Iaurt-pe bază de plante

Depressions in the value chain Although plant-based dairy products are not strictly dairy products, due to the rapid growth of plant-based protein beverages in the past two years and their alternative relationship with white milk, they have become a major issue in dairy product analysis. There are already a lot of analysis on the categories that cannot be ignored, so I won't repeat them here. Here we want to talk more about a very subdivided category, plant-based yogurt. The core wants to discuss based on this single product. From a corporate perspective, where are the core opportunities for plant-based fermented milk products? What are the core demands of Chinese consumers for plant-based products? The core difference between plant-based and ordinary dairy products is the difference in content. We have clearly found that China's milk supply cannot keep up with the demand, while the supply of plant-based raw materials (except soybeans, coconuts, peas and other high-protein plants can be considered) The volume and flexibility are significantly better than milk. From the perspective of cost, take fermented soymilk as an example. The cost of other projects is similar to that of fermented cow's milk. The milk fermentation production line can be converted to produce plant-based fermented products after adding some equipment, but the raw material cost is only tenth of that of cow's milk. 1. Based on China's high milk prices, it is very competitive in terms of cost. The most important point is that plant-based protein drinks are a high-end product for overseas consumers, but they are too routine for Chinese consumers (soy milk, almond milk, coconut milk), and it is difficult for users to think that this is a new thing, but plant-based Yogurt is a complete cognitive gap.

When communicating with the spokesperson of FBIF2018, Mr. Greg Steltenpohl, the co-founder and CEO of Califia Farms, he mentioned that "good-looking" is the second most important element they mentioned. In the first purchase, especially in the e-commerce scenario, because I can't taste it, so the core element of deciding to buy for the first time is "good-looking".

Califia Farms series of plant-based milk products califiafarms.com And the most worth thinking about here is that even in overseas where there are a large number of vegans, "plant-based" is not the main concept. When new products are launched in China, it is expected to pass " "Plant Power" traps the ideas of a large number of users, and needs to be cautious in practice. We usually understand that in this market segment, health (gluten-free, veganism) ranks higher than delicious, but in fact, the founder of Califia Farms introduced that they are reviewing plant-based yogurt to meet the core needs of users. It is "there is no difference in the taste of animal-based yogurt." After solving the basic survival problem, among the factors that affect long-term purchases, the first order is still delicious. Therefore, the key question becomes "how can it be made delicious?" Because the soy protein is fermented almost without fat, the texture of the fermented product will be significantly different from the taste and flavor of the fermented milk. The taste can be improved by adding vegetable fat. For example, Swedish oat milk OATLY increases the fat content by adding vegetable oil. We believe that if plant-based yogurt wants to increase the premium, you can use the "soy protein plus high-end ingredients" dual plant protein as a solution. Soy protein is used as a base (low cost), and the premium is increased with ingredients that consumers think are high-value products. When the terminal is on the market, it can be cut to taste and reduce fat. Users always don't want to be greasy middle-aged men and women.