Functional dairy products should be developed with precision.

According to a consumer survey conducted by Ipsos during the outbreak, consumers, educated by experts and industry insiders, saw a significant increase in the "drink milk" option, up 10 percent during the outbreak. Meanwhile, half of consumers said they planned to spend more on dairy products. About 50 percent of consumers said they wanted to improve their health by drinking dairy products. This is undoubtedly good news for the development of functional dairy products. So is the era of functional dairy really coming? At the recent FBIC 2020 Global Food and Beverage Innovation Conference Dairy and Snacks Conference, industry observers said
consumers are increasingly focused on food formulations as awareness of health grows and familiarity with healthy ingredients deepens. And the outbreak, not only let domestic and foreign dairy enterprises in crisis, but also access to development opportunities. Accordingly, many experts are optimistic about the development of functional dairy products. However, the market is showing sales is not warm, although some functional dairy single-product sales bright, and even formed a small climax, but functional dairy per capita consumption is still at a low level. "In this case, it is important to understand from the consumer's point of view their expectations and requirements for the functionality of dairy products." Ipsos China Market Strategy and Consumer Understanding Service Line Research Director Zhang Wei said.Functional Dairy Opportunities
Ipsos' research during the outbreak showed that 75 percent of consumers said they would pay more attention to their health, and about 50 percent said they would improve their health by drinking dairy products, while planning to increase spending on dairy products.
stage, functional dairy products also show diversified development, but more and the nutritional content of the dairy itself related products. Among them, consumers in order to pursue health, to improve immunity and reduce the burden of the body has a greater pursuit. In addition, more than 60% of consumers for the milk itself to increase digestion, nutritional supplements and high-quality nutrients and other functions, and some consumers hope that milk can add some recovery, help sleep, fat loss and other functions, to help themselves from negative state into normal repair.
"As a breakdown function, the market will be more limited, but the volume of the overall market after the combination is not small." Zhang Wei analysis, consumers eat dairy products, look forward to the body to maintain a healthy and balanced state, which is the most basic and the most concerned areas, including high-quality nutrition supplementation and digestion and absorption functions. The other is that consumers want to make their health better after eating dairy.In the future trend is becoming more and more obvious
in the study of consumer differentiation, different categories and different packaging forms of dairy products in front of consumers, let them according to their own product functional differences and similarities to be classified and divided. The results show that consumers have some very clear understanding of the functional positioning of different categories, such as: supplementing high-quality nutrition is fresh milk and white milk, promote digestion and absorption of yogurt and probiotics, with some compartmentalization of the functional orientation of dairy beverages. While some mitigation and recovery functions are oriented, the consumer's perception is relatively vague, and do not feel that the reach of these functions and a certain category, a certain type of product is highly related. "It shows that there is still a big gap in the market." Zhang believes.
", companies will do better in the future than they do now for functional dairy products that maintain and maintain dimensions." Zhang Wei specific analysis, for strengthening a certain effect or can enhance the consumer health experience of functional dairy products, to be more prominent with different stages of life, different consumers, because it applies to a wide range of people, functional feelings are not so obvious. For the repair and restoration of functional dairy products, to be customized, the needs of such consumer groups are relatively small, but also have their own differentiated characteristics. "If you can refine to customize everyone, you can meet the needs of a very large number of consumers in this area."
according to the survey, household consumers in first- and second-tier cities are the main consumers of functional dairy products, they pay attention to the quality of life, pay attention to their own and their families' health.
, gastrointestinal health has always been an important function of dairy products. The survey found that families with children, young people and women were the main consumer groups for gastrointestinal health. For families with children, gastrointestinal health means better nutrient absorption and healthy growth of their children; for some young people, gastrointestinal health means the pursuit of higher quality of life, which is associated with stress and fast-paced conditions; and for women, gastrointestinal health and beauty, and body management are highly relevant. Therefore, enterprises can do more toward health care through fermentation processes and added raw materials, such as probiotics or probiotics, dietary fiber, etc.
addition, customization and personalization will be an important direction in the development of dairy products. According to the survey, consumers' demand for functionality varies, with nearly half of them focusing on sleep, followed by the increased immunity triggered by the flu and the new crown outbreak, with consumers paying 34% attention to the gastrointestinal tract.
this, Zhang Wei analysis, popular products will slowly move towards some sub-functional market situation, for different groups of people and different needs, precision is the inevitable direction of the future development of functional dairy products. "In terms of future trends, some areas will move towards personal customization, such as beauty and health food. In other words, enterprises can be based on the personal information entered by consumers, accurate to make customized functional dairy products for each person, to ensure overall health.
said of the future development trend of functional dairy products, Zhang said, first, "extreme", that is, to provide better nutrition to meet the requirements of consumers for the basic function of dairy products, second, "relevant", that is, to give better gastrointestinal health claims, from the scene, emotional multi-dimensional, and consumers resonate, and the third is "fine", that is, to meet more professional customized functions, to establish strong connection between ingredients and effects.
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