In recent times, the foods and drinks trade has witnessed a big shift in client preferences, with a rising demand for plant-based alternate options. Amongst a myriad of decisions 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 choice in all its milk-based drinks throughout its shops in Singapore. It additionally launched the #SipForChange marketing campaign to spotlight the day by day challenges of constructing sustainable client decisions and inspiring perseverance.
Nevertheless, this transfer is not only a couple of single model initiative; it displays a broader transition in direction of sustainable and conscious consumption patterns amongst shoppers. Mintel World Client analysis reveals that 30% of Singaporean shoppers are opting to restrict their dairy consumption, and 70% actively searching for methods to be extra environmentally aware.
Whereas extra shoppers 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 shoppers and 53% of Indian shoppers 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 choice and completely eradicating the premium, Flash Espresso is displaying its dedication to creating sustainable consumption extra accessible to shoppers. Guaranteeing widespread acceptance and choice for plant-based alternate options closely depends on the flavour profile of those merchandise. Due to this fact, it’s essential for plant-based milk to ship on style. In China, 30% of shoppers 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 phase – shoppers who select to keep away from dairy merchandise on account of lactose intolerance. Lactose intolerance is prevalent amongst Asian populations, and by serving oat milk because the default choice, Flash Espresso ensures that lactose-intolerant clients can get pleasure from their favorite drinks with none discomfort.
Flash Espresso’s adoption of oat milk because the default choice mirrors a broader development 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 sturdy demand for different milk in New Zealand has led native beverage producer Free Stream 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 beneficial properties momentum, plant-based milk alternate options like oat milk have gotten an everyday characteristic on the menus of cafes and occasional retailers worldwide. This widespread acceptance signifies that plant-based milk is much from being a passing development. In line with Mintel Pattern Free From, shoppers are specializing in labels, substances and manufacturing strategies, embracing once-niche methods of dwelling and consuming. Consequently, the espresso tradition is evolving, and we are able to anticipate thrilling improvements, reminiscent of pleasant flavours created by artistic pairings with hero plant-based substances that cater to distinctive dietary preferences. Moreover, with shoppers prioritising sustainability and conscious consumption, the expansion of plant-based milk alternate options is sure to proceed.
For deeper insights into espresso and/or plant-based milk developments within the APAC area and past, in addition to client behaviours inside the class, try the Mintel Retailer. Uncover the most recent analysis to make knowledgeable selections to develop what you are promoting at this time.
