Is China ready for spicy yoghurt drinks?
Spicy, bitter and salty are not words that usually describe yoghurt drinks, but those are three new flavours that Inner Mongolia Mengniu Dairy Group is introducing into its Zuo product range.
According to the ‘Global Yogurt Fruit Blend Drinks Market 2017–2021’ report, China has huge market potential growth for dairy products, expected to increase at a CAGR of 5.55% between 2017 and 2021. Busy, health-conscious consumers are demanding more nutritious, portable snacks.
This is especially true in China, where a growing disposable consumer income is boosting dairy sales. A report by data and analytics company GlobalData found that, although fruit is the traditional flavour of yoghurt drinks, innovation in dairy products in this region is popular.
In Q3 2016, a global survey by GlobalData revealed that 49% of Chinese consumers are influenced by uniqueness when choosing non-alcoholic drinks.
As a result, Inner Mongolia Mengniu Dairy Group has launched three new unusual flavours in its Mengniu Zuo flavoured yoghurt drinks available in a 200 mL drink box. La (spicy) uses ginger and red jujube, Ku (bitter) is flavoured with dark chocolate, and Xian (salty) includes sea salt and kumquat.
However, could this be pushing flavour combinations and innovations too far? GlobalData’s innovation insights director, Tom Vierhile, suggested it would.
“Flavor innovation does have limits, and Mengniu Zuo yoghurt drink may test those. Chinese yoghurt consumers tend to prefer fruity, sweet and tart flavors. Very few rank salty, bitter or spicy flavors near the top of their list when it comes to yoghurt.
“According to the company’s Q1 2017 consumer survey, just 3.5% of Chinese consumers say that a savoury, bitter or spicy flavour appeals to them the most for yoghurt. With that the case, Mengniu Zuo yoghurt drink may be a long shot regardless of how unique it is.”
Although these unusual flavours may gain short-term popularity, fruity and creamy are classic and timeless yoghurt drink flavours in the long term.
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