Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close

Description

Description

“The growth rate of the milk and dairy beverages market has slowed in recent years but will likely continue at a low and steady rate. In addition to the supply chain reforms currently underway, such as integration of upstream suppliers or establishing data-centric logistics systems, products will include additional upgrades to justify the premium price point. Chilled segments will be further explored in response to consumers’ growing demand for nutrition and freshness. More functional claims will merge with nutritional ones in plain milk while increasing consumption occasions of flavoured milk may be an effective strategy to reverse declines. The market will make a healthy recovery to previous levels from the short-term logistical disruptions caused by COVID-19. The long-term market prospect is unshaken as many consumers link milk to helping boost immune systems, a health benefit consumers will increasingly look for after COVID-19.”
-- Annie Jiang, Research Analyst, Food & Drink, 30 April 2020

This report will look at the following areas:

  • The impact of COVID-19 on the milk and dairy beverages market
  • Changes in consumer behaviour post-COVID-19
  • The value of market segments and brand performance in 2019
  • Launch activity and product innovation
  • Consumer behaviour and perception towards milk and dairy beverages
  • Market growth opportunities

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Report scope
          • Excluded
            • Definitions
              • Demographic classifications
              • Executive Summary

                  • The market
                    • Growth in market value of plain milk driven by premiumisation and increased share of chilled
                      • Figure 1: Forecast of value sales of ambient plain milk (adjusted for COVID-19), China, 2014-24
                      • Figure 2: Forecast of value sales of chilled plain milk (adjusted for COVID-19), China, 2014-24
                    • Growth of lactobacillus beverages loses momentum
                      • Figure 3: Forecast of value sales of lactobacillus beverages (adjusted for COVID-19), China, 2014-24
                    • Dairy companies respond to increasing raw milk prices with vertical supply chain integration
                      • Impact of COVID-19 on milk and dairy beverages
                        • Short term disruptions do not change long term growth prospects
                          • Figure 4: Short, medium and long term impact of COVID-19 on milk and dairy beverages, April 2020
                        • Companies and brands
                          • Leading players get stronger
                            • Figure 5: Leading companies’ value share of the milk and flavoured milk segment, China, 2018-19
                            • Figure 6: Leading companies’ value share of the lactobacillus beverage segment, China, 2018-19
                          • Competition in chilled segment focused on advanced technology
                            • Dairy beverages to differentiate with additional functional support
                              • The consumer
                                • Ambient segments dominate with high accessibility
                                  • Figure 7: Consumption frequency, January 2020
                                • Females prefer online channels which provide more convenience
                                  • Figure 8: Purchase channels, January 2020
                                • Nutritional and functional benefits are key drivers but subcategories differentiate into specialised purposes
                                  • Figure 9: Consumption reasons, January 2020
                                • Highlight how different nutrients in milk work in synergy can help brands with a functional positioning to differentiate
                                  • Figure 10: Perception of nutrients in plain milk, January 2020
                                • Opportunities for children’s milk with fortified dietary fibres
                                  • Figure 11: Attractive features of children’s milk, January 2020
                                • Flavoured milk with inclusions can target light meal occasions
                                  • Figure 12: Perception of flavoured milk, January 2020
                                • What we think
                                • The Impact of COVID-19 on Milk and Dairy Beverages

                                    • Figure 13: Short, medium and long term impact of COVID-19 on milk and dairy beverages, April 2020
                                  • Opportunities and Threats
                                    • Opportunity in strengthening cooperation with dairy farms
                                      • Leverage increased adoption of online channels to promote chilled products
                                        • Figure 14: Grocery shopping channel, February to April 2020
                                        • Figure 15: Select grocery shopping channels – Consumers who bought more milk, by product type, 26 Apr – 2 May 2020
                                      • Expand ambient value-for-money product line
                                        • What we’ve seen so far
                                          • Figure 16: Changes in purchasing behaviour of milk, 26 Apr – 2 May 2020
                                        • Impact on the market
                                          • Major segments to remain on growth trajectory
                                              • Figure 17: Forecast of value sales of ambient plain milk (adjusted for COVID-19), China, 2014-24
                                              • Figure 18: Forecast of value sales of chilled plain milk (adjusted for COVID-19), China, 2014-24
                                              • Figure 19: Forecast of value sales of lactobacillus beverages (adjusted for COVID-19), China, 2014-24
                                            • Smaller farms are pushed out of business due to COVID
                                              • Economic uncertainty shadows the future of premium liquid milk
                                                • Figure 20: Expectation of impact of COVID-19 – “Cost of living”, by household income level, 26 Apr – 2 May 2020
                                              • Shifts in consumer behaviour
                                                • Attention to nutrition drives demand for protein rich diet
                                                  • Figure 21: Impact of COVID-19 on priorities in life, 26 Apr – 2 May 2020
                                                • Increased consumption of ambient milk post-lockdown
                                                  • Figure 22: Changes in purchasing behaviour of milk, 26 Apr – 2 May 2020
                                                • How COVID-19 will reshape the industry
                                                  • Stronger alliances between upstream providers and downstream producers
                                                    • Product positioning will diverge into premium and value-for-money options
                                                      • Impact on the marketing mix
                                                        • Mass market products need to provide value for money
                                                          • Figure 23: Changes in purchasing behaviour of dairy beverages – Ambient milk, by household income level, 26 Apr – 2 May 2020
                                                        • Emphasize comprehensive nutritional package in marketing
                                                          • Take advantage of online shopping habits to grow chilled segment
                                                            • Figure 24: Grocery shopping channel, February to April 2020
                                                          • COVID-19: China context
                                                            • Figure 25: Accumulative confirmed cases of COVID-19 in China, January to April 2020
                                                            • Figure 26: Status of returning to work, China, March and April 2020
                                                        • Issues and Insights

                                                          • Establish plain milk as part of night-time routine with added benefits
                                                            • The facts
                                                              • The implications
                                                                • Figure 27: Examples of night time milk
                                                              • Expand consumption occasions of flavoured milk
                                                                • The facts
                                                                  • The implications
                                                                    • Figure 28: Examples of milk with oats and quinoa
                                                                  • Fast meal solution for young singles on emerging channels
                                                                    • The facts
                                                                      • The implications
                                                                      • The Market – What You Need to Know

                                                                        • Premiumisation drives market for plain milk; chilled products increase share
                                                                          • Growth of lactobacillus beverages loses momentum
                                                                            • Rising milk prices encourage vertical integration of supply chain
                                                                            • Market Size and Forecast

                                                                              • Premiumisation drives value growth in market
                                                                                • Figure 29: Market value of milk and dairy beverages, China, 2014-19
                                                                                • Figure 30: Market volume of milk and dairy beverages, China, 2014-19
                                                                              • Ambient plain milk continues steady growth
                                                                                • Figure 31: Forecast of value sales of ambient plain milk (adjusted for COVID-19), China, 2014-24
                                                                              • Chilled plain milk maintains high value growth
                                                                                • Figure 32: Forecast of value sales of chilled plain milk (adjusted for COVID-19), China, 2014-24
                                                                              • Lactobacillus beverages growth loses momentum
                                                                                • Figure 33: Forecast of value sales of lactobacillus beverages (adjusted for COVID-19), China, 2014-24
                                                                            • Market Factors

                                                                              • Supply chain vertical integration
                                                                                • Reliable milk source is key amidst rising raw milk prices
                                                                                  • Developing alternative milk sources
                                                                                    • Shifting age structure may alter product strategy
                                                                                      • Growth in dairy consumption stagnating
                                                                                      • Market Segmentation

                                                                                        • Ambient plain milk fluctuates while chilled segment shows steady growth
                                                                                          • Figure 34: Market value of ambient and chilled plain milk, China, 2014-19
                                                                                          • Figure 35: Market volume of ambient and chilled plain milk, China, 2014-19
                                                                                        • Flavoured milk may reverse decline by investing in “adult flavours”
                                                                                          • Figure 36: Market value of flavoured milk, China, 2014-19
                                                                                          • Figure 37: Market volume of flavoured milk, China, 2014-19
                                                                                        • Milk powder changes course and targets seniors
                                                                                          • Figure 38: Market value of milk powder, China, 2014-19
                                                                                          • Figure 39: Market volume of milk powder, China, 2014-19
                                                                                        • Lactobacillus growth reaches bottleneck
                                                                                          • Figure 40: Market value of lactobacillus beverages, China, 2014-19
                                                                                          • Figure 41: Market volume of lactobacillus beverages, China, 2014-19
                                                                                          • Figure 42: Value share of milk and dairy beverages categories, China, 2014-19
                                                                                      • Key Players – What You Need to Know

                                                                                        • Increased concentration in dairy market
                                                                                          • Brands expand in chilled segment with support from big data
                                                                                            • Dairy beverages improve with added functionality and advanced technology
                                                                                            • Market Share

                                                                                              • Increased concentration ratio through acquisitions
                                                                                                • Want Want continues to thrive despite falling demand for flavoured milk
                                                                                                  • Wei-Chuan and Pinlive win with premium strategy
                                                                                                    • Figure 43: Leading companies’ value share of the milk and flavoured milk segment, China, 2018-19
                                                                                                  • Dairy giants aggressively expand profile in lactobacillus drinks, leaving little room for regional players
                                                                                                    • Figure 44: Leading companies’ value share of the lactobacillus beverage segment, China, 2018-19
                                                                                                • Competitive Strategies

                                                                                                  • Brands compete to expand in chilled space with improved sterilisation technology
                                                                                                    • Figure 45: Examples of products sold on Tianxianpei platform
                                                                                                    • Figure 46: Junlebao Yue Xian Huo Milk, China, March 2020
                                                                                                    • Figure 47: Bright Dairy’s new products
                                                                                                    • Figure 48: Yili pasteurized milk product launch ad
                                                                                                  • Promising mergers with big data
                                                                                                    • Mengniu and Alibaba improve cold-chain efficiency
                                                                                                      • Figure 49: Tianxianpei app user interface
                                                                                                      • Figure 50: Tianxianpei refrigerated locker
                                                                                                    • Reverse customisation by Fonterra and MissFresh
                                                                                                      • Figure 51: An Honest Cow’s Honest Fresh Milk, China, 2019
                                                                                                    • Bright Dairy to digitalise production, supply, sales, and service with support from Alibaba Cloud
                                                                                                      • Figure 52: Bright Dairy Suixinding platform
                                                                                                  • Who’s Innovating?

                                                                                                    • Increase in minus claims featuring fat and calories
                                                                                                      • Figure 53: % of top nutritional claims in new launches of milk and flavoured milk, China, 2017-19
                                                                                                    • Additional benefits in milk and flavoured milk
                                                                                                      • Figure 54: % of new launches in milk and flavoured milk with plus claim, china, 2015-19
                                                                                                    • Added ingredients strengthen digestive claims
                                                                                                      • Figure 55: % of top functional claims in new launches of milk and flavoured milk, China, 2017-19
                                                                                                      • Figure 56: Examples of dairy products fortified with dietary fibres
                                                                                                      • Figure 57: Jian Shu Qing Chang Niu Nai (Milk), China, March 2020
                                                                                                    • Milk may offer unexpected benefits by blurring traditional boundaries
                                                                                                      • Figure 58: Examples of energy-boosting milk
                                                                                                    • Seniors require targeted nutrition
                                                                                                      • Figure 59: Top claims of new launches in milk and flavoured milk targeting “seniors (aged 55+)”, China, 2017-19
                                                                                                      • Figure 60: Measures taken to deal with health issues, November 2018
                                                                                                      • Figure 61: Examples of senior milk in China
                                                                                                      • Figure 62: Meiji Gold Advance Malt Flavoured Milk, Thailand, March 2018
                                                                                                      • Figure 63: Examples of products with claims targeting issues common in seniors
                                                                                                    • Technological advances offer innovative responses to consumer concerns
                                                                                                      • Producers earn confidence and trust of consumers by increasing transparency
                                                                                                        • Figure 64: Infant formula milk powder traceability WeChat mini program
                                                                                                      • Ultrafiltration improves nutritional profile of milk
                                                                                                        • Figure 65: Average protein content of new plain milk launches, China, 2014-19
                                                                                                        • Figure 66: Examples of fairlife products
                                                                                                      • “Supercooling” technology makes long-distance travel possible
                                                                                                        • Milk flavours disperse away from classic leaders
                                                                                                          • Figure 67: % of flavours of new flavoured milk launches, China, 2017-19
                                                                                                      • The Consumer – What You Need to Know

                                                                                                        • Females prefer online channels
                                                                                                          • Little nutritional knowledge beyond protein and calcium
                                                                                                            • Gap in children’s milk market with dietary fibre
                                                                                                            • Consumption Frequency

                                                                                                              • Ambient plain milk loses attention of young males
                                                                                                                • Figure 68: Consumption frequency, January 2020
                                                                                                              • Females aged 40-49 are increasing their milk consumption
                                                                                                                • Consumers are aware of live bacteria in chilled lactobacillus drinks but have limited accessibility
                                                                                                                  • Use “family nutrition” to appeal to parents
                                                                                                                    • Figure 69: Consumption frequency, “once a day or more” – Select categories, by family structure, January 2020
                                                                                                                  • Habits of consumers at school may benefit producers in the long run
                                                                                                                  • Purchase Channels

                                                                                                                    • Females choose online channels for convenience
                                                                                                                      • Figure 70: Purchase channels, January 2020
                                                                                                                    • Specialised channels should feature premium products
                                                                                                                      • Figure 71: Purchase channels – Select channels, by education, January 2020
                                                                                                                    • Dairy product specialty stores should keep consumers with loyalty programmes
                                                                                                                    • Consumption Reasons

                                                                                                                      • Consumers drink dairy beverages for functional purposes
                                                                                                                        • Figure 72: Consumption reasons, January 2020
                                                                                                                      • Additional benefits specific to each category
                                                                                                                        • Chilled beverages can combat spicy flavours
                                                                                                                          • Figure 73: Consumption reasons – “To nourish stomach”, by region, January 2020
                                                                                                                        • Ambient plain milk delivers nutrients and aids sleep in heavy users
                                                                                                                          • Flavoured beverages can feature additional ingredients with high nutritional value
                                                                                                                            • Figure 74: Consumption reasons – Select reasons, select categories, by user categorisation, January 2020
                                                                                                                        • Perception of Nutrients in Plain Milk

                                                                                                                          • Consumers do not differentiate between different nutrients other than calcium
                                                                                                                            • Figure 75: Perception of nutrients in plain milk, January 2020
                                                                                                                          • Young males may be more susceptible to differentiated marketing
                                                                                                                            • Figure 76: Perception of nutrients in plain milk – Active ingredients, by gender, January 2020
                                                                                                                          • Parents are more knowledgeable about the benefits of different nutrients on bone health
                                                                                                                            • Figure 77: Perception of nutrients in plain milk, “I have no idea about this nutrient” – Select nutrients, by family structure, January 2020
                                                                                                                          • Milk as a daily source of vitamins
                                                                                                                            • Figure 78: Perception of nutrients in plain milk – Vitamins, select perceptions, by age group, January 2020
                                                                                                                        • The Ideal Children’s Milk

                                                                                                                          • Parents in their 30s are most demanding in additional nutrients
                                                                                                                            • Figure 79: Attractive features of children’s milk, January 2020
                                                                                                                          • Market gap in milk with dietary fibre presents opportunity
                                                                                                                            • Figure 80: Select claims carried by new launches in children’s milk category, China, 2017-19
                                                                                                                          • Specialised needs for different age groups
                                                                                                                          • Perception of Flavoured Milk

                                                                                                                            • Food bits may transit flavoured milk into a meal supplement
                                                                                                                              • Figure 81: Perception of flavoured milk, January 2020
                                                                                                                            • Use bold, innovative flavours to engage young males
                                                                                                                              • Figure 82: Perception of flavoured milk – Select statements, male, 18-24 years old, January 2020
                                                                                                                            • Play up indulgence factor to secure heavy users
                                                                                                                            • Meet the Mintropolitans

                                                                                                                              • Mintropolitans seek more benefits from dairy beverages
                                                                                                                                • Figure 83: Consumption reasons, by consumer classification, January 2020
                                                                                                                              • Nutrients in plain milk deliver on benefits
                                                                                                                                • Flavoured digestive milk for MinTs
                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                    • Figure 84: Total market value of ambient plain milk, China, 2014-24
                                                                                                                                    • Figure 85: Total market value of chilled plain milk, China, 2014-24
                                                                                                                                    • Figure 86: Total market value of lactobacillus beverages, China, 2014-2024
                                                                                                                                • Appendix – Market Segmentation

                                                                                                                                    • Figure 87: Value share of milk and dairy beverages categories, China, 2014-19
                                                                                                                                • Appendix – Methodology and Abbreviations

                                                                                                                                  • Methodology
                                                                                                                                    • Forecast methodology
                                                                                                                                      • Abbreviations

                                                                                                                                      About the report

                                                                                                                                      This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                      • The Consumer

                                                                                                                                        What They Want. Why They Want It.

                                                                                                                                      • The Competitors

                                                                                                                                        Who’s Winning. How To Stay Ahead.

                                                                                                                                      • The Market

                                                                                                                                        Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                      • The Innovations

                                                                                                                                        New Ideas. New Products. New Potential.

                                                                                                                                      • The Opportunities

                                                                                                                                        Where The White Space Is. How To Make It Yours.

                                                                                                                                      • The Trends

                                                                                                                                        What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                                                      Trusted by companies. Big and small.

                                                                                                                                      • bell
                                                                                                                                      • boots
                                                                                                                                      • google
                                                                                                                                      • samsung
                                                                                                                                      • allianz
                                                                                                                                      • kelloggs
                                                                                                                                      • walgreens
                                                                                                                                      • redbull
                                                                                                                                      • unilever
                                                                                                                                      • Harvard
                                                                                                                                      • pinterest
                                                                                                                                      • new-york-time