Healthy and green dairy consumption is a bright "background"

The recently released 2021 Kantar Worldpanel Index shows that the dairy consumer market continues to recover in general, with liquid dairy, cheese and adult milk powder all maintaining rapid growth

The above data shows that in 2021, the overall sales of liquid dairy products will increase by 4.

Liquid dairy adult milk powder grows steadily

Liquid dairy products include room temperature liquid milk, room temperature milk beverages, room temperature yogurt, low temperature milk, low temperature yogurt, and active lactic acid bacteria beverages

The growth trend of normal temperature liquid dairy consumption is obvious

The purchase frequency and single purchase volume of low-temperature dairy products decreased, and the penetration rate declined

The categories of adult milk powder include whole family milk powder, middle-aged and elderly milk powder, student milk powder, ladies milk powder, and milk powder for special groups, and its growth is mainly due to the purchase of more households

From the perspective of city level, the sales of liquid dairy products in the four key cities of Beishangguangcheng declined slightly, and the offline market grew faster and had greater potential

Over 70% of adult milk powder sales are contributed by lower-tier cities, but growth in key cities is sluggish

The proportion of online sales has increased significantly

The importance of large physical stores for liquid dairy products has been further squeezed, and the importance of online shopping channels is second only to hypermarkets and supermarkets

At the same time, the sales of new retail channels are good, that is, using the venues of hypermarkets, supermarkets, and convenience stores to add one or more consumption modes for consumers to participate in person, such as fresh product processing areas, reading leisure areas and other consumption modes

Online shopping is the largest purchase channel for adult milk powder and is still growing

Increased consumption of high-quality white milk

The new crown pneumonia epidemic has changed people's concept of health.

The data shows that in 2021, the sales of low-sugar/sugar-free low-temperature yogurt will increase by 49% compared with 2020, while the sales of full-sugar low-temperature yogurt will decline by 17% year-on-year; lactoferrin and lactic acid bacteria health products that help to improve immunity are affected by sought after by consumers

Basic white milk and basic functional milk meet the basic needs of the public for nutritional supplements, with a rapid growth rate of 15% under the condition of high penetration rate; high-quality white milk meets the needs of consumption upgrades, with the fastest penetration rate and sales growth ; The mid-range price products achieved a reversal driven by the growth of children's liquid milk and functional milk molecules

　　Analyzing the consumption performance of dairy products in 2021, it is not difficult to find the following characteristics: First, the consumption demand for dairy products is strong and the trend of high quality is increasing

　　Second, the trend towards health is increasing, and consumers pay more attention to the functionality of dairy products

　　Third, e-commerce continues to develop rapidly, and digital upgrade has become the development trend of the dairy industry
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The consumption of liquid dairy products and adult milk powder online shopping channels has grown rapidly, new retail channels have developed rapidly, and the smart dairy industry has become an industrial development goal
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Through the use of big data, artificial intelligence and other technologies, vigorously promote the intelligence and informatization of the dairy industry, and use the Internet to acquire, mine and analyze core data, and realize the model of deep integration of online and offline, which will help dairy enterprises to fully and deeply grasp Consumer demand, more precise and efficient launch of diversified dairy products that meet market demand
.

　　(Source: Economic Daily - Research Group of Yili Group's Consumption Trend Report (Dairy Products))

"China Food News" (04 edition on March 29, 2022)

　　(Editor-in-charge: Yang Xiaojing)