The potential of vegetable protein beverage market is the king

  With the improvement of health awareness, more and more consumers favor health drinks Vegetable protein beverage is a kind of healthy food with high consumer recognition and market share Some insiders pointed out that the beverage market has a huge potential, and there is still a depth and breadth of exploration and innovation Taking health and quality as the center, it is very important to meet the needs of the consumer market China's beverage market is a red sea Many new products are being launched and disappearing It is not easy for new beverage products to occupy a place in the market With the improvement of health awareness, more and more people associate "health" with "nutrition", and the consumption habits gradually change from "good drink" to "good drink" How big is the beverage market? What is the current situation and trend? How can food enterprises win the favor of consumers? Vegetable protein beverage has great market potential Looking at the development of beverage market, from carbonated beverage, tea beverage to vegetable protein beverage, we can see that health and nutrition is a major trend of beverage market development Products with health as the theme, good taste and consumer recognition are the market prospects Benefiting from the new consumption trend of nutrition and health, the annual growth rate of global vegetable protein beverage in the past five years is 28%, which is the fastest growing sub industry in the beverage industry In this context, domestic food and beverage enterprises have begun to enter the beverage market, focusing on vegetable protein drinks Why is vegetable protein beverage market huge? Why do food companies rush to the market? Experts in the industry said that in general, the first is that the change of consumption concept has led to drastic internal changes in the global beverage industry: the market of carbonated drinks and juice drinks with high sugar content is declining, while the natural plant-based near water drinks and protein drinks are rising rapidly Secondly, the pursuit of natural and functional products also makes people turn their attention to those natural ingredients, especially edible plants with a wide range of sources and rich in various active ingredients Finally, sports, body building and fast-paced lifestyle lead to the demand for substitute food and drink, which makes it become the focus of attention For domestic consumers, especially young consumers, there is a strong demand for vegetable protein food Highlighting innovation and seeking a way out Vegetable protein beverage is a kind of healthy food Firstly, it began to expand from the traditional market in Asia and gradually spread to the western market In recent years, the category of products has gradually entered the mainstream of dairy products, and manufacturers have begun to choose more plant materials as raw materials besides soybeans, first of all, nuts and grains According to DuPont research data, consumers prefer to drink a variety of original vegetable protein drinks There are beverage products with different protein combinations on the market, such as "soybean + Almond", "almond + coconut", "almond + oatmeal", etc Market research shows that the general impression of the domestic public on vegetable protein beverage is: high protein, low sugar, low heat, not thick and with good flavor At the same time, many food enterprises have begun to set foot in the beverage industry, developing and launching a variety of health-oriented products In addition to optimistic about the market prospects of the beverage industry, more importantly, the convenient way of carrying and drinking is also a microcosm of consumption upgrading For example, six walnuts and dew almond dew are the main products with high consumer recognition and market share Generally speaking, health, good taste and convenience are the important reasons for the product to gain consumer recognition Although the vegetable protein beverage market is huge, it is difficult for new enterprises or old brands to find a way out in the market if they do not follow the market for category innovation "Paste boss" Southern black sesame paste is an old enterprise in the impression of most consumers, but the old brand of paste has made great efforts to launch a new category - black black milk, and the diversified protein combination of this product is refreshing - black sesame + oats + black beans In terms of category innovation, many enterprises have made attempts, some of which are warmly responded by the market, while others are mediocre Among them, there is no lack of successful product innovation and brand upgrading After the launch of new products, the sales volume soared so that the supply is in short supply Take the black milk of black sesame paste in South China as an example to analyze how the enterprises layout the market and win the consumers Fit consumer demand is the king It is understood that the proportion of sub-health white-collar workers in China's cities is as high as 76% The lack of unhealthy diet and exercise not only affects the body, but also threatens the health of the body This is the pain point of most office workers How to adjust the diet balance and shape a healthy and light body? Gan cansen, general manager of beverage business department of southern black sesame group, said, "the product orientation of black milk is" plant high fiber, light fat health ", which is in line with the eating habits of white-collar workers and office workers." Why does this old brand of enterprise want to make drinks? Gan cansen replied: "paste washing may be inconvenient for most office workers and students because of the need to wash and wash, and making drinks is to meet the needs of consumption upgrading, on the one hand, to ensure the health and nutrition requirements of consumers; on the other hand, to highlight the characteristics of time-saving convenience." It is understood that in Chuzhou production base, which was just completed in mid August this year, the two production lines of black and black milk products initially put into the sample market could not meet the surging sales volume, so that they were once "out of stock" Some insiders pointed out that from the perspective of the market, this kind of The emergence of "out of stock" phenomenon is enough to show the current consumers' interest and concern for new categories such as black milk, recognition of "light fat" health concept, and also shows that products in line with the concept of big health consumption have a consumer base; from the perspective of enterprises, as new brands and categories, black milk drives sales through effective advertising communication, which causes The attention of the industry and consumers further proves the strategic correctness of the enterprise's decision-making, research and development and the creation of "light fat drinks", which is also worthy of reference and learning by other beverage enterprises The potential of beverage market is huge, and there is still a depth and breadth of exploration and innovation But if you want to be evergreen in the beverage industry, there is always a rule: focus on health, quality and consumers It is the most important to meet the demands of consumers Who can put the consumer experience first, create products with good export sense, nutrition and quality, and give consumers more security and right to know? Who can truly enter the hearts of consumers and become the industry benchmark.