Table of Contents
Introduction
-
- Definition
- Report structure
- Methodology
- Abbreviations
Executive Summary
-
- The market
-
- Figure 1: Total China volume sales of yoghurt, 2008-18 (000’s tonnes)
- Figure 2: Total China value sales of yoghurt, 2008-18
-
- Figure 3: Yoghurt value sales (RMB BN) and share, by segment, 2012
- Companies and brands
-
- Figure 4: Leading Companies’ market shares in the China retail yoghurt market by value, 2009 -12
- The consumer
- Consumption frequency
-
- Figure 5: Frequency of drinking yoghurt, yoghurt drink and milk, August 2013
- Usage occasion
-
- Figure 6: Usage occasions of yoghurt and yoghurt drinks, August 2013
- Potential selling places
-
- Figure 7: Potential yoghurt/yoghurt drink selling places, August 2013
- Important Purchase Influencers
-
- Figure 8: Purchase consideration factors of yoghurt/yoghurt drinks, August 2013
- Preferred format/texture/flavour
-
- Figure 9: Type of Yoghurt/Yoghurt Drinks purchased most often/of most interest, August 2013
- Attitudes towards yoghurt
-
- Figure 10: General attitude towards yoghurt/yoghurt drinks, August 2013
- Key trends
- Identifying marketing strategies to appeal to the different consumer segments
- DIY yoghurt as a new area for business growth
- What we think
The Market
-
- Key points
- Market Size and Forecast
- China’s yoghurt market demonstrates great potential for further expansion
-
- Figure 11: Total China volume and value sales of yoghurt, 2008-13 (est)
-
- Figure 12: Top 8 yoghurt consumption countries and their annual per capita volume consumption, by country, 2011
- Rapid growth is forecast to continue
-
- Figure 13: Total China volume sales of yoghurt, 2008-18 (000 tonnes)
- Figure 14: Total China value sales of yoghurt, 2008-18
- Market drivers vs barriers
- Demand side:
- Supplier side:
- Market segmentation
-
- Figure 15: Value of the China yoghurt market, by segment, 2008-12
- Drinking/cultured yoghurt
-
- Figure 16: Examples of new lactobacillus drink launches post-2012; Meiyitian Mixed Berry Flavoured Lactobacillus Drink by Yili (left); Active lactobacillus drink with fruit fibre by Weiquan (right)
- Spoonable natural yoghurt
-
- Figure 17: Examples of popular spoonable natural yoghurt in the market; Ture Pure Yoghurt by Mengniu Dairy (left); Rushi additive-free yoghurt by Bright Dairy (right), 2012
- Spoonable flavoured yoghurt
-
- Figure 18: Examples of new spoonable flavoured yoghurt launches post-2012; Black rice flavoured yoghurt by Yili (left); Tiramisu flavoured yoghurt by Jinan Jiabao Dairy (right)
Companies and Brands
-
- Key points
- Company shares
-
- Figure 19: Leading Companies’ market shares in the China retail yoghurt market by value, 2010 -12
- Figure 20: Leading Companies’ market shares in the China retail yoghurt market by volume, 2010 -12
- Innovation and advertising
- Product innovations continue to go premium
- ‘All natural yoghurt with no additives’ to address safety concerns
- Live and active probiotic add-ins aim to attract busy white-collar workers
- Growing-up yoghurt targeting kids
- Making yoghurt into a snack
- Ambient variants to expand geographic reach of yoghurt
-
- Figure 21: Ambient yoghurt examples in the China retail market, Momchilovtsi by Bright Dairy (Left); Chunzhen by Mengniu Dairy (Middle); Easiyo yoghurt powder (Right)
- Marketing and advertising activities focused on health benefits
- Companies
- China Mengniu Dairy Co., Ltd.
- Groupe Danone S.A.
- Inner Mongolia Yili Industrial Group Co., Ltd.
-
- Figure 22: Yili’s advertising featuring Sun Yang (left) and Li Na (right)
- Bright Dairy & Food Co., Ltd.
- Liaoning (Huishan) Dairy Co., Ltd.
- Yakult Honsha Co., Ltd
- Wei Chuan Foods Industrial Co., Ltd.
The Consumer – Consumption Frequency
-
- Key points
-
- Figure 23: Frequency of drinking yoghurt, yoghurt drink and milk, August 2013
-
- Figure 24: Demographic profile of everyday yoghurt and yoghurt drink Users, August 2013
-
- Figure 25: Frequency of drinking milk, by yoghurt consumption groups, August 2013
The Consumer – Usage Occasions
-
- Key points
- Yoghurt consumers are most likely to eat yoghurt as part of a meal
-
- Figure 26: Usage occasion of yoghurt and yoghurt drinks, August 2013
-
- Figure 27: Usage occasion of yoghurt, by age and gender, August 2013
-
- Figure 28: Usage occasion of yoghurt drinks, by Age and Gender, August 2013
The Consumer – Potential Yoghurt/Yoghurt Drink Selling Places
-
- Key points
- Consumers want yoghurt to be available close to where they live
-
- Figure 29: Potential yoghurt/yoghurt drink selling places, August 2013
-
- Figure 30: Potential yoghurt/yoghurt drink selling places, by demographics, August 2013
The Consumer – Important Yoghurt Purchase Influencers
-
- Key points
-
- Figure 31: Purchase consideration factors of yoghurt/yoghurt drinks, August 2013
-
- Figure 32: Purchase consideration factors of yoghurt/yoghurt drinks, by demographics, August 2013
The Consumer – Preferred Type of Yoghurt/Yoghurt Drinks
-
- Key points
- There is notably unfulfilled demand for yoghurt drinks
-
- Figure 33: Type of yoghurt/yoghurt drinks purchased most often/of most interest, August 2013
- Ambient varieties resonate among older consumers
-
- Figure 34: Type (format) of yoghurt/yoghurt drinks most interested in, by demographics, August 2013
- Young males are particularly interested in yoghurt drinks
-
- Figure 35: Type (texture) of yoghurt/yoghurt drinks most interested in, by demographics, August 2013
- Plain yoghurt attracts the most consumer interest
-
- Figure 36: Type (flavour and ingredients) of yoghurt/yoghurt drinks most interested in, by demographics, August 2013
The Consumer – Attitudes towards Yoghurt/Yoghurt Drinks
-
- Key points
- Yoghurt boasts a positive health and sharing appeal
-
- Figure 37: General attitude towards yoghurt/yoghurt drinks, August 2013
- Older consumers are more likely to associate yoghurt with energy
-
- Figure 38: Agreement with the statement ‘Yoghurt/yoghurt drinks are a good source of energy,’ by gender/age, August 2013
- High earners and female 40-49-year-olds are most prepared to pay more for yoghurts
-
- Figure 39: General attitudes towards yoghurt/yoghurt drinks, Demographic profile, August 2013
-
- Figure 40: General attitudes towards yoghurt/yoghurt drinks, demographic profile, August 2013
Key Issue – Identifying Marketing Strategies to Appeal to Different Consumer Segments
-
- Key points
- Segmenting consumers
- Four distinct consumer segments based on psychographics
-
- Figure 41: Consumer segmentation by general attitude towards yoghurt/yoghurt drinks, August 2013
-
- Figure 42: General attitudes towards yoghurt/yoghurt drinks, by consumer segments, August 2013
- Difference in product type preference
-
- Figure 43: Interest in purchasing types of yoghurt/yoghurt drink, by target groups, August 2013
- Difference in consumption habits
-
- Figure 44: Frequency of having yoghurt/yoghurt drink by segments, August 2013
- Tailoring marketing strategies to appeal to different consumer segments
- Gaining appeal from core consumers
- Innovation on flavours and ingredients needs to be re-invigorated
- Engaging casual consumers with sufficient education
- Exploiting on-the-go consumption for all consumer segments
- Yoghurt with high carbohydrate level ingredients can serve as a meal substitute for on-the-go consumption
-
- Figure 45: Usage occasion of yoghurt, by consumer segments, August 2013
- Expand distribution to higher footfall areas
-
- Figure 46: Preferred yoghurt/yoghurt drink selling places, by segments, August 2013
-
- Figure 47: Example of E-Mellow chilled self-service vending machine in Hangzhou
- What does it mean?
Key Issue – Innovation opportunities resonate in new usage occasions, alternative health messages in probiotics and plant protein recipes
-
- Key points
- Six in ten consumers eat yoghurt or yoghurt drink as part of the meal
-
- Figure 48: Usage occasions of yoghurt, August 2013
- Manufacturers and government recognise the importance of probiotics…
- …but there is a lack of differentiation in probiotics and their health benefits
-
- Figure 49: Brand advertising for yoghurt and yoghurt drinks
-
- Figure 50: Top claims of newly launched yoghurt or yoghurt drink products in China, 2010-13
-
- Figure 51: Health issues, November 2012
-
- Figure 52: Top ingredient choices, December 2012
-
- Figure 53: Examples of yoghurt and yoghurt drinks with segment-specific, functional benefits in the international market, 2012-13
- Strong opportunities for product innovation
- Significant gap between the supply and consumer demand for yoghurts with different flavours and ingredients
-
- Figure 54: Top 10 flavours launched in the market, 2008-12
- There is strong consumer interest in layered yoghurts and variants with fruit or grain bits
-
- Figure 55: Type of yoghurt/yoghurt drinks purchased most often / of most interest, August 2013
-
- Figure 56: Examples of yoghurt flavour and ingredient formats from domestic and international markets, 2013
- Exploring texture varieties beyond the standard light variety
-
- Figure 57: Type of yoghurt/yoghurt drinks texture purchased most often / of most interested, August 2013
- Figure 58: Example of yoghurts with different textures from overseas market, 2013
- Soy-based yoghurt can play a role in resolving the milk supply shortage and boost consumer awareness of dairy alternatives
- Challenges facing dairy farmers
- Opportunities for soy milk and other plant protein drinks
-
- Figure 59: Attitudes towards plant protein drinks, December 2012
-
- Figure 60: Types of yoghurt and yoghurt drink products launched in China, 2010-13
- Figure 61: Soy-based yoghurt in domestic market, 2008-2011
-
- Figure 62: Example of soy yoghurt from overseas with combo flavours and separate fruit pieces, 2013
- What does it mean?
Key Issue – DIY Yoghurt as a New Area for Business Growth
-
- Key points
- DIY yoghurt is becoming popular in China
- The primitive way…
- The rise of packaged probiotics and the adoption of yoghurt machines
-
- Figure 63: Example of popular yoghurt machine in China from Bear (left) and Yoice (right)
- Figure 64: Example of commercialised yoghurt leavens with multiple probiotics, bifidobacterium with 7 types of probiotics produced by Chuanxiu (left), flavoured yoghurt leaven powder with 9 types of probiotics produced by youbite (right)
- The emergence of all-in-one yoghurt powder
-
- Figure 65: Yoghurt machine from EasiYo and Lovin’spoonful, September 2013
- The advantages of all-in-one yoghurt powder
- Yoghurt powder offers health credentials
- Opportunities for all-in-one yoghurt powder
- Extended geographic coverage
- Yoghurt powder can provide homes with a bulk supply, potentially encouraging more frequent consumption
-
- Figure 66: Frequency of drinking yoghurt, yoghurt drink and milk, August 2013
- DIY yoghurt has sharing opportunities
-
- Figure 67: Percentage of consumers who would use yoghurt or yoghurt drinks for sharing, August 2013
- Barriers for all-in-one yoghurt powder
- DIY yoghurt powders are not available in offline channels
- Expensive price and additional investment in yoghurt machines
- What does it mean?
Appendix – Frequency of Having Food/Drink by Categories
-
-
- Figure 68: Frequency of having food/drink, August 2013
- Figure 69: Frequency of having food/drink, August 2013
-
- Figure 70: Most popular frequency of having food/drink – Yoghurts, by demographics, August 2013
- Figure 71: Next most popular frequency of having food/drink – Yoghurts, by demographics, August 2013
-
- Figure 72: Most popular frequency of having food/drink – Yoghurt drinks, by demographics, August 2013
- Figure 73: Next most popular frequency of having food/drink – Yoghurt drinks, by demographics, August 2013
-
- Figure 74: Most popular frequency of having food/drink – Milk, by demographics, August 2013
- Figure 75: Next most popular frequency of having food/drink – Milk, by demographics, August 2013
-
- Figure 76: Most popular frequency of having food/drink – Ice-cream, by demographics, August 2013
- Figure 77: Next most popular frequency of having food/drink – Ice-cream, by demographics, August 2013
-
- Figure 78: Most popular frequency of having food/drink – Snacks, by demographics, August 2013
- Figure 79: Next most popular frequency of having food/drink – Snacks, by demographics, August 2013
-
- Figure 80: Most popular frequency of having food/drink – Coffee, by demographics, August 2013
- Figure 81: Next most popular frequency of having food/drink – Coffee, by demographics, August 2013
-
- Figure 82: Frequency of having food/drink, by most popular frequency of having food/drink – Yoghurts, August 2013
- Figure 83: Frequency of having food/drink, by next most popular frequency of having food/drink – Yoghurts, August 2013
-
- Figure 84: Frequency of having food/drink, by most popular frequency of having food/drink – Yoghurt drinks, August 2013
- Figure 85: Frequency of having food/drink, by next most popular frequency of having food/drink – Yoghurt drinks, August 2013
-
- Figure 86: Frequency of having food/drink, by most popular frequency of having food/drink – Milk, August 2013
- Figure 87: Frequency of having food/drink, by next most popular frequency of having food/drink – Milk, August 2013
-
- Figure 88: Frequency of having food/drink, by most popular frequency of having food/drink – Ice-cream, August 2013
- Figure 89: Frequency of having food/drink, by next most popular frequency of having food/drink – Ice-cream, August 2013
-
- Figure 90: Frequency of having food/drink, by most popular frequency of having food/drink – Snacks, August 2013
- Figure 91: Frequency of having food/drink, by next most popular frequency of having food/drink – Snacks, August 2013
-
- Figure 92: Frequency of having food/drink, by most popular frequency of having food/drink – Coffee, August 2013
- Figure 93: Frequency of having food/drink, by next most popular frequency of having food/drink – Coffee, August 2013
-
Appendix – Usage occasions of yoghurt
-
-
- Figure 94: Usage occasions of yoghurt, August 2013
- Figure 95: Most popular usage occasions of yoghurt, by demographics, August 2013
-
- Figure 96: Next most popular usage occasions of yoghurt, by demographics, August 2013
- Figure 97: Usage occasions of yoghurt, by most popular frequency of having food/drink – Yoghurts, August 2013
-
- Figure 98: Usage occasions of yoghurt, by next most popular frequency of having food/drink – Yoghurts, August 2013
- Figure 99: Usage occasions of yoghurt, by most popular frequency of having food/drink – Yoghurt drinks, August 2013
-
- Figure 100: Usage occasions of yoghurt, by next most popular frequency of having food/drink – Yoghurt drinks, August 2013
- Figure 101: Usage occasions of yoghurt, by most popular frequency of having food/drink – Milk, August 2013
-
- Figure 102: Usage occasions of yoghurt, by next most popular frequency of having food/drink – Milk, August 2013
- Figure 103: Usage occasions of yoghurt, by most popular frequency of having food/drink – Ice-cream, August 2013
-
- Figure 104: Usage occasions of yoghurt, by next most popular frequency of having food/drink – Ice-cream, August 2013
- Figure 105: Usage occasions of yoghurt, by most popular frequency of having food/drink – Snacks, August 2013
-
- Figure 106: Usage occasions of yoghurt, by next most popular frequency of having food/drink – Snacks, August 2013
- Figure 107: Usage occasions of yoghurt, by most popular frequency of having food/drink – Coffee, August 2013
-
- Figure 108: Usage occasions of yoghurt, by next most popular frequency of having food/drink – Coffee, August 2013
-
Appendix – Usage Occasion of Yoghurt Drinks
-
-
- Figure 109: Usage occasion of yoghurt drinks, August 2013
- Figure 110: Most popular usage occasion of yoghurt drinks, by demographics, August 2013
-
- Figure 111: Next most popular usage occasion of yoghurt drinks, by demographics, August 2013
- Figure 112: Usage occasion of yoghurt drinks, by most popular frequency of having food/drink – Yoghurts, August 2013
-
- Figure 113: Usage occasion of yoghurt drinks, by next most popular frequency of having food/drink – Yoghurts, August 2013
- Figure 114: Usage occasion of yoghurt drinks, by most popular frequency of having food/drink – Yoghurt drinks, August 2013
-
- Figure 115: Usage occasion of yoghurt drinks, by next most popular frequency of having food/drink – Yoghurt drinks, August 2013
- Figure 116: Usage occasion of yoghurt drinks, by most popular frequency of having food/drink – Milk, August 2013
-
- Figure 117: Usage occasion of yoghurt drinks, by next most popular frequency of having food/drink – Milk, August 2013
- Figure 118: Usage occasion of yoghurt drinks, by most popular frequency of having food/drink – Ice-cream, August 2013
-
- Figure 119: Usage occasion of yoghurt drinks, by next most popular frequency of having food/drink – Ice-cream, August 2013
- Figure 120: Usage occasion of yoghurt drinks, by most popular frequency of having food/drink – Snacks, August 2013
-
- Figure 121: Usage occasion of yoghurt drinks, by next most popular frequency of having food/drink – Snacks, August 2013
- Figure 122: Usage occasion of yoghurt drinks, by most popular frequency of having food/drink – Coffee, August 2013
-
- Figure 123: Usage occasion of yoghurt drinks, by next most popular frequency of having food/drink – Coffee, August 2013
-
Appendix – Purchase Consideration Factors of Yoghurt/Yoghurt Drinks
-
-
- Figure 124: Purchase consideration factors of yoghurt/yoghurt drinks, August 2013
- Figure 125: Purchase consideration factors of yoghurt/yoghurt drinks, by most popular frequency of having food/drink – Yoghurts, August 2013
-
- Figure 126: Purchase consideration factors of yoghurt/yoghurt drinks, by next most popular frequency of having food/drink – Yoghurts, August 2013
- Figure 127: Purchase consideration factors of yoghurt/yoghurt drinks, by most popular frequency of having food/drink – Yoghurt drinks, August 2013
-
- Figure 128: Purchase consideration factors of yoghurt/yoghurt drinks, by next most popular frequency of having food/drink – Yoghurt drinks, August 2013
- Figure 129: Purchase consideration factors of yoghurt/yoghurt drinks, by most popular frequency of having food/drink – Milk, August 2013
-
- Figure 130: Purchase consideration factors of yoghurt/yoghurt drinks, by next most popular frequency of having food/drink – Milk, August 2013
- Figure 131: Purchase consideration factors of yoghurt/yoghurt drinks, by most popular frequency of having food/drink – Ice-cream, August 2013
-
- Figure 132: Purchase consideration factors of yoghurt/yoghurt drinks, by next most popular frequency of having food/drink – Ice-cream, August 2013
- Figure 133: Purchase consideration factors of yoghurt/yoghurt drinks, by most popular frequency of having food/drink – Snacks, August 2013
-
- Figure 134: Purchase consideration factors of yoghurt/yoghurt drinks, by next most popular frequency of having food/drink – Snacks, August 2013
- Figure 135: Purchase consideration factors of yoghurt/yoghurt drinks, by most popular frequency of having food/drink – Coffee, August 2013
-
- Figure 136: Purchase consideration factors of yoghurt/yoghurt drinks, by next most popular frequency of having food/drink – Coffee, August 2013
-
Appendix – Most Often Purchased Types of Yoghurt/Yoghurt Drinks
-
-
- Figure 137: Most often purchased types of yoghurt/yoghurt drinks, August 2013
- Figure 138: Most often purchased types of yoghurt/yoghurt drinks – Format type, by demographics, August 2013
-
- Figure 139: Most often purchased types of yoghurt/yoghurt drinks – Texture type, by demographics, August 2013
- Figure 140: Most often purchased types of yoghurt/yoghurt drinks – Flavour and ingredients, by demographics, August 2013
-
Appendix – Interested in Purchasing Types of Yoghurt/Yoghurt Drinks
-
-
- Figure 141: Interested to purchase types of yoghurt/yoghurt drink, August 2013
- Figure 142: Interested to purchase types of yoghurt/yoghurt drink – Format type, by demographics, August 2013
-
- Figure 143: Interested to purchase types of yoghurt/yoghurt drink – Texture type, by demographics, August 2013
- Figure 144: Most popular interested to purchase types of yoghurt/yoghurt drink – Flavour and ingredients, by demographics, August 2013
-
- Figure 145: Next most popular interested to purchase types of yoghurt/yoghurt drink – Flavour and ingredients, by demographics, August 2013
-
Appendix – Potential Yoghurt/Yoghurt Drink Selling Places
-
-
- Figure 146: Potential yoghurt/yoghurt drink selling places, August 2013
- Repertoire analysis
-
- Figure 147: Repertoire of potential yoghurt/yoghurt drink selling places, August 2013
-
Appendix – General Attitude towards Yoghurt/Yoghurt Drinks
-
-
- Figure 148: General attitude towards yoghurt/yoghurt drinks, August 2013
- Figure 149: Agreement with the statement ‘Yoghurt/yoghurt drinks are more of a treat than a healthy item’, by demographics, August 2013
-
- Figure 150: Agreement with the statement ‘Having yoghurt/yoghurt drinks is an important part of a healthy lifestyle’, by demographics, August 2013
- Figure 151: Agreement with the statement ‘Yoghurt/yoghurt drinks are a good source of energy’, by demographics, August 2013
-
- Figure 152: Agreement with the statement ‘Yoghurt/yoghurt drinks are enjoyable to share with others’, by demographics, August 2013
- Figure 153: Agreement with the statement ‘Yoghurt/yoghurt drinks perform better than other formats if consumed on a regular basis’, by demographics, August 2013
-
- Figure 154: Agreement with the statement ‘It is better to have yoghurt/yoghurt drinks at a fixed time daily’, by demographics, August 2013
- Figure 155: Agreement with the statement ‘Yoghurt/yoghurt drinks are best eaten during hot seasons’, by demographics, August 2013
-
- Figure 156: Agreement with the statement ‘International yoghurt brands offer better quality than Chinese brands’, by demographics, August 2013
- Figure 157: Agreement with the statement ‘I am put off chinese yoghurt brands since the recent dairy safety scandal’, by demographics, August 2013
-
- Figure 158: Agreement with the statement ‘It is worthy paying more for premium yoghurt brands’, by demographics, August 2013
- Figure 159: Agreement with the statement ‘I’d be interested in buying a wider variety of yoghurt products’, by demographics, August 2013
-
- Figure 160: Agreement with the statement ‘I would be interested in trying new yoghurt products’, by demographics, August 2013
- Figure 161: Agreement with the statement ‘The taste of a yoghurt is more important to me than its health benefits’, by demographics, August 2013
-
Appendix – Further Analysis
-
-
- Figure 162: Target groups, August 2013
- Figure 163: Target groups, by demographics, August 2013
-
- Figure 164: Purchase consideration factors of yoghurt/yoghurt drinks, by target groups, August 2013
- Figure 165: Interested to purchase types of yoghurt/yoghurt drink, by target groups, August 2013
-
- Figure 166: General attitude towards yoghurt/yoghurt drinks, by target groups, August 2013
-
Back to top