The hottest scanning of China's packaged milk mark

2022-08-21
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Scanning of China's packaged milk market

in 2005, China's milk market had "one cold and one hot". The first cold was that the growth rate of the packaged milk market slowed down; First, the competition in the liquid milk market is fierce, and the price war of major businesses is "hot". Even the leading brands in the market such as Mengniu Yili and Guangming have reduced their prices one after another. The continuous "milk problem" events in the past two years have hit the enthusiasm of consumers to varying degrees. China's milk consumption market, which is not active enough, is facing a crisis of trust among consumers. Therefore, the key at this stage is to study consumer groups and analyze consumption characteristics, Grasp the consumption trend

"natural every day" - the guarantee of health

the most popular trend of food consumption is green consumption. Green consumption is not only a fashion, but also gradually becomes a way of life for people, especially for packaged milk. Consumers have more and more knowledge about packaged milk, and they realize that real natural milk is more nutritious and healthy, Milk may deteriorate or be polluted in the process from milk source to processing and transportation. Good milk comes from good cows, and good cows come from good grass. Real natural milk is produced in a good ecological environment. The sanitary conditions of milk after leaving the cow body are guaranteed in the transfer process. At the same time, it should be transported to the processing site under the conditions of 2 ℃ ~ 6 ℃ through fully enclosed pipelines, In the qualitative interview of the 2005 IMI consumer behavior and lifestyle survey, some consumers said that in the past, when buying packaged milk, they only looked at the brand nutritional composition and production date of the product, as long as the milk was a well-known brand and had not expired, but after reading the report on the milk problem, More and more attention is paid to the "source" of products

health care - starting from their own differences

because the needs of modern people are more diverse, Even groups with the same age, education and economic income will show different demand for certain products. Consumers have the trend to choose corresponding dairy products from the perspective of their own physiological characteristics or the lack of certain nutrients in the machine. Packaged milk with some or more health functions should be needed, To a certain extent, it meets the special requirements of consumers. The three mainstream consumer groups of packaged milk - young women and the elderly are more prominent in the demand for milk with health functions. Young people are in the growth and development period, and have a large demand for various nutrients such as calcium, iron, zinc minerals and other trace elements, Therefore, packaged milk with more natural nutrients is also more popular with teenagers' parents. Milk itself has a certain effect on women's beauty and slimming. Some sleeping milk with more other ingredients to promote sleep, slimming milk with slimming effect, is more popular with female consumers. Milk with some medical effect in packaged milk will arouse great interest of the elderly, Now a kind of high-quality functional milk rich in cla (conjugated linoleic acid) for patients with diabetes and arteriosclerosis appears on the market, which is very popular with elderly consumers

personalized flavor - in addition - "sour, sweet and sour is me"

according to the survey data of China Dairy Industry Association, after the report of the incident, More and more attention is paid to the "source" of products

health care - starting from their own differences

because the needs of modern people are more diverse, Even groups with the same age, education level and economic income will show different needs for certain types of products. The turntable is installed above the rack to seek ways. Consumers have the trend to choose the corresponding dairy products from the perspective of their own physiological characteristics or the lack of certain nutrients in the machine. Packaged milk with some or more health functions should be on demand, To a certain extent, it meets the special requirements of consumers. The three mainstream consumer groups of packaged milk - young women and the elderly are more prominent in the demand for milk with health functions. Young people are in the growth and development period, and have a large demand for various nutrients such as calcium, iron, zinc minerals and other trace elements, Therefore, packaged milk with more natural nutrients is also more popular with teenagers' parents. Milk itself has a certain effect on women's beauty and slimming. Some sleeping milk with more other ingredients to promote sleep, slimming milk with slimming effect, is more popular with female consumers. Milk with some medical effect in packaged milk will arouse great interest of the elderly, Now a kind of high-quality functional milk rich in cla (conjugated linoleic acid) for patients with diabetes and arteriosclerosis appears on the market, which is very popular with elderly consumers.

personalized flavor - "sour, sweet and sweet is me"

the survey data of China Dairy Industry Association shows that in the first half of 2005, lactic acid flavor milk has generally exceeded the growth rate of pure milk, among which yogurt has the fastest growth rate, and flavor milk also has good performance, The growth rate reached 14%. According to the survey data of imi2004-2005 yearbook of consumer behavior and lifestyle, when consumers choose to pack milk, the first consideration is taste, as shown in Table 1

first of all, in the consumption motivation of teenagers who will not let you spend every penny in vain, they are more willing to treat milk as a beverage. Flavor milk can be mixed into various fruit flavors, such as strawberry, cherry, orange, banana, pineapple, mango, It can also be blended into cocoa flavor, coffee flavor, chocolate flavor, which is both nutritious and fun, and meets the needs of different groups, especially children or young people.

secondly, although the protein vitamins and other nutrients of flavor milk are not as good as other packaged milk, compared with carbonated drinks, flavor milk has more nutritional value. In addition, the concept of "multi in one" product is in line with the modern consumption fashion of "pleasure, health and convenience". Therefore, Especially among young consumers, the drinking of flavored milk has become a fashion. Some young consumers join the "consumption army" of flavored milk in order to gain the social recognition of the surrounding peer groups

the "game" between brand and price

IMI information research Institute's qualitative survey of consumers in 2005 found that people pay more attention to well-known brands in food consumption, The same is true of the consumption of packaged milk, which believes that only famous brands have quality assurance. As shown in Table 1, "famous brands" rank second in the considerations of consumers buying packaged milk, and "taste" packaged milk, which is second only to the first, has high brand loyalty. Consumers have transitioned from simple nutritional needs to pursuing cultural characteristics and brand influence at the same time, as shown in Table 2, More than 80% of consumers drink one to three brands regularly, and national brands are relatively dominant among brands that often drink. Only local brands in individual cities are still the first choice for consumers.

with the improvement of people's economic conditions, price is no longer the main consideration in food consumption, and the consumption of packaged milk also shows such a trend. In China, there are two differentiation in the consumption of packaged milk, one is habitual and non stick, Habitual consumers account for the vast majority of the packaged milk market. According to the data of the annual book of IMI consumption behavior and lifestyle in, many of them drink milk every day, in the morning and evening, and when they are thirsty. These people who have developed milk consumption habits will drink milk every day, whether they are promoted or not. After they have seen the long-term low price promotion of liquid milk, they are no wonder about the price reduction promotion, Moreover, non stick consumers who recognize a certain brand basically have no habit of drinking milk. They are almost non stick. Second, the differentiation between urban residents and rural residents. The milk market is basically concentrated in cities, and rural residents basically have no habit of consuming milk. Non stick consumers and rural residents have no habit of drinking milk, As shown in Table 1, the proportion of consumers who choose "preferential conditions" is basically below 9%

conclusion

2005 was an extraordinary year for China's packaged milk market. The irrational behavior of enterprises contributed to the rationalization of consumers. Preferential prices can no longer impress most consumers. National brands have become market winners. In the face of market changes, enterprise decision makers need to pay attention to two points, The first is to further subdivide the market, develop and promote new products among heavy consumers according to the needs of different consumer groups for different functions of packaged milk, focusing on health milk and flavor milk. At the same time, strengthen the quality management of milk sources, and provide more truly natural and fresh packaged milk. The second is to change the market strategy of winning by price, create a brand image with cultural connotation and reliability, and provide more added value for consumers, Thus expanding the range of loyal consumers

source of information: Chinese packaging

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