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plant base is still a blue ocean that needs more waves.
In recent years, plant-based products, or plant protein products, have set off an upsurge in the Chinese market.
According to the enterprise survey data, the plant protein track will usher in an outbreak in 2020, which is favored by capital. The number of financing in the whole year increased by 650% year-on-year, accounting for 83% of the total financing amount in history, making it the most rapid year for the development of plant protein in China.
The data show that the financing behavior of plant protein track is mainly distributed in plant protein beverage and plant meat, while the rapid development of plant milk and plant meat in recent years is obvious to all. Euromonitor International announced that China’s vegetable milk market reached 53.69 billion yuan in 2019, and the compound growth rate is expected to be 2.7% from 2019 to 2024. According to the data of the good food institute, the compound annual growth rate in the past five years is about 14%, and it will still grow at a high rate in the future.
After the highlight moment, today’s plant base seems to tend to be daily – with a consumer base and a certain market scale. But is that enough?
There is no doubt that, like newborn babies, if an emerging industry wants to develop continuously and healthily, it must absorb more “nutrition”. This requires enterprises to innovate and constantly expand the boundaries of the industry. In this regard, the master black pepper vegetable beef recently launched on Wednesday may be a reference for the industry.
This new product, known as “epoch-making significance” in the industry, is also guiding the public to think about this market: what kind of innovation does today’s plant-based market need? What is the development space for plant meat and plant milk? What impact will China’s plant-based industry bring to people’s lives in the future?
The plant base is still a blue ocean
But more waves are needed
2020 is regarded by the industry as the first year of plant-based products in China. Since then, various plant-based products such as plant meat and plant milk have blossomed rapidly in China.
It can be seen that over the past two years, a hundred schools of thought have competed in the plant-based track. From the foreign food giants represented by other meat customers beyond meat to the local emerging players led by Sunday zero, the fire of the plant-based track has become more and more intense. With the increase of players, people can buy a plant meat sandwich in the convenience store and buy a package of plant meat snacks online. It brings people a readily available experience through rich channels and categories, constantly refreshing people’s understanding of plant-based food.
It is undeniable that although there are more and more competitors in the plant-based market, it is still a blue ocean. According to the 2020 plant protein beverage innovation trend released by tmall new product innovation center, in 2020, the plant protein beverage market grew by 800%, the number of buyers increased by 900%, and the sales growth contributed 15.5% to the growth of the beverage market, ranking third. Looking at vegetable meat, China’s vegetable meat market maintained a growth rate of 15%, in line with the global growth rate.
For two years, fresh plant-based products such as oat milk and plant meat are no longer strange to Chinese consumers, and have even been integrated into the lives of many groups. Nowadays, which coffee lover hasn’t drunk oatmeal latte? Which light food lover hasn’t eaten a plant meat hamburger? But behind these lively, enterprises should have their own cold thinking. If there is no new technology and new products, can the enterprise stand? Will the heat of the market be maintained?
On the other hand, according to the 2020 online plant meat consumer insight report jointly released by cbndata and tmall, more than 90% of Chinese consumers have heard of plant meat, and more and more consumers show purchase intention, and the search volume of plant meat on tmall platform has increased rapidly; In addition to traditional vegetarian foods such as tofu, vegetable meat products such as hamburgers, moon cakes and meat cakes have also attracted attention. When consumers have a deep understanding of plant-based products, they will inevitably start to have more expectations for plant-based products. Can it taste better? Can it taste closer to animal meat? Can there be more cooking possibilities?
Each of the above questions has been asked in the heart of the enterprise. In fact, for emerging fields such as plant-based industries, there is a great need for a steady stream of new vitality to stir up waves in the blue ocean of the industry.
New product “master black pepper vegetable beef” on Wednesday
Explain what is the charm of “whole meat”
Product innovation is always a strong agent for the development of the industry. Recently, we learned that China’s local plant protein brand held a new product press conference on December 8 and announced the launch of its annual subversive new product – Master Zhou zero black pepper vegetable beef. And revealed that it will take the lead in cooperating with Xi tea to launch at least one new product containing “master Zhou zero black pepper vegetable beef”. This new product is bright enough in terms of product category, taste and appearance.
On Monday, master black pepper vegetable beef cut into the market of vegetable protein ham and vegetable protein beef slices. Specifically, this new product is in taste The taste is similar to that of the famous Western food beef pastrami, but the price has more advantages. Pastrami beef is pepper smoked beef ham, with fine fiber and fresh and tender taste. It needs to be made through the process of pickling and smoking, and is loved by consumers because of its unique flavor. What are the special features of master Zhou zero’s black pepper vegetable beef?
1. Bid farewell to the era of minced meat and realize “whole meat” shaping with dual technology
Zhou zero master black pepper vegetable beef presents the block shape of the whole meat, and the surface is covered with black pepper and other composite natural spices. It smells rich. Once you cut down, you can feel the tightness of the meat. The flaky beef “blooms” like petals. In the dark red color, the fiber texture is fine and clear.
Take a bite, the tenderness is moderate, but it’s a little chewy, and the rich meat fragrance spreads in your mouth. If you mix it with Italian oil soaked olive and Mediterranean vinegar soaked caper, you will experience the real and classic flavor of pasque beef while it is sour and appetizing.
Zhou zero master black pepper vegetable beef can give people an excellent eating experience, thanks to the blessing of Zhou zero’s dual technology. One is intermittent knitting flavor method, which uses silk drawing protein simulating beef texture fiber to reduce the damage to product tissue caused by rewatering and silk removal process, and adjust vacuum degree, massage time and intensity to color and taste; The second is refined molecular enzymatic crosslinking, which forms a multi-level network fiber structure by repeatedly crosslinking protein molecules, and accurately grasp the crosslinking temperature, humidity and time.
Compared with minced meat, minced meat and other common plant meat forms, Zhou zero master black pepper plant beef has achieved a breakthrough in texture. It looks like a whole piece of meat in appearance. It tastes more chewy and has beef fiber texture. In other words, this plant meat product is closer to animal meat.
2. Refuse nitrite and other harmful substances, only healthy plant protein
Although ham products such as pasque beef look very attractive, nitrite is often added to such processed meat products for better color and longer preservation effect. Nitrite is a harmful substance. Excessive intake will cause harm to human health, and it has been included in the list of carcinogens by the international cancer research agency of the World Health Organization.
However, beef slices and ham products are widely used in Chinese and Western food. In ole ‘, HEMA and other new retail channels, the sales of semi-finished products of beef slices and Ham have increased steadily, indicating that there is obvious demand in the b-end catering channel and C-end channel, which is very suitable for both meals and meals.
Insight into this, no nitrite or preservative was added in the research and development of new black pepper vegetable beef on Saturday. With non GM soybean as raw material, it really achieves 0 cholesterol, 0 trans fatty acid, high protein and low fat. According to data100, 50% of consumers said they would buy vegetable meat because of “low fat”, followed by 39% of “cholesterol free”. In addition, the new product is also rich in dietary fiber and oligofructose prebiotics, which can help digestion and provide more sense of satiety.
Solve the common problems of animal meat products industry from the perspective of plant protein, give consumers the experience of unabated taste and healthy points, and reflect the innovative strength of Zhou zero as a leading plant protein enterprise in China.
3. Integrate into multiple scenes and eat as you want
In the plant meat industry, there are two ways: b-end and C-end. On the road of end B, it puts forward high requirements for the catering professionalism of enterprises. Vegetable meat enterprises must be familiar with food products and have matching R & D capabilities in order to develop products that give more room to catering.
Our common plant meat meals, such as plant meat cakes, plant meat pieces and plant meat balls, have limited development space, which limits the scene of plant meat to some extent. Take the vegetable Patty for example. It can be used for Western fast food such as hamburgers and sandwiches, but it is somewhat contrary to Chinese food.
The new products of Monday zero have relatively higher plasticity in meal research and development due to their whole shape. It can be found in the light food snacks of Western food, Chinese food, fusion food and tea / coffee. It injects new vitality of plant protein into the catering industry with various dishes such as fried beef rolls, boiled meat slices and shellfish.
While being friendly to catering, Sunday can reach a wider range of consumers through more scenes. Even if consumers have a wide range of tastes, master Zhou zero’s black pepper vegetable beef can virtually complete the consumer education of vegetable protein.
China’s plant-based market,
How to set off the “protein revolution” of young people?
The new products on Monday let us see that plant protein enterprises have accurate insight into the consumer side and meet people’s needs in all aspects. After all, in the plant-based industry with rising momentum, enterprises can’t unilaterally self hi and consumers buy, so as to let enterprises live. Then again, what are the plant-based consumer groups?
According to the “2021 white paper on insight into China’s vegetable meat industry” jointly released by Bloomberg BusinessWeek and Wednesday, China’s vegetable meat consumer groups can be divided into three groups: new middle class, new white-collar workers and generation Z. The overall age distribution of these three groups is between 18-35 years old.
Source: 2021 white paper on insight into China’s vegetable meat industry
Coincidentally, according to the 2020 plant protein beverage innovation trend of tmall new product innovation center, the population aged 18-34 accounts for 69% of the consumers of plant protein beverage. Exquisite mothers, urban blue-collar workers and cutting-edge white-collar workers account for the top three.
Influenced by the growth environment and education, young people such as the new middle class, cutting-edge white-collar workers and generation Z, represented by exquisite mothers, pay more attention to health, light burden and delicious food in terms of food consumption. In terms of consumption habits, they are more concerned about whether the brand tone is consistent with themselves, whether it is interesting and so on.
As young people, they are more receptive to new things, which is very good for the plant-based market. The core of the plant base is plant protein. If relevant enterprises and industries are influential enough, it may set off a “protein revolution” among young people.
1. Know where to find young people
Young people who are curious about new things have diversified consumption scenes. They often do not love a certain purchase channel, but hope that the product can be reached in life. This is the case with the new product of Monday zero. CEO Kiki of Monday zero revealed that the new product will be the first to appear in Xi tea, and will soon be launched in convenience stores, Western restaurants, bars, cafes and large supermarket chains.
At present, most domestic plant-based enterprises adopt a single channel model. Because promoting the b-end and C-end markets at the same time is actually a multiple test of the enterprise’s R & D, marketing, supply chain and so on. And we can’t take care of one and lose the other, otherwise we will lose our b-end partners in the end and won’t win the favor of C-end consumers.
However, there are many enterprises that take both into account. The b-end and C-end dual wheel drive mode is adopted on Monday, which expands and stabilizes tob business on the one hand and actively develops TOC business on the other hand. At present, it has cooperated with more than 100 brands in China, such as Xi tea, Ruixing coffee and Family Mart, and its products cover 14000 + stores in China. Tea, coffee and convenience stores are recognized as gathering places for young people in recent years.
The advantage of two wheel drive on Monday promotes the mutual “achievement” of the two channels. For example, at the R & D end, to B and to C market information and data are collected on weekdays to provide Ka businesses with product customization and meal development services, and reach consumers through precision marketing programs.
In the C-end market, considering the diversity of online and offline scenarios, products adapted to the rich needs of consumers were launched on Monday. For example, this year, a new plant protein bar was launched in the whole family on Saturday to meet the demands of fitness people for low calorie, low fat and high protein.
Through the b-end and C-end dual wheel drive, there are more and more SKUs on weekday, and more and more target consumers are captured through online and offline Omni channels.
2. To understand plant protein
If you know where the young people are, you should develop products that match the needs of the scene. As mentioned above, we jointly launched meals with more than 100 brands across the country on Sunday, and launched a mouthful of plant shredded meat online. These products are inseparable from the R & D and supply capacity of enterprises.
The development of plant protein industry depends on technology, so enterprises should have the ability of technological innovation. On the other hand, enterprises should have control over the whole upstream and downstream links in order to enable the technology to land, so that good products can be delivered to consumers on a large scale and continuously.
It is reported that nearly 30 patents have been or are being applied for in cooperation with top teams such as Jiangnan University, Beijing Industrial and Commercial University and Wageningen University in the Netherlands. In addition, at present, zero plant protein technology has been reserved to version 4.0. That is to simulate muscle fiber to produce plant meat and animal meat discoloration principle to make plant meat discolor in the thermal environment. Through wet extrusion and directional arrangement and reorganization of protein, it is expected to be realized as soon as 1-1.5 years. In the future, further improvements will be made in texture and flavor, such as “stewed beef, whole chicken chops, whole pork chops” and other product forms.
The “master black pepper vegetable beef” is the opening of the 4.0 stage of zero technology, vacuum coloring, taste and shaping of the whole meat Great breakthroughs have been made in flavor and texture. Next, on Saturday, we will further refine the product form, texture, flavor and taste, and launch more product forms such as “stewed beef, whole chicken chops, whole pork chops”.
Whether the products are good or not is the key to re purchase, especially young people will not pay for the products they are not satisfied with. Only by being a plant protein enterprise that really understands plant protein can we make good products and retain young people.
3. We should understand what brands young people like
This generation of young consumers have a high awareness of the brand and choose products according to the brand tone and brand value. Therefore, plant protein enterprises can rely on the power of brand to take root in the hearts of young people.
For example, when cooperating with b-end enterprises on Sunday, it is not only to provide products. In an interview on Sunday, Zeng said, “for joint brands, we have full link customized services, from R & D, publicity material design (retail products can also be customized packaging), publicity copy, including communication activities and channels.” Such joint activities make marketing and products closer and, of course, better understand the hearts of consumers.
According to the white paper on generation Z consumption power released by Penguin think tank, young consumers’ purchase channels and motives for brands mostly come from social networking, including online social platforms and offline social circles. From the social breakthrough, it is not impossible to understand the social brand of young people. For example, the “neighborhood plan” will be launched on Sunday and this year, including Frisbee, meditation, camping By building a living community, the brand conveys and shares life values with people, so as to meet the emotional needs of young people.
It is worth mentioning that the brand was comprehensively upgraded on March 0 this year, and the more fashionable and futuristic VI and logo were newly released, which is more in line with the aesthetics of young people.
Delicious, healthy and new choices are synonymous with plant-based products and the opportunity for the growth of plant-based market. It is not easy for plant protein enterprises to seize every innovation opportunity and not miss every target consumer. But as the article said at the beginning, the plant-based blue ocean needs more waves.
We look forward to more and more “zeros” in the future to jointly set off a “plant protein revolution”.
Source: Sunday zero. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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