悄悄跑出100+店连锁，这个“待爆品类”藏不住了

Core Insights - The article highlights the emerging trend of "fresh milk drinks" as a potential new demand in the beverage market, particularly among younger consumers who are increasingly seeking convenient and healthy options [1][10][19]. Industry Trends - The "fresh milk drink" segment is experiencing rapid growth, with brands like "Lanxiong Fresh Milk" expanding to 180 locations and achieving monthly sales exceeding 1 million yuan in some stores [6][10]. - Tea brands are also entering the fresh milk drink market, with non-tea dairy products accounting for 15.1% of new product launches, indicating a shift in consumer preferences [8][10]. Consumer Behavior - There is a growing consumer demand for the immediacy of fresh milk drinks, paralleling trends seen in tea and coffee consumption, where convenience and aesthetic appeal are prioritized [10][19]. - Fresh milk drinks are perceived as healthier options, leveraging the positive associations consumers have with milk and yogurt, which are seen as nutritious [12][19]. Product Innovation - Retail brands are innovating around milk products, introducing unique flavors and combinations that appeal to consumers looking for novelty [13][15]. - The supply chain for dairy products has matured, enabling efficient distribution and ensuring product freshness, which is crucial for the success of fresh milk drink brands [16][18]. Market Challenges - Despite the excitement around fresh milk drinks, the market lacks dominant brands and "super hit" products, which are necessary for the category to achieve sustained growth [19][21]. - Some fresh milk drink offerings may struggle with repeat purchases, as they are often seen as one-time novelty items rather than staples in consumers' diets [21][23]. Future Outlook - The industry is encouraged to explore functional innovations in fresh milk drinks, targeting specific consumer needs such as weight management and sleep improvement [21][23]. - The future of the fresh milk drink market is expected to be diverse, with multiple brands carving out unique niches rather than a single dominant player emerging [23].