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Chinese consumers show strong interest in new plant milk types

Chinese consumers are prioritising taste and health benefits when purchasing plant milks, with growing interest in ingredients such as nuts, grains, and tubers.

A survey of 1,052 respondents across China, the results of which were published in April in the journal Foods, found that while soymilk and coconut milk are still the most frequently purchased types, demand is increasing for plant milks made from ingredients like pistachio, sweet potato, quinoa, and chickpeas.

Taste was the most decisive factor influencing product choice, followed by nutritional value and low calorie content.

Consumers identified excessive sweetness, bland flavour, and limited nutritional content as key shortcomings of existing products, and expressed a preference for drinks with added fibre, vitamins, or other functional benefits.

More than half of participants indicated interest in plant milks that are not widely available in the current market, suggesting strong consumer openness to innovation in both ingredient selection and product positioning.

Functional health benefits drive ingredient preferences

Health concerns, particularly around obesity, diabetes, and digestive health, are shaping consumer demand.

Many respondents expressed interest in plant milks made from ingredients associated with higher fibre and protein content.

“[D]ue to the increasing incidences of obesity and diabetes in China, whole grains such as buckwheat, quinoa, and highland barley are promising raw materials for plant milk,” the researchers wrote.

Functional preferences varied by demographic. Female consumers showed greater interest in products enriched with collagen, probiotics and dietary fibre, while male respondents prioritised high-protein and antioxidant-enriched options, often linked to fitness and muscle maintenance.

Fragmented market allows room for innovation

The market for plant-based beverages in China is broad but fragmented, with no single brand dominating consumer preference.

While domestic companies such as Six Walnuts, Yinlu, Coconut Palm, and Viee are well recognised, consumers reported choosing products based primarily on flavour and perceived health value.

Oatly, one of the few international brands to gain a foothold, reported a 7.8% year-on-year revenue increase in Greater China in the fourth quarter of 2024, reaching $35.1 million. This growth came primarily from foodservice partnerships, with oat milk typically positioned as a dairy alternative in coffee and tea.

In the retail market, oat-based drinks have also started to take off. According to Mintel, oat drinks reached a 75% penetration rate in China in 2022, even surpassing formats such as walnut and apricot kernel milk.

Price expectations and formulation strategies

Most respondents considered a price range of 4 to 6 yuan per 250 ml to be acceptable, although 35% said current prices were higher than expected. Despite this, many were willing to pay more for plant milks offering improved nutrition, food safety, or taste.

Consumers said they often made product choices based on the perceived nutritional value of raw ingredients, such as almonds being associated with high protein and vitamin content. However, the study noted that this perception may not match the actual nutrient profile of the final product, which can vary based on processing and dilution ratios.

More than 60% of participants said they would like to see nut-based milks such as pistachio, cashew, or hazelnut, as well as formats made from sweet potato, chickpeas, and rice.

To improve both flavour and functional appeal, the researchers recommended blending multiple plant sources to achieve a better sensory profile without relying on additives.

Familiar flavours, such as coconut – particularly popular because of its distinctive flavour and creamy texture – may serve as a bridge to help introduce new base ingredients to consumers.

Visual design and packaging were also cited as influential, particularly among younger and more educated consumers. In addition to taste and nutrition, these factors are likely to play a role in how new products gain market traction across retail and food service channels.