China’s new plant-based milk chapter: emerging rice milk (infused) products

Weekly SkinnyTrending in China
Written By Evelyne Chang

It seems oat milk is fading in popularity, while rice milk-infused drinks are rising as the new star of plant-based beverages. Mordor Intelligence estimated the global rice milk market reached $260 million in 2023 and is expected to hit $340 million by 2028. Many brands, especially in coffee and milk tea, have introduced rice milk-infused products, which have been well-received in China.

china rice milk examples

From August 2023 to Jaunuary 2024, COTTI COFFEE, M Stand, KCOFFEE have launched their rice milk-infused lattes. Images: official accounts of COTTI COFFEE and M Stand on RED, user @大發 on RED

Since late 2023, fresh milk tea brands including CoCo and YH. TANG have launched rice milk tea drinks, and the sub-brand of OATLY, 东边植造, has launched its rice milk plant-based protein drink. Images: @CoCo都可苏州, @益禾堂 @东边植造 on RED

bubble tea with rice milk

In addition to using rice milk as the milk base, NAIXUE includes rice milk pudding as toppings or add-ons into its fresh milk tea products. Images: @奈雪的茶 @Elizabeth @饼子 on RED

Rice is a staple food in Chinese daily life and an important part of its culinary culture. It has a wide audience and is versatile in food matching. Additionally, rice is known for its health benefits for the spleen and stomach, which can be extended to communicate emotional value as a comforting food. Rice milk, for being healthy and natural, appeals to health-concisous young consumers and is suitable for people of all ages.

Brands are promoting rice milk as a digestive aid, claiming it soothes the body and mind. Statements like 'alcohol harms the liver at night, but rice milk nurtures the stomach in the morning' by COTTI COFFEE and 'good rice makes good milk, nurturing the Eastern stomach' by YH-Tang, and 'a mouthful of rice milk warms the heart and nourishes the body' by the sub-brand OATLY, 东边植造. Images: COTTI COFFEE, YH-TANG, 东边植造

Despite its popularity, rice milk faces consumers' concern for its high calorie content and the challenge to communicate high perceived value, as rice is so commonly consumed in China. Brands are working on packaging and selected high-quality rice ingredients to enhance the perceived value of rice milk (infused) products. Whether rice milk (infused) products can truly withstand market scrutiny remains to be seen.

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