Pulmuone's 'soy milk noodles,' known as 'zero noodles' without flour, seem to have made their mark in the market. This success was thanks to word-of-mouth from those who enjoy noodle dishes, known as 'noodle enthusiasts.' The soy milk noodles are made from ground soybeans, and their texture is similar to regular noodles, contributing to their popularity.
According to the industry on the 18th, Pulmuone Foods announced plans to transfer the production base of soy milk noodles to its own production facility, the Uiryeong tofu factory, the previous day. Moving the production base will increase the monthly production of soy milk noodles by more than four times. The food industry interprets Pulmuone's move from using a partner's factory to its own production base as a sign that the popularity of soy milk noodles is unlikely to be a 'flash in the pan.'
There is a serious atmosphere in the food industry regarding the achievements of soy milk noodles. This is due to the significant concerns about the alternative food market. Around 3 to 5 years ago, major consulting firms projected that the global plant-based alternative food market would grow at an annual rate of nearly 30% due to the increase in consumption of plant-based meats. Additionally, large corporations, which had focused on traditional foods, were expected to actively pursue mergers and acquisitions (M&A) related to alternative foods. Amid such forecasts, food companies have indeed acquired related companies and launched new products; however, sales have not been as good as expected.
In the field, there was even a comment that 'the market research on the growth potential of the alternative food market seems flawed.' This implies they may have fallen into the so-called 'survey trap.' When explaining the survey trap, a case often cited is that of a company's women's magazine. A company conducted a survey while trying to introduce a new women's magazine. The question was, 'If a magazine that contains no rumors, sexuality, or scandals unlike existing magazines were released, would you subscribe?' To this, 95% responded 'yes.' However, the result was the magazine's discontinuation after the 17th issue. This indicates that participants may have answered insincerely, wanting to appear good.
A representative from a food company noted, 'When asked why they prefer plant-based diets, the answers include the slaughter process, animal welfare, and just personal beliefs. However, when sales do not increase, they post pictures of salads on Instagram tagged 'today's vegan diet' and then eat steak afterward; is it not the case that there are a lot of 'superficial vegans'?'
However, looking at Pulmuone's recent moves, the food industry has come to think that the strategy for tackling the alternative food market might have been somewhat misguided. Instead of approaching consumers through animal welfare or value consumption, it should have focused on health as the keyword. In fact, the recently enhanced soy milk noodles reduced unnecessary carbohydrate intake while lowering calories to 85 kcal. While reducing carbohydrates, they also provided nutrition with high dietary fiber (6g) and high calcium (342mg).
A representative from the food industry stated, 'I believe that soy milk noodles have succeeded because they preserved the smooth and chewy texture of real noodles, making them both tasty and healthy. The approach to the alternative food market ultimately had to meet the significant criteria of taste and health, but too much focus has been placed on animal welfare and value consumption, which are peripheral issues.'
Even as times change and food options evolve, it seems that traditional values are not significantly undermined. Given the trials and errors endured, might the competition in alternative foods accelerate? This is why the dazzling debut of various alternative foods, which balance taste and health, is eagerly anticipated.