The new war for yogurt brands' "egg whites"

"A cup top three cups", or even "400 grams concentrated into 100 grams", such yogurt is your favorite?

Recently, yogurt brands such as Lechun and Wudao have played the "high protein" card, because the protein content is several times that of ordinary yogurt, so there are more
circle powders.

The China Business Daily reporter noted that after the entry of Internet celebrity brands such as Kashi, Lepure, Jane Ai, and Beihai Ranch, large enterprises such as Yili and Guangming have also launched related products
.

Behind the big and small yogurt brands playing the "protein" card, on the one hand, the demand side puts forward higher requirements for the quality of yogurt, on the other hand, it may be a "new magic weapon"
for enterprises to absorb fans in a fierce competitive environment.

In fact, new concepts in the yogurt market are frequent, and products such as zero-sucrose yogurt, zero-added yogurt, and low-GI yogurt are constantly emerging
.
At present, nutrition and health are more and more valued by consumers, and there are many
notes related to "protein" on platforms such as Xiaohongshu.
In this context, many yogurt brands have expressed optimism about the segment of high-protein yogurt
.

The yoghurt market seems to be "rolling" to new heights
.

However, unlike milk that is suitable for the accompanying scene, the consumption scene of yogurt is more flexible, and deliciousness is the primary indicator of consumer concern, their requirements for yogurt nutrition are relatively weak, and the high protein content also makes the price of yogurt high, and it is still unknown how much high-protein yogurt can stir up
.

01 "One cup top three cups" of yogurt

"Three cups of raw milk can extract a cup of yogurt, three times the protein content required by the national standard, and three times the filter whey concentration process to make a thick taste", the Internet celebrity brand Le Pure Yogurt has won the favor
of many consumers.

During the National Day, Wang Weijian, founder of the low-temperature Greek yogurt brand Wudao, also revealed that Wudao is now using about 400 grams of milk to produce 100 grams of yogurt, including fat separation, fermentation, cream backfilling and other processes
.

The above three cups of raw milk to extract a cup of yogurt or even 400 grams of milk to concentrate into 100 grams of yogurt is the origin of many high-protein yogurt
.
At present, high-protein yogurt on the market has come to the fore
.
In addition to the Internet celebrity brands Lepure, Jane Ai, Beihai Ranch, etc.
, which were involved in this field earlier, large enterprises including Yili and Guangming have also competed to enter the game
.

Searching for "high-protein yogurt" on the Jingdong platform can be found that there are many yogurt products with the "protein" brand, for example, Junlebao Kaiferner Yinong yogurt products are marked as 40% more than the minimum requirements of the national standard for flavored fermented milk, and Jane Ai original high-protein yogurt contains 6 grams of protein
per 100 grams of products.

In addition, the protein content of Yili Chang Light Protein Time Golden High Protein Yogurt reached 9g/100g; Bright and Truthful's high-protein yogurt contains more than 10 grams of protein per cup (120 grams); Lepure's three-three or triple zero-fat family pack Greek fermented milk contains 9.
5 grams of protein per 100 grams; rare Greek yogurt is four times concentrated, containing 10 grams of milk protein
per 100 grams.

The protein content of these high-protein yogurt is much
higher than the national standard requirements for fermented milk.
The data shows that the national standard requires fermented milk protein to be ≥ 2.
9 grams / 100 grams, flavored fermented milk ≥ 2.
3 grams / 100 grams, while the protein of yogurt on the market is generally about
3 grams / 100 grams.

Wudao introduced to the reporter of China Business Daily that the company actually makes Greek yogurt, Greek yogurt, also known as dewhey yogurt, which is characterized by high protein and thick taste, which shows that high protein is a significant feature
of Greek yogurt in terms of nutritional content.

Dairy analyst Song Liang told China Business Daily that there are many companies involved in high-protein yogurt, because the technical barriers to membrane filtration technology and milk concentrate to produce yogurt are not high, and the quality of yogurt produced by concentrated milk fermentation is higher, and many companies have mastered this technology and improved the quality
of their products.

02 The yogurt market "rolls" to new heights

In fact, the yogurt market has appeared many new ways to play, from zero sucrose yogurt, zero added yogurt, bubble yogurt, to today's high-protein yogurt, in the context of fierce market competition, yogurt companies continue to introduce new concepts
.

From the demand side analysis, large and small brands play the "protein" card because for consumers, dairy products are the main source of
protein intake.

Jane Ai told the China Business Daily reporter that the reason for launching high-protein yogurt is based on consumer demand
.
During its market research, the company found that many consumers supplement their protein through dairy products, and high-protein yogurt is a high-quality source of
protein.

Analysts believe that high protein has received more attention
, driven by consumer weight management and health needs.
In addition to its popularity among the sports and fitness population, it has begun to attract attention
among general consumers.
In addition, in the context of the normalization of the epidemic, protein supplementation has also become the new favorite
of many people.

It is understood that on Xiaohongshu, there are up to 780,000+ notes related to "sugar-free and sugar control", and up to 2.
74 million+ notes related to "protein"
.
The survey data released by Mintel also shows that consumers pay a significant increase
in the attention of consumers to the ingredients of yogurt categories.
For the ideal yogurt, 77% of people think it is less sugar and no sugar, and 61% will prefer high-protein ingredients
.

From the supply side, the fierce competition in the yogurt market is also the reason why
large and small brands have launched high-protein yogurt.
Yili told China Business Daily that now the yogurt market competition is becoming more and more fierce, the trend of high-end is becoming more and more obvious, in order to seize opportunities in the yogurt market, various brands have innovated and upgraded yogurt products, high protein is a major direction
.

Wang Dingmian, former executive director of the China Dairy Association, told China Business Daily that high-protein yogurt has emerged, especially high-end yogurt companies basically advocate the concept of high-protein, which is a major marketing weapon
for enterprises in the context of fierce competition.

03 The high premium behind high-protein yogurt

Behind the popularity of high-protein yogurt is the pursuit of many enthusiasts, and consumer Zhou Wen is one of
them.

In fact, as a yogurt enthusiast and fitness person, Zhou Wen followed the trend and bought a number of new concepts of yogurt launched by manufacturers, "I have bought many types of yogurt with zero sucrose before, in order to do a good job of weight management, and now there is high-protein yogurt on the market, I also want to try it and drink
it at breakfast.
" Zhou Wen said
to a reporter from China Business Daily.

For Zhou Wen, nutrition and health are the primary needs of her daily consumption, and protein is an important nutrient required by the body, and yogurt with higher protein content is favored
by her.
In fact, she also pays attention to the protein content when buying milk, and she has previously bought organic vegetables, zero added soy sauce and other products
.

The existence of many "Zhou Wen" makes high-protein yogurt usher in a "highlight moment", Jane Ai said that its high-protein yogurt has been recognized by consumers, after more than seven years of market testing, high-protein yogurt is so far Jane Ai's longest vitality of the single product
.

However, with high quality comes high prices, and many companies such as Yili, Jane Ai, Wudao, and Beihai Ranch have said that high-protein yogurt costs more
than ordinary yogurt.
According to Wudao, the protein content of Greek yogurt is several times that of ordinary yogurt, and because product production requires higher raw material input and more professional production equipment, high-protein yogurt is much higher than ordinary yogurt
, both in terms of upfront investment and daily production costs.

In fact, not all consumers are willing to pay a high premium for high protein, and consumer Wang Qingqing is a typical example
.
"To supplement protein and drink milk, there is no need to supplement
through yogurt.
" She confessed
.

For Wang Qingqing, yogurt plays more of a role in daily snacks, drinking yogurt is mainly for deliciousness, there is no need to consider the concept of nutrition and health, and there is no need to pay a higher cost
for high protein.
She usually buys a bag of yogurt for more than two yuan in the supermarket, which tastes good and the price is low
.

04 Or the favorites of a small number of people

Although many brands believe that the future of high-protein yogurt has a huge space for imagination, it may only be a favorite
of a niche group.

Jane Ai told the reporter of China Business Daily that under the continuous market edification, consumers are paying more and more attention to the protein content of dairy products, and high-protein yogurt has great development potential
.

Yili also mentioned that high-protein yogurt products not only cater to current consumer demand, but also meet the future development trend
of the yogurt market.
Yili predicts that based on the needs and enthusiasm of consumers, high-protein yogurt will have good development performance
in the future.

Wang Dingmian believes that the high price of high-protein yogurt will bring higher profits to enterprises, so more and more companies will follow the trend into this field, but also due to the high product price, this is only a niche category after all, and will not be rolled out
on a large scale.

"Today's high-protein yogurt is sought after reminds me of when yogurt was first launched 40 years ago, when Chinese people were not accustomed to drinking, thinking that milk had deteriorated, but consumption upgrades have made yogurt widely accepted today, and high-protein yogurt is also a manifestation of
consumption upgrades.
" It's just that the high price of high-protein yogurt makes it only acceptable to a small number of people, and it is difficult to form a general trend
.
A senior practitioner in the yogurt industry said
frankly.

Liu Chang, head of the large consumption group of Founder Securities, also told the China Business Daily reporter that milk in dairy products is suitable for breakfast scenes, needs to be linked to strong nutrition, and is used by consumers as an important source of
protein and calcium.
In contrast, yogurt is more flexible in its consumption scenario, and its attributes also determine consumers' nutritional requirements
.
(At the request of the interviewer, Zhou Wen and Wang Qingqing are pseudonyms in the article)

(Reporter Zhou Ziyun)