在本周，马上赢情报站将对2025Q3的乳制品市场进行回顾，同比对象为2024Q3、环比对象为2025Q2。 复盘数据均来自于马上赢品牌CT，马上赢MSY150均衡模型。马上赢品牌CT数据覆盖了全国县级以上各等级城市（不含乡、镇、村），并深度覆盖全国 核心城市群，业态覆盖包括大卖场、大超市、小超市、便利店、食杂店。目前，马上赢品牌CT中的品牌超30万个，商品条码量超过1400万个，年订单数 超过50亿笔。 希望查询过往的乳制品市场回顾，请点击：数据首发丨2025Q1乳制品市场回顾、数据首发丨2025Q2乳制品市场回顾 01、乳制品各品类概况 乳制品共包含成人奶粉、纯牛奶、纯羊奶、黄油、冷饮冻食、奶酪、奶片、奶油、酸奶和学生奶粉等共计10个三级类目、累计15个四级类目。其中，成人 奶粉包括女士奶粉、全家奶粉和中老年奶粉3个四级类目；常温纯牛奶和低温纯牛奶均归属纯牛奶类目；酸奶则包含常温酸奶和低温酸奶两个类目；棒 冰、雪糕/冰淇淋则归属于冷饮冻食类目。 乳制品各品类洞察 数据来源：2025Q3，马上赢品类洞察看板-MSY150均衡模型，市场份额增长 在第三季度，常温纯牛奶依旧占据乳制品市场的主导地位，占比接近40% ...

Group 1 - The dairy market is segmented into various categories including adult milk powder, pure milk, yogurt, and ice cream, among others, totaling 10 primary categories and 16 subcategories [2][3] - In Q2 2025, the market share of ambient pure milk decreased to approximately 36.97%, while ice cream gained a market share of about 27.03% [7][8] - Low-temperature yogurt showed significant growth, achieving a market share of 15.72%, with a year-on-year increase of 1.73% [5][7] Group 2 - The overall dairy market is experiencing a structural upgrade, driven by rising consumer health awareness and the increasing coverage of low-temperature cold chains [5][8] - The market share of low-temperature pure milk and yogurt is growing faster than that of ambient products, indicating a shift in consumer preferences [5][8] - The price index for dairy products shows a mild recovery, although it remains below the baseline of 100, indicating ongoing pricing pressures [11][12] Group 3 - The top five SKUs in the ambient pure milk category are dominated by major brands like Yili and Mengniu, with a combined market share of 87.57% [30][36] - In the low-temperature yogurt segment, the CR5 market share is 66.99%, with major players including Junlebao and Mengniu [38][46] - The ice cream category has a CR5 market share of 58.74%, with Yili leading at 34.33% [62][68] Group 4 - The SKU count for ice cream is the highest among dairy categories, indicating a vibrant product iteration and market activity [16][24] - The average price of low-temperature pure milk has shown fluctuations, with a notable increase in Q1 2025 followed by a slight decrease in Q2 2025 [59][60] - The non-combination products in the low-temperature pure milk category show diverse consumer preferences, with a range of packaging sizes and price points [60][61]

Overall Summary - The offline retail consumption situation for Q2 2025 shows a general decline in sales across major categories such as food, beverages, alcohol, and daily chemicals, although the rate of decline has narrowed compared to previous quarters [2][4][6]. Group 1: Retail Performance Overview - The analysis is based on data from the "Shangma Ying Brand CT," which monitors offline retail across various city levels and includes over 30,000 brands and 14 million product barcodes [2]. - The overall sales revenue for Q2 2025 is down approximately 7% year-on-year, with a better performance in order volume compared to average spending, indicating consumer pressure on budgets and prices [4][6]. - The price index for food, beverages, alcohol, and daily chemicals shows a gradual recovery, but remains under pressure, with most categories below the baseline index of 100 [4][6]. Group 2: Key Category Insights - In the food category, frozen products like frozen sausages have shown significant market share growth, while dairy products are stabilizing after previous declines [13][22]. - The beverage category has seen strong growth in sports and plant-based drinks, with some products exceeding 30% year-on-year growth, although the overall market remains competitive [17][29]. - The snack category is experiencing a decline in market share due to health trends and new retail formats, with significant drops in sales for various subcategories [14][22]. Group 3: Consumer Behavior and Trends - The average spending per order has increased for certain categories like ready-to-drink juices and plant-based beverages, indicating a shift in consumer preferences towards higher-quality products [34][35]. - The average purchase quantity per order has decreased across all selected categories, suggesting a trend towards larger packaging or a focus on value [40]. - The competitive landscape is intensifying, particularly in the frozen food and beverage sectors, with numerous brands vying for market share [46][47].