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Brand Features: “anti-brand”

The dairy industry is one of the largest in the whole world, and the nutritional value and value of milk can hardly be overestimated, however, at the moment the natural product is becoming less common and it is not a powder option that is beneficial for manufacturers, but in the trends and features of the modern generation.

More recently, analogue products have appeared on the domestic market that can replace traditional dairy products and, undoubtedly thanks to advertising, many have started talking about the benefits of such products, pointing to people with special features, in this case, lactose intolerance. A new product that openly declares its “non-milkiness” began to rapidly conquer store shelves and actively sold, while a digital comparison of the number of people with intolerance to milk protein and the number of consumers of non-dairy products showed that people who did not have this ailment also buy plant milk. What is the phenomenon of modern false products? Yesterday, such components, even of plant origin, caused only negative, and now they continue to frighten customers with only one of their appearance in the product, but some of them not only lost their prejudices, but also switched sides, claiming to be a concentration of health .

Trends … rule the world?
The popularity of substitute products is formed by several factors and the physical characteristics of allergy sufferers are only one of them, the main package of indicators falls on modern trends. Yes, in the world it is still popular to wear something exclusive, to live not like everyone else and to use unusual products that fit into the concept of “fashionable goods”. So, vegetable-based pseudo-milk drinks – rice, oatmeal, almond, coconut and soybean (the least popular type) “milk” also fell into this line. These types of drinks very quickly conquer the world market, and enterprising manufacturers invest not in the product, but in advertising, which insists on how useful it is to drink drinks on a plant, natural, environmentally friendly basis and most buyers agree with this and are willing to buy surrogates for natural goods , although to this day they are guided by double standards when choosing food products, often considering soybeans to be an absolute evil, despite its plant origin. Nevertheless, the oat product was to the taste of the domestic consumer and the matter is not only in the new technology and its taste, but also in the willingness of the population to pay for goods unlike other products. The desire to try new things is typical for developing countries, whose residents are ready to buy new products instead of the usual and guaranteed (or, to put it more simply familiar) goods, essentially risking their money if the product is not corny, so the vegetable “milk” appeared late in the domestic market in 2-3 years, compared with European countries.

Why buy it?
The craze for plant-based products has a strong foundation in the form of popular food movements such as veganism, raw food, and the like.

Being a vegan is now not only prestigious and fashionable, but also very expensive, because it is not only about refusing certain foods (meat, fish, dairy, etc.), but also about finding their substitutes that have a “green” origin . Thus, supporting food trends, global holdings and corporations that earn millions, are releasing new products, occupying empty niches in the world market and successfully competing with manufacturers of traditional goods that are already familiar and familiar to the population and that cannot boast of such features.

Occupying an empty place in the market, analogue product manufacturers not only work in conditions of negative competition, but also differ favorably from the usual range of products, gaining both interest and recognition. So, with the most positive forecasts, in 5-10 years the commodity producer will become an industry shark and it will be incredibly difficult to compete with him for a place in the sun. At the same time, various types of markets benefit from this trend, putting up for sale new-fangled goods and not only showing the breadth of the time step, but also getting good revenue, especially now, against the background of a decrease in demand for ordinary milk and dairy products.

So, answering the initial question: “Why is it being bought?”, To summarize:

Replaces dairy products for people with lactose intolerance.
It is an analog product for consumers who do not like traditional milk.
Focused on adherents of veganism and vegetarianism.
It is a trending product.
It has a relatively low cost in its lineup.
Available in mass markets.
It has a “component of trust” – oats associated with health.

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