Market share of milk in
China
Pulled by the urbanization and the increase of
the disposable income, the consumption of dairy products is growing fast in
China. Our focus is on market share in China.
Market of milk is growing
in China
These last
years, the powder infantile milk focused projectors; but beyond this very
competed segment, it's a whole set beyond new subcategories which is emerging
in the Chinese market, taking advantage of channels in fast modernization.
In front of
the growth, the Chinese government sets up regulations and wants to structure a
sector; now the French dairy groups have to seize the new opportunities if they
do not want to lose ground in front of European, New Zealand multinationals, or
of the Chinese giants to don’t lose market share in China.
Between
2008 and 2013, the Chinese consumption of dairy products believed of 13 % a
year in value.
This fast
growth, in compliance with the evolution noticed in number of developing
countries, is understandable by several factors:
Market share are changing
in China
According
to Daxue Consulting, the urban population, which concentrates the main part of
the consumption, believed of 3 % marlet share a year, within this population,
very sensitive to the healthy and natural character of dairy products, the per
capita consumption consumer prices, pulled by the first material shortage in
China, increase of the labor cost and increasing weight of the marketing
spending believed of 3 % a year, increased by 6 % a year.
Within the
category however, the situation is contrasted between the various products: for
example the fresh milk, the quality of which it is difficult to assure up to
the consumer because of a still failing cold chain, saw his growth limited to 8
% a year over the last years; same for its market share in China; whereas that
of the powder of infantile milk was near twice superior.
This
product, which benefits from the healthy image of the yoghurt but frees itself
from constraints connected to the cold chain, passed from 0 to 500 M € of
figure of business in five years - the billion is aimed for 2015, and benefits
from a 60 % gross margin. Among other categories susceptible to grow strongly
over the next years, let us quote the h-milk, the drinks with yoghurt and with
milk, the desserts and the milky snack bars, which has strong market share in
China, the organic products.
