In recent times, the foods and drinks trade has witnessed a major shift in shopper preferences, with a rising demand for plant-based alternate options. Amongst a myriad of selections on this realm, oat milk has gained widespread recognition as a flexible substitute for conventional dairy milk. Embracing this shift, Singapore grab-and-go espresso chain Flash Espresso has partnered with native oat milk model Oatside to make oat milk the default possibility in all its milk-based drinks throughout its shops in Singapore. It additionally launched the #SipForChange marketing campaign to spotlight the every day challenges of creating sustainable shopper selections and inspiring perseverance.
Nonetheless, this transfer isn’t just a couple of single model initiative; it displays a broader transition in direction of sustainable and aware consumption patterns amongst customers. Mintel World Client analysis exhibits that 30% of Singaporean customers are opting to restrict their dairy consumption, and 70% actively in search of methods to be extra environmentally aware.
Whereas extra customers are more and more gravitating in direction of more healthy and eco-friendly dairy alternate options, added prices usually stay a barrier. As an example, 50% of Filipino customers and 53% of Indian customers imagine that plant-based meals/drink (eg veggie burgers, soymilk) ought to value lower than animal-based merchandise (eg meat, dairy). By making oat milk the default possibility and completely eradicating the premium, Flash Espresso is exhibiting its dedication to creating sustainable consumption extra accessible to customers. Making certain widespread acceptance and choice for plant-based alternate options closely depends on the flavour profile of those merchandise. Subsequently, it’s essential for plant-based milk to ship on style. In China, 30% of customers cite ‘bland style’ as a consumption barrier to oat-based drinks/milk.
This shift additionally presents a chance for Flash Espresso to cater to a beforehand untapped section – customers who select to keep away from dairy merchandise as a result of lactose intolerance. Lactose intolerance is prevalent amongst Asian populations, and by serving oat milk because the default possibility, Flash Espresso ensures that lactose-intolerant clients can take pleasure in their favorite drinks with none discomfort.
Flash Espresso’s adoption of oat milk because the default possibility mirrors a broader pattern within the espresso trade, the place different corporations are additionally embracing sustainable practices. As an example, Australian espresso model Vittoria has launched a espresso mix particularly designed to be used with almond, oat, and soy alt-milks, acknowledging the rising demand for plant-based choices. Furthermore, the robust demand for different milk in New Zealand has led native beverage producer Free Move to open what it claimed to be the nation’s first devoted oat milk manufacturing facility by the top of 2023.
Because the plant-based motion positive factors momentum, plant-based milk alternate options like oat milk have gotten an everyday function on the menus of cafes and low outlets worldwide. This widespread acceptance signifies that plant-based milk is way from being a passing pattern. In accordance with Mintel Development Free From, customers are specializing in labels, components and manufacturing strategies, embracing once-niche methods of residing and consuming. Consequently, the espresso tradition is evolving, and we will anticipate thrilling improvements, comparable to pleasant flavours created by means of inventive pairings with hero plant-based components that cater to distinctive dietary preferences. Moreover, with customers prioritising sustainability and aware consumption, the expansion of plant-based milk alternate options is certain to proceed.
For deeper insights into espresso and/or plant-based milk developments within the APAC area and past, in addition to shopper behaviours throughout the class, take a look at the Mintel Retailer. Uncover the most recent analysis to make knowledgeable choices to develop what you are promoting right this moment.
