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[China] Stylish bottles and ease of purchase. Plantag, a plant-based milk for Generation Z in China

  • Release date: Apr 05, 2022
  • 1788 Views

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Plant-based milk based on the concept of "healthy with the earth

In 2021, plant-based milk is widely sold in prominent positions in Family Mart and other stores in Shanghai. Among them, the plant-based milk "Plantag" launched in 2021 by Sisui (Jiangsu) Health Technology Co. 8D%E7%89%A9%E6%A0%87%E7%AD%BE&is_hot=1]" (300 ml, 10.9 yuan / about 185 yen), a plant-based milk launched in 2021 by Sisui (Jiangsu) Health Technology Co. Plantag" comes in three varieties: oats, sesame, and pistachio. The oats are made from whole hulls for enhanced nutrition, and contain twice as much dietary fiber as ordinary plant-based milk. The company's products are low in animal fat, cholesterol, lactose/fructose-free, and calories. The target market is "young people who have individuality and can act in their own way. The concept of the drink is to be healthy with the earth, and it appeals to Generation Z, who are not only concerned about their own health, but also about the environment in general.

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In 2020, Swedish oat milk "OATLY" became a big hit in China, and the healthy and eco-friendly qualities of plant-based milk became well established among young people. Plantag is a leader in the market, as it offers milk made from plant-based ingredients such as pistachio and sesame, has fashionable pastel-colored bottles, and has begun selling its products widely in convenience stores and other outlets.
In addition, China has long been a country where soymilk is more popular than cow's milk, and there seems to have been little resistance to plant-based milk. Since oatmeal has become a staple breakfast for middle-aged and older consumers, it is likely that middle-aged and older consumers are also purchasing plant-based milk at convenience stores, despite the fact that this product appeals to young people.

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This article is co-authored by TNC Lifestyle Researcher (http://lifestyle.tenace.co.jp/) and Intage's Global Researcher. Translated with AI Translator

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    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.
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    Intage Inc.

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