The low-temperature milk track is hot, and regional milk companies compete for "freshness"

This summer, low-temperature milk appeared "buying fever", which proved the market potential of low-temperature milk

Low temperature milk consumption is hot

In many supermarkets, all kinds of room temperature milk are densely placed on the shelves

In the freezer next to it, in addition to various drinks, low-temperature milk occupies the "C position"

"At present, there are more than 30 boxes a day, and sometimes there are more than a dozen boxes

At the same time, in supermarkets and convenience stores, expiring fresh milk is rare

In addition to supermarkets, large and small milk houses have also become the first choice for customers

Seizing the cake of low-temperature milk stems from the considerable size of the market

Significant regional brand advantage

Low-temperature milk has the characteristics of good taste and short preservation time.

At the same time, since low-temperature milk is mainly for household consumption, local dairy companies rely on word-of-mouth and geographical advantages to create a service of "delivering milk to households", which not only makes consumption more convenient, but also allows companies to accurately grasp the demand in the local market

A Chengdu consumer who has ordered low-temperature milk for three consecutive years said: "The child is drinking 190ml of organic fresh milk from Jule.

The owner of a dairy shop who wholesales various fresh milk brands also said that local brands sell better.

The Huaxi Fresh Milk House under New Hope is also home-delivered, and the delivery radius is also larger

Local dairy companies deliver milk to their doorsteps and strive for "freshness"

Seasonal changes in demand are small

Is the popularity of low-temperature milk related to summer? "From the perspective of the industry as a whole, the impact of seasonal factors is limited

Dairy expert Song Liang said that in general, low-temperature milk is limited by seasonality

"When there was no epidemic, China's low-temperature milk maintained a high growth rate, and the annual growth rate could reach 10%-15%

Super Pakistani milk "rubbing heat"

As low-temperature milk is more and more popular in the market, its "high imitation version" - ultra-ba milk has quietly appeared, with a long shelf life of 15 days, and its appearance, price and taste are almost the same as low-temperature milk
.

It is understood that the market demand for low-temperature milk is increasing day by day, because its shelf life is too short, and the time limit from the factory to the terminal does not exceed 12 hours, which has brought great pressure to local dairy enterprises and is difficult to form a scale
.
In order to gain more market share, more dairy companies have launched "super-baked milk" with a shelf life between low-temperature milk and normal-temperature milk, and a sterilization temperature between the two
.

Due to the limitations of milk source quality, transportation distance, cold chain resources and other conditions, the production threshold of low-temperature milk is much higher than that of normal-temperature milk
.
The super-baked milk, which is between normal temperature milk and low temperature milk, not only breaks the high barriers to entry for enterprises, but also allows consumers to have more choices
.

Song Liang said that in the past two years, the low-temperature milk market has grown by 15% year-on-year
.
Among them, the growth of ultra-baked milk has contributed more than 80% to the entire low-temperature milk market
.

From room-temperature milk that is easy to buy and store, to high-quality, fresh low-temperature milk, to ultra-pak milk that offers more choices in between, the fresh milk industry is facing a new round of upgrades, and the market is segmented.
The development potential is huge
.

　　However, Song Liang also pointed out that low-temperature milk still faces certain challenges this year
.
"From the current consumption point of view, the whole low-temperature milk is promoting the development of high-end, but the macro consumption demand is downgraded, the promotion rate of normal-temperature milk is relatively large, and the impact on low-temperature milk will be relatively large, coupled with the impact of the epidemic in some areas, making The flow of low-temperature milk has been greatly affected
.
"

　　(Comprehensive arrangement by Yang Xiaojing)

"China Food News" (July 12, 2022 Edition 04)

　　(Editor-in-charge: Yang Xiaojing)