How does the vegetable milk industry grow rapidly from plant milk that is only for lactose intolerant and vegetarian populations to billions of dollars in market value today, and even in emerging industries that have impacted the traditional dairy industry? What an unusual story will happen in the future?
Plant milk is not unfamiliar in China. Since the 14th century, China has been grinding soy milk to make tofu. Even today, soy milk is still part of the breakfast for many people.Soy milk also has enough nutrition.
But in the spring of 2018, the Oatly oat milk out of stock in New York, USA, shocked people. Since its listing in the US in 2016, Oatly has supplied more than 3,000 high-end coffee and retail stores in the United States. 1250%, but still can not meet the needs of consumers, the lack of supply of retail stores and coffee shops has caused some consumers to complain.
This incident has undoubtedly caught the attention of many startups. Over the year, there are many vegetable protein dairy products on the supermarket shelves, from almond milk, hazelnuts, peanuts, walnuts, nuts and other nut milk to coconut, barley, buckwheat, Plant milk such as peas, the craze broke out, and it was a bit overwhelming.We have lactic acid bacteria test to test the pesticide residues and other harmful substances in vegetables and fruits vegetable and fruits .
Unpredictable, people who drank plant milk ten years ago were marginal groups such as lactose intolerant or vegetarian. Today, more than one-tenth of Pret a Manger in the UK ordering hot drinks is required to use organic soybeans, organic rice, coconuts and other vegetable milk instead of milk. According to Mintel's statistics, since 2015, sales of vegetable milk in the UK have increased by 30% due to the surge in vegetarianism. In the United States, nearly half of consumers choose plant milk; on a global scale, this industry value More than $16 billion.
At the same time, antibiotics, animal abuse, and the environmental impact of the livestock industry have hit the dairy industry. The reduction in milk demand and the decline in prices have led to the collapse of 1,000 dairy farms in the UK between 2013 and 2016. Searching for "dairy products" on YouTube, you will find videos such as "Dairy Is Scary" describing the pain of cows, some of which have more than 5 million views.
In addition to animal cruelty, there is evidence that the dairy industry has a negative impact on the environment, and together with aviation, shipping and road vehicles, it produces greenhouse gases. With the negative news of dairy products, the vegetable milk bundled with clean food has been promoted and developed. Many health-conscious bloggers and Instagram celebrities advocate clean food, and the delicious dishes of Thai-style curry and gluten-free beetroot bread attract on Instagram. Many millennials.
In the eyes of critics, plant milk may be a nut juice drink using additives, but in the eyes of consumers, the craze for plant milk is not just to replace milk, they want to be more conscious and more through almonds, oat milk, etc. Sustainable lifestyle change.
Soymilk sales breakthroughs occurred in the late 1990s, when soymilk brands Silk, Alpro and other brands seized the relationship between milk and high cholesterol and heart disease, highlighting that their products are a healthy alternative to dairy products, overnight Soymilk has become a product suitable for anyone to drink.
However, the taste of soy milk limits its rapid growth. Even with the current soy milk, after the formula is continuously upgraded and optimized, there may still be consumers who do not like its bean flavor. In the early 21st century, soybeans were reported to contain phytoestrogens, making people worry that soy milk would break the body's hormonal balance.
In 2008, Blue Diamond, a large farmers' cooperative in California, seized the opportunity to launch a large-scale marketing campaign to fund new research on the health benefits of almonds. Glossy magazine claims that almonds are a "superfood". In 2013, almonds have replaced soybeans as the best-selling vegetable milk category in the United States.
Even apricot kernel milk, which accounts for two-thirds of vegetable milk sales, is currently suffering from a reputational crisis. The first problem is the environmental problem: 4.5 liters of water is needed to grow a single almond. In California, almond production accounts for one-eighth of the world's production, and almonds require 10% of the state's water supply.
Another problem is that the actual content of most almond milk is actually negligible. Almond milk is actually a water-based lotion, and both Silk and Alpro contain only 2% almonds. Therefore, people in the industry agree that the era of almonds is over, and now the real potential stocks are coconut milk and oat milk.
Oatmeal is a very good crop that can be grown anywhere. Oats are rich in carbohydrates, fats, protein and dietary fiber.
The vegetable milk boom has also contributed to the innovation of many vegetable milk processes. A San Francisco startup called Ripple claims to have developed a high-tech process that separates proteins from yellow peas without any associated taste or color. The chief scientist of New York-based manufacturer Elmhurst Milked invented a new extraction process that uses "high pressure water and suede action" to break down nuts and beans to keep the protein intact.
In China, the oat milk market is also germinated. Oatly's latest target market is China, which was established in China in 2016 and previously received an undisclosed investment from a Chinese conglomerate. At about the same time, Quaker announced plans to produce a series of oatmeal drinks and launch the market. Silk launched its own oat brand OatYeah in January... The competition in the vegetable milk market is still going on.
Whether vegetable milk is a healthy alternative to milk is a heated debate. Most of the debate revolves around whether plant milk should add extra vitamins to better mimic milk.
The American Soil Association refuses to organically certify intensive products. The current mainstream choice for many new vegetable milk brands is to introduce organic products rather than adding additional nutrients to become milk substitutes. For example, Califia Farms' unsweetened almond milk is labeled "50% more calcium than milk" on its bottle, but it does not contain vitamins D benefit , B12, riboflavin or milk and any other nutrients in the fortified vegetable milk.
The vegetable milk boom is not really related to nutrition. In today's overnutrition, no one wants to drink milk in order to get the nutritional value of milk. 90% of vegetable milk buyers still buy other dairy products, such as cheese and ice cream.