In recent years, driven by healthy diet, the oat milk market has shown a rapid development trend. According to Euromonitor data, the global oat milk beverage retail market size will be US$960 million in 2022, a year-on-year increase of 50% in 2021, far exceeding other plant-based milk beverages such as soy milk and walnut milk. The overall market size of China's oat milk industry is on an upward trend. iiMedia Consulting data shows that the overall market size of China's oat milk will reach 4.23 billion yuan in 2021, with a year-on-year growth rate of 141.7%, maintaining triple-digit growth, and the development situation is optimistic. ^[1]

At the same time, competition in China's oat milk market is becoming increasingly fierce, and oat milk companies are also facing growing brand competition. In the past two years, many domestic start-up oat milk companies have been established, and well-known companies such as Yili, Mengniu, and Vita are also rushing to launch related products. According to 36Kr data, the number of oat milk companies on the Taobao Tmall platform will reach 50 in 2021, an increase of 152% compared with the same period in 2020. iiMedia Gold List data shows that the top 10 brands in China’s oat milk industry in 2022 include OATLY, Yili Plant Selection, OATOAT, Ozark, Daily Box, Ovaltine, Vitasoy, Liuyang Oat Milk, Omai Planet, and Mengniu Yiduo Mai et al. With the continuous entry of oat milk companies, consumers' awareness of oat milk has gradually deepened, and the consumer stickiness of oat milk brands has been put to the test.

How to innovate oat milk products and stand out among many brands? Oat milk brands are showing a diversified development trend in terms of product lines, product raw materials, product specifications, product tastes and product processes. The reason why oat milk is popular all over the world is that in addition to being plant-based, its nutritional value is an important reason that distinguishes it from other plant-based drinks. Oats and their components have a variety of health benefits. The United States, Europe and other countries and regions have approved health claims for oat beta-glucan, an oat component. According to a survey by the Cereal Food Innovation Team of Shaanxi Normal University, the beta-glucan content of oat milk on the market ranges from 0.24 to 1.41g/100g. The beta-glucan content in most oat milk does not meet the requirements of foreign health claims. Strengthening the beta-glucan content of oats makes oat milk truly a healthy drink, which can effectively differentiate it from other oat milk products on the market and avoid homogeneous competition.

L&P oat beta-glucan
As the only applicant and approved unit for oat β-glucan new food raw materials, L&P drafted the industry standard for oat β-glucan. L&P selects high-quality oat bran raw materials and develops pure natural food raw materials oat β-glucan through unique biotechnology and processes.


Introducing the concept of oat β-glucan into oat milk can improve the differentiated positioning of oat milk products and enhance the nutritional concept. During the processing of oat milk, oat β-glucan has high solubility and low Viscosity characteristics, excellent stability and solubility are among other advantages.