Analysis on the Consumption Characteristics of China’s Imported Milk Market
First, demand preferences
At present, China’s imported milk consumption has shown rapid growth. From the perspective of China’s milk market consumption, the market share of imported milk has reached about 10%. Domestic demand for imported milk has grown rapidly, from 2% in 2010 to around 10% in 2018.
From the perspective of the origin of imported milk in China, New Zealand, Germany, Australia and France are the top four sources of imports in 2018. The demand for imported milk is the strongest, with New Zealand’s imports of milk accounting for 34.6%, and Germany’s share. 26%, Australia accounted for about 12%, France accounted for about 10.1%.
Second, price preferences
According to the market consumption survey, people’s price preference for imported milk is mainly concentrated at 11-20 yuan / liter, accounting for 46%, and the proportion below 10 yuan / liter is about 31.7%, 21-30 yuan / liter. The proportion is about 17%, and the proportion of 31 yuan/liter or more is about 5%.
Third, brand preference
Imported milk brands are mainly used: Anchor, Meadow Fresh, Muh, Devondale, Oldenburger, Arla, Living Planet, Weidendorf etc.
Fourth, other preferences
From the market consumption survey, the main reason for consumers to buy imported milk, imported milk safe, no added, the proportion of the population reached 54%, followed by high purity, good nutrition, accounting for 27%, the proportion of taste is 17%, other factors accounted for
Among the factors that consumers consider when purchasing imported milk, safety and health are the two main factors, and their average comprehensive ratio scores are 4.22 and 4.05.
Analysis of the supply of imported milk industry in China
In China’s current market, 80% of imported milk comes from Europe, with Germany being the highest. In the sales channel, e-commerce is the most important sales channel for imported milk, and more than 60% of imported milk is sold through e-commerce.
Demand Analysis of China’s Imported Milk Industry
According to the statistics of the General Administration of Customs, China imported a total of 2.64 million tons of various dairy products in 2018, an increase of 6.7% year-on-year. The import value was 10.1 billion US dollars, accounting for 20% of domestic dairy product sales revenue, up 14.3% year-on-year. Dairy products 1.93 million tons, an increase of 9.2%, import value of 9.1 billion US dollars, an increase of 15.7%, imported liquid milk 700,000 tons, an increase of 0.3%, import value of 1 billion US dollars, an increase of 2.9%. Specifically:
(1) Large package powder
In 2018, the import of large package powder was 800,000 tons, which was only lower than the highest year in 2013 and 2014, with an increase of 11.6% year-on-year. The import value was 2.4 billion US dollars, up 12% year-on-year, and the price was 3030 US dollars/ton, up 0.4% year-on-year. New Zealand accounted for 73.3% and the EU accounted for 12.6%.
(2) Infant powder
In 2018, imported infant formula milk powder was 320,000 tons, an increase of 9.6% year-on-year. The import value was 4.8 billion US dollars, up 19.8% year-on-year, and the price was 14699 US dollars/ton, up 9.3% year-on-year.
In 2018, imported whey and its products were 560,000 tons, an increase of 5.2% year-on-year. The import value was 600 million US dollars, down 4.9% year-on-year. The price was 1137 US dollars/ton, down 9.6% year-on-year, mainly from the United States accounting for 47% and the EU accounting for 38.2%. .
In 2018, imported cheese was 110,000 tons, an increase of 0.3% year-on-year. The import value was 500 million US dollars, up 3.1% year-on-year. The price was 4739 US dollars/ton, up 2.9% year-on-year.
(5) packaged milk
In 2018, the imported packaged milk was 670,000 tons, an increase of 0.9% year-on-year. The import value was 900 million US dollars, up 3.8% year-on-year. The price was 1355 US dollars/ton, up 2.9% year-on-year, mainly from the EU accounted for 51.1%, New Zealand accounted for 34.6%, and Australia accounted for 12%.