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South-East Asia:
Soya Drinks Receive Functional Make-Over
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Consumer demand for soya milk is undergoing a renaissance in
South-East Asia. New product launches and marketing campaigns are
reinvigorating product sales.
Soya bean
drinks have been popular soft drinks for decades in countries like
Singapore and Thailand, however increased product segmentation is
leading to new soya drinks being launched as dairy alternatives and
functional beverages.
Soya milk has
become highly popular as a dairy milk substitute in Singapore and
Malaysia. Pasteurised soya milk is competing strongly with fresh
milk on retailer shelves. The success of fresh soya milk has led the
leading supermarket chain in Singapore to launch a private label
product. NTUC Fairprice is the first retailer in the region to
market soya milk under its own brand. Organic Monitor expects more
retailers to follow suit as more consumers become accustomed to soya
milk as a dairy alternative.
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Functional beverages
comprise most new
product launches. Manufacturers
are capitalising on the health benefits of soya by launching
fortified soya drinks. Fortifications include vitamins, minerals,
omega acids and fruit & vegetable extracts.
Marigold soya
milk with pomegranate juice epitomises this trend. Malaysia Dairy
industries launched the functional soya drink in Singaporean
retailers a few weeks ago. The Marigold brand is highly established,
representing a range of fresh juices and soya milk.
The first-ever
pomegranate flavoured soya milk is positioned as a functional health
drink. The fresh soya milk is fortified with vitamins K, D and
Calcium. Pomegranate is widely regarded as a ‘super-food’ because of
its antioxidant properties and rich nutrient content. The launch has
been supported by an extensive marketing campaign involving media
advertising and promotions.
Another novel
soya drink, Nutrisoy Red Bean Soya Milk was launched by F&N Foods a
few months earlier. The functional soya drink is fortified with
Calcium and amino acids. Red bean is high in fibre and is considered
by traditional Chinese Medicine to nourish blood and reduce water
retention.
Other Asian countries are also experiencing a flurry of new product
launches. A number of soya drink blends involving corn and fruit &
vegetable juices have been introduced in the last year. In Thailand,
manufacturers have launched soya drinks with aloe vera, black sesame
and honey to give them a functional dimension. Black sesame soya
milk has become one of the most successful soya drinks in the
country because of its taste and health benefits. Black sesame gives
soya milk a nutty flavour, as well as providing a rich source of
manganese, copper, tryptophan, iron and fiber. Black sesame is
highly regarded in Asia, believed to be the oldest condiment known
to man.
Functional soya beverages are also being launched for specific
consumer segments. For instance, a soya milk with collagen was
launched by an Asian company earlier this year. The fortified soya
drink is targeted at young women since collagen is associated with
skin regeneration and beauty.
Soya drinks are receiving a functional make-over as the South-East
Asian market becomes increasingly fragmented. Manufacturers and
retailers are introducing soya drinks for specific consumer
segments. Market winners will be those companies who manage to
innovate and continue to push market boundaries.
Related Reports:
#5202-50 The
SE Asian Market for Soya Milk & Non-Dairy Drinks
#1002-50
The European Market for Soya & Non-Dairy Drinks
Posted: September 28th 2007
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