In recent times, the foods and drinks business has witnessed a major 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 retailers in Singapore. It additionally launched the #SipForChange marketing campaign to spotlight the every day challenges of creating sustainable client decisions and inspiring perseverance.
Nonetheless, this transfer isn’t just a few single model initiative; it displays a broader transition in direction of sustainable and aware consumption patterns amongst shoppers. Mintel International Shopper analysis reveals that 30% of Singaporean shoppers are opting to restrict their dairy consumption, and 70% actively looking for methods to be extra environmentally acutely 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. Making certain widespread acceptance and desire 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 possibility for Flash Espresso to cater to a beforehand untapped section – shoppers who select to keep away from dairy merchandise attributable to 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 take pleasure in their favorite drinks with none discomfort.
Flash Espresso’s adoption of oat milk because the default choice mirrors a broader development within the espresso business, the place different firms 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 Circulation 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 a daily function on the menus of cafes and occasional outlets worldwide. This widespread acceptance signifies that plant-based milk is much from being a passing development. In accordance with Mintel Development Free From, shoppers are specializing in labels, components and manufacturing strategies, embracing once-niche methods of dwelling and consuming. In consequence, the espresso tradition is evolving, and we will anticipate thrilling improvements, reminiscent of pleasant flavours created by way of artistic pairings with hero plant-based components that cater to distinctive dietary preferences. Moreover, with shoppers prioritising sustainability and aware 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 throughout the class, take a look at the Mintel Retailer. Uncover the newest analysis to make knowledgeable selections to develop your small business in the present day.Â
