Vitasoy is more international than other soy milk brands in China, with expansion to North America, Singapore, Australia and New Zealand, while in China, Vitasoy has a market share of 40% and can be found in breakfast shops everywhere.
In 1940, when Hong Kong was plagued by war and the people were undernourished, Lo Kwee-cheung's Vitasoy came into being, which also marked the re-launch of China's modern soybean milk industry. In 1975, Vitasoy first introduced Tetra Pak packages to Hong Kong, making the product easy to store and transport, and the market continued to expand. Since then, Vitasoy has focused on the beverage market, with the soy milk brand "Vitasoy" and the tea brand "Vitasoy", both of which have a high reputation in China.
In the past two years, with the powerful brands such as Doubendou, Yili and Uni-President entering the soy milk industry, the growth rate of Vitasoy's Chinese mainland market has slowed down from nearly 40% in 2017 to less than 10% at present, so Vitasoy can only develop new products to stimulate new consumer demand, such as the healthy addition series launched in 2018, which pays more attention to the nutritional value of soy milk, and in 2019, it launched a rare taste in the Chinese market, barista original soy milk, which is suitable for making coffee as a selling point.
At present, there are more than 20 kinds of soybean milk drinks, and different series are mainly promoted in different regions, such as organic soybeans used in some products in Australia; In terms of flavors, Hong Kong has more choices, in addition to the common plain, wheat, vanilla, coconut, chocolate, etc., there are also oats, almonds, honeydew melons and other flavors.
At present, Vitasoy mainly promotes the classic series and the healthy addition series in the Chinese mainland market, and the positioning of the two is different. The classic series focuses on the flavor, the soybean content is low, and the nutritional value is also average, which is not suitable for consumers who love the rich flavor of traditional beans, but the taste is rich, with milk powder added, and the sweetness is moderate, becoming a breakfast partner for many people, and the price of a box of 250ml is 2.5 yuan.
As its name suggests, the Healthy Plus series is positioned as a high-protein and low-sugar soybean milk, which is more suitable for people who pursue nutrition, and the unit price is about 3 yuan more expensive than the classic series. Its soybean content is as much as 4 times that of the classic series, and it is one of the soybean milk with the highest soybean content in China. Protein has no added sugar, making it ideal for those who control sugar.
