CAQ: Chinese Consumers’ Taste For Milk Is Changing

  • Thursday, 05 January 2017 12:48
  • Published in Business News
  • Read 472 times

The report, published by the China Association for Quality (CAQ), revealed that the satisfaction of Chinese consumers is decreasing, compared to 2015 and demands for the quality of milk are changing. Suppliers have to be prepared for the changing needs of their Chinese customers.

The results of the research can be summed up in four main points, according to CCM. The first trend shows that characteristics like consumer satisfaction, brand image, and perceptual quality are all decreasing in the survey, namely 1 point, 1 point, and 2 points respectively.

This slight fall does not seem to be important, nevertheless it is showing a trend that should be seen as a signal for milk selling companies. Consumers are attaching more value to quality and reputation of the milk. The research also states that consumers respond little to sales promotions in general and are negatively affected by price hikes, which lowers their satisfaction levels again.

Another result of the report is the high popularity of fresh milk and UHT milk among the Chinese consumers. The benefit of UHT milk is that the high temperature sterilisation provides a long shelf life and kills dangerous bacteria. This guarantees a well fit into the modern life style of a growing number of Chinese customers. This was reflected in the report, where 31.2 percent of those questioned prefer the UHT milk.

The second highest preference belongs to fresh milk. The main benefit of this is the higher nutritional value of fresh milk. Also notable is the rising taste of formulated milk such as flavoured milk, namely chocolate milk and vanilla milk.

The third preference reported was that of liquid milk over milk powder, as liquid milk comprises of richer nutritional properties, namely calcium.

The last result deals with the distribution preference. According to the survey, almost 90 percent of the participants like to buy their milk from the conventional supermarket. Following this was convenience stores and delivery by the manufacturers directly.

Although the market of online purchases is growing in general, for milk this is only a weak distribution share. Less than two percent of the milk is purchased via E-commerce, according to the report. The supermarket still represents the most convenient place to get the daily doses of calcium for the Chinese consumers.

Suppliers of milk should have these changes in mind, when promoting and selling their milk brands in the Chinese market. It is true the consumption of liquid milk has had a slower growth in general in recent years, but the changing preferences are definitely an opportunity for milk suppliers to approach the Chinese market and ensure the share of their milk brands in the Chinese market.

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