Dairy industry: Functional dairy is on the rise
Under the general trend of consumption upgrading, China's dairy industry has developed rapidly, and dairy products have become one of the fastest growing industries in the food industry, with a substantial increase in output and sales. Experts pointed out that at this stage, China's dairy industry has entered a period of transformation and development, and the market concentration has been further accelerated. With the improvement of the competitive environment in the dairy industry, the market will become more and more standardized.
Dairy consumption ushers in recovery
According to data released by the National Bureau of Statistics, from 2010 to 2016, except for the decline in dairy consumption in 2014, the remaining years achieved year-on-year growth. In 2016, China's dairy sales were 29.754 million tons, an increase of 8.6 over the same period last year. In the first half of 2017, the sales volume of dairy products in China reached 14.45 million tons.
In recent years, with the obvious trend of consumption upgrading and the complete release of demand in third-and fourth-tier cities, the consumption of domestic dairy products has also ushered in a recovery. Song Liang, a senior analyst at the dairy industry, said that the increase in consumer consumption of domestic dairy products means that consumer satisfaction with dairy products has further increased.
Song Liang added that the reason is that, on the one hand, various policies issued by the state have played a good reference role in market supervision, and the overall quality of the domestic dairy industry has been greatly improved; on the other hand, the law is against fraud. The severe punishment makes the dairy industry safer and more secure, and consumers can buy dairy products more confidently.
However, some people in the industry pointed out that from the perspective of per capita liquid milk consumption, there is still a large gap between my country and the world average, and my country's dairy product consumption still has a large room for growth.
Functional dairy products are on the rise.
Today, the dairy industry has entered a new stage of development, gradually changing from scale growth to quality upgrading. What people like to see is that the taste and nutrition of dairy products have been greatly improved, which can better meet the preferences and quality requirements of consumers. The varieties of dairy products on the market are becoming more and more diverse and the taste is becoming more and more abundant.
Under the trend of consumption upgrading, "health" has become the top consumer demand of most consumers in recent years, and people's functional requirements for dairy products are becoming more and more diversified. In view of this, well-known dairy enterprises in the research and development of room temperature yogurt, room temperature lactic acid bacteria beverage, low temperature yogurt and other categories, but also actively follow the trend of consumption upgrade, the pursuit of healthier products, added value is also higher.
Dairy industry experts said that the health of dairy products and the addition of additives with healthy functions to enrich the taste have become the direction of innovation and development of dairy enterprises. For example, some products add nutritional raw materials such as oats, yellow peaches or durians, and some products add lemons that have the effect of relieving alcohol and greasy.
Today, functional dairy products are on the rise. According to industry insiders, at present, various dairy enterprises make full use of their own resources, technology and other advantages to vigorously develop this category, which has become a hot spot in the competition of dairy enterprises. "It is foreseeable that functional dairy products will be the main force in the future dairy market and will occupy a larger market share."
Further increase in market concentration
On January 9, 2017, the Ministry of Agriculture, the National Development and Reform Commission and other five ministries jointly issued the National Dairy Development Plan (2016-2020). According to the plan, the dairy processing industry should continue to optimize the product structure of dairy products, develop liquid milk products such as room temperature milk, pasteurized milk and yogurt according to local conditions, and moderately develop cheese and other products. The industry concentration of the top 10 domestic brand enterprises in the industry has reached 80%. It can be seen that under the continuous promotion of the existing favorable policies, the concentration of leading dairy enterprises still has room to rise.
With the increasing concentration of the dairy industry, the polarization of domestic dairy production enterprises will be more serious. Song Liang analysis believes that the concentration of the milk powder industry has increased compared with before, and the market differentiation will be more obvious after the end of the formula registration system. The market share of some big brands is still growing, but small and medium-sized enterprises, small brands and miscellaneous brands are basically in a situation of declining market share.
"The market concentration will further accelerate after 2020. Overall, the market will become more and more standardized in the next five years as the competitive environment improves." Song Liang pointed out that as the government, society and the media continue to strengthen supervision and supervision, it will continue to promote the standardized development of the dairy industry.
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