液奶增长见顶，乳企“蛋白战争”才刚开场

Core Insights - The liquid milk market is experiencing a slow recovery, prompting dairy companies to seek new structural growth opportunities [1] - A silent competition around "protein" has emerged among major dairy players, driven by the rapid growth of the liquid protein market [1][4] Group 1: Company Developments - Mengniu's sports nutrition brand, Misen, has completed nearly 100 million yuan in Series A financing, led by Xianle Health, with participation from Hillhouse Capital and Mengniu Ventures [2] - Misen, launched in 2023, focuses on energy gels, electrolyte concentrates, and liquid protein, aiming to expand into the general sports nutrition market [2] - Yili's chairman indicated a shift from a growth-focused strategy to a quality-driven approach, prioritizing probiotics and protein supplements, with expectations for the adult nutrition market to exceed 300 billion yuan by 2030 [2] Group 2: Market Trends - The domestic liquid milk market has been declining for two consecutive years, impacting the performance of major dairy companies [4] - The liquid protein market is projected to grow significantly, with a compound annual growth rate (CAGR) of 9.6% from 2024 to 2027, and liquid products expected to account for 37.7% of the market [4] - The demand for liquid protein is increasing, with a projected 478.4% year-on-year growth in 2024 on major e-commerce platforms, indicating that the market is still in its early growth stage [4] Group 3: Consumer Behavior and Opportunities - The aging population and the trend towards functional differentiation are driving diverse demands in the protein supplement market, presenting opportunities for dairy companies [5] - The number of people participating in sports is expected to reach 38.5% of the population by 2025, translating to approximately 560 million individuals, which will further boost the sports nutrition supplement market [6] - Despite the crowded protein powder market, dairy companies face challenges in gaining consumer and channel recognition as they expand into this segment, necessitating enhanced R&D and differentiation strategies [6]