China: Consumption of refined dairy products through convenient channels continues to grow
Dairy
China
Published May 19, 2021
Tridge summary
The consumer market continued to rise in popularity in the first quarter, and dairy consumption also showed a trend of more active channels, more subdivided categories, and further upgrades in quality. The first quarter "Economic Daily-Yili Group Consumer Trend Report (Dairy Products)" showed that consumption through convenient channels Continued growth. The sales growth rate of online shopping channels reached 47.2% year-on-year. This is also confirmed by JD Big Data. In the first quarter, the sales volume of milk products on JD’s platform increased by 60% year-on-year, and the sales volume of domestic milk products increased by 168% year-on-year.
Original content
Dairy market segment consumption continues to grow. According to JD.com’s big data, in the first quarter, organic milk products increased by 360% year-on-year, goat milk products increased by 180% year-on-year, children's milk products increased by 130% year-on-year, and A2 protein milk increased by 690% year-on-year. In addition, the strategic sub-categories cultivated by dairy companies have grown rapidly. The popularity of products that meet the needs of specific groups of people and have clear functional characteristics is not diminishing. At present, people born in the early mid-1990s have become the main force in the consumption of maternal and child products. As a generation that has grown up under the background of the Internet, parents are willing to invest in raising children. There is a high demand for products with more "refined" effects, and they tend to choose high-end milk powders that are not easy to get angry, are closer to breast milk, and have more nutritious ...
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