"Hum... the smell of mutton that seems to do not have milk. " be in Beijing the Barista Specialty cafes of 3 lis of collect, after a client tried the oaten grandma that counterjumper recommends to take iron, say.
Be in bay after white, piccolo takes iron and dirty dirty coffee, oaten took iron to become what promote mark newly. You may see on a lot of cafe menu of Beijing and Shanghai " oaten grandma + 5 yuan " or " taste newly: Oaten take iron " . Driving this to be tasted newly nevertheless is not cafe, however a Swedish company Oatly that sells oaten milk products.
Half an year of market of China of make one's bow, oatly has entered more than 1300 cafe. Among them the option that a lot of cafe suckle without the beans even, for instance Seesaw is mixed Barista Specialty, but they used oaten grandma Oatly.
"Because product quality is good,this is, with coffee drinkable very tie-in " -- why can be in refer inside short time when entering so much cafe, CEO Toni Petersson tells " curiosity daily (Www.qdaily.com) " -- of course, you can think of he is met so say. Toni ever also had opened cafe. He lets coffee division participate in the research and development of Oatly, had gray to pack then " coffee Great Master is oaten dew " series.
Nevertheless, mainer reason is the in-house promotion of coffee division group. "The company that we still have a lot of employee to come from coffee division group. Our person understands (understanding) coffee division, also very esteem coffee division people. Concern cheek by jowl with coffee division so other company is done not have. " everybody has the Hong Kong group that he mentions Oatly almost coffee industry setting.
Company group change run make Oatly very easy talk about collaboration with cafe, garrison cafe. The glow of boss land sword of Manner Caf é tells " curiosity daily (Www.qdaily.com) " before it is coffee encircled a friend to recommend Oatly to her; The person that the wild goose of boss Liu course of study of the Barista Specialty of Beijing says to Oatly does business to extend and he " know all the time " .
Spent a year of time of half only, oatly garrisoned the United States 2500 cafe, they are like Intelligentsia the small-sized chain of tide of such the 3rd coffee perhaps becomes independent mostly shop. 2017, the sale of Oatly is Ke Lang of 640 million Sweden (add up to 500 million yuan of RMB about) ; Because be in Sino-US the dilate of two ground, its sale predicted to will go to 1 billion Sweden 2018 Ke Lang (add up to 770 million RMB about) .
"This (pass cafe dilate) the strategy that is the whole world, we are in every place same. " the CEO Toni Petersson of Oatly says.
Look, oatly came to right place in right time. Coffee is one of the most popular beverage in city of line of Chinese just a little. Be commented on according to beautiful group and " Ga door " investigation, countrywide cafe amount is by 2016 had exceeded 100 thousand, the market still is in grow with the speed of 16% . Although locate more the liability that popular coffee businessman has not engaged oaten grandma actively, but first one pace rises atmosphere education still is good -- after all, you do not know when Mcdonald's of astral Ba Kehe can follow the footstep of high-quality goods cafe, regard oaten grandma as a kind " right choice " add on menu.
Oaten the traditional food that is boreal Europe area. The lab of university of heart of grand of acting 1990 Sweden discovered a kind enzymatic can let oaten Hua Chengyan wheat grandma. Before Oatly was located afresh 2014, it is to plant ordinary without strange beverage, those who aim at is those are digested bad or the crowd that lactose is not able to bear or endure.
The John Schoolcraft of originality chief inspector of Toni Petersson and Oatly makes it a kind more pioneer, " challenger attitude " beverage, with milk relatively energetically. "Resemble milk, but it is to be what the mankind makes " (Like Milk, but Made For Human) , " hind milk generation " (Post Milk Generation) -- the article table that this is them. In interviewing, toni the product to popularize oneself, also conveyed " milk is drunk to the calf, not be to give what the person drinks " this kind of viewpoint.
Brand heavy model and after tilting to cafe channel, oatly is in Sweden first popularity rises, in the plant grandma market has the market share of more than 40% . In boreal Europe and Europe the country tightens therewith hind. Before Oatly entered American market 2016, it has been Europe the 2nd big " replace a grandma " (Alternative Milk) brand. Because " plant sex food moves " in the United States very popular, it found position in that immediately. Besides local independent cafe, oatly also enters the supermarket of the high end in fixed position, for instance American Whole Foods and Target are waited a moment.
Yingminte thinks the plant is suckled " functional sex benefit " and " special taste mouthfeel " it is its welcome reason. And the investigation that feeds category media Food Navigator to be suckled to the plant of 1000 people discovers influence American consumption is decision-making the mainest factor is taste, the price, healthy profit, raw material just is later origin and natural.
No matter where be, the occurrence in the final analysis of oaten grandma and plant grandma is people need a kind of new taste. What do not spend industrialized after food is entered period is Euramerican, the plant is suckled " adipose lower " or " fiber is more " letting it look is righter choice. Plant grandma also is gifted meaning of its more society, for instance " good to the environment " , " carbon is discharged less " , driven content welfare considers more morality.
Food Navigator discovers millennium generation and more youthful Z times appearance are compared at before a few generation for consumer, more take a fancy to a plant the grandma is right the environment can last. Another investigation of Nielsen also confirm this conclusion.
Toni can consolidate you are opposite so the acknowledge of its product: "Production is oaten the grandma is less than producing milk the carbon of 80% is discharged. " this is them apparently sell one of sites. He alleges reduce the carbolic discharge capacity that lets Swedish works further before 2020 25% . The boss Rod Coligado of Butler of a cafe is accepting Williams Si Bao " new York guest " when interviewing, say: "Can last on its environment, the water of need is fewer, and the product is not contained add candy. And the product is not contained add candy..
Because of this, you basically can conclude the basic figure that gives oaten grandma fan. In the description of the brand, they are right oneself have requirement, right a flock of people that environmental protection has vivid quality of requirement, opposite to also have a demand. Real nevertheless life may want a lot of more agile, environmental protection creed person, vegan or the client that the person that lactose is not able to bear or endure is oaten grandma likely really, but the person that those follow the fashion taste have a taste of what is just in season, also not be to be impossible.
Plant grandma, becoming a trendAccording to Yingminte's report, the plant was suckled 2017 (perhaps say vegetable protein beverage) the sale that is in the United States had reached 2.11 billion dollar. 2012~2016 year, plant grandma is compound year increase rate is amounted to 20% . The plant suckles the market to had been opened, and category is richer and richer, besides most the almond grandma of the mainstream, beans grandma and coconut grandma, still appeared grandma of oar of beverage of goosefoot wheat albumen, hickory albumen beverage, rice, filbert, flax seed grandma is waited a moment. Protein base of Buck selects American star already very rich, besides grandma of milk, beans, return grandma having coconut tree and almond grandma.
What you can suckle the plant probably is arisen inspect " plant sex food " motion (Plant-based Movement) one part. If its name is same, what it advocates is to take plant product more, take animal product less.
The plant is suckled most those who begin to aim at is lactose is not able to bear or endure the crowd that get, the substitute that serves as milk is rolled out. But health sells a dot to expand very quickly.
Some consumer were received " plant grandma is more healthy than milk " information. Discovery of investigation of Ying Min spy has in every 5 American one is reducing milk to absorb, reason is for health. But the investigation according to American Ministry of Agriculture, the person that buys plant milk is not Buddhist monastic discipline broke an animal to suckle, 90% still can drink milk, it is intake decreased only.
Beverage analyst Megan Hambleton of Yingminte says: "Those factors that actually milk has a plant to suckle consumer to take a fancy to (mineral, vitaminic with albumen) , but consumer people lack understanding to this. But consumer people lack understanding to this..
" new York Times " reporter Bonnie Wertheim thinks Oatly does not contain dairy produce, nut, soja or any turning gene food, (if brand place says) solubility fiber is taller -- these are better sell a site. But double the carbohydrate calorie of Oatly is coequal almond grandma almost.
If Oatly Yuan Weiyan wheat is suckled,with Ming Zhichun one complete fat suckles photograph comparing, former every (100ml) protein has 1/3 latter only, but adipose little also half. Calcium is qualitative go up, both differs very few.
Resemble any food or the research of dietetics is same, no matter be,suckle about milk or plant, you always can hear double voice. The professor Marion Nestle of dietetics of new York university says: "From the value that plant grandma has it for nutrient angle, but process food like great majority same, eat feed material to be close to original position -- almond, oaten always be better. " (fabaceous grandma may be exceptional circumstance, soya bean after goods be waitinged for by make it bean curd, soya-bean milk, digestive absorptivity is taller. ) the contrast that occupies researcher of Canadian Mcgill college, almond grandma, coco is suckled and the protein content of rice oar is inferior to milk, fabaceous grandma is only adjacent.
The argument of plant grandma a group of people of same interest is: The person does not need so much protein. "We -- especially excessive of the protein in the food of Hesperian, but lack fiber, " Toni is right " curiosity daily (Www.qdaily.com) say " . There also is relevant theory to prop up before such sound. Walter Willett of two nutrient experts of American and David Ludwig (two average per capita come from Ha Fo university) in periodicalJAMA PediatricsThe article is published on, think healthy adult, if enough vegetable, nut and protein already were absorbed in food, drink milk to won't have additional profit.
"Plant grandma and milk which more healthy " have final conclusion very hard it seems that. Nevertheless, the plant suckles a product to had made a kind of spending trend in rising. The investment of the company lets so called trend more resemble returning a responsibility. Study conclusion than science, people can accept mature consumable and mature commodity sales promotion more.
The Chinese partner of Oatly is Hua Run. 2016, the investment that Oatly got health of Hua Runwei Lin to invest limited company (not fair show investment) , the joint-stock company that the equity fund Verlinvest that this is Belgium of a Hua Runhe establishs. Hua Runrang Oatly garrisoned subordinate high-quality goods supermarket very quickly Ole, and the coffee of many 600 Pacific Ocean of chinese mainland and Hong Kong.
Other big company has an action early also. General mill invests Kite Hill of brand of almond milk products twice; Coke Cola was bought in China in king of green coarse food grain, still invested Latin America market to rank first beans to suckle AdeS; Amount to Whitewave can be bought with 12.5 billion dollar 2017, the most important brand asset Silk below the banner (cry in China " Zhi Piao mill " ) , So Delicious is vegetable protein beverage.
100 things also saw the market of oaten grandma, next year of case of laurel of subordinate and oaten brand will roll out oaten oar beverage in the United States. The star company that regards plant sex as food (with the brand) , make coco water make one's fortune only his cocoa also rolled out coconut grandma. The minor brand that like still a few resemble Oatly, grows quickly: Advocate the plant that makes almond grandma base beverage brand Califia Farms obtains investment bank Ambrosia Investments to get the 50 million dollar that send, came 2014 it is the card of plant milk products with year of compound top increase rate. With the company Good Karma Foods of the milk that flax seed does and yoghurt, sale grows in the speed high speed of 50% this year.
Plant grandma is in ChinaThe thing is such, plant grandma establishs his concept on the reinterpret that suckles dietetics to the animal.
"Still strive for the consumer of milk above all, we won't aim at a beans to suckle consumer directly. " Toni is right " curiosity daily (Www.qdaily.com) " say. "Fabaceous grandma soya-bean milk is the one part of Chinese tradition, why should we try to change these? But drink milk to the Chinese not be traditional. This learns to come from the west. This learns to come from the west..
Although specific transmission is politic,still making in the center, oatly plan is him fixed position " new milk " , say a few " we are a good companies " " make the world better (Make The World A Better Place) " of and so on story -- Swedish factory carbon is counteracted, the orgnaization is transparent and worth while the carbon that accredit, oaten grandma compares milk is discharged little etc. Although Toni also admits, care about these without consumer of direct evidence China, its the consideration is buy decision-making ingredient. His complement says: "Although vegetarian is in China absolute value is not much, but add fast very fast. But add fast very fast..
The advertisement word of Oatly of no less than " Wow, no Cow " (do not have bovine hey) , this is " kickback milk " plan.
If from 1988 " south forefinger of Chinese dweller board " begin to advocate a dweller for the first time drinkable milk begins to calculate case, milk becomes a Chinese daily drink used 20 old time. According to suckling the data of trade association, chinese average per capita suckles kind of consumption level amount to to give birth to rare breed to have 36.3 kilograms only, be less than 100 grams on average everyday, be thought to still have the latent capacity of growth.
According to Ou Rui international is offerred " curiosity daily (Www.qdaily.com) " data, china packs milk (Leng Xiannai and normal temperature are suckled one case) the market had exceeded 122.2 billion yuan of RMB -- be market of drink of milk of the beans that pack is decuple. What be worth to point out nevertheless is, make a beans suckle now / the meal channel of soya-bean milk is wider than milk, from Kendeji Mcdonald's arrives to always be mixed king, it is prandial inn even. Additionally the Chinese also has the habit that abstains soya-bean milk. Soya-bean milk machine sells well for a time, 9 this world such company served city. But these did not bring into statistical caliber.
The beans that pack suckles what soya-bean milk did not come to add fast meeting faster. According to Ou Rui international, 2014~2018 year, the Chinese market beans that pack suckles drink (include namely drink soya-bean milk) year composite sales volume and sale growth are respectively 9.3% with 12% , yuan Chaoniu suckles 1.1% with 4.6% . Did not come 5 years, of drink of fabaceous grandma soya-bean milk add fast the 2 times above that still will be milk. Because plant sex food moves,this is not, also not be the population that is not able to bear or endure because of bigger lactose completely. Eat the convention of bean products because of the Chinese however, additional, 2008 3 get together cyanogen amine incident lets soya-bean milk and its periphery industry (include soya-bean milk plane) gained development opportunity.
Chinese market returns the concept that suckles without what plant, although people drinks vegetable protein beverage,have period of time. Milk of earthnut of grandma of beans of dimension of dew of the almond that show dew, dimension, silver-colored aigret, coco cultivates card coco juice, it is 90 time or be in earlier the whole nation's well-known vegetable protein trademark.
Because of product ageing or oneself manages a problem, these companies have in recent years some become silent.
The battalion that the Cheng Delou since 2015 shows closes to begin to glide. 2016, 2017 is to drop respectively more 6.85% with 16% , dimension dimension share wants to grow dairy produce, spirit usually distilled from sorghum or maize all the time such avocation, advocate course of study is in ten years be without improvement almost, still lean on fabaceous milk powder to now " happy to one's heart's content " Slogan revolve; After the nest accuses a Yin Lu, outstanding achievement is bad all the time, yin Lu obtained battalion to restrain the double growth with profit 2017, but also earthnut milk is not brought, mix because of coffee however product of eight treasures congee. Juice of coco of coconut tree card 2016 production value 4.021 billion yuan, relatively reduced 430 million yuan 2014.
He suckles dimension may be one of companies with good progress of take advantage of an opportunity, it gradually from HongKong and Macow of another name for Guangdong Province advocate field and southern region are gone to northward dilate. As the dilate of channel, he suckles dimension outstanding achievement growth is remarkable. It is retail not only, meal channel also has the figure that he suckles dimension. He suckles dimension looked for Manner Cafe to roll out fabaceous grandma to take iron.
13/14 ～ 15/16 is successive 3 money year he suckles dimension international exceeds 25% in the income growth of the mainland; Although 16/17 money year put delay to 17% a little, on one money year (17/18) rocket 39% . This year in May, it rolled out high-end line product " healthy addition " , used micron allegedly abrade technology, one added calcium more, one added fiber more -- anyhow follows original dimension he suckles photograph comparing, more " healthy " , retail unit price also rose 3 yuan or so.
In the market of beverage of Chinese vegetable protein, young change, accord with consumption to upgrade the card of plant milk products of the trend is not much still. The Luo Sen that walks into Shanghai or family cold ark, leave yoghurt and milk display frame 3~5 discharges the left and right sides. But herb drink returns collect not neat 1. A few companies saw the plant suckles the market " consumption upgrades " vacant. Dali garden was rolled out 2017 " beans this beans " , less than inside 2 years, it is being packed the market share of 4.8% was acquired in card of milk products of water ancient stemmed cup or bowl namely, the platoon is in after he suckles dimension the 2nd.
Oatly opened new thinking to plant grandma nowadays -- the promotion channel that turns cafe into oneself. In a few cafe, oatly was placed even counter. The oaten grandma that this one action may compare direct sale box to install more the canal is used. Of it and fabaceous grandma base like taking iron, jumbly new move, unapt industrialized in that way like open-shelf product.
Do not impose the sentence of coffee, oatly has a light cereal flavour and nut sweet, resembling is the aftertaste in the mouth after drinking cornmeal.
The word says, if take no account of " plant sex food moves " , " pure white " , " carbon is discharged little " the word of those label, it is about to the advantage of Everyman -- " hum... the smell of mutton that seems to do not have milk " .
Divide Luke PorteronUnsplash of figure of the topic outside making clear, Gordon PlantonUnsplash
