Recently, I found that brands are starting to create "new Chinese yogurt," which shifts the flavor from a single milky feel to a compound expression of grain + fermentation, attempting to reconstruct the product perception of yogurt with Chinese flavor.

Among them, the "glutinous rice yogurt" is particularly noteworthy: some brands run relatively mature product model, a total of 1.17 million cups sold during the May Day holiday; More than a few chain brands have followed suit and entered the shelves, moving from regional trials to large-scale distribution.

Is yogurt going to usher in a new "big product"?

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Millions of cups sold during May Day holiday

Is the yogurt "big box" coming back?

During the May Day holiday, a product with "sticky rice yogurt" as its core was sold out.

Li Ruotao, the brand that created the product, sold a total of 1.17 million cups in nearly 300 stores throughout the country during the holiday. Among them, the signature product "Yuan Ye Bai Glutinous Rice Yogurt" sold more than 350 thousand cups, especially the single product.

Behind this set of data, I found that the logic of the yogurt application had changed.

In the past, yogurt has been a classic seasonal favorite, often paired with fruit, and Li Ruo Tao introduced grain elements such as "glutinous rice" to bring a stronger sense of fullness and chewing, making the overall experience from "drinking yogurt" to "eating a Chinese dessert."

Not only Li Ruobao, from regional brands to chain systems, glutinous yogurt has recently begun to concentrate on the shelves, becoming the most intense round of product action in the yogurt category.

White glutinous rice: often paired with kale and fresh fruit

Among them, white glutinous rice is used most frequently, and the mixing path gradually clears: one type combines with kale and other ingredients, and uses the plant's purifying aroma to enhance the thickness of glutinous. One type uses the flavor of pale rice as the base, which serves as a superposition of different fruit flavors.

A large cup of tea has a rack of hawthorn berry white glutinous rice yogurt, and a feathered white glutinously rice cracker yogurt;

The king of soldiers put on a rack of blueberry grape white glutinous rice yogurt, and kale and white glutinously rice noodles;

Yongman's handmade products are on the shelves: white glutinous rice yogurt, apple juice glutinous and kale glutinous.

McDonald's Dairy added kale glutinous rice yogurt, melon glutinous, and white glutinous.

2. Purple rice: Mainstays health, coarse grains, and health

Compared to the chewing and satiety of white glutinous rice, the application of purple rice directly points to health properties such as "cooked grain" and "health care."

A yogurt cow appears on the shelves of 5 black yogurt purple rice, 5 purple yogurt green rice, and 5 red yogurt red rice, which is paired with elements rich in health properties such as black rice, red dates, and purple sweet potatoes, further amplifying the Chinese concept of nourishing products through a variety of grains and ingredients combinations.

In fact, last year there was a research and development forecast that glutinous rice yogurt is the mainstay, and "new Chinese yogurt" will definitely explode in 2026. Of all the elements that can be chosen, why is glutinous rice the central representative?

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Building a "new Chinese yogurt"

Why does glutinous rice become a central representative?

1. glutinous rice can provide an exclusive oriental feel of handcraft

"From sweet potatoes and mashed potatoes to wine and rice milk, consumer acceptance of 'Chinese carbon water' is increasing." Some researchers say that glutinous rice itself carries a strong Chinese dietary memory - glutinous dumplings, yuan yuan, rice cake, popcorn, wine brews almost all revolve around "glutinous grain."

In addition, mostly Li Ruo Tao, brands that sell glutinous yogurt at this stage almost always emphasize the ritual and craftsmanship of "steamed glutinous" rice, making the category directly change its psychological positioning, from "a cup of flavored yogurt" to "an oriental dessert with its own handmade value."

"To further strengthen the 'local sense', we have also strengthened the deep connection with local cultural and tourism, tapping into national geographical indication products, such as the use of fresh fruits such as Fengjie oranges and Wushan crisp lily, and cultivating the authentic texture of products with the heritage." Li Ruo Tao co-founder Lang Meng shared.

2. Also accurately stamp on the currently popular "cheese" flavor.

From yams and pearls to cassava and rice potatoes, "chewing" has become almost an important plus in beverages, with consumers increasingly favoring products that "can chew, eat and give feedback."

Glutinous rice is one such element that provides a crunchy taste.

"The advantage of glutinous rice is that it does not destroy the smooth structure of the yogurt itself, but instead increases consistency and adhesion, making the overall taste more compact and thick." The research and development shows that glutinous rice can also strengthen the dessert properties through "rice flavour + chewing sense," while retaining the fermented milk fragrance of yogurt, allowing the product to form a new form between drink and dessert.

3. It is more capable of providing the "flavour base" that supports yogurt.

In addition to this, glutinous rice has one advantage that is easily overlooked: it is extremely flavor inclusive.

Compared with purple rice, red beans and other grains, the flavor of glutinous rice is not really prominent, its presence is relatively restrained, and more provides the faint rice fragrance and glutinous taste.

This means that it does not overpower the flavor of yogurt itself, and can also absorb different elements such as fruits and vegetables.

This is one of the reasons why glutinous rice yogurts currently on the market can quickly form a large number of combinations: not only can sour and sweet fruits such as hawthorn and berries, but also can combine "healthy label" ingredients such as kale.

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Want to sell'sticky rice yogurt'

There are two other directions to watch.

From the current perspective, sticky rice yogurt has a lot of potential for expansion.

Combine the heat of sugar water to create a "light dessert."

glutinous rice naturally carries Chinese dessert genes, which also means that when combined with yogurt, it will not simply stay in the logic of adding ingredients, but instead combines sugar water heat to develop "light desserts," with traditional dessert elements such as wine, cinnamon, red beans, almonds, and rice brew.

In addition, in recent years, consumers' preferences for "familiar tastes" have become increasingly evident. Products with a sense of childhood memories and regional desserts make it easier to build emotional connections than sophisticated, novelty flavors.

2. Extension to "functional yogurt"

The soft texture of glutinous rice and natural rice fragrance can reduce the rawness of functional ingredients such as kale to a certain extent, and retain the herbal fragrance, so that the overall product retains healthy properties without sacrificing the taste experience.

This means that glutinous rice can meet more functional health requirements and is highly plastic.

epilogue

It may seem that yogurt has been added with glutinous rice, but what really changed is perhaps the way the entire category is expressed.

The addition of sticky rice is more of a signal that yoghurt is being redefined - not just as a dairy product to drink, but as a new Chinese light dessert that is closer to "eating, chewing, stretching."