Traditional animal milk VS rookie plant milk, how to live happily in the future?

:
Mary LuoSource:
Foodaily
Daily Food (
ID
:
foodaily
)In previous years, plants have been popular in the European and American markets, with a wide range of products in bloom and favoured by capital and markets. The power of plant milk seems unstoppable, and animal milk is clearly being hit hard, even in the relatively stable Chinese market.until some time ago,
"American dairy tycoon filed for bankruptcy protection" once again caused industry debate, but also for the Chinese market to sound the alarm.traditional animal milk really in jeopardy? Will plant milk really be the future? Whether the outcome is a strong victory or the two in love and love each other happy, it is clear that consumers really have changed, traditional or emerging categories, it is also time to change.1 Animal Milk
VS
Plant Milk Ice and Fire Euromoniose international data show that the global growth rate of plant milk sales over the past decade has soared at an annual rate of
8
%;
sales reached
15.
billion U.S. dollars in 2017

and exceeded
18 billion U.
S. dollars in
2018, and the compound annual growth rate of plant milk products is expected to exceed
5%
% in the next
3
.contrast with plant milk, sales of traditional liquid animal milk are on a downward trend, especially in the leading European and American markets. In the past five years, sales in the U.S. and Europe have fallen at an annual rate of
3%
and
5
%
respectively, and U
.S. animal milk sales have fallen from $
18.9 billion in 2012
to
nearly

30 percent in
20
19
from the global data, plant milk seems to be as strong as bamboo, the prospects are considerable, while animal milk is facing the huge pressure of market tightening, the future trend is not very optimistic.Although China's animal milk is still showing a stable growth state, plant milk market is still relatively small, but the market changes in Europe and the United States also give us a wake-up call, it is time to think about the development of animal milk and plant milk.Photo Source:
Google 2Is in a different situation, but in the same predicament Because plant milk enters the market under the banner of animal milk substitutes, many times we also habitually treat animal milk and plant milk as competitors, and think that consumers' choices are between them, so the market for both should be one or the other.But that's not the case,
Mintel
points out in its
10
Report on the U.S. Traditional and Plant Milk Market Research, both of which face the same dilemma: consumers' stagnant desire to buy, whether it's a tight animal milk market or a fast-growing vegetable milk market.research notes that
63% of
animal milk consumers and
52% of
of plant milk consumers are buying in the same way as last year and do not have enough incentive to change their shopping behavior, which may pose challenges to future markets.Photo Source:
GoogleIn addition, consumers choose dairy products more as a combination of baked, coffee and cereals, so there is no clear preference for animal and vegetable milk.report also points out that animal and plant milk are not simply rough antagonistic relationships, and that if they can reposition the consumption scenario in their sub-sectors and give consumers a reason to choose, rather than simply adopting a low-cost competitive strategy.In this way, in the face of consumers' negative desire to buy, animal milk and plant milk, rather than tit-for-tat in the consumer's familiar consumption scenario, it is better to reshape the consumer's mind and seize market share by opening up innovative categories and consumption scenarios. Many enterprises have been aware of this, animal milk counter-attack and plant milk break has quietly occurred. 3 fightback against animal milk breakthrough in new technologies: lactose-free, high-protein milk
... With the awakening of consumer health consciousness, lactose-free cow's milk has become a trend, the performance is no less than plant milk.
IRI
, U.S.
plant milk sales in the
2019 were $
.098 billion, according to IRI data
U.S. dollars, up
4.5 percent
, while lactose-free cow's milk sales were $
732.
billion, an increase of
15.4
. photo source:
Fairlife Lactose-free milk, led by
Fairlife
, is becoming a dark horse in the dairy industry.
Fairlife
ultrafiltration milk uses cold filtration technology, which allows the product to have a higher protein content
(
per
240
ml
13
g, ordinary milk is
8
g
)
and free of lactose, it contains only half as much sugar as
(6,
g) of regular milk, which is
12
g
)
. Select Milk
also trying to produce milk products with high protein, calcium and low lactose through ultrafiltration, reverse osmosis and enzymatic processes. Future upgrades to membrane filtration technologies such as ultrafiltration, microfiltration and reverse osmosis will provide a solid technical foundation for dairy innovation. the emergence of new scenes, cross-border snacks are a variety of "pursuit of indulgence" is an important factor affecting consumer decision-making. Now more and more dairy products are beginning to cross the border into healthy snacks to meet the needs of consumers in different situations. for example,
Halo Top
and
Enlightened
launch high-protein, low-sugar, low-calorie ice cream products that address consumers' appetites and eliminate their concerns about gaining weight. photo source:
Google and U.S. food company
Eggland's Best
have innovatively expanded the cheese scene, not only delicious but also fun. They developed four adult-specific snacks, each packed with a cooked peeled egg, cheese and another food, such as nuts, olives or sausages, that consumers can
DIY
into their favorite recipes. image source:
google new features of the excavation, corner over-car potential is great traditional liquid animal milk homogenization is becoming increasingly significant. With the praise of functional dairy products in recent years, more and more dairy enterprises began to dig deep into the needs of consumers to introduce functional dairy products. , with the improvement of people's health consciousness and quality of life, sleep health has become the main concern of their own. According to
2019
National Health White Paper, the public gave a
9.5
rating on the importance of sleep, while satisfaction with sleep was only
6.7
. Among them, young people are more likely than older people to suffer from sleep problems. for consumers
"sleep" demand, smell the business opportunities of dairy enterprises, choose for people who are difficult to sleep, its characteristic dairy as a carrier, to join the sleeping ingredients, deep into the diversified market. recently, Junlebao launched a sleeping milk
"one hour before bed". It is reported that the product claims protein content of
3.4g /
servings,
0
sucrose added, and added an additional γ
-
amino butyric acid
(GABA)
ingredients to help god, sleep, relieve pressure, improve the quality of modern sleep. In addition, there is Wangwang's dream water, Wahaha's wonderful sleep yogurt... Not only sleep-aid function, anti-alcohol function is also very active. Mengniu main wake up wine wake up yogurt, bright launch of the wine before the moment
... 4 The breaking of plant milk the awakening of health awareness, the prevalence of vegetarianism, animal welfare and the needs of some lactose insatiable populations contributed to the outbreak of the vegetable milk market. According to nutrition business journal
,
the market value of plant milk products, including
tonsil milk, soy milk, coconut milk, etc., reached $
20
billion in 2018, up
7.3
% year-on-year.
12.4
per cent between
2018 and 2025,

according to

Data Bridge Market Research. , despite this, the well-growing vegetable milk market still faces the challenge of stagnant consumer buying practices, so how to break through? Photo Source: The Rise of new categories of
Google : Another way to grow for more than years, soybeans have dominated the market share of plant milk products due to shelf life, nutritional density, functionality and history, but have gradually gained market share in recent years from other plant-based products
. :
Google In 2010
, tonsil milk began to emerge in the U.S. market, and in
2013
over bean milk became the most popular variety for consumers.
the
of oat milk in 2016 showed a strong upward momentum. Now oats, coconuts and tonsils have become the three star growth ingredients of plant milk. Historical trends, consumer preferences for plant milk have been changing, reflecting their curiosity about product diversity, so tapping into new categories is an effective way to achieve new growth points. fusion of new scenes: cross-border marketing is amazing plant milk is currently mainly used as breakfast, baking ingredients and daily drinks, looking for other consumer scenes cut in, may play more with less. Oatly, for example,
oatmeal
cleverly chose to cut in from the coffee market when it entered the U.S. market. Photo Source:
Instagram Based on oat milk, it's a perfect replacement for milk, and is popular with barista for its foaming, high thermal stability and low artificial additives. Oatly
in the coffee market, eventually sweeping the U.S. coffee market, even in short supply, becoming a new focus in coffee shops. At the same time, the combination of oat milk and coffee also provides material for people to sunbathe on social media and become a live advertisement. cross-border marketing based on new scenarios is an important reason why
Oatly
can be so successful in the U.S. market, and it's worth using other products as a reference as you expand your new consumer scenarios and marketing channels. new slogan: Health and environmental protection win recognition consumers' concern for health and environmental protection has led to an increase in the demand for plant milk. Although compared with animal milk, plant milk has its own short plate in terms of nutritional value, but plant milk also has its own moral, vegetarian, health and other labels. With the awakening of people's awareness of environmental protection, it is urgent to reduce the environmental load, plant milk in the environmental protection of the public welfare advantages far exceed animal milk. 5 conclusion the "love and kill
of animal milk and plant milk continues. Animal milk as "Big Brother", although now facing difficulties, but there are still many opportunities to break through and innovation. Plant milk as a up-and-down show, although all the way up, but there are many difficult problems to be solved. whether the two can
"dominant rivers and lakes", it is difficult to determine. But the world martial arts, only fast