China Food

From hot to cold, how can the botanical base go well in the second half under the double life?



“ 
has developed a plant-based road with Chinese characteristics.
 ”
It is difficult to define the current situation of the new consumption track “plant-based”.
For example, vegetable meat was once “hot for capital and cold for users”. On the contrary, vegetable milk is still flourishing in the consumer market. In addition, the “popularity” of vegetable milk seems to be only reflected in the product “oat latte”.
Different categories under the “plant-based” and different products in the category have a double-sided life like a doll.
But to a certain extent, compared with some other tuyere racetracks that were once brilliant but have now been extinguished, the natural advantage of the plant-based racetrack is that it is fundamentally stepping on the deterministic trend of “health”.
In this article, new consumption daily will focus on the hot plant-based foods and drinks in the current market, talk about their two-sided lives, and how they broke away from the shackles and tried to break out of the siege after the first half of the wind.
Meat and milk,
The same “base” has different destiny
First, let’s talk about plant meat and plant drink, which have different lives from “Ji”.
In fact, compared with the plant-based drinks with oat milk as the main product, in the capital market, the tuyere initially favored plant meat, and 2020 was also regarded as the first year of the domestic plant base.
In 2019, beyond meat, the world’s first vegetable meat stock, was listed on Nasdaq, and its share price soared 163% on the day of listing. This story made domestic entrepreneurs and investors feel that a new wind is coming.
Then we wrote the story: plant meat has become a new consumer market, a new blue ocean, and the arrival of hundreds of billions of plant meat outlets
According to incomplete statistics of new consumption daily, in 2020, there were four financing projects for the new outlet of vegetable meat, namely, “Sunday zero”, “Hey Maet”, “precious meat” and “new vegetarian”. Among them, “Sunday zero” and “Hey Maet” completed two rounds of financing in 2020, while only one financing project for vegetable drinks occurred.
In 2021, the plant-based market completed 26 rounds of financing, with a total amount of 913 million. At the same time, in terms of quantity, the number of plant-based beverage brand financing increased to 8, and the rest were all plant-based meat brands.
There is no obvious turning point in the story, but with the passage of time, the plant meat seems not to be as beautiful as expected.
On the one hand, with the popularity of the concept of plant meat in China, since 2020, many catering food enterprises, including KFC, Nestle, Starbucks, Xicha and so on, have tried to layout or launch relevant products in China. But now, most vegetable meat products have “disappeared” from the menu of enterprises.
In an interview with China business news this year, a relevant person in charge of an enterprise said that the last time vegetable meat products were sold was in 2020. At that time, the sales situation could only be counted as
According to the 2022 semi annual report of “oatly”, the company achieved revenue of 340 million US dollars, about 2.33 billion yuan, a year-on-year increase of 20.2% in the first half of the year. The revenue of the second quarter was 180 million US dollars, a year-on-year increase of 21.8%.
Among them, Asia is still the fastest-growing regional market for “oatly”. Despite the impact of the epidemic, the Asian market still contributed US $72.5 million in revenue in the first half of the year, an increase of 41.5% year-on-year.
Vegetable drink:
Oatmeal latte and others
Compared with the current “hard to cook” vegetable meat, vegetable drinks, including soybean milk, almond juice, coconut water, oat milk, etc., seem to be booming. But if you study carefully, which brand has become the representative of the category?
It seems that the outsider “oatly” and the most well-known oatmeal product for consumers are the cup of “oatmeal latte” derived from coffee.
To a certain extent, the category of plant-based drinks, “oat latte” and others have also experienced a two-sided life.
As we all know, the most critical choice for “oatly” to be popular in China is to target the domestic coffee market. According to Zhang Chun, President of oatly Asia, at that time, the team formulated the “three ones” strategy of one city (Shanghai), one market (coffee) and one product (barista oat milk).
So in 2018, “oatly” joined hands with the chain coffee brand Pacific coffee to launch oat based coffee products in more than 300 stores. Soon, consumers realized oatly through the drink “oat latte”.
In the subsequent period, it continued to “marry” with Starbucks, manner,% Arabica, Peet’s coffee and other boutique chain cafes, rapidly gaining ground in the Chinese market. It is reported that oatly has more than 11000 coffee and tea shops in Asia.
However, with the passage of time, oat drinks may face the problems of “Chengye coffee, loser coffee”, “oat latte” and other plant-based drinks.
On the one hand, to some extent, joining hands with coffee shops and tea shops is just one of the brand marketing or channel strategies, hidden behind coffee, and is not a long-term plan to build a brand.
On the other hand, after a dividend period of two or three years, the coffee shop’s dividend has been basically divided up. In particular, when the coffee shop becomes a sweet cake that Oatmeal Milk has to hold in the palm of your hand, if you want to live, you can talk about the “bonus” of the coffee shop, and bringing money has become the only “stepping stone”, which has become the so-called “hidden rule”.
According to a oat milk brand that has cooperated with the top 5 chain coffee stores, the cooperation cost of a single oat milk drink a during the activity was more than one million yuan in the two months of cooperation with the cafe.
In addition, product development, raw material procurement, agency
In addition, “Sunday zero” also launched a new product in June: vegetable protein shredded pork “spicy hiss”. It is reported that the product has three flavors: sour and spicy snail powder flavor, Western cumin barbecue flavor and secret Sichuan spicy halogen flavor. The price is 11.9 yuan / bag.
This attempt to add plant-based meat to the regional flavor and further “snack” has not only relatively reduced the cost of consumers trying plant-based meat, but also further entered the daily life of consumers.
As for “oatly”, it is not limited to the single category of oat milk. It has launched oatmeal ice cream, oatmeal porridge and other related new products in China.
On August 15, “oatly” and KFC jointly launched “edible oat cup latte”. The cup body of the new product is made of edible oat cup-shaped pastry, “which can be drunk and eaten”, which further expands the imagination of oat milk.
In the “2022q2 magic mirror consumption new potential white paper” released by magic mirror market intelligence, “oat ice cream” has become a high growth concept in snacks and beverages.
The white paper points out that although oat ice cream currently accounts for only 0.5% of the sales of the entire ice cream market, it can still maintain a growth rate of 1045.7% against the background of a year-on-year decrease of 12.9% in the sales of the entire ice cream market, and has broad market prospects.
Although the taste, cost performance and calories of oat ice cream are still the current pain points, from the perspective of its market growth, the more “snack” plant-based is obviously one of the ways for brands to make category cognition and reach a wider audience.
As for vegetable milk, if they want to get out of the cafe, get rid of the impression of “backing on coffee” and usher in their own life, they also need to develop more suitable for Chinese tastes while developing their potential in the direct drinking sector.
New consumer daily observed that the black sesame plant milk with “plant label” was its first and widely acclaimed product. In addition, the inspiration of the pistachio flavored vegetable milk it developed came from “the taste that young Chinese consumers often ate and remembered when they were young.”
“But in the direct drinking scenario, consumers vote with their tongues. Chinese consumers’ taste buds have developed their own drinking habits. It happens that one of the weapons of vegetable milk is its diverse flavor.” Zhang pride, founder of “plant label”, pointed out in an interview with fbif that:.
In addition to the localization of taste, more importantly, it also gives users a “creative choice” in homemade drinks. After all, in Xiaohong book, there are more than 10000 + notes about “homemade oatmeal latte” and 280000 + notes about homemade latte
Rather than making the product a companion hidden in the hands of baristas, it is more important to make it a beverage companion in the hands of consumers.
2. External force: make good use of the opportunity to get out of the cafe and reach a wider consumer group
“At present, vegetable meat is mainly used for Tob
“Three key choices — oatly oat milk’s entry and exit in China | selected cases” Harvard Business Review Lab
Ten bowls of Mary in vegetable milk: Chengye coffee and loser coffee
Author: bale; Source: newconsumerdaily (ID: newconsumerdaily), reprinting has been authorized. Reprint authorization and media cooperation: Jennifer (wechat: 15151447934);
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From hot to cold, how can the botanical base go well in the second half under the double life?
第一,相较于植物肉的形态,植物饮作为饮品会更好让消费者所接受,或是尝试;同时,作为“饮料”的植物饮,也更好进入C端渠道;
第二,相较于其他植物饮,“燕麦拿铁”借助咖啡的力量更早的进入了消费者心智,且口味与健康并存;
第三,无论是植物肉还是植物饮,植物基对大部分国人来说都是一个新概念,因此品类认知、品牌认知都需要持续且同步进行。
因此,在新消费Daily看来,品牌要想发展中国特色植物基道路,满足“中国胃”,进一步让植物基走进寻常百姓家,产品端与营销端,要齐头并进,内外兼修。
1.内功:产品的本土化、创造性、日常性
事实上,对于任何舶来品,进入中国,本土化都是不可避免的。
而最简单直接的本土化,便是提高适口性以及在产品形态形态层面进行创新。
据雀巢的市场调研,其发现中国消费者对植物肉的口感有更高的需求,因此雀巢也在试图通过HME高湿蛋白挤压技术,针对中国消费者做一些配方的改良,推出比如生产香肠、四喜丸子、饺子等新产品。
国内植物蛋白领先品牌「星期零」首个面向C端的市场的产品,同样不是一块植物肉糜,而是“花花灵感包”,以早餐场景作为切入点。
此外,「星期零」还于6月推出新品:植物蛋白肉丝“辣嘶嘶”。据悉,产品共有三种口味:酸酸辣辣螺蛳粉风味、西域孜然烧烤风味和秘制川香辣卤风味,售价为11.9元/袋。
这种将植物肉加入地域特色风味,进一步“零食化”的尝试,不仅相对降低了消费者尝试植物基的成本,同时,也算是进一步走进了消费者的日常生活。
至于「OATLY」,更是没有囿于燕麦奶这一单一品类,其已经陆续在国内推出了燕麦雪糕、燕麦粥等相关新品。
8月15日,「OATLY」还与肯德基联手推出了“可以吃的燕麦杯拿铁”。新品杯体选取可食用燕麦杯型酥饼制作,“可喝也可吃”,也进一步扩大了燕麦奶的想象力。
在魔镜市场情报发布的《2022Q2魔镜消费新潜力白皮书》中,“燕麦冰淇凌”成为零食饮料中的一个高增长概念。
白皮书指出,虽然燕麦冰淇凌目前仅占整个冰淇凌市场销售额的0.5%,但在整个冰淇凌市场销售额同比降低12.9%的背景下,燕麦冰淇凌仍能保持1045.7%的增速,市场前景广阔。
虽然燕麦冰淇凌的口感、性价比、热量仍是当下痛点,但就其市场增速来看,更具“零食化”的植物基,显然是品牌做品类认知,触达更广泛消费人群的方式之一。
至于植物奶们想要走出咖啡馆,摆脱“背靠咖啡”的印象,迎来属于自己的人生,那在开发自身在直饮板块的潜力,同样需要研发更适合中国人的口味。
新消费Daily观察到,「植物标签」的黑芝麻植物奶是其首创且广受好评的一款产品。另外,其研发的开心果口味植物奶的灵感,就是来自“中国年轻消费者小时候过年时常吃的、记忆中的味道。”
“但是在直饮的场景里,消费者是用舌头投票的。中国消费者的味蕾养成了自己的饮用习惯。恰巧植物奶的武器之一就是多元的风味。”「植物标签」创始人张自豪在接受FBIF采访时曾指出。
除了口味的本土化,更重要的是,也是让用户在自制饮品中多了一种“创意选择”。毕竟,在小红书,关于“自制燕麦拿铁”有超过1万+篇笔记,自制拿铁有28万+篇笔记……
比起让产品成为隐藏在咖啡师手中的伴侣,更重要的是,要让其成为消费者手中的饮品伴侣。
2.外力:善用借势联名,走出咖啡馆,触达更广泛的消费群体
“目前,植物肉还主要是去走ToB、ToC两条路,消费者心智还需要慢慢教育;最终植物肉还是口味最重要,其次就是瞄准目标人群。”
事实上,区别于其他一些概念相对成熟的品类,植物基这一新概念想要更好的进入消费者心智,善于借势以触达到更广泛的消费群体,同样重要。毕竟只服务于小部分“乳糖不耐受”人群,是养不活大部分新品牌的。
“咖啡伴侣”「OATLY」在今年针对中国市场有了创新动作,即入局新茶饮赛道。
比如,今年「OATLY」燕麦奶与书亦烧仙草推出的新品“橙漫山茶花”,就是以茶基底形式完全融入整杯饮品之中。
同时,其也推出了面向C端的“茶饮大师燕麦奶”。显然,“咖啡cp”组够了,「OATLY」已经准备好发力新茶饮。
至于,零售渠道方面,尤其是对于植物肉来讲,也不仅仅是进入到连锁餐饮门店。「星期零」就与罗森、美宜佳、喜士多等多家便利店展开了合作,推出植物肉相关产品,通过早餐、便当等产品,让植物肉更加“日常”。
「OATLY」在中秋之际,与Seesaw Coffee、费列罗、好想你、来伊份等多品牌进行联名
最后,通过品牌联名、线下快闪等方式,善用营销进一步借势破圈,也是传递新概念与品牌故事的标准方式之一,在此不过多赘述。
结语
「星期零」创始人kiki在接受品牌星球采访时表示:“再到未来,我认为大的趋势是植物肉会摆脱对真肉的模仿,成为一个独特的品类,一个有自己特殊属性的食材。植物蛋白的可操作性其实很高,变成一种可定制、可探索的‘材料’,未来会更有意思。”
某种程度上,对于植物基这条赛道,我们仍应该充满信心,毕竟,其踩中了“健康化”这一在未来市场中,最确定性的趋势。
但对于植物基这个新概念与舶来品,在讲出“可持续化”、“生活方式”的故事之前,如何内外兼修,通过一种更接地气与更生活化的方式走进消费者,才是发展中国特色植物基道路的关键一步。
部分资料参考:
《三次关键选择——OATLY燕麦奶在中国的入圈与出圈 | 案例精选》 哈佛商业评论Lab
《植物奶:成也咖啡,败也咖啡》 十碗玛丽
作者:Bale;来源:新消费Daily(ID:NewConsumerDaily),转载已获得授权。
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