa treasure tea. Oat milk, as a “milk base” of the current beverage, has built a large advantage scale in the coffee channel, and gradually expanded from the “oat milk + coffee” mode to “oat milk + tea”.
 
Source: Official microblog of the above brands
 
Since 2020, oat milk has achieved rapid development in the Chinese market. With oatly’s entry into the Chinese market, cutting-edge brands continue to emerge, and large brands such as Yili, Mengniu and Coca Cola also enter one after another. On the shelves of supermarkets and convenience stores, oat milk seems to want to become a new standard for the middle class after avocado and cherizi.
 
Today, we don’t just want to talk about the prosperity of oat milk, but want to focus on the “raw material” – oat, the promoter of popular sub categories. As a “super food”, how has it been commercialized step by step? What categories have been promoted? What consumer awareness has been formed? How will it “change its face” in traditional cognition and give birth to new species of categories?
 
It turns out that the oats that re established the “human design” have such great potential!
 
From “horse feed” to human “super food”,
After thousands of years, the commercial advance of oat food
 
It is understood that oats have been cultivated for thousands of years. Oats seeds found in ancient caves in Switzerland (about 1000 BC) are considered to be the earliest evidence of human cultivation of oats. At first, oats were mainly planted in cold and dry areas such as Russia and Scotland. With the discovery of the new world and the expansion of European colonies, oats gradually spread to America.
 
In China, the earliest records of oat planting can be traced back to the Han Dynasty. In Tang Materia Medica, it is called “sparrow”; in compendium of Materia Medica, it is recorded that “most oats are wild, so they are named because they are eaten by sparrows”.
 
Photo source: quangu Atlas
 
At the beginning of planting, oats were mainly used as feed for horses and other livestock. In the Qin Dynasty, oats began to be planted and eaten as food for people, and gradually became the main food and economic crop in Northwest China.
 
With the opening of the ancient tea horse road and the Silk Road in the Tang Dynasty, some foreign oats were gradually introduced into China. In the Yuan Dynasty, Genghis Khan ordered large-scale cultivation of oats as military food. Soldiers ground oats into powder and mixed them with water for consumption. They can replenish their physical strength in time even in harsh climate and harsh environment.
 
The consumption cognition of oats as “breakfast” originated in the United States in the 19th century
 
In the 19th century, Ferdinand Schumacher, the “king of oats”, promoted oatmeal breakfast to the American market. Relying on low price and strong “hunger resistance”, oats gradually replaced meat as the new breakfast protagonist. By the end of the 19th century, “Quaker” oatmeal was welcomed by a large number of Irish and German immigrants, and the United States set off a oatmeal Diet Revolution.
 
Source: Quaker
 
In the 1960s, the initial trial stage of domestic oat commercialization. The representative brands are “tractor” oatmeal of Zhangjiakou Great Wall oatmeal factory in Hebei Province and “Xinglin” oatmeal of Tianjin Xinglin food factory. However, due to the high cost of manual selection and backward equipment technology, all of them stopped production in the middle of the cultural revolution.
 
Health label has promoted the awakening of China’s breakfast oat market
 
Until the 1980s, the Chinese Academy of Agricultural Sciences and 18 hospitals in Beijing jointly studied and confirmed the lipid-lowering function of oats, and many local research institutes and academies of Agricultural Sciences developed and built oats processing plants. However, because oats processing plants are mostly driven by R & D and supply ends, the consumer market has a weak understanding of oats, and most oats enterprises apply for bankruptcy or transfer and enter China’s “Quaker” He soon withdrew from the Chinese market.
 
In 1997, the health care efficacy of oats to reduce the risk of heart disease was certified by the FDA of the United States; China’s Ministry of Health approved that “Shizhuang” oatmeal can be labeled as a health care product. Oats has since become synonymous with a healthy lifestyle and entered a period of rapid development.
 
Around 2000, a number of enterprises with import agency and sub packaging as the core were born in China: Shanghai oderma, Guangxi zaozaomai, etc. some domestic oat factories completed the original accumulation and built their own brands. In 2006, some overseas enterprises such as the royal family of the Philippines and the temporarily withdrawn Quaker invested in China’s oat market. Around 2010, China’s oat market dominated by Quaker, Western wheat, Nestle, etc China’s breakfast oat market is gradually awakening.
 
Rejuvenate the old and the new, reshape the new,
The treasure value of oats is full
 
So far, the category cognition formed by oat processing and application is mainly two categories, one is mature oatmeal consumed in breakfast scene, and the other is Oatmeal Milk in fire.
 
In addition, in recent years, with the improvement of processing technology and technology and the differentiation of new brands such as Wang satin, Ozark and haomaiduo, expanded grains and baked cereals have appeared one after another. While oat nutrition is preserved, freeze-dried fruit crisp and yogurt block are added to enrich the taste, and a variety of eating methods such as dry eating, cold soaking and overnight oats are derived.
 
Oatmeal is no longer limited to breakfast, but has become a snack, and even a substitute favorite for fitness people, which has brought new growth points for processed foods based on oatmeal.
 
Source: cbndata
 
The nutritional value is widely recognized. What growth points will oats with full treasure value differentiate in the future?
 
New breakfast set-up & a homeopathic extension of the alternative meal scene, oats still have potential to be tapped
 
First, in terms of China’s per capita consumption scale, cbndata’s online insight into the consumption trend of healthy cereals and foods shows that compared with developed countries, China’s per capita consumption of cereal still has huge growth space. It is estimated that China’s cereal market will reach 12 billion in 2024.
 
Source: cbndata
 
As breakfast or substitute meal, oatmeal has great consumer cognitive advantages. How to make use of its strength to meet the faster pace of life of modern young people will be one of the key points of innovation.
 
Most of the traditional oatmeal needs cooking or hot drink brewing, and the main consumer groups are also concentrated in the middle-aged and elderly people who have a certain understanding and feelings for grains.
With the accelerated pace of modern life, this drinking method seems to be increasingly unable to meet the more convenient consumption needs of young white-collar workers and sports and fitness people. Portability, snacks and functionalization will also become the main direction of breakfast oat innovation.
 
For example, foodaily found that Quaker drinked oat meal, a convenient bottled oatmeal, was launched for the first time in Korea.
 
Source: Quaker
 
It is understood that the raw materials of this product are oats (with a maximum content of 20%), fried almond kernel powder, dark rice, fried dark rice powder, rice, sticky glutinous rice, wheat, barley, soybeans and black beans, which are developed locally in Korea and more in line with the tastes of Asians. When eating, just shake the powder, add water or milk, wait for the contents to mix well, and enjoy within 3 minutes. The product has five flavors: original flavor, grain flavor, black bean flavor, corn flavor and strawberry flavor. The bottle body provides three brewing reference scale lines to enjoy different flavors.
 
Quaker’s cumulative sales in Korea from January to November 2020 were about 11 billion won, a year-on-year increase of 180%. Quaker drunk oat meal is the most popular of the 13 products launched by Quaker in Korea. On the one hand, because it has the advantages of low fat, strong satiety and easy to carry, it is very suitable for busy students and office workers. Of course, this product is not only used as breakfast, but also very suitable for ready to drink meal replacement solution.
 
With oat dairy products, oat is in full swing to create a healthy and environmentally friendly new product
 
As a representative brand of plant protein beverage, oatly landed in China in early 2018, and then quickly covered 1500 cafes, ranking top in tmall’s “plant protein category”.
 
After the coffee channel has built a large advantageous scale, oatly has quickly arranged many scenes such as tea, baking, light food, breakfast and so on. Reach consumers through multiple channels to continuously improve the frequency of people’s consumption of oat based products, so as to refresh consumers’ cognition of brands and categories.
 
Source: oatly
 
Since 2020, the domestic vegetable protein beverage market has developed vigorously. In February 2021 alone, there were more than 200 oat milk companies registered in China. So far, about 5000 players have poured into the oat milk industry.
 
Making desserts, bread, vegetable meat…
Oatmeal pattern plays a new role
 
In addition to the current or future potential trend of the Chinese market, looking at the more mature oat food industry in the world, as the protagonist, oats may set up more tricks in the future.
 
Oatmeal based dessert is healthy and enjoyable
 
Differentiation from oat milk to reduce the burden of sweetness is also an excellent direction for oat innovation.
 
For example, my Mochi, an American brand, announced the launch of a new Oatmeal Milk frozen dessert. This pure vegetarian hemp ice cream changes the raw material from cashew nut cream to oat milk, while maintaining the taste and texture similar to traditional dairy ice cream. The brand side expressed the hope to completely change the category of frozen desserts through oat milk with high protein and fiber content and no allergy, so as to meet the consumer demands worried about nut allergens.
 
Source: Food Business News
 
In addition, we also found an oat based pudding launched by the American brand noops. This product uses organic oat milk as the main raw material to replace the milk and eggs in the traditional pudding, with organic sunflower seed protein and organic jujube mud. Each 135g product contains 6G plant protein and 7g dietary fiber. According to its founder, the reason why it entered the pudding category through oatmeal base is also the inspiration for the innovation iteration that pays attention to the traditional category without any nutritional value.
 
Source: noops
 
The transformation of traditional categories through oats has also made noops favored by the capital market. At the end of September this year, just two months after obtaining a round of pre seed financing of US $2 million, noops again announced that it had obtained an additional financing of US $2 million. After this round, the company’s cumulative financing amount exceeded US $5 million.
 
As the first alternative raw material, oats can also be used as plant meat?
 
Oat raw materials are rising rapidly in the field of vegetable milk, but at present, they have no special influence in the field of meat substitutes, but this does not mean that oat has no potential in this field. For example, we found that gold & green, a Finnish start-up, has developed a patented machinery manufacturing process to produce pulled oats, a meat substitute, with oats as the first raw material.
 
Source: Gold & Green
 
According to reports, pulled oats is very convenient for home cooking. It was also shortlisted for the “best plant protein product” in the 2020 world plant-based award. The product was launched in Finland in 2015 and became popular. The next step is to enter the Dutch retail market, followed by the launch of catering service channels in many European countries. In 2020, the company will enter the U.S. market and plans to further launch in the U.S. retail market.
 
Create new bread species through oat fermentation technology
 
Source: purism
 
Purism is a cutting-edge bakery brand established this year. Li Jianghang, the founder of the brand, believes that after long-term market education, Chinese people very much recognize oats as a healthy food. The domestic oatmeal market has become saturated, but the market potential of oatmeal derivatives is very large. If oats are made into new products in another form, it may be more popular in the market.
 
Super food itself has the characteristics of “high nutritional density and low energy density”, which carries consumers’ expectations of “satiety and low calorie” for substitute food. Purism has found a breakthrough for Oatmeal Bread to enter the market from the light food substitute food track.
 
In order to establish barriers to brand competition, Puritanism joined hands with Jiangnan University to jointly develop oat fermentation technology and produce the world’s first oat fermented bread – oat Xiaofang through its own large health food factory.
 
Summary
 
According to the relevant data of Euromonitor International, the global oat planting remained stable, with a planting area of more than 9.86 million hectares and a production of more than 20 million tons. From “horse feed” to human “super food”, the nutritional value of oats has been explored step by step, and the impression of health will be the advantage of oats.
 
Oatmeal and oat milk are two main categories of oat processing and application. In addition, with the empowerment of technology, oat based desserts, oat plant meat, oat fermented bread… Innovative applications at home and abroad also show us the great potential of oat derivatives. With the improvement of national consumption level and health awareness, we expect oats, a “super food”, to give birth to more new species and perform more new roles in the future.
 
Reference source:
[1] Online insight report on consumption trend of healthy cereals and foods – cbndata × Tmall
[2] Dig deep into the growth password | oatly’s 1000 days in China, attack Bo finance and economics, August 31, 2021
[3] The new product is launched with tens of thousands of hot sales. How to create a new species of bread with “super food” and special research technology, red bowl society, October 27, 2021
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