The popularity of non-dairy or plant-based milk among health-conscious people has been rising over recent years,...

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The popularity of non-dairy or plant-based milk among health-conscious people has been rising over recent years, due to several factors including that it consists of much less sugar compared to livestock milk. In addition, it consists of extra fiber, extra protein, and additional omega-3 fatty acids. More and more people are choosing plant-based milk alternatives over cow's milk, be it for health, dietary intolerances or restrictions, ethical or environmental reasons, or simply due to flavour preference. And it seems they've even made a dent in the dairy industry. According to a report from Statistics Canada, there has been an overall decline in Canadian dairy milk consumption since 2009, and this is likely due, at least in part, to the availability of more non-dairy alternatives and the growing consumer perception that these products are a "healthier" option than dairy milk. As prices of dairy milk have increased due to inflation, approximately 40% between 2021 to 2022, it is believed this may also impact the demand for dairy milk, but to what degree is unknown. In September 2022, GlobalProduct Prices.com reported the average cost of a 1L carton of 2% milk in Canada was $3.99. blackboards: oat milk. #29 Band Stad Li di di 151 they 15 Walk down any grocery aisle and you'll see shelves stocked with dairy milk substitutes ranging from soy and almond varieties to newer options like pea, cashew, macadamia and oat milk as the newest player who has taken over the game. The latest alternative in the mix is causing a stir with its popularity, showing up almost at once in the refrigerated section, in Tetra Paks on shelves, and scrawled big and bold in chalk as an option on caf According to a study by Experiment Market Research, aided by the growing technological advancements, demand for oat drinks will continue to grow at a rate of 13.4% for the period of 2023- 2028. By 2026, the oat drink market is expected to reach a value of approximately $878 million. Commercial oat milk was first developed in Sweden in the 1990s by Rickard ste, a food science professor at Lund University who went on to create the oat drink company Oatly. Unlike traditional oat milk, which is made by soaking oats in water before blending the mixture and straining it for the liquid milk, Oatly developed an industrial process that breaks oat starches down with enzymes and then separates the bran from the oats, retaining their macronutrients and improving the milk's texture. (Suen) The enhanced nutritional content, the thicker consistency and creamier texture of oat drinks are key differentiators from the rest of the nut milk products available in the market. There exists a wide variety of oat drinks already on the market, including lines by Planet Oat, Danone Silk Oat Yeah, Califia Farms, Oatly, Elmhurst, and Earth's Own. Earth's Own is a pioneering food and beverage company based in Canada which has a bold way of thinking about how the world eats. we dig plants. EARTH'S OWN OAT M CHOCOL LBL EARTH'S OWN OAT we dig plants. SZOWN SoFresh OAT GLUTEN-FREE OWN Sofresh UNSWEETENED VANILLA ya we dig plants. OAT GLUTEN-FREE Meet 8-0 we dy plants. EARTH'S OWN ORT we dig plants. XOWN Sofresh A we dig plants. EARTH'S OWN SoFresh OAT GLUTEN-FREE UNSMeeTCHED ORIGINAL OAT GLUTEN-FREE MeeTEN ORIGINAL EARTH'S OWN OAT EARTH'S OWN BARISTA EDITION ORT In a 2019 interview published on Veconomist.com, Brittany Hull, Director of Marketing at Earth's Own had the following to say about their oat milk product line: The really great thing about Earth's Own Oat milk is that our oats have a much smaller impact on the environment as they only need sunshine and rainwater to grow, never using glyphosates. Sourced locally on Canadian soil by Canadian farmers, our oats are grown using 7x less water than almond or cow's milk. Inspiring change through the plant-based movement is key to making a big impact on food scarcity and environmental sustainability. "Protecting the environment is one of our main missions, which is why even our cartons are made from plants sourced from sustainable forests. It really doesn't get much better for the planet than that." Earth's Own's product range includes oat milks unsweetened original, unsweetened vanilla and chocolate flavours available in 1.75L, 946mL shelf stable and 250 mL single serve sizes; all cartons are even made from plants. We also have our specialty Oat Barista, which was formulated in partnership with expert baristas with coffee drinkers in mind. Earth's Own Oat Barista is available in 946mL shelf stable sizing. Earth's Own Chocolate Oat in particular is great for kids as it contains 50% less sugar than regular dairy chocolate milk and packs in a healthy 3g of protein per serving, making it a delicious option for parents looking for a sweet treat for their kids without the guilt. Unlike almond milk, it contains twice the fibre and three times the protein meaning it's a nutritious non-dairy milk alternative for growing children. It's also vegan friendly, Non-GMO project verified and made using fair trade Camino cocoa. Available in single serve 250 mL sizes, it's great for school lunches (being allergen-friendly and all!) and can be enjoyed straight out of the fridge, heated up for a decadent hot chocolate, or blended for a creamy milkshake. (Vegonomist.com) Recently Earth's Own removed their "gluten-free" label from their packaging and posted in the FAQ section of their website, stating that they will no longer go through the same level of allergen testing to be able to claim gluten-free and their oats may come into contact with other grains that contain gluten (like wheat, rye and barley) at the farm, in storage or during transportation. (EarthsOwn.com) They did not, however, make a public announcement to inform customers they are no longer gluten-free which caused customers who experience health problems, such as celiac disease, to feel ill and turn to public review sites, including Reddit to share their concerns. (reddit.com) Danone's Silk Oat Milk does continue to offer gluten-free oat milk products. Earth's Own Oat products are available throughout Canada in grocery stores (including: Loblaws, IGA, and Metro), Walmart and online through Amazon. The price ranges are as follows: Flavour Original Vanilla Chocolate Oat Barista 1.75L $4.69 $4.69 $4.69 N/A 946mL (shelf stable) $3.49 $3.49 $3.49 $5.69 3 x 250mL $4.99 $4.99 $4.99 N/A 9. You learned about Marketing Research this semester. Assume the marketing team for Earth's Own is looking to introduce a new flavour to their product line, list one method of Primary research and one method of Secondary research that they could use to obtain new flavour ideas. Explain the benefit of each method to support their need. [6 Marks] Primary Research Method Secondary Research Method Explain your Choice Pricing Approach Explain your Choice 10. There are three (3) different approaches to setting an Approximate Price Level for a product or service. List the three approaches below and give a real-life example for each. [6 Marks] Real-Life Example The popularity of non-dairy or plant-based milk among health-conscious people has been rising over recent years, due to several factors including that it consists of much less sugar compared to livestock milk. In addition, it consists of extra fiber, extra protein, and additional omega-3 fatty acids. More and more people are choosing plant-based milk alternatives over cow's milk, be it for health, dietary intolerances or restrictions, ethical or environmental reasons, or simply due to flavour preference. And it seems they've even made a dent in the dairy industry. According to a report from Statistics Canada, there has been an overall decline in Canadian dairy milk consumption since 2009, and this is likely due, at least in part, to the availability of more non-dairy alternatives and the growing consumer perception that these products are a "healthier" option than dairy milk. As prices of dairy milk have increased due to inflation, approximately 40% between 2021 to 2022, it is believed this may also impact the demand for dairy milk, but to what degree is unknown. In September 2022, GlobalProduct Prices.com reported the average cost of a 1L carton of 2% milk in Canada was $3.99. blackboards: oat milk. #29 Band Stad Li di di 151 they 15 Walk down any grocery aisle and you'll see shelves stocked with dairy milk substitutes ranging from soy and almond varieties to newer options like pea, cashew, macadamia and oat milk as the newest player who has taken over the game. The latest alternative in the mix is causing a stir with its popularity, showing up almost at once in the refrigerated section, in Tetra Paks on shelves, and scrawled big and bold in chalk as an option on caf According to a study by Experiment Market Research, aided by the growing technological advancements, demand for oat drinks will continue to grow at a rate of 13.4% for the period of 2023- 2028. By 2026, the oat drink market is expected to reach a value of approximately $878 million. Commercial oat milk was first developed in Sweden in the 1990s by Rickard ste, a food science professor at Lund University who went on to create the oat drink company Oatly. Unlike traditional oat milk, which is made by soaking oats in water before blending the mixture and straining it for the liquid milk, Oatly developed an industrial process that breaks oat starches down with enzymes and then separates the bran from the oats, retaining their macronutrients and improving the milk's texture. (Suen) The enhanced nutritional content, the thicker consistency and creamier texture of oat drinks are key differentiators from the rest of the nut milk products available in the market. There exists a wide variety of oat drinks already on the market, including lines by Planet Oat, Danone Silk Oat Yeah, Califia Farms, Oatly, Elmhurst, and Earth's Own. Earth's Own is a pioneering food and beverage company based in Canada which has a bold way of thinking about how the world eats. we dig plants. EARTH'S OWN OAT M CHOCOL LBL EARTH'S OWN OAT we dig plants. SZOWN SoFresh OAT GLUTEN-FREE OWN Sofresh UNSWEETENED VANILLA ya we dig plants. OAT GLUTEN-FREE Meet 8-0 we dy plants. EARTH'S OWN ORT we dig plants. XOWN Sofresh A we dig plants. EARTH'S OWN SoFresh OAT GLUTEN-FREE UNSMeeTCHED ORIGINAL OAT GLUTEN-FREE MeeTEN ORIGINAL EARTH'S OWN OAT EARTH'S OWN BARISTA EDITION ORT In a 2019 interview published on Veconomist.com, Brittany Hull, Director of Marketing at Earth's Own had the following to say about their oat milk product line: The really great thing about Earth's Own Oat milk is that our oats have a much smaller impact on the environment as they only need sunshine and rainwater to grow, never using glyphosates. Sourced locally on Canadian soil by Canadian farmers, our oats are grown using 7x less water than almond or cow's milk. Inspiring change through the plant-based movement is key to making a big impact on food scarcity and environmental sustainability. "Protecting the environment is one of our main missions, which is why even our cartons are made from plants sourced from sustainable forests. It really doesn't get much better for the planet than that." Earth's Own's product range includes oat milks unsweetened original, unsweetened vanilla and chocolate flavours available in 1.75L, 946mL shelf stable and 250 mL single serve sizes; all cartons are even made from plants. We also have our specialty Oat Barista, which was formulated in partnership with expert baristas with coffee drinkers in mind. Earth's Own Oat Barista is available in 946mL shelf stable sizing. Earth's Own Chocolate Oat in particular is great for kids as it contains 50% less sugar than regular dairy chocolate milk and packs in a healthy 3g of protein per serving, making it a delicious option for parents looking for a sweet treat for their kids without the guilt. Unlike almond milk, it contains twice the fibre and three times the protein meaning it's a nutritious non-dairy milk alternative for growing children. It's also vegan friendly, Non-GMO project verified and made using fair trade Camino cocoa. Available in single serve 250 mL sizes, it's great for school lunches (being allergen-friendly and all!) and can be enjoyed straight out of the fridge, heated up for a decadent hot chocolate, or blended for a creamy milkshake. (Vegonomist.com) Recently Earth's Own removed their "gluten-free" label from their packaging and posted in the FAQ section of their website, stating that they will no longer go through the same level of allergen testing to be able to claim gluten-free and their oats may come into contact with other grains that contain gluten (like wheat, rye and barley) at the farm, in storage or during transportation. (EarthsOwn.com) They did not, however, make a public announcement to inform customers they are no longer gluten-free which caused customers who experience health problems, such as celiac disease, to feel ill and turn to public review sites, including Reddit to share their concerns. (reddit.com) Danone's Silk Oat Milk does continue to offer gluten-free oat milk products. Earth's Own Oat products are available throughout Canada in grocery stores (including: Loblaws, IGA, and Metro), Walmart and online through Amazon. The price ranges are as follows: Flavour Original Vanilla Chocolate Oat Barista 1.75L $4.69 $4.69 $4.69 N/A 946mL (shelf stable) $3.49 $3.49 $3.49 $5.69 3 x 250mL $4.99 $4.99 $4.99 N/A 9. You learned about Marketing Research this semester. Assume the marketing team for Earth's Own is looking to introduce a new flavour to their product line, list one method of Primary research and one method of Secondary research that they could use to obtain new flavour ideas. Explain the benefit of each method to support their need. [6 Marks] Primary Research Method Secondary Research Method Explain your Choice Pricing Approach Explain your Choice 10. There are three (3) different approaches to setting an Approximate Price Level for a product or service. List the three approaches below and give a real-life example for each. [6 Marks] Real-Life Example

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Answer Marketing Research for New Flavor Ideas Primary Research Method Focus Groups Explanation Earths Own can conduct focus groups consisting of targ... View the full answer