With the national pursuit of a better life, dairy industry as a national-level industry related to physical quality, dairy development gradually integrated into every household's daily diet.

 

The yoghurt plate is widely inclusive, show scene (dinner, meal replacement, leisure) full penetration, price (low, medium, high price) full coverage, market (first-and second-tier cities, three or four cities) full radiation, Type (finished yoghurt, ready-made yoghurt) diversity.

 

In the past three years, various objective factors have restricted the development of yoghurt category, but in any case according to the"2022 China Yoghurt Industry Blue Book" published by Burning Insight Consulting shows.

 

The 2021 size of our country's yoghurt market is 156.47 billion yuan. The yoghurt market has already become a 100-billion-yuan racetrack and a “Must-compete place” for all enterprises, for the dairy brand in such a Red Sea market, how to break through the encirclement?

 

Some people say that the yoghurt plate complex slowdown, in addition to the epidemic caused by objective factors, from the consumer level, yoghurt prices quietly rise, affect consumer buying sentiment.

 

Whether the yoghurt plate complex growth slow down the impact of industrial development and market size, yoghurt prices really rise and reach the impact of consumer buying sentiment?

 

First;s take a look at the growth rate, market size and performance of the yoghurt sector over the past 10 years. By the end of 2022, the market size of dairy products, White Milk & GT.

 

According to Euromonitor, in 2022 the market size of white milk (including milk drinks) , yoghurt, infant formula (including baby food) and cheese were 170.4 billion yuan, 138.6 billion yuan, 171.7 billion yuan and 14.3 billion yuan respectively, with yoghurt in third place

 

Although the yoghurt market in the dairy sector is only the third largest, but from the size data, has touched a hundred billion market, does not affect the yoghurt sector in its track, Shine.

 

2009-2022 major dairy growth chart

Source: Euromonitor

 

In terms of growth rate, the growth rate of cheese & Milk & Milk & milk powder & yogurt, yogurt from 2019 gradually slowed down, especially in the low-temperature yoghurt sector gradually slowed down.

 

It is Euromonitor true that the yoghurt sector is slowing down, according to Euromonitor, but the size of the $100 billion market does have the potential to attract more brands to the racetrack with its own traffic.

 

From the consumer sentiment, that is, “Ice-cream assassin” in the past, some netizens and said that the new kind of backstab products appeared: yogurt.

 

Approaching the refrigerator, I can already find some clues. The entire row is high-grade Morandi color, the instant to be full of envious yellow posters surprise promotion of the hypermarket pulled up several levels.

 

New flavors are high-end, ranging from sea-salt cheese and Belgian chocolate chips to avocado naked oats. The price tag is no longer 2,3 yuan, or even less than 5 yuan products are rare, 10 yuan is more common. Is yogurt more expensive than it was a few years ago?

Picture: Shanghai supermarket

 

From the product performance, of course, many brands choose to improve product quality and product prices, but this is not the overall picture of the yoghurt product market. Online supermarket, in addition to the traditional price is relatively low 8 cup gradually disappeared in the first-tier city consumer's line of sight. More and more 0 add, raw milk fermentation, low-sugar low-fat and other high-end yoghurt into the line below the supermarket row surface C.  and prices affect consumer sentiment, indeed in the industrial yoghurt sector, it is indeed not rigorous.

 

Picture: Shanghai supermarket

In this month, Xiaobian visited more than 10 supermarkets in the Shanghai market, including convenience stores, supermarket chains, imported supermarkets.

Picture: Shanghai supermarket

 

Whether it is low-temperature yogurt or room temperature yogurt, the shelf prices are not so ridiculous, and even some imported supermarkets, the shelf yoghurt brand, the price is very beautiful.

 

Picture: Shanghai supermarket

 

It is understandable that consumers have questioned the unit price of yogurt, which has indeed been rising as the product has been upgraded. However, comparing an industrial product to a 'yoghurt assassin' is based on actual research conducted offline, it's kind of creepy.

 

It is an indisputable fact that yoghurt unit price rises quietly compared with a few years ago. Should yoghurt plate continue to charge forward for quality and raise prices, or demand stability. Or ask what has become of the yoghurt so it can sell for a more friendly price? Is becoming a people-friendly;eye-catching bag' , yogurt to high-end, high premium the right way to go?

 

According to Euromonitor, the unit price CAGR of white milk in dairy products from 2008 to 2022 is 3.2% , and the quantity CAGR is 2.8% .

 

According to frost-sullivan, the proportion of high-end products in China's liquid milk market rose from 31 per cent in 2014 to 40 per cent in 2019, with a CAGR of 14.9 per cent, which also confirms the high-end structure of the dairy market.

Source: Euromonitor

In dairy products, yoghurt has stronger leisure attribute and higher average price. The nature of yoghurt is“Advanced nutrition”, high-end and high premium.

From 2022 to 2022, the high proportion of dairy products were white milk (42%) , infant milk powder (32%) , yoghurt (22%) , the unit price of each major category showed high-end trend.

 

On the demand side, Chinese consumers define dairy products as“Nutrition” and basic white milk as“Basic nutrition”, the high-end white milk, functional yogurt has been given the“Professional nutrition” and“Advanced nutrition” meaning, with users and buyers separate gift-giving needs.

 

With the improvement of Chinese per capita disposable income, People's pursuit of nutrition, etiquette is also rising, high-end into the way.

 

After the epidemic in the past three years, the inconveniences of consumption channels, changes in consumption habits, and the downward trend of the economy,

 

It may seem unreasonable for yoghurt to become high-end and have a high premium, but if we compare it rationally, we will find that the retail price of yoghurt seems to be higher, but in fact it retails at 3.2 yuan/100g per 100g yoghurt.

 

Compared with the new tea head brand tea cup 400ml, the average unit price of about 18-20 yuan, the total price per 100ml at about 5 yuan. Such a comparison rich in more than 3G/100 protein yogurt slightly dominant price ratio.

Source: Meituan, Eleme platform

 

Tashan Stone: China is in a continuous period of expansion, a variety of flowers, into the 21st century, the Japanese people are more concerned about the scientific function of dairy products themselves. Major dairy enterprises in the consumption of dairy products.

 

During the period of high growth, various kinds of dairy products with health care function were introduced. After that, yoghurt with intestinal protection and weight loss function was gradually accepted.

 

Compared with fresh milk, the consumption of yoghurt rose rapidly because yoghurt was fermented by microorganisms, had more diversified tastes and could bear stronger professional nutrition and dessert, at present, the per capita consumption of yoghurt in Japan has exceeded the consumption of fresh milk.

Source: prtimes

 

For Japanese consumers, the functional attributes of yoghurt is an important reason to buy yoghurt.

 

In the past few years, Japan's major dairy enterprises in functional yogurt can be said to be blossoming.

 

From our traditional understanding to improve the intestinal tract, enhance immunity, embellish bowel laxity, gradually upgrade the introduction of functional dairy products for special groups, such as reducing uric acid, reducing allergies, improving memory, reducing blood pressure.

 

The unit price of functional yoghurt in 100ml yoghurt was nearly 3 times worse than that of common yoghurt.

 

Source: Japan Rakuten Shopping website (100ml 100g) 

 

For Japanese enterprises, with the improvement of the market system of Japanese functional food and people's increasing concern for health, the market of functional food is also expanding rapidly.

 

In yoghurt plate, Japanese dairy functional labeling, more keen to use functional bacteria to reflect the product functionality, at present head of Japanese dairy enterprises also basic layout of the various brands of functional yoghurt.

 

As the epidemic eases and the economy recovers, the agency expects two areas of improvement in the dairy industry. One is the recovery of demand for previously damaged scenarios such as gift-giving, which will benefit high-end white milk and room-temperature yoghurt, this trend was verified at 23Q2;

 

Second, the epidemic control led to transport logistics constraints, especially the type of transport relying on the cold chain has been impacted, this problem was solved in 2023H2, good low-temperature yoghurt, low-temperature white milk.

 

Normal yoghurt and low temperature yoghurt will continue to compound annual growth rate well over the next five years.

 

Source of data: Burn Consultation

 

From the actual market performance, in the low-temperature yoghurt plate, the market push new performance slow, low-temperature yoghurt in the promotion of high-end opportunities in the future where?

 

How will dairy enterprises grasp the high-end process of low-temperature yoghurt plate products?

 

In a survey of consumers by Ipsos, attitudes toward dairy products raised new demands for emotional healing while maintaining the need for healthy, tasty treats.

 

First and second-class cities, 21-35-year-old white-collar workers said“Work pressure out of breath, the brain often stuck, I want to idle, Relax, re-activate their own”;

 

Migrant workers, stay-up experts, and can't even sleep.

 

As Young People's need for emotional healing becomes more and more clear, haoyue in the low-temperature yoghurt category, respectively, to do 2 solutions.

 

The front end in a stressful work environment, delicious and taste buds-stimulating to help relax the body and re-energize the pop solution.

 

 

Back end tossing and turning at night, if there is a food itself with natural health attributes, to help consumers sleep at ease, relieve stress.

 

howyou through its own C-end brand data, the introduction of sleep-related low-temperature yoghurt functional solutions.

 

Cultural travel" has become a social explosion, this summer vacation let us return to the epidemic before, highway traffic jams, tourist attractions, hotel accommodation is an unusually hot year.

 

The scorching sun, fervent, the country many continue to high temperatures, but can not stop people from the pace of travel.

 

With the continuous acceleration of urbanization and the continuous innovation of People's life style, culture industry and tourism industry have become the new driving force of economic growth.

 

In the past, our single cognition of literature travel may be tourism. With the gradual recovery of literature travel, the essence of literature travel consumption is spiritual consumption.

 

 

Dairy industry, low-temperature yoghurt plate how to create a 'cultural flavor' ?

 

In the social platform, we can also find a lot of dairy travel food, the Chinese travel popsicle is the first to enter the travel travel sector of food, for consumers, novelty fun, but also very popular punch card.

 

 

But if you actually experience, most of the flavor is really difficult to explain, flavor quality is not in place I think this is most of the pain point of wenbibing. Low-temperature yoghurt can do travel food for travel food help it.

 

 

Since the beginning of this year, haoyue's sales and R & D teams have been working on the development of food projects for cultural tours. By exploring the unique local customs and flavors, yoghurt tastes more 'cultural' , good drink good look up knowledge, can be salt can be sweet can punch.