Milk and Flavoured Milk - China - May 2019
Covered in this report
This report covers white liquid and powdered milks, and flavoured cow’s milk. Flavoured milk products discussed in this Report should have no less than 80% of milk content, and no less than 2.3g of protein content per 100g/ml.
Excluded: Condensed, evaporated, sour and cultured milk; soymilk, milk specifically for babies (infant milk formula), and drinking yogurts/ fermented milks/milk drinks are excluded.
“Globally, fortified/added nutrition milk products have gained rising popularity owing to consumers’ high interest. Meanwhile in China, though consumers also want milk with fortified nutrition, current innovation focuses on ‘minus’ claims to build the ‘simpleness’ image. To keep ahead of the game, manufacturers and brands can pay more attention to ‘fortified’ claims (beyond added protein and added calcium) and provide specific benefits addressing different demographics.”
– Crystal A, Research Analyst, Food and Drink
This report looks at the following areas:
- Spread knowledge about pasteurisation through easy-to-understand communication
- Introduce fortification in milk, tailor-made to different demographics
- Find a balance between health and indulgence for flavoured milk
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