Aiming at the new blue ocean of the dairy industry, how to 'handle' the silver-haired group.

The life expectancy of human beings continues to prolong, and it is also a natural phenomenon that more and more elderly people appear. Aging is a manifestation of social development and progress. In the next 30 years, the number of the elderly population and the proportion of the total population in my country will both peak, and the rapid growth of the silver-haired population will allow the market to see the potential opportunities of the silver-haired economy.

Data source: Yibang Think Tank, Yibang editorial department, public information collation

Market size of the silver-haired group

According to the seventh census data, 18.7% of China's silver-haired population is 60 years old and above. to 264 million people. As the fertility rate gradually decreases, it is estimated that by 2035, the proportion of China's youth population aged 0-20 will be less than 20%. At the same time, the proportion of elderly people over 65 will exceed 20%. The reality of China's increasingly aging population has laid a solid foundation for the rise of the silver-haired economy.

The silver-haired economy involves many fields, and the industry covers a wide area, covering almost all categories of national economic industries. At this stage, the scale of China's silver-haired economy-related industries exceeds 5 trillion yuan, but all kinds of industries are in the early stage, their potential has not been fully released, and there is huge room for future development.

Data source: National Bureau of Statistics. 2021.12

The number of people over 50 years old in my country has reached 1/3 of the total population, and the huge population size breeds a huge economic market. At present, the reports that take silver-haired people as the research object mostly take the age of 50 as the age node, targeting the "elderly people" who are 50 years old and above.

Consumer demand of silver-haired groups

In the post-epidemic era, silver-haired people have paid more attention to themselves, and obtained spiritual and material wealth through leisure and entertainment, news, shopping and other forms.

Data source: QuestMoile

The continuous deepening of digital life also drives the growth of online consumption power of silver-haired people, and their online consumption potential is constantly being stimulated.

The calculation results of the consumption scale of the elderly show that the total consumption of the elderly population will reach 7.01 trillion yuan in 2020, and it is expected that the total consumption of the elderly population will reach 61.26 trillion yuan in 2050.

According to industry report data, the main consumption of China's silver-haired group in 2021 can be divided into two categories: daily consumption (39.1%) and health consumption (40.9%).

Data source: iiMedia Research Data Center

Among the middle-aged and elderly people who choose food health care consumption, the consumption amount of food health care accounts for the highest proportion of the total health consumption amount, reaching 41.84%, ranking first.

Data source: iiMedia Research Data Center

Dairy meets the needs of the silver-haired family

Numerous studies have confirmed that dairy products can significantly improve the health of the elderly. According to the 2021 Dietary Guidelines for Improving Cardiovascular Health published by the American Heart Association, consumption of low-fat dairy products can effectively reduce cardiovascular mortality.

A paper published in the journal BMJ also showed that eating more dairy products in older adults reduced the risk of falls by 11% at 3 months and reduced the risk of hip fractures by 46% at 5 months.

Sleep, energy, blood sugar & blood lipids & blood pressure ranked the top three concerns of middle-aged and elderly people.

Data source: Ou Rui International

For middle-aged and elderly people aged 45-55, the most concerned problem is sleep, followed by lack of energy and physical decline

For middle-aged and elderly people aged 56-75, the most concerned problems are blood sugar, blood lipids and blood pressure, followed by lack of energy and physical strength.

Milk drinks for middle-aged and elderly people can add a variety of high-end functional raw materials to respond to consumers' interest in exclusive food and drinks in this age group.

Actions of dairy companies in the silver hair market

Domestic and foreign dairy companies have deployed products in the aging market. According to public data, the proportion of Meiji high value-added milk has increased from 36% to 81%, and the operating profit margin of fresh milk and fermented milk business has also increased from 4.7% in 2013 to 2018. 14.5%.

The five major milk powder brands have the most patents in absorption, immunity enhancement, antioxidant, bone, blood lipid regulation, cardiovascular and cerebrovascular.

Nestle, Yili, Mengniu, Junlebao, Beingmate

The functionalization of middle-aged and elderly dairy products and the emphasis on the overall health effect of protein on the middle-aged and elderly may become a trend.

Haoyue Plan

In the future 10 trillion middle-aged and elderly consumer market, how will dairy products enter the market?

Haoyue plan compound sleep package

Features:

1. It can regulate the elements of human sleep, relieve the nervous system, and improve the quality of sleep.

2. Specially add compound dietary fiber to help regulate intestinal function.

3. Contains γ-aminobutyric acid and theanine, which help to shorten the time to fall asleep and reduce subjective jet lag.

Applications: beverages, solid beverages, cocoa products, chocolate and chocolate products, etc.