2021
0
China Yoghurt Market Report 2021
2021-08-18T04:15:16+01:00
OX1050139
3695
141558
[{"name":"Yoghurt","url":"https:\/\/store.mintel.com\/industries\/food\/dairy\/yoghurt"}]
Report
en_GB
“The growth of ambient yogurt continues to outpace chilled yogurt, but it is facing a threat from chilled drinking yogurt, especially those products with high protein claims. Digestion improvement remains…

China Yoghurt Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“The growth of ambient yogurt continues to outpace chilled yogurt, but it is facing a threat from chilled drinking yogurt, especially those products with high protein claims. Digestion improvement remains the top consumption purpose while the need for other functions and indulgence varies across consumer groups. The divergence in consumers’ spending habits and consumption purposes suggests yogurt brands should separate out functional and indulgence positionings between products of different price tiers.”
– Joy Yin, Senior Research Analyst

Key issues covered in this report

  • Market growth and competition trends in the yogurt sector
  • The performance of chilled and ambient yogurt and how each segment will evolve
  • Innovative product launches and marketing activities for yogurt
  • Consumers’ consumption purpose and spending habits across different types of yogurt
  • Positioning strategy for both traditional yogurt and new yogurt formats

Table of Contents

  1. Overview

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

            • The market
              • Growth recovered to pre-COVID levels
                • Figure 1: Retail market value of yogurt, China, 2016-2026
                • Figure 2: Market volume of yogurt, China, 2016-2026
              • Ambient yogurt continues robust growth while chilled segment faces challenges
                • Figure 3: Retail market value of ambient yogurt, China, 2016-2026
                • Figure 4: Retail market value of chilled yogurt, China, 2016-2026
              • Companies and brands
                • Yili extends its lead
                  • Ambient and plant-based segments get more crowded
                    • Figure 5: Market share of leading yogurt players, by value, China, 2019-2021
                  • Targeted product innovation on the premise of health
                    • The consumer
                      • Ambient yogurt leads in usage frequency but faces threat from chilled drinking yogurt
                        • Figure 6: Consumption frequency, 2021
                      • Most consumers look to improve digestion and supplement protein
                        • Figure 7: Consumption purpose, 2021
                      • The biggest market lies in mid-range yogurt products
                        • Figure 8: Spending habits, 2021
                      • Convenience stores show up with opportunities
                        • Figure 9: Purchase channels, 2021
                      • Brand claims are trustworthy to consumers, especially for chilled drinking yogurt
                        • Figure 10: Brand trust, 2021
                      • Low penetration of new yogurt formats
                        • Figure 11: New yogurt format penetration, 2021
                      • What we think
                      • Issues and Insights

                        • Premiumise with alternative functions instead of indulgence
                          • The facts
                            • The implication
                              • Increase high protein claims in chilled drinking yogurt
                                • The facts
                                  • The implications
                                      • Figure 12: Examples of chilled drinking yogurt with high protein claims, 2021
                                    • Add beauty benefits to new yogurt formats
                                      • The facts
                                        • The implications
                                            • Figure 13: Example of Blueglass product with beauty-enhancing claims, China, 2021
                                        • Market Size and Forecast

                                          • Growth bounced back in 2021
                                            • Figure 14: Retail market value of yogurt, China, 2016-2026
                                          • Premiumisation continues in the market
                                            • Figure 15: Market volume of yogurt, China, 2016-2026
                                        • Market Segmentation

                                          • Ambient returns to pre-COVID levels and growth will remain robust
                                            • Figure 16: Retail market value of ambient yogurt, China, 2016-2026
                                          • Chilled yogurt has a slowdown in growth
                                            • Figure 17: Retail market value of chilled yogurt, China, 2016-2026
                                        • Market Factors

                                          • Retail consumption is recovering
                                            • Figure 18: YoY growth (%) in retail sales of goods, China, July 2020 – June 2021
                                          • Improved health management due to COVID-19
                                            • Raw milk price keeps increasing
                                              • Companies focus less on yogurt business
                                                • Figure 19: New dairy product launches, by type, China, July 2016 – June 2021
                                            • Market Share

                                              • Yili solidifies its leading position while Mengniu sustains performance
                                                • Figure 20: Ambrosial’s marketing campaign with Bilibili, May 2021
                                              • Junlebao and New Hope gained market share
                                                • Bright and Hokkai Pastures introduced new ambient yogurt brands
                                                  • New entrants in the plant-based segment
                                                    • Other strong players
                                                      • Figure 21: Market share of leading yogurt players, by value, China, 2019-2021
                                                  • Marketing Activities

                                                    • “Chilled” ambient yogurt
                                                      • Figure 22: Ambrosial in the freezer section of a convenience store, China, 2021
                                                    • Diversified methods to advertise probiotics
                                                      • Figure 23: Examples of marketing materials that quantify the number and types of probiotics, China, 2021
                                                      • Figure 24: Meiji’s yogurt products that highlight specific strains, Japan, 2020
                                                    • Yogurt taps into other categories
                                                      • Figure 25: Moving annual trend in percentage of products with co-branded claims in total food and drink launches, China, July 2016 – June 2021
                                                    • Yogurt plus noodles
                                                      • Figure 26: Ambrosial x Cai Lin Ji Yogurt Plus Noodles, China, 2020
                                                    • Yogurt plus tea drinks
                                                      • Figure 27: Product examples of “A Yogurt Cow”, China, 2021
                                                  • New Product Trends

                                                    • Flavour and ingredient innovation
                                                      • Increasing “minus” claims
                                                        • Figure 28: “Minus” claims of yogurt, July 2016 – June 2021
                                                        • Figure 29: New yogurt launches with “minus” claims, China, 2021
                                                      • Festival-themed products
                                                        • Figure 30: Examples of festival-themed yogurt, China, 2020
                                                      • Niche flavours come into play
                                                        • Figure 31: Examples of niche-flavoured yogurt, China, 2020-2021
                                                      • Plant-based yogurt in the global market
                                                        • Figure 32: Percentage of different plant protein sources in total plant-based yogurt launches, Global, July 2016 – June 2021
                                                        • Figure 33: Examples of plant-based yogurt, 2020-2021
                                                      • Health-related and functional innovation
                                                        • Focus on skin and body care
                                                          • Figure 34: Examples of yogurt with skin and body care claims, 2020-2021
                                                        • Target specific diseases
                                                          • Figure 35: Examples of yogurt targeting specific diseases, 2020-2021
                                                        • Private label on the rise
                                                          • Figure 36: Percentage of branded and private label in total yogurt launches, China, July 2016 – June 2021
                                                          • Figure 37: Percentage of private label in total yogurt launches, by selected market, July 2020 – June 2021
                                                          • Figure 38: Examples of private label yogurt, China, 2020-2021
                                                      • Consumption Frequency

                                                        • Ambient yogurt leads in penetration and usage frequency
                                                          • Figure 39: Consumption frequency, 2021
                                                          • Figure 40: Consumption frequency – more than once a week, by gender and age, 2021
                                                        • Chilled drinking yogurt is less attractive to consumers in their 40s
                                                          • Figure 41: Consumption frequency of non-users (a), by age groups, 2021
                                                        • Ambient yogurt and chilled drinking yogurt are close substitutes among heavy users
                                                          • Figure 42: Consumption frequency of chilled drinking/spoonable yogurt, 2021
                                                      • Consumption Purpose

                                                        • Top purpose is to improve digestion
                                                          • Figure 43: Consumption purpose, 2021
                                                        • Men focus on gut health while women target beauty enhancement
                                                          • Figure 44: Consumption purpose, by gender, 2021
                                                        • Extra functional benefits can increase consumption frequency
                                                          • Figure 45: Consumption purpose – repertoire analysis, by consumer frequency, 2021
                                                          • Figure 46: Consumption purpose, by consumer frequency of ambient yogurt*, 2021
                                                        • Gen Z ask for indulgence
                                                          • Figure 47: Consumption purpose, by age groups, 2021
                                                        • Increasing functional needs with age
                                                          • Figure 48: Yakult milk flavour bifidus drink, Japan, 2021
                                                        • High protein content helps attract more consumers
                                                          • Figure 49: Consumption purpose, TURF analysis, 2021
                                                      • Spending Habits

                                                        • Mid-range products have the largest market space
                                                          • Figure 50: Spending habits, 2021
                                                        • Gen Z tend to spend less on yogurt
                                                          • Figure 51: Spending habits – below RMB10, by age groups, 2021
                                                        • Pay more for alternative functional benefits, not for indulgence
                                                          • Figure 52: Consumption purpose of ambient yogurt, by typical spend on a single-serve yogurt, 2021
                                                          • Figure 53: Consumption purpose – for indulgence, by typical spend on a single-serve yogurt, 2021
                                                      • Purchase Channels

                                                        • Offline channels still dominate
                                                          • Figure 54: Purchase channels, 2021
                                                        • Target Gen Z via convenience stores
                                                          • Figure 55: Top three purchase channels, by age groups, 2021
                                                      • Brand Trust

                                                        • The majority of consumers think branded claims are credible
                                                          • Figure 56: Brand trust, 2021
                                                        • Chilled drinking yogurt leads in brand trust
                                                          • Figure 57: Brand trust – “very credible”, by consumer groups, 2021
                                                        • People consume for indulgence believe less in functional claims
                                                          • Figure 58: Brand trust in functional-related claims – “very credible” or “somewhat credible”, by consumer groups, 2021
                                                      • New Yogurt Format Penetration

                                                        • New yogurt formats haven’t penetrated much
                                                          • Figure 59: New yogurt format penetration, 2021
                                                          • Figure 60: New yogurt format penetration, by city tiers and monthly household income, 2021
                                                        • Penetration is higher among women than men
                                                          • Figure 61: New yogurt format penetration, by gender, 2021
                                                          • Figure 62: New yogurt format penetration, by gender, by age groups, 2021
                                                        • Yogurt users are more active in exploring new formats
                                                          • Figure 63: New yogurt format penetration – across all formats, by users and non-users of yogurt, 2021
                                                      • Appendix – Market Size and Forecast

                                                          • Figure 64: Market value of yogurt, 2016-2026
                                                          • Figure 65: Market volume of yogurt, 2016-2026
                                                      • Appendix – Market Segmentation

                                                          • Figure 66: Market value of ambient yogurt, 2016-2026
                                                          • Figure 67: Market value of chilled yogurt, 2016-2026
                                                      • Appendix – Methodology and Abbreviations

                                                        • Methodology
                                                          • Abbreviations

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