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2020-10-22
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雖然台灣蔬食人群持續增長,OATLY最新研究報告發現近四成受訪者誤解植物奶是植物搭配牛奶的飲料

OATLY 創植物奶專用視覺,教你分辨此「奶」非奶,呼籲大眾一起「奶」改喝植物奶

來自瑞典的知名燕麥奶品牌OATLY最近公布在台灣進行的飲用奶類模式以及對植物奶的認知研究[1],發現只有約一半的(54%)的受訪者表示「能清楚界定什麼是植物奶」,有近四成受訪者(37%)認為「植物奶是植物搭配牛奶的飲料」。OATLY相信,台灣民眾對植物奶仍然存有一些誤解,顯示植物奶的教育不夠普及和全面,令許多人錯過一項健康且永續[2]的飲料選擇。

隨着台灣的蔬食人口日益增加,根據市場研究公司益普索Ipsos的調查顯示每 10 人中就有 1 人聲稱自己是素食主義者[3]。近年,台灣市面上出現愈來愈多植物奶選擇。OATLY的研究調查顯示,有22%的受訪者表示過去一年中飲用更多植物奶。研究調查同時顯示。近乎所有 (96%) 受訪者指出,提起「奶」時,會第一時間會想起「牛奶」,反映牛奶在「奶」類選擇上仍佔有主導地位。此外,有逾九成(94%)受訪者認為牛奶是構成均衡飲食的一部份。

逾八成(82%)受訪者指出,如果他們了解到植物奶是對身體及環境更好的選擇,他們會考慮由牛奶改喝植物奶。為了向大家推廣植物奶的好處,OATLY特別為植物奶設計獨特視覺,簡單突顯植物奶是「種出來的奶」,源於植物而不含任何動物成份,並推出「我們一起『奶[4]」品牌活動,跟同樣愛護地球的咖啡店、零售及餐飲好友結盟,以品牌一貫輕鬆互動的手法推廣,讓消費者能夠一目了然地分辨植物奶,鼓勵大家一起改喝植物奶,為地球和自身的健康帶來正面效益。

作為全球植物奶界的知名品牌之一,OATLY近年成功於歐美市場掀起反思「奶類」的熱議,期望也能在台灣引起討論。OATLY致力在全球提倡永續發展,近30年來研發出多款燕麥基植物性產品,矢志令世界變得更美好。在歐美,愈來愈多人因為環保和健康的理由減少吃肉,或是不再吃肉改為茹素,此情況令人鼓舞。徹底改變飲食習慣可能十分困難,但從飲用牛奶改為永續發展的植物奶,是一個輕易而舉的小改變,這對地球來說,卻是十分重要的一步。OATLY希望可以把圍繞植物奶及牛奶的思辯帶到台灣,提供全面的植物奶資訊予大眾,從而讓大家了解應該喝什麼奶才是符合自己的身體健康和生活理念。

同時,OATLY的研究調查顯示,逾九成(95%)受訪者認為政府應該向大眾教育植物奶的相關知識,亦有96%受訪者認為,政府和商界應該為植物奶訂立一個獨立於動物奶的類別,以便消費者識別和選擇。OATLY同時呼籲政府更明確定義植物奶,並鼓勵其他植物奶品牌一起向政府及商界呼籲,為植物奶制定一個獨立的分類,以保障消費者權益,同時提供更多植物奶的相關資訊,方便消費者做出符合個人生活方式的消費選擇。

為了宣傳我們一起奶」活動,OATLY 在10月9至11日在台北將有品牌宣傳車快閃活動,另外在台北、新北市區公車上也將有一系列「我們一起奶」宣傳活動。同時,OATLY與星巴克一同發起全新的星風格蔬食計畫,將於9月27日在高雄夢時代門市舉辦快閃體驗,現場除有以「OATLY咖啡師燕麥奶 」包裝為原型的大型裝置供拍照打卡外,更提供OATLY燕麥奶調和的咖啡飲品試喝。

OATLY期望透過「我們一起奶」品牌活動,邀請消費者從飲食選擇上改變,並在健康與環保上擁有新選擇。OATLY 專利酶解技術保留燕麥中的膳食纖維和β-聚葡萄糖,而且不含乳糖和動物成分,燕麥味濃,口感順滑,提供給素食、非素食者一個喝「奶[5]」的健康新選擇!在環境永續^上,相較於生產牛奶,OATLY燕麥奶能夠降低80%的溫室氣體排放量和79%的土地使用量,及60%的能源消耗。簡單的一個改喝植物奶的小改變,就可以為環境永續盡一份心力。

[1] 此次研究調查由獨立市場研究公司Ipsos於2020年8月進行的網上問卷調查所得,受訪人數為1,000人。

[2] Florén, Nilsson, Wallman (2013) LCA on fresh and aseptic oat drink

[3] 數據來源來自市場研究公司益普索Ipsos於 2019 年 7 月執行《外食市場研究報告》(link)

[4] 植物奶

[5] 植物奶

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