Plant Protein Industry To Speed Up The Outbreak Of Yangyuan Six Walnut To Create A New Height Of Quality

According to the report "global dairy market analysis and survey", global consumers are paying more and more attention to the intake of nutritional structure. Sustainable and healthier lifestyle has been sought after by global consumers, which has promoted the trend of plant diet and the consumption of health drinks, which has become a new variable in the development of health drinks market. Vegetable protein drinks have been popular in European market for a long time, and are also more and more popular in China More people accept it. Among them, "six walnuts 2430" is the most attractive flagship product of Yangyuan. Adding more plant-based raw materials, the total amount of walnuts in a can reaches 24g, which meets the daily intake of unsaturated fatty acids and phospholipids recommended by the Chinese dietary guidelines. The original whole walnut cold extraction technology and five fold refining and grinding process can protect the beneficial ingredients of walnut kernel, and have significant effects on brain development, brain cell metabolism and activation of brain cell vitality, and have a very good intellectual function. "Six walnuts 2430" also optimizes the proportion of essential fatty acids for human body, and is a benchmark product in vegetable protein drinks with technology upgrading driving consumption increase. It is estimated that by 2024, the global market share of plant protein drinks will exceed 34 billion US dollars, and plant protein drinks will embark on the road of rapid rise.

Concept upgrading drives consumption upgrading, and plant protein drinks will be the next healthy consumption wave

Milk consumption peaked in the United States in the 1950s, and has declined by 50% in the United States, Europe and the United Kingdom for more than 60 years. Vegetable milk sales in the UK have increased by 30% since 2015; nearly half of consumers in the us choose vegetable milk. According to the data of qianjing.com, the domestic market scale of vegetable protein drinks will reach 121.7 billion yuan in 2019, compared with 16.9 billion yuan in 2009. The market share of vegetable protein drinks increased from 9.9% in 2009 to 18.69%. Obviously, the compound growth rate in the past 10 years has reached 24.51%, ranking first in the beverage category market segments, far higher than the industry average growth rate of 16.02%. According to the forecast of the prospect network, the life cycle of plant protein drinks is still in a period of rapid growth. It is estimated that by 2025, the market scale of plant protein drinks will reach 258.3 billion yuan, the market share will rise to 24.2%, and the average annual growth rate will be 20.7%. This means that in the next five years, vegetable protein drinks will continue to lead the consumption direction of other beverage categories. In addition, according to the white paper "innovation trend of plant protein drinks in 2020" released by tmall product innovation center (TMIC), the growth rate of tmall online plant protein beverage market will be as high as 800%, and the growth contribution of plant protein beverage in beverage market will be 15.5%, ranking the third, becoming the high-speed engine driving the growth of beverage market.

Driven by the nutritional and health needs of the post epidemic Chinese, with the enhancement of health awareness and the upgrading of domestic consumption capacity, consumers not only have better demands on the material level, but also pursue health quality at the spiritual level, advocating green environmental protection and nutritional health. The "healthy, natural and nutritional" effect of plant protein drinks meets the consumption demand.

Although plant protein drinks have been developing in China for many years, their regional characteristics are very obvious. Consumers tend to form a certain taste preference for the vegetable protein beverage produced locally, which leads to regional separatist competition pattern. However, Yangyuan beverage is a national strategic brand. In terms of revenue, as a leading brand, Yangyuan beverage accounted for 25% of the total market share, accounting for more than 88% of the walnut milk market, breaking the regional restrictions. As early as 2015, Yangyuan walnut milk became a walnut dairy Unicorn with an annual sales of over 10 billion yuan. In terms of marketing strategy and market share, Yangyuan beverage can be said to be the best in China 。

The new consumer groups have the characteristics of daring to taste fresh food, pursuing quality and healthy life. The transformation of consumption has brought considerable space to the vegetable protein beverage market. In particular, nutrient plant protein drinks are becoming the second supplement of protein nutrition. On the whole, under the favorable market situation, it is expected that the trend of vegetable protein drinks overturning milk will come soon. Choosing a brand is not only a product, but also a lifestyle and attitude. Yangyuan drinks always advocate that drinking plant protein drinks can be beneficial to the body, love animals and environmental protection. This kind of healthy and fashionable lifestyle, why not.

Yangyuan drink, from "generalized nutrition" to "functional nutrition", from "common sense health" to "scientific health"

In the post epidemic era, people's demand for food has gradually transformed from "health" to "nutrition". In the past, people's cognition of nutrition was vague and generalized. They didn't know how to supplement nutrition and what nutrition to supplement. People talk about health and are more used to animal protein drinks, but they are all common sense left by tradition. Later, it was found that there were many problems in animal protein drinks, such as unbalanced nutrition, lactose intolerance, and not in line with the concept of green environmental protection and sustainable development. After the outbreak, people realized that it was necessary to supplement protein, enhance resistance, and have a more functional demand for nutrition.

How to improve immunity through diet? How to supplement protein scientifically? How to live a healthy and nutritious life? Do you want to continue to buy and eat animal protein drinks? Researchers at Harvard University found that when calories from whole fat dairy products were replaced by carbohydrates in whole grains, the risk of heart disease was reduced by 28%. Based on health considerations, some consumers may have category migration. According to the "report on insight into protein and fresh products in the post epidemic era" released by yingminte, people began to pay attention to nutritional intake and plant protein that is more natural, healthier and more nutritious. At the same time to ensure health, reduce animal food intake, through alternative diet to regulate the body. Consumers' views on life and consumption of drinks are also upgrading. Plant based products are characterized by high protein, 0 cholesterol and low saturated fatty acid content. Vegetable protein drinks are expected to become one of the important sources of protein intake for consumers. Therefore, plant based drinks are favored.

In the past, people used to supplement their body with nutrition. Various pressures brought by high-quality life have highlighted the neglected brain sub-health problems. People began to pay attention to the supplement of brain health and brain nutrition, hoping to eat more products with brain nutrition function. With the enrichment of people's knowledge system, the concept of health is more and more scientific. As a result, more people are beginning to favor healthier, greener plant protein drinks. Yangyuan drink, has been committed to the development of nutritional drinks to improve brain health for 20 years. As a brain nutrition product developed by six walnuts for many years, "kamuning" adopts 5x · 0 pressure formula, takes high-quality walnut milk as the base, and adds gamma aminobutyric acid (GABA), a natural tranquilizing and decompressing component, which can improve learning and memory ability, as well as zinc and phospholipid with brain strengthening effect. The formula is formulated according to the golden ratio It's made of. The six walnut 2430 launched this year is a representative of walnut milk upgraded from a plant protein drink to a functional drink. It is a major breakthrough from generalized nutrition to functional nutrition. Six walnuts 2430 each can contains 24g walnut kernel, which can effectively supplement brain nutrition and improve memory. The second strategic single product "daily nutrient vegetable milk" is to meet the scientific and health needs of everyone. It has the advantages of low fat, high protein, 0 cholesterol and 0 lactose, and is more easily absorbed. At the same time, this vegetable milk adopts the world's leading whole bean processing technology, which can completely retain the nutrition of soybean, without bean dregs and beany smell, and is more delicious, more nutritious and healthier.

Commercial value and social value are often driven by each other. Only by realizing the integration of commercial value and social value can the sustainable development of enterprises be realized. As a leading enterprise of health food, Yangyuan drink has been deeply engaged in the plant protein beverage industry for 20 years. It has been brave in exploring product research and innovation, focusing on the research and development of plant milk drinks with high efficiency, more nutrition and more delicious, so as to meet people's demand for high-quality and healthy life. With the unique advantage of "scientific and healthy", Yangyuan beverage contributes to the brain health of Chinese people It is also the long-term mission of Yangyuan beverage enterprises.

Leading the plant protein drink today, winning the future of health drink industry

According to statistics, there are about 310 million people with lactose intolerance in China, and nearly 350 million people are suspected of lactose intolerance. The number of vegetarians in China is about 50 million. The audience of flexible plant diet in China is expected to be about 200-300 million in the future, which is a very large consumption base of plant protein drinks. According to statistics, plant products have lower requirements on environmental resources than animal products. It takes 100 liters of water to produce 100ml of milk, but only 5 liters to produce walnut milk. The carbon emission per liter of fresh milk is nearly seven times that of soybean national milk. With the development of economy and the improvement of quality, young consumers begin to pay attention to the environment and animals, and are more likely to choose vegetable protein drinks. This group of consumers will be the main consumer groups in the future, and the future market opportunities are expected to be further strengthened. Compared with the problems of hormones and antibiotics involved in animal milk, vegetable protein raw materials have a good natural and healthy impression in consumers' cognition, which is also conducive to users' taking plants as an important source of protein. Consumers have a large demand for drinks with high nutritional protein, which is good news for plant protein drinks, and there is a huge space for the development of categories.

According to the Chinese dietary guidelines and balanced diet pagoda, 25-35 grams of soybean and nut products, and 50-150 grams of whole grains and miscellaneous beans should be guaranteed every day. Plant protein drink can not only meet the daily protein absorption needs, but also reduce the intake of cholesterol and saturated fatty acids, and improve the body condition. Plant protein beverage has become a daily necessary natural health nutrition supply, which is bound to become a rigid consumer demand. Yangyuan drink "daily nourishing milk" is a new step in the field of nutrition and health. It is also a strategic step from walnut milk to plant protein beverage.

Yangyuan beverage has a professional research and development team, national production resources and channel resources, sufficient distribution and marketing strength, and has the prerequisite for the formation of a national brand. In recent years, in addition to radical and comprehensive structural innovation and promoting digital channel reform, it has also formed dealer business visualization, sales point management and process standardization, consumer link precision, and full chain channel content integration, so as to realize the growth of overall market operation ability. Over the years, a large amount of R & D investment in Yangyuan beverage has provided a solid foundation for better stimulating its own innovation ability. Domestic mature production layout, sales channels and R & d make plant protein drinks a national strategic brand. Taking Yangyuan "six walnuts 2430" and "Yangyuan daily plant milk" as examples, no matter it is the direct sampling standard of 3.6.36 "raw material site, strict 6 major detection indexes, 36 physical and chemical indicators detection, and then to constant temperature logistics distribution, independent storage of cold storage, advanced CET cold extraction Deastringency technology, original target separation process, retaining protein rich nutrient content, forming the absolute product ecological chain closed loop Advantages. It's the best of times and the worst of times. The awakening of health awareness makes us pay more attention to the balance of diet, which provides the possibility for the rise of plant protein drinks; and consumers are more and more rational, and their requirements for products are more stringent. The new consumption trend is not only a transformative force, but also a huge space for growth. Only by actively embracing the trend can we make it bigger. According to the analysis of the product director of Yangyuan group: "based on the characteristics of large level span of domestic market, the domestic vegetable protein beverage market will still be in the stage of slow rise in the short term, and it is expected that the outbreak period of categories may come in the next 3-5 years. We also believe that plant protein drinks will become the core health drink category in the future after early accumulation. " Nutrient drink plant protein drink has passed the first stage of animal protein, and the current product is in the second stage. In the future, it will realize the transfer from the second stage to the third stage, which will drive the growth of high-end market and expanding products, and bring more and more nutritious health drinks to the Chinese people.

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