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Dairy products are naturally healthy and have the widest consumer base
According to Kantar Worldpanel China's urban household sample group data, in 2021, the sales of fast-moving consumer goods will increase by 3.
Liquid dairy adult milk powder grows steadily
Liquid dairy products include room temperature liquid milk, room temperature milk beverages, room temperature yogurt, low temperature milk, low temperature yogurt, and active lactic acid bacteria beverages.
The growth trend of normal temperature liquid dairy consumption is obvious
The purchase frequency and single purchase volume of low-temperature dairy products decreased, and the penetration rate declined
The adult milk powder category includes whole family milk powder, middle-aged and elderly milk powder, student milk powder, ladies milk powder, and milk powder for special groups
From the perspective of city level, the sales of liquid dairy products in the four key cities of Beijing, Shanghai and Guangcheng have declined slightly, and the offline market has greater potential for faster growth
Over 70% of adult milk powder sales are contributed by lower-tier cities, but growth in key cities is sluggish
The proportion of online sales has increased significantly
The importance of large physical stores for liquid dairy products has been further squeezed, and the importance of online shopping channels is second only to hypermarkets and supermarkets
Online shopping is the largest purchase channel for adult milk powder, and it is still growing.
Consumer health awareness improvement
The new crown pneumonia epidemic has changed people's health concept, immunity has become a national topic, consumers' health concept has been upgraded, and functional consumption has become more abundant and prominent
Consumer health awareness is accelerating
The high, middle and low end of normal temperature liquid milk achieved full-scale growth
The following conclusions can be drawn from the dairy consumption performance in 2021
First, the consumption demand for dairy products is strong, and the trend of high quality is increasing
Second, the trend towards health is increasing, and consumers pay more attention to the functionality of dairy products
Third, e-commerce continues to develop rapidly, and digital upgrade has become the development trend of the dairy industry
.
The consumption of liquid dairy products and adult milk powder online shopping channels has grown rapidly, new retail channels have developed rapidly, and the smart dairy industry has become an industrial development goal
.
Through the use of big data, artificial intelligence and other technologies, vigorously promote the intelligence and informatization of the dairy industry, and use the Internet to acquire, mine, and analyze core data, and realize the model of deep integration of online and offline, which is helpful to comprehensively and deeply understand consumers.
demand, and more accurately and efficiently launch a variety of dairy products that meet market demand
.
(Pei Wen)