Core Insights - The dairy market in Q3 2025 shows a significant shift towards low-temperature products, with low-temperature pure milk and low-temperature yogurt gaining market share, while traditional room-temperature products are declining in both share and sales [4][6][9]. Category Overview - The dairy product categories include adult milk powder, pure cow's milk, pure goat's milk, butter, frozen desserts, cheese, milk slices, cream, yogurt, and student milk powder, totaling 10 tertiary categories and 15 quaternary categories [1]. - Room-temperature pure milk remains the dominant category, accounting for nearly 40% of the market, followed by ice cream with approximately 30% [4]. Market Share and Sales Performance - In Q3 2025, room-temperature pure milk's market share decreased by 2.68% year-on-year, with a sales decline of over 18% [8][6]. - Low-temperature pure milk saw a year-on-year increase in market share of 1.18% and a sales growth of 19.68%, indicating strong growth potential [9][6]. - Low-temperature yogurt's market share increased by 1.65%, while its sales remained relatively stable [8][6]. Price Index Trends - The overall price index for dairy products showed fluctuations, with a peak near the baseline of 100 in early 2025, followed by a decline to a low of 97 by September 2025 [12][13]. - Room-temperature pure milk's price trend mirrored the overall market, indicating ongoing price adjustments [13]. SKU Analysis - The ice cream category had the largest SKU count, with 9,262 active SKUs, indicating a vibrant market with rapid product turnover [16]. - Low-temperature yogurt also showed a healthy SKU count, reflecting active product innovation and market potential [16]. Competitive Landscape - The CR5 market share for low-temperature yogurt reached 70.84%, indicating a concentrated market with leading players like Junlebao and Yili [35]. - In the room-temperature yogurt category, the CR5 market share was 92.17%, with Yili holding over 60% of the market, showcasing its dominance [42]. Top Products - In the non-combination segment for low-temperature pure milk, the top SKU was from Guangming Dairy, highlighting competitive pricing and consumer preferences for quality [52]. - For low-temperature yogurt, Yili's products dominated the top SKU list, reflecting strong brand loyalty and market presence [39].

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].