When it comes to milk, everyone knows that it is a nutritious and healthy food, especially high calcium. If you drink 300ml of milk per day, you can reach 1/3 of the body's required calcium intake. The idea that milk belongs to just-needed health products has long been a common consensus in western developed countries. What is the current situation of milk in China? The author today gives insight into the industry as an analyst: the data is not optimistic, and the per capita consumption frequency and consumption of milk in China are still very low. At present, at least 55.1% of Chinese people cannot guarantee the daily consumption of milk and dairy products, and 58.7% of Chinese people consume less than 300g of dairy products per day.
Not accustomed to the taste of milk
Some people don't like to drink milk, and they feel that the milk is faint and smells awkward. This is mainly because we are a country with Han nationality as the main body. The Han people do not have the habit of drinking milk. There are almost no dairy products in the mainstream Chinese traditional food, so our sense of smell is not accustomed to the smell of milk, just like many people are not used to lambing. The same smell.
Marco Polo said in his travel notes that Genghis Khan’s team carried dry powdered milk as food when they marched long distances. This may be the earliest record of milk powder. But the custom of drinking milk did not continue as the Yuan Dynasty unified China. The traditional Chinese diet makes the taste without milk, so some people think that milk is difficult to drink - the instinct of smell and taste is one of the direct factors hindering the development of milk.So they may want find a powdered milk substitute.
Because we are a farming-oriented nation and mainly eat food crops, with the genetic changes caused by eating habits, many Chinese suffer from lactose intolerance .So we test for lactose intolerance before lactose intake ack of lactase in the body, and milk can cause discomfort such as diarrhea. In fact, lactase deficiency is a widespread worldwide problem, but the incidence rate of the Far East population is higher than that of Europeans and Americans. The incidence of yellow and black species is higher than that of Caucasians. Therefore, some people even drink milk, it is difficult to drink - the body discomfort caused by lactose intolerance is also an important factor hindering the development of milk.
Insufficient confidence in domestic milk
In 2008, Sanlu milk powder melamine incident was exposed, followed by Yili, Mengniu, Guangming liquid milk was also detected melamine, the entire dairy market was hit hard; 2009, Mengniu Terun Su OMP incident; 2010, Mengniu poisoned milk incident; 2011 In the year, Mengniu exposed 3 problem milk in one month; in 2012, the mercury content of Yili milk powder exceeded the standard... The series of incidents caused the Chinese consumers to have insufficient confidence in the safety and health of the domestic dairy industry, and even the “foreign milk” was popular. In recent years, with the steady development of domestic milk, consumers are gradually regaining confidence in the market, but in comparison, they still trust foreign markets. Consumers' biggest concern about domestic milk comes from the safety of dairy products and the pollution of milk sources – safety issues have become a major factor in slowing milk development.
High retail price
In the Chinese gift market, milk has always played an important role, especially for some high-end milk. Sending milk means sending health. Such customs have greatly stimulated the milk industry. The milk in supermarkets and shopping malls has been selling very hot during the holidays, from children's milk to old-age milk. But most Chinese are used to using milk as a gift rather than as a daily drink, especially in second- and third-tier cities and townships. The reason is not only the recognition of the high value of milk but also the psychological satisfaction brought by high prices.
According to statistics, in October 2017, the national average milk price was 11.56 yuan per liter, while the high-end milk price in the industry was as high as 18-23 yuan per liter. According to the domestic minimum wage of 2,000 yuan, the purchase of 1 liter of ordinary milk requires nearly 60 minutes of work, more than the time required to purchase 1 kilogram of rice (40 minutes); according to the year-on-year relationship, working in the United States 1 liter of milk is less than 6 minutes, 1 kilogram Rice takes 6 minutes. China's raw milk prices are even higher than in the world. Although the scale of domestic dairy farming has increased year by year in recent years, it has not fundamentally changed the shortcomings of high input and low output, so that a cup of milk will be 30% higher than the world average since the birth. - High prices have become a key factor hindering the development of milk.
Confused views and rumors
Speaking of the current milk, there are many different voices on the Internet and in the circle of friends. For example, “In order to keep the cows from producing milk, the cows must be given hormones for a long time, so the milk is now hormonal, and the nutrition is not good... "", and "drinking milk on an empty stomach will hurt the spleen and stomach", "the milk shelf life is so long is the preservative exceeded the standard", "Chinese people are not suitable for drinking milk"... Similar views never lack audience - confused views and rumors are equally hindered The development of milk.
China's milk trend
From 2013 to 2017, the sales volume of Chinese milk (including milk, fresh milk, skimmed milk, etc.) increased from 8.9 million tons to 9.79 million tons, with a compound annual growth rate of 3%; China's milk sales increased from 92.1 billion yuan to 117.2 billion yuan. Yuan, the compound annual growth rate is 7%, and China's milk sales volume shows a steady growth trend.
It can be seen that the promotion of nutritional health of the current milk has been deeply rooted in the hearts of the people, with high universal recognition. Even for those who are not used to drinking and can not drink milk, after modern education, they also agree with the value of milk and become potential consumers.
What's more, although the Chinese lactose intolerance is as high as 80% or more, most people do not have symptoms of diarreha immediately after taking a small amount of lactose, but only after a certain amount of intake. Therefore, most people with lactose intolerance can still drink milk, but not excessive. For example, more than 90% of Japanese people are lactose intolerant, but most people can drink 200 ml of milk a day without any discomfort.
Do Chinese people really like to drink milk? This is actually a false proposition. The nutritional health of milk has been recognized by the people of the world. For healthy products, people will try hard. After many attempts, they will gradually get used to it, thus forming a taste memory, accepting the taste of milk, and prefer to drink milk.
In addition, more and more kindergartens and primary schools provide milk to students every day. The cultivation of consumption habits and the change of generations will gradually change the genetic status of the body, turning them from intolerance to tolerance, and then by tolerance. Into the usual, and finally turned into like.
Although sales growth does not necessarily stem from the desire to drink milk, the preference for drinking milk is bound to lead to sales growth. Coupled with the improvement of people's income and the pursuit of health, there will be huge room for improvement in the Chinese milk market in the future. The Chinese dairy industry is the true trillion market. This is by no means an exaggeration. At present, from the health test results, China's per capita calcium intake daily is only 366.1 mg, which is less than half of the recommended amount (800 mg), so it is necessary to drink a cup of milk every day.