"Each trick" yogurt brands compete for market heights

In recent years, the growth rate of China's yogurt market has led the world, maintaining a high-speed double-digit growth every year

taller

Protein content becomes the focus of publicity

According to Innova Market Insights 2020 data, 40% of Chinese consumers have increased their protein intake in the past 12 months

Rule pure yogurt focuses on the concept of "three, three and three times", emphasizing that the protein content in yogurt is three times that of the national standard; the first "Beihai Ranch 3.

In fact, the General Principles of Food in China stipulates that the nutrient reference value (NRV) of protein content ≥ 10% per 100 ml can be claimed as "high", and then according to the standard of the nutrient reference value of Chinese food labels, per 100 ml of products, if there is more than or equal to 6 grams of protein can be declared "high protein"

When high protein becomes an important yardstick for high-end yogurt competition, whether the protein comes from raw milk or additional additives such as protein powder has become the key factor for each company to prove its gold content

Looking at the market, it is not uncommon for products to be differentiated by protein source from other brands.

Other brands such as DaVinci, Herun, Yiming and Wudao have also highlighted the concept that the protein in their yogurt only comes from raw milk or raw protein, and that “not all yogurt can be called pure yogurt”

In contrast, there are also a number of yogurts with high protein content on the market, but with ingredients like whey protein powder, concentrated milk protein, and milk protein powder.

Although the protein content that protein powder can improve is limited, compared with the cost and technical difficulty of fermenting raw milk and separating whey, additional additions usually cost less money, especially for concentrated protein powder extracted from whey, the price may be only 60% of the production cost of concentrated protein powder is extracted from raw milk

However, it is also necessary to distinguish between specific situations as to whether a company must “replace” raw milk with protein powder for cost reasons to increase the protein content

Jane Eyre said that Jane Eyre's high-protein yogurt "85% raw milk" refers to the content of raw milk in the product

However, the industry recognizes that it is expensive to achieve high protein content purely by fermenting raw milk

Lechun also believes that by simply fermenting whey to increase the protein content, the feature is that it can obtain 3 times the protein content of ordinary yogurt, and the taste is richer and more distinctive; but the biggest limitation is that it requires more than 4 times the raw material of ordinary yogurt.

　　Jane Eyre also mentioned that with the advancement of technology, enrichment methods have increased, but the requirements for factory equipment are relatively high, and the loss will be relatively large

　　Although many brands have begun to promote "high protein", and even a survey report pointed out that high protein has become the most common new product selling point in the healthy food market, but there is currently no representative brand in the market

new update

Brain holes open up

　　While competing for protein content, more brands have begun to jump out of the traditional way of thinking and give yogurt a fresher taste and higher appearance.

　　Baked milk skin is a high-grade dairy product on the grassland.
It is a yellow milk cake formed by condensing and condensing the milk after the fresh milk is cooked on a small fire
.
Lechun announced the launch of a new yogurt on its WeChat official account, which innovatively combines the prairie roasted milk skin with the classic three-three-three times pure and thick milk
.
"When eating, when the roasted milk skin is mixed with the original yogurt, the two different levels of milky aromas, crisp and soft, collide, instantly bringing a taste experience of N-heavy milky aroma
.
" Consumers commented on the feeling of eating this new yogurt
.

　　Chunzhen launched a new product with a strong sense of creativity, especially adding 4 kinds of interesting small ingredients: sea salt almonds, crispy milk, freeze-dried red pitaya diced, and jumping candy
.

　　To help diabetics achieve good health management, Sanyuan launched Yitangping yogurt
.
The product has double low G (lower glycemic load and glycemic index) properties and zero added sucrose
.

　　The new yogurt launched by An Muxi and Soul App claims zero sucrose, low GI, anti-sugar satiety, and aims to reduce stress on the body
.

　　As more and more brands join the battle, the game between old and new brands is bound to intensify
.
It remains to be seen whether more new yogurt brands will enter the market in the future, and whether the established yogurt overlords can consolidate their leading positions
.
But in any case, insist on innovation, there will always be opportunities to break through the market
.

　　(Comprehensive arrangement by Yang Xiaojing)

"China Food News" (May 31, 2022 04 edition)

　　(Editor-in-charge: Yang Xiaojing)