imagesColumn

[Taiwan] Oats milk has expanded rapidly since its introduction at Starbucks. Oats milk is popular in Taiwan

images

Delicious, environmentally protective and nutritious oats milk

The popularity of oats milk is growing rapidly in Taiwan, a country with a soy milk culture. According to a survey conducted by OpView, a Taiwanese polling company, from September 1, 2019 to November 20, 2020, among oats milk drinkers, the number one reason for drinking oats milk is "tastes good," followed by "vegan diet can contribute to environmental protection," "high nutritional value," "milk as It is a good alternative to cow's milk," and "low fat and good for weight loss. Imported oats milk was relatively expensive, but companies that sold milk began to sell oats milk, and domestically produced oats milk began to appear in the milk sections of convenience stores and supermarkets in 2021.
The "没有牛" 1,000 ml/100 yuan (about 370 yen) from "蜂巢生活餐飲股份有限公司" is a product with the impactful name "without cow. Although it contains no sugar, it has gained a reputation for its gentle sweetness and rich taste. The popularity of oats milk expanded largely due to the introduction of oats milk at Starbucks. The "Oatly" used at Starbucks is more expensive than domestic products at 200 yuan (about 740 yen) for 1,000 ml, but is very popular.

Drinking oats milk makes you "cool me".

In September 2019, Starbucks in Taiwan introduced oats milk as a milk option. Although Taiwan is a country with a large vegetarian population for religious reasons, Starbucks' oats milk was accepted by those who follow a vegan diet, not for religious reasons, but for health-conscious reasons. Later, the popular gourmet travel site "Taipei Walker" and fashion magazines such as "VOGUE TAIWAN" and "ELLE Taiwan" began to feature it, and the popularity of oats milk increased, especially among young women.
Among young women, "going to the gym and eating a vegan diet" has become a kind of status quo, influenced by foreign celebrities, and drinking oats milk is a way of creating a "cool" style. Soy milk is also available as a plant-based milk substitute, but compared to soy, oats milk is preferred for its less habitual smell and natural sweetness.

images

  • TNCアジアトレンドラボ

    Author profile
    TNC ASIA Trend Lab

    TNC ASIA Trend Lab is an information organization run by TNC Inc. that researches and shares trends in Asia. It supports corporate marketing activities by finding insights from trends rooted in the lifestyles and habits of local consumers.
    http://tnc-trend.jp/

  • Intage Inc

    Editor profile
    Intage Inc.

    ＊＊＊

  • Feb 15, 2022
  • 1234 Views

Reproducing and quotation
  • The copyright of this report/column is held by Intage Inc. or the company to which the author belongs. Please confirm the following prohibitions and cautions, and specify the source when reproducing or quoting.
    Example:
    "Source: Intage's Research Report "(Report title) (issued on DD/MM/YYYY)"
    "Source: Global Market Surfer, article published on DD/MM/YYYY"
  • Prohibiton:
    • Modification of part or all of the contents
    • Sale or publication of part or all of the contents
    • Use that is offensive to public order and morals or that leads to illegal activities
    • Reprpducing or quotation for the purpose of advertising or sales promotion of companies, products, or services.
  • Other cautions:
    • We are not responsible for any trouble, loss or damage caused by the use of this report.
    • These terms of use do not restrict the use of quotations, etc., which are permitted under the Copyright Act.
  • If you have any questions about reprinting or quotation, please contact us from here