2022
0
China Milk and Dairy Beverages Market Report 2022
2022-04-02T04:07:20+01:00
OX1100971
3695
150254
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Report
en_GB
"White liquid as a whole had the best performance this year. But ambient plain milk needs to be conscious about pricing and pay more attention to taste, while chilled plain…

China Milk and Dairy Beverages Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“White liquid as a whole had the best performance this year. But ambient plain milk needs to be conscious about pricing and pay more attention to taste, while chilled plain milk can leverage more dimensions to deliver the concept of freshness. White powder is leveraging the growing silver economy and functional claims will be a game-changer. Facing a challenge from probiotics health supplements, lactobacillus drinks need to think about how to tell the story of gut health in a different way.”

– Pepper Peng, Research Analyst

This report will look at the following areas:

  • Market factors from both consumer and market side
  • The value of market segments in 2021
  • New product trends in flavour, milk powder for seniors and plain milk
  • Repurchase factors for ambient plain milk at different price levels
  • The optimal price for a standard ambient plain milk product (250ml)
  • Consumption purpose of lactobacillus drinks in terms of functions
  • Consumers’ attitudes towards freshness, shelf-life and packaging formats

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Covered in this report
          • Excluded
            • Definitions
            • Executive Summary

                • The market
                  • Figure 1: Retail market value of milk and dairy beverages (including lactobacillus drinks), China, 2016-2026
                • Companies and brands
                  • Figure 2: Leading companies’ value share of the milk and flavoured milk segment*, China, 2020-2021
                • The consumer
                  • Ambient plain milk still has the highest penetration
                    • Figure 3: Consumption frequency of milk and dairy beverages, 2021
                  • Improved digestion is the most important consumption reason for lactobacillus drinks
                    • Figure 4: Functional needs of lactobacillus/probiotics drinks, 2021
                  • Quality milk source and fortified nutrition are priorities at all price levels
                    • Figure 5: Repurchase triggers at different price levels, 2021
                  • Sensory experience and milk source could be game-changers for incubating disruptive regional brands
                    • Figure 6: Attractiveness of regional brands, 2021
                  • RMB5 the optimal price for ambient plain milk
                    • Figure 7: Price sensitivity – optimal price, December 2021
                  • Packaging formats can be self-explanatory in freshness
                    • Figure 8: Attitudes towards packaging formats of chilled milk, 2021
                  • What we think
                  • Issues and Insights

                    • Combine gut health market education of lactobacillus drinks with nationally known physical examination indicators
                        • Figure 9: Original flavoured probiotic lactobacillus drink, JuneYao Werdery, China, 2022
                      • Functionality is in the limelight, taste still matters for plain milk
                        • Figure 10: Share of texture claims in white liquid, China, 2019-2021
                        • Figure 11: Product item count in new launches in all-dairy related* with grass fed claim, China and Global, 2017-2021
                    • Market Size and Forecast

                      • Consumption volume is driving the market
                        • Figure 12: Retail market of milk and dairy beverages (include lactobacillus drinks), China, 2017-2021 (est)
                        • Figure 13: Retail market of white liquid (chilled and ambient plain milk), China, 2017-2021 (est)
                      • Steady growth in the next five years
                        • Figure 14: Retail market value of milk and dairy beverages (including lactobacillus drinks), China, 2016-2026
                    • Market Factors

                      • Marketing to Over-50s – China – 2021Silver economy is emerging for dairy
                        • Figure 15: Interest in dairy products designed for seniors, 2022
                      • Policy and regulations
                        • Evaluation of dairy enterprise modernization
                          • Accelerate the expansion of dairy production
                            • Consumer may become price sensitive
                              • Figure 16: Change in source of income, 2021
                              • Figure 17: Priority factors of an ideal job, 2022
                          • Market Segmentation

                            • Chilled plain milk has double-digit growth rate
                              • Figure 18: Retail market value of chilled plain milk, China, 2016-2026
                              • Figure 19: Retail market value of ambient plain milk, China, 2016-2026
                            • Adult milk powder market is booming
                              • Figure 20: Retail market value of white powder (adult), China, 2016-2026
                            • Lactobacillus drinks are challenged by probiotics health supplements
                              • Figure 21: Retail market value of lactobacillus drinks, China, 2016-2026
                          • Market Share

                            • The whole industry is further centralised
                              • Figure 22: Leading companies’ value share of the milk and flavoured milk segment*, China, 2020-2021
                            • Specialized lactobacillus drinks companies had a tough year
                              • Figure 23: Leading companies’ value share of the lactobacillus drinks segment*, China, 2020-2021
                          • Marketing Activities

                            • Mergers and acquisitions for quality milk sources and wider market
                              • Sports sponsorships garner national recognition
                                • Figure 24: Mengniu’s first reward for the Chinese women’s football team to win the championship, 2022
                                • Figure 25: Poster and TV advertisement released by Mengniu featuring Eileen Gu, 2022
                                • Figure 26: Co-branded themed packaging and merchandising, Mengniu, 2022
                            • New Product Trends

                              • Flavour trend in flavoured milk
                                • Mixed flavours with fruit bases
                                  • Figure 27: Top 15 flavours in new launches of flavoured milk, China, 2017-2021
                                  • Figure 28: Product example of mixed flavours based on fruit, China, 2020-2021
                                • TCM is growing fast
                                  • Figure 29: Top 10 fastest-growing flavour families in new launches of flavoured milk, China, 2017-2021
                                  • Figure 30: Product example of goji berry and jujube flavoured milk, China, 2020-2021
                                • Milk powder for seniors
                                  • Figure 31: Share of senior claims in milk powder new launches*, China, 2017-2021
                                  • Figure 32: Top 5 claim category in milk powder* new launches with senior claim, China, 2017-2021
                                  • Figure 33: Top 10 claims in milk powder* new launches with senior claim, ranking by% points change, China, 2017-2021
                                  • Figure 34: Product example of milk powder for seniors with certification of health supplements, China, 2020-2021
                                • Ultra-filtered milk
                                  • Figure 35: ultra-filtered white liquid milk or flavoured liquid milk new launches, globally, 2017-2021
                                  • Figure 36: Product example of ultra-filtered milk, China, 2021
                              • Consumption Frequency

                                • Dairy sub-category rankings
                                  • Ambient plain milk defends top placing in terms of penetration
                                    • Figure 37: Consumption frequency of drinks, 2021
                                    • Figure 38: Consumption frequency of milk and dairy beverages, 2021
                                    • Figure 39: Penetration comparison of selected ambient and chilled dairy sub-category, 2021
                                  • Lactobacillus drinks up while yogurt down in heavy users
                                    • Figure 40: Consumption penetration and ranks in heavy users within selected dairy segments, 2021
                                  • Chilled plain milk keeps expanding its frontiers
                                    • Figure 41: Percentage points change in consumption frequency of selected dairy segments, 2021
                                    • Figure 42: Consumption frequency of chilled plain milk, by age and gender, 2021
                                  • Older consumers are worthy of investment
                                    • Figure 43: Consumption frequency of chilled plain milk among consumers aged 50-59, by region, 2021
                                • Functional Needs of Lactobacillus

                                  • Better digestion is the jewel in the crown
                                    • Figure 44: Functional needs of lactobacillus/probiotics drinks, 2021
                                    • Figure 45: TURF Analysis- Functional needs of probiotics/lactobacillus
                                  • Link between beauty and lactobacillus not yet built
                                    • Figure 46: Ranking comparison of same benefits, 2020 and 2021
                                  • Interest in ambient and chilled lactobacillus drinks varies
                                    • Figure 47: Functional needs of lactobacillus drinks, by consumer group*, 2021
                                    • Figure 48: functional needs of lactobacillus drinks, by consumer group*, 2021
                                • Repurchase Trigger

                                  • Ambient plain milk at mid-range price is the most repurchased
                                    • Figure 49: Proportion of non-repurchase, by price level, 2021
                                    • Figure 50: Non-repurchase in different generations, by price level, 2021
                                    • Figure 51: Non-repurchase in different city tiers, by price level, 2021
                                  • Quality milk source and fortified nutrition are priorities at all price level
                                    • Figure 52: Repurchase triggers at different price levels, 2021
                                  • What do heavy users care about?
                                    • Fortified nutrition and taste
                                      • Figure 53: Repurchase trigger of products priced at RMB3-7, by consumer group*, 2021
                                      • Figure 54: Showing taste awards on detail instruction page, Zhen Nong (臻浓) from Yili
                                    • Fortified nutrition beyond protein and calcium for children aged 4-7
                                      • Figure 55: Repurchase factors of products priced at RMB3-7 among heavy users of ambient plain milk, by age of child(ren) in the household, 2021
                                      • Figure 56: Vitamin A in functional drinks for teens, Thailand 2020.
                                  • Appeal of Regional Brands

                                    • Sensory experience and milk source are important
                                      • Figure 57: Attractiveness of regional brands, 2021
                                      • Figure 58: Attractiveness of regional brands*, 2021
                                    • Leverage special types of milk source to target seniors
                                      • Figure 59: Most attractive features to try an ambient plain milk product from regional brands, by generation, 2021
                                    • Tier 2 city heavy users are worth targeting
                                      • Figure 60: Attractive features of ambient plain milk from regional brands, by city tier, 2021
                                      • Figure 61: Difference between heavy users (ambient plain milk) and overall consumers on attractiveness of ambient plain milk from regional brands, by city tier, 2021
                                  • Price of Affordable Products

                                    • The optimal price is RMB5
                                      • Figure 62: Mean and Median of price sensitivity at different levels, 2021
                                      • Figure 63: Price sensitivity – optimal price, December 2021
                                      • Figure 64: Price sensitivity – threshold prices, December 2021
                                      • Figure 65: Comparison of optimal price, average price of the best sellers and the average price of the new launches (250ml), 2021
                                    • Middle-income households are the least price-sensitive
                                      • Figure 66: Price sensitivity, by household income, 2021
                                  • Freshness and Shelf-life

                                    • Trading up chance for shorter shelf-life chilled milk
                                      • Figure 67: Attitudes towards shelf-life of chilled milk, 2021
                                      • Figure 68: Attitudes towards freshness of chilled milk, 2021
                                      • Figure 69: 24 hours fresh milk from New Hope Dairy, China, 2021
                                      • Figure 70: Intermarché orange juice with time, France, 2016
                                      • Figure 71: Attitudes towards packaging formats of chilled milk, 2021
                                      • Figure 72: Freshness and shelf-life – CHAID
                                    • Shorter shelf-life chilled milk can promote nutrition values
                                      • Figure 73: Selected attitudes towards freshness of chilled plain milk, by consumer group, 2021
                                      • Figure 74: Selected attitudes towards freshness of chilled plain milk, by generation, 2021
                                  • Food Persona

                                    • Who are they?
                                        • Figure 75: Food persona, 2021
                                        • Figure 76: Food Persona, by generation, 2021
                                      • Critical shoppers have higher demand on taste
                                        • Figure 77: Repurchase factors of products pricing at RMB3-7, by food persona, 2021
                                      • Critical shoppers have more niche functional needs of lactobacillus drinks
                                        • Figure 78: Functional needs of lactobacillus drinks, by food persona, 2021
                                    • Appendix – Market Size and Forecast

                                        • Figure 79: Total market value of milk and dairy beverages (including lactobacillus drinks), China, 2016-2026
                                    • Appendix – Market Segmentation

                                        • Figure 80: Retail market value of chilled plain milk, China, 2016-2026
                                        • Figure 81: Retail market value of ambient plain milk, China, 2016-2026
                                        • Figure 82: Retail market value of lactobacillus drinks, China, 2016-2026
                                        • Figure 83: Retail market value of flavoured liquid milk, China, 2016-2026
                                        • Figure 84: Retail market value of white powder milk, China, 2016-2026
                                    • Appendix – Methodology and Abbreviations

                                      • Methodology
                                        • CHAID analysis methodology
                                          • TURF analysis methodology
                                            • Price sensitivity analysis methodology
                                              • Abbreviations

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