In recent times, the food and drinks business has witnessed a big shift in client 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 choice in all its milk-based drinks throughout its shops in Singapore. It additionally launched the #SipForChange marketing campaign to focus on the day by day challenges of creating sustainable client selections and inspiring perseverance.
Nevertheless, this transfer isn’t just a few single model initiative; it displays a broader transition in direction of sustainable and conscious consumption patterns amongst customers. Mintel International Shopper analysis exhibits that 30% of Singaporean customers are opting to restrict their dairy consumption, and 70% actively looking for methods to be extra environmentally acutely 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. For example, 50% of Filipino customers and 53% of Indian customers imagine that plant-based meals/drink (eg veggie burgers, soymilk) ought to price lower than animal-based merchandise (eg meat, dairy). By making oat milk the default choice and completely eradicating the premium, Flash Espresso is exhibiting its dedication to creating sustainable consumption extra accessible to customers. 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 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 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 business, the place different corporations are additionally embracing sustainable practices. For 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 various 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 tip of 2023.
Because the plant-based motion good points momentum, plant-based milk alternate options like oat milk have gotten an everyday characteristic on the menus of cafes and low retailers worldwide. This widespread acceptance signifies that plant-based milk is way from being a passing development. In accordance with Mintel Development Free From, customers are specializing in labels, substances and manufacturing strategies, embracing once-niche methods of dwelling and consuming. Because of this, the espresso tradition is evolving, and we will anticipate thrilling improvements, equivalent to pleasant flavours created via inventive pairings with hero plant-based substances that cater to distinctive dietary preferences. Moreover, with customers 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 traits within the APAC area and past, in addition to client behaviours inside the class, try the Mintel Retailer. Uncover the newest analysis to make knowledgeable choices to develop your online business at present.
