解读 | 让全球买单的乳品消费概念

Core Insights - The article discusses the competitive landscape of the dairy industry and the consumer preferences that drive purchasing decisions, emphasizing the importance of innovation in creating products that resonate with consumers [1][4]. Market Comparison and Growth Potential - A comparison of the Chinese dairy market with Southeast Asia, Latin America, and France reveals significant growth potential, particularly in the context of consumer upgrading and export opportunities [5][9]. - The definition of dairy products varies significantly across countries due to different dietary habits and historical development [5]. Market Challenges and Trends - The global dairy industry faces challenges, including slow growth rates and changing consumer behaviors post-pandemic, necessitating a comprehensive strategy to enhance product value and identify new opportunities [12][10]. - Innovation must lead to incremental growth; if it only maintains the status quo, the costs may outweigh the benefits [12][13]. Global Growth Principles - The principle of "penetration rate is king" highlights that over 80% of growth for brands comes from acquiring new consumers, making it crucial for product innovations to attract new buyers [13][12]. Demographic Changes and Market Opportunities - Significant demographic shifts, including aging populations and changing family structures, present both challenges and opportunities for the dairy market [14][20]. - Three key consumer groups identified for targeted innovation include: 1. Infants and family consumption, where spending is increasing despite declining birth rates [20]. 2. Young adults with diverse needs, seeking products that cater to their lifestyle and health [21]. 3. Middle-aged and older adults, who prioritize health and social engagement, representing a significant market opportunity [23]. Strategies for Successful Innovation - Effective product positioning and communication are essential to convey product value and resonate with consumer needs [24]. - A comprehensive channel strategy is necessary to ensure product accessibility and a consistent consumer experience across platforms [24]. - Creating a compelling brand story and delivering perceived value beyond the product itself can enhance consumer engagement and willingness to pay [24]. - Pricing strategies must align with perceived value to avoid barriers to trial and maintain brand integrity [24]. Successful Case Studies - Examples from various markets illustrate successful strategies, such as incorporating colostrum in infant formula in Vietnam and emphasizing packaging in Malaysia [25][26]. - Targeted marketing and product development in Indonesia and South Korea demonstrate the importance of understanding consumer demographics and preferences [28][30]. - In China and Taiwan, leveraging technology and clear messaging has proven effective in addressing specific consumer needs [30][34]. Conclusion - The dairy industry must focus on attracting new consumers through innovative products and effective communication strategies to achieve sustainable growth [33][36].