Company Website

无

Product concept, highlights and added value

Instant oat has always been one of the dominated products for Quaker brand. However, pure instant oat has been facing fierce competition due to product homogeneity in the market. According to the study of Kantar U&A study, top category barriers are coarseness texture and plain flavor for instant oat users. Although instant oat can be eaten directly after added boiled water, many elder people still need to cook it before eating to achieve the soft and sicky texture. Texture has become the main barrier for consumers to eat pure oat.
With deep understanding of needs from consumer, Quaker brand has launched Creamy Instant Oat product which upgraded the texture of instant oat to be soft and sticky. It only needs to stir after added hot water to achieve desired texture. This product brings a new experience and taste to consumers who like soft and sticky oatmeal. This product has two key technologies: 1. Long steaming technology to achieve extra soft texture 1. 0.45mm super-thin flake thickness to ensure fast water absorption.

Product Images

Please briefly describe how your product communicates with consumers

1. Learn consumer insight and key barrier for eating instant oat to upgrade product texture. Based on consumer research by Kantar and U&A, we deep understood consumer driver of liking and key barrier for oatmeal. Leveraging consumer taste demands, the existing oat processing technology has been optimized for texture and mouthfeel, utilizing advanced production techniques to create a softer and more glutinous texture. This is also highlighted on the packaging, with claims such as "stirring once, reaching the desired texture" and "upgrade in texture, soft and stretchy".
2. Capture the core consumer group of pure oats - family health guardian - female (aged 26-40). They are key users for pure oat, focusing on health and quality, and serving as the primary food shoppers in their families. According to their preferences and purchasing habits, Quaker has launched a series of promotional activities on e-commerce platforms, while also adding cooking recipes on e-commerce pages to attract their purchases.
3. Multi-channel communication and brand promotion. Interaction with consumers is expanded through various social media platforms to increase product coverage and influence.

Product Images

Ingredients List Photograph

Launch Date

2023-8

Target Consumer

Whole family

Weight/Volume per Pack

600g

Price per Item

18.9 RMB/袋

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

EC channel and offline store

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery

Market Performance

Since it launched in August this year, Quaker creamy oat has received widespread praise from the market and consumers, with strong sales momentum. It has won the outstanding achievements of “top new product of instant oat on Tmall Supermarket” and “top one cereal products in Hema Supermarket”. This further expands the market share of Quaker, enhances the brand influence in oat industry, and establishes the leading position of Quaker Exclusive Creamy Oat.